Brand Content Strategist

About the role

At Gesa, we believe in the power of our people. Coming from all walks of life, our team members’ individual stories and unique experiences are our most valuable asset. But it’s how we come together, igniting our collective compassion and commitment to empowering our communities, that makes us succeed. Because we know we go further when we go together.

Role Summary

The Brand Content Strategist is Gesa’s lead copywriter and brand voice steward. This role creates clear, compelling, and distinctly Gesa content that helps members understand products, act, and see the difference their membership makes in the communities they call home. This position is responsible for hands-on copywriting and editing across Gesa’s marketing channels, including brand campaigns, web, email, product marketing, advertising, direct mail, social media, branch materials, video and audio scripts, member communications, and community storytelling.

Responsibilities

• Serve as Gesa’s lead copywriter, creating and editing high-quality content across brand campaigns, web pages, emails, advertising, direct mail, product marketing efforts, newsletters, community initiatives, member education, product marketing efforts, community partnerships, giveback programs, and brand storytelling
• Lead content strategy, editorial planning, and copy development for major brand campaigns, community initiatives, member education, product marketing efforts, newsletters, community partnerships, giveback programs, and brand storytelling
• Coordinate input from subject matter experts and internal partners to translate complex information, including financial products and member benefits, into clear, useful, and meaningful member communications
• Help evolve how Marketing uses emerging content tools, including AI, to improve ideation, research, content development, quality, and workflow efficiency while maintaining Gesa’s brand standards, accuracy, and human judgment
• Develop and execute content strategies that strengthen member engagement, reinforce Gesa’s brand, and create a unified, recognizable story across digital, print, branch, and community channels
• Develop, maintain, and govern the tools and standards that guide Gesa content, including messaging frameworks, voice and tone guidance, editorial standards, product copy foundations, templates, approved language, content ownership expectations, AI supported content tools and resources, and examples of strong Gesa communications
• Own Gesa’s content governance practices, including content intake, briefing, review, approval, publishing, ownership, version control, review timing, lifecycle management, and clear decision rights
• Establish and maintain a content planning rhythm and editorial calendar that connects brand, campaign, product, web, community, social, email, and newsroom priorities
• Partner with the appropriate teams to improve website content, navigation language, search visibility, answer engine optimization, accessibility, calls to action, and ongoing content maintenance
• Conduct regular content audits to identify outdated, duplicate, unclear, missing, or underperforming content. Maintain a prioritized plan to update, consolidate, archive, or retire content as needed
• Use content performance, website behavior, search data, and member feedback to inform content priorities and improve future work
• Coach internal contributors on Gesa’s voice, writing standards, content tools, and best practices to strengthen content quality across the organization

Qualifications

• Bachelor’s degree in Marketing, Communications, Journalism, English, or a related field required
• Minimum five (5) years of experience in copywriting, content strategy, editorial strategy, marketing communications, brand marketing, or related work, including experience developing and executing content strategies that support brand, audience, and organizational priorities, required
• Demonstrated portfolio of strong copywriting across brands, campaign, digital, product, and member communications required
• Experience building or improving content processes, editorial calendars, writing standards, content governance, or content lifecycle practices preferred
• Experience using search engine optimization, answer engine optimization, web analytics, or content performance data to improve content preferred
• Experience using AI enabled writing, research, content, or workflow tools in a professional setting preferred
• Financial services, credit union, or other regulated industry experience preferred