Associate Director, Digital Content & Social Media

Role Summary

The Associate Director, Digital Content & Insights acts as the connective tissue between creative storytelling, digital execution, and performance measurement bridging content, analytics, and technology to ensure that all digital channels work together to deliver measurable, compliant, and high-performing marketing outcomes. The role connects the dots between brand, creative, and media to deliver content that builds awareness, credibility, and engagement across NLG’s digital ecosystem. This role is responsible for shaping and optimizing the firm’s digital content strategy, ensuring every message and campaign reflects the brand voice, meets compliance standards, and drives measurable performance across web, email, and social channels.

Essential Duties and Responsibilities

• Lead digital content strategy and planning. Working with clients and other communicators, define and manage NLG’s digital content editorial calendar. Drive an organic-first approach to content development that blends storytelling, SEO, and analytics to enhance visibility and engagement.

• Manage and mentor the content producer: Oversee the Digital Media Producer, guiding workload prioritization, creative execution, and professional development. Ensure content producer delivers high-quality, compliant content and creative assets that support campaigns and business objectives.

• Lead content creation and storytelling: Direct and contribute to the creation of compelling, insight-driven content, including thought leadership articles, blog posts, case studies, social media content, and interviews that reinforce NLG’s brand and expertise. Ensure all content reflects the company’s tone, voice, and positioning while meeting engagement and performance goals.

• Oversee content production and publishing: Manage the creation, editing, and distribution of content across NLG’s owned digital channels. Oversee workflows in the CMS system (Sitecore, WordPress, Adobe Experience Manager) to ensure content accuracy, timeliness, and alignment with digital best practices.

• Own social media operations and governance: Oversee corporate and agent-facing social media programs, ensuring consistency, compliance, and brand integrity across platforms. With Director – Digital Marketing as a strategic content partner, manage publishing, engagement, and paid amplification using tools such as Sprout and Hearsay. Identify opportunities to strengthen channel performance and audience reach.

• Integrate data and insights into storytelling: Partner with the Web & Digital Experience Strategist to use analytics, SEO insights, and performance data to inform content decisions for consumer consumption and agent use. Monitor content performance through GA4, SEMrush, and social analytics tools; translate findings into actionable recommendations that improve reach, engagement, and conversion.

• Drive SEO and discoverability: Lead collaboration with the Web & Digital Experience Strategist to ensure content is optimized for search visibility and aligned with keyword strategies, metadata standards, and site architecture. Conduct ongoing keyword research, analyze trends, and apply best practices for both search and emerging AI-driven discovery tools.

• Ensure governance, quality, and compliance: Uphold NLG’s brand, voice, and editorial standards while ensuring that all content meets accessibility, privacy, and regulatory requirements. Partner with Compliance and Legal teams to facilitate content review and approval processes, maintaining accurate documentation and version control.

• Advance content performance measurement and reporting: Develop KPIs and reporting dashboards to evaluate the effectiveness of digital content. Track and communicate insights on traffic, engagement, and conversion metrics to senior stakeholders, using data to refine content strategy and prioritize future initiatives.

Minimum Qualifications

• 7+ years of experience in digital content strategy, marketing, or communications, with proven success developing and optimizing multi-channel content programs (web, social, video, and email).

• Bachelor’s degree in Marketing, Communications, Journalism, Digital Media, or a related field; an equivalent combination of education and experience may be considered.

• Demonstrated ability to lead and manage a small team, including content producers, copywriters, or media specialists, balancing strategic guidance with hands-on execution.

• Strong understanding of SEO, analytics, and content performance, with hands-on experience using Google Analytics 4 (GA4), Google Tag Manager (GTM), SEMrush, or equivalent tools to inform content decisions.

• Experience managing and publishing content within CMS platforms such as Sitecore, WordPress, or Adobe Experience Manager (AEM), ensuring accuracy, accessibility, and brand consistency.

• Proven ability to manage social media platforms and tools such as Sprout, Hearsay, or similar, ensuring consistent brand expression, compliance, and performance reporting.

• Demonstrated ownership of social media channels, including organic and paid social strategy, publishing, analytics, online reputation management (ORM), and governance.

• Excellent writing and editing skills with the ability to translate complex ideas into clear, compelling, and compliant digital copy.

• Proven ability to collaborate across marketing, IT, compliance, and creative functions to deliver cohesive, high-quality content aligned to business objectives.

• Highly organized, detail-oriented, and capable of managing multiple projects and priorities in a fast-paced environment.