CBRE is seeking a highly creative, NYC-based Senior Director of Content Strategy & Activation to join our growing Global Marketing team. This role will develop a content planning and development platform to be used across all of the company's business segments, lines of business and geographies, as well as lead the team executing brand content planning, development, production and workflow. This position reports to the Global Head of Customer Growth and Content, and will partner closely with colleagues across creative, research, product marketing, technology and brand strategy.
The Senior Director of Content Strategy & Activation will be responsible for translating CBRE's industry- leading voice and expertise into always-on, data-driven and compelling brand content across multiple formats, platforms and channels. This role will partner with the creative, research, product marketing and communications teams to reshape the packaging and delivery of CBRE's research, and create original, digitally native content that has unique angles, customer-centric stories and a look, feel and voice that is aligned with the CBRE brand. S/he will also oversee the development and implementation of a nimble content production operation that can efficiently scale across business lines and geographies, including the production/distribution of omni-channel campaigns, thought leadership articles, trend reports, short and long form videos, and motion graphics.
The ideal candidate will be highly proactive and collaborative. S/he will possess a creative and entrepreneurial drive, a desire to work in a fast-paced environment and a strong ability to develop the team to push the boundaries of what we create and how. This individual will have experience developing content for both B2B and B2C audiences, and a demonstrated proficiency for translating many types of information--from client data and marketing objectives to pop culture and emerging platforms - into actionable insights and immersive content strategies that drive customer growth and engagement.
Develop distinct and compelling CBRE branded programs in partnership with the Creative and Brand
Strategy teams, encompassing themes, design/packaging and motion guidelines.
Create brand content and storytelling across customer journeys, using customer and market insights to determine substance, cadence and distribution platforms
Develop and manage a global content calendar, working closely with colleagues across research, product marketing and communications. Partner with regional and local marketing leads to ensure content relevance and execution capability
Develop and consult on content and production calendars
Create and consult on new forms of compelling, digitally native content across paid, earned and owned platforms, including across CBRE's digital/mobile products
Drive improvements to existing content creation, including working closely with research and product marketing to optimize thought leadership content strategy, packaging and distribution
Oversee content publishing processes and trafficking operations. Establish and implement briefing processes, workflow, guidelines, toolkits and training programs for stakeholders who create/publish content across business lines, regions and local markets
Create processes and opportunities for localizing content
Create company best practices for the optimization of content by platform
Test new content and storytelling trends, formats and platforms. Deliver performance insights and learnings to key stakeholders across the business to inform future content plans
Hire, lead and mentor content production team members and resources, including both full-time employees and external partners and vendors
Conduct regular status meetings with relevant stakeholders to track progress on projects, identify pinch points, and implement solutions to ensure projects adhere to the creative concept, budget and schedule
Manage content and production budgets, tracking and reconciliation
Manage annual, monthly and quarterly production schedules, goals & KPIs
Experience and Qualifications
A minimum of 10 years of experience in brand content development and production across large, matrixed organizations, with an emphasis on video
Creative and strategic thinker who develops and articulates innovative ideas, drives fearless thinking and fosters an entrepreneurial, agile and data-driven culture
Effective storytelling and presentation skills, with an innate ability to both develop and sell creative concepts
Proven leadership skills with a demonstrated ability to hire, build, and manage content teams, providing clear creative direction and timely feedback to team members
Demonstrated experience hiring and managing freelance creators, crews, and production vendors
Proven success with piloting new brand content ideas, formats and distribution opportunities
Strong understanding of the trends shaping B2B and B2C consumer behavior and content, and fluency in the digital and social ecosystems
Strong organizational, project management and prioritization capabilities. Proven ability to work under deadlines and stay focused simultaneously on the big picture and smallest details
Data driven and goal oriented, able to measure success both quantitatively and qualitatively, and to understand the importance of both
Demonstrated ability to guide and nurture content plans that deliver on business value
A master at budgeting, easily capable of reviewing and accounting for all production budgets
Persuasive communicator and skilled listener. Able to drive change while navigating a fast-moving organization with an evolving marketing strategy
A Bachelor's Degree is required
Internal Number: 20003527
With broader and deeper capabilities than any other company, CBRE is the leading full-service real estate services and investment organization in the world.
CBRE Group, Inc. is the world’s largest commercial real estate services and investment firm, with 2017 revenues of $14.2 billion and more than 80,000 employees (excluding affiliate offices). CBRE has been included in the Fortune 500 since 2008, ranking #214 in 2017. It also has been voted the industry’s top brand by the Lipsey Company for 17 consecutive years, and has been named one of Fortune’s “Most Admired Companies” in the real estate sector for six years in a row. Its shares trade on the New York Stock Exchange under the symbol “CBRE.”
CBRE offers a broad range of integrated services, including facilities, transaction and project management; property management; investment management; appraisal and valuation; property leasing; strategic consulting; property sales; mortgage services and development services.