Please make sure to attach your resume to complete your application.

Summary:

The ASPCA Communications Department is a passionate, collaborative team responsible for using various communications channels to further the organization’s mission of preventing cruelty to dogs, cats, equines, and farm animals throughout the United States. ASPCApro reaches professionals in the animal welfare field by providing relevant, timely, and accurate content, training, research, and resources via various strategic digital channels to help animal welfare professionals ensure animals live good lives.

The Senior Manager of Content Development serves as a strategic partner on all aspects of professional-facing messages, communications, and campaigns. This includes working with internal and external partners to identify critical topics, develop engaging and relevant content, and present it in web and email communications for the animal welfare field including specific shelter and rescue, veterinarian, and equine welfare professional audiences. The Senior Manager supports the strategy and development of content and communications with an eye toward programmatic goals, audience needs, and overarching marketing plans.

This role serves as the principal writer for ASPCApro.com, the website for animal welfare professionals, and as the editorial oversight role for all professional-facing communications and core messaging. It is their responsibility to communicate regularly with ASPCA staff, including subject matter experts, other communication professionals, and organizational leadership to develop content and web resources needed to support ASPCA campaigns and programs that drive audiences to convert from awareness to commitment stages of the marketing funnel, guiding audiences toward supporting our organizational goals. It’s also imperative this role works across team to collaborate with other digital practitioners to share learnings.

Responsibilities:

Responsibilities include but are not limited to:

Content Planning & Development (50%):

• Work with Director of Content Strategy and all digital channel owners to implement a consistent, trackable, and measurable experience across all digital platforms.
• Create, manage, and implement communication plans for field-facing integrated and cross-departmental campaigns in coordination with the rest of the ASPCApro team to consider the audience experience across all digital platforms.
• Serve as a ASPCApro team liaison for designated program partners acting as a point of contact, project communication, and content planning and development, both for the department subject matter experts (SMEs) and for other relevant members of the Marketing Communications team
• Serve as the principal writer and editor for all ASPCApro.org website copy, as well as supporting email copy development needs and contributing to social copy development, as needed.
• Serve as editorial oversight for all professional-facing content by leading and educating contributing writers and SMEs across the team and the organization on topics such as writing process, style, voice and tone, web writing best practices, search engine optimization (SEO) standards, and accessibility and inclusivity.
• Plan, manage, and maintain content editorial calendar in collaboration with other team members, aligning messages to professional audiences across multiple digital platforms, including most often the intersection of web and email, as well as social and online learning platforms.
• Create and manage project plans for new content projects, including gaining buy-in from leadership for approval.

Content Optimization (30%):

• Develop and implement technical SEO strategies across all content, including keyword research, internal and external linking strategies, understanding search intent, and zeroing in on search engine weight around trustworthiness, authority, quality, and value of all digital content.
• Conduct keyword research and identify search trends, both to plan for upcoming content topics, and also to infuse into existing messaging and web copy in order to most effectively reach the intended audience.
• Develop and incorporate writing for the web best practices, including accessibility, readability, benefit-rich content writing styles, and strategies for excellent user experience.
• Manage ASPCApro’s style guide to ensure the most effective and user-optimized content experience for professional audiences, including updating standards, training writers in and across teams, enforcing style guide rules through editing and education, and overall governance of the style guide.

Content Tracking & Analysis (20%):

• Work within a metrics and impact-driven framework to drive toward team KPIs and performance goals, monitor, track, and analyze content and digital marketing performance, engagement, and conversions both along the course of a campaign or promotion plan, and as part of a content governance effort. Share and integrate learnings to continue success or course-correct as needed.
• Conduct department-specific metric tracking and analysis reports, and present to relevant SMEs of each department as part of the role of department liaison responsible for planning and developing department-specific content,
• Coordinate with channel owners to identify current opportunities and content needs for ASPCApro digital platforms based on the strategic plans and staff needs of departments that work with animal-welfare professionals.

Exemplifies the ASPCA’s Core Values:

• Has Commitment and dedication to improving the lives of animals
• Demonstrates Ownership and feels responsible for outcomes
• Believes in Team – that we are stronger together
• Seeks to Elevate others and reimagine what is possible
• Focuses on Impact, specifically making change for animals

Additional Information:

• Must be able to work confidently in a remote office
• Ability and willingness to travel up to 10% of the time as needed (Please note, travel requirements may be modified temporarily due in part to COVID-19; this remains a requirement of the position, and we expect normal travel volume to resume as the organization resumes normal operations)

Compensation and Benefits:

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Qualifications:

Ability to prioritize and manage multiple projects simultaneously and work with a diverse group of professionals and lay people, Ability to work with a variety of teams and lead and manage others in the course of a project, Advanced knowledge of best practices for writing and implementing readable, scannable, and usable web content, Excel exercising data-driven analytics skills to identify and track KPIs and target metrics, Expert at conducting keyword research and incorporating search engine optimization tactics into content, Knowledge of animal welfare issues and animal sheltering, Knowledge of project management., Must be able to work in a remote office with minimal supervision, Must be a self-guided, creative, highly organized, and motivated individual, Periodic travel (up to 10%) may be required, Position may require occasional flexibility and occasional overtime during off-hours, weekends, evening hours and possible holiday support, Superior analytic ability to readily grasp essential challenges and content needs of the varied audiences served by ASPCApro.org and to identify content and resources that will meet those needs, Superior research, interviewing, writing, and editing skills, Working knowledge of accessibility guidelines for the web, writing for inclusivity, and benefit-rich content marketing approaches, Working knowledge of Drupal, Hubspot, SEMrush, Airtable, Google Analytics, or similar platforms

Language:

English (Required)

Education and Work Experience:

Bachelors, High School Diploma (Required)

Experience leading and coaching writers and content contributors in and across teams, Minimum five years of professional work experience, Minimum three years of benefit-rich, user-focused, SEO-friendly digital writing experience, Minimum two years developing and managing content development projects as part of a content strategy and/or marketing plan, driving conversions toward desired audience actions, Minimum two years experience editing content for the web, Professional writing experience that is inclusive and meets web accessibility guidelines preferred, Undergraduate degree required, or equivalent professional experience

Our EEO Policy:

The ASPCA is an Equal Employment Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, national origin, ancestry, gender, gender identity or expression, age, marital or domestic partner status, citizenship status, sexual orientation, disability, genetic information, military or veteran status, or any other characteristic protected by applicable federal, state or local laws, regulations or ordinances.

Applicants with disabilities may be entitled to a reasonable accommodation under the terms of the Americans with Disabilities Act and certain state or local laws. A reasonable accommodation is a change in the ASPCA’s standard application process, which will ensure an equal employment opportunity without imposing undue hardship on the ASPCA. Please inform the ASPCA’s People Team if you need an accommodation in order to complete any forms or to otherwise participate in the application process.

Individuals seeking employment are considered without regards to race, color, creed, religion, sex, national origin, ancestry, gender, gender identity or expression, age, marital or domestic partner status, citizenship status, sexual orientation, disability, genetic information, military or veteran status, or any other characteristic protected by applicable federal, state or local laws, regulations or ordinances.

ASPCA is an Equal Opportunity Employer (M/F/D/V).

Please don’t forget to attach your resume to complete your application.

About Us:
The ASPCA was founded in 1866 on the belief that animals are entitled to kind and respectful treatment by humans and must be protected under the law. As a 501(c)(3) not-for-profit corporation with more than two million supporters nationwide, the ASPCA is committed to preventing cruelty to dogs, cats, equines, and farm animals throughout the United States.

The ASPCA is headquartered in New York City, where we maintain a full-service animal hospital, spay/neuter clinic, mobile spay/neuter and primary pet care clinics, a rehabilitation center for canine victims of cruelty, kitten nursery, adoption center, and two community veterinary centers.

The ASPCA also operates programs and services that extend nationwide. We assist animals in need through on-the-ground disaster and cruelty interventions, behavioral rehabilitation, animal placement, legal and legislative advocacy, and the advancement of the sheltering and veterinary community through research, training, and resources.

At the ASPCA, we are committed to fostering a collaborative and compassionate culture and we welcome all voices to contribute to our lifesaving mission. Our staff represent a vast array of backgrounds and diversity dimensions, bringing with them valuable experiences and perspectives. They join the ASPCA to learn, grow, and continually do their best work on behalf of animals. We are inspired by our staff, partners, and the communities we support across the country who work to improve animal lives. We are committed to diversity, equity, and inclusion at the ASPCA because it elevates our organizational culture, aligns with our Core Values, and enables us to move further and faster toward the ASPCA’s vision – that all animals live good lives; valued by society, protected by its laws, and free from cruelty, pain and suffering.