Brand Content Strategist

About the role

Gesa Credit Union is seeking a Brand Content Strategist to join our dynamic team. This role is responsible for creating and editing high-quality content across various marketing channels and ensuring that Gesa's brand voice is consistently applied.

Responsibilities

• Serve as Gesa’s lead copywriter, creating and editing high-quality content across brand campaigns, web pages, emails, advertising, direct mail, product marketing, social media, branch materials, video and audio scripts, member communications, and community 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.
• Establish the standards, ownership, workflows, and planning practices that make Gesa content more connected, consistent, timely, and useful.
• 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.

Requirements

• Exceptional writing, editing, proofreading, and storytelling skills, with the ability to create clear, accurate, engaging, and distinctly on brand content for a range of audiences, channels, and business priorities.
• A strong understanding of brand voice, messaging strategy, editorial planning, content governance, and content lifecycle management.
• The ability to translate complex information into useful, easy to understand member communications.
• Strong strategic thinking skills with the ability to connect organizational priorities, audience needs, community impact, and brand goals.
• The ability to develop practical content standards, workflows, tools, and templates that improve consistency, efficiency, and quality.
• Strong project management and organizational skills, with the ability to manage multiple priorities, stakeholders, and deadlines.
• A collaborative and confident working style, with the ability to build strong relationships, influence decisions, and provide constructive feedback across teams.
• Working knowledge of search engine optimization, answer engine optimization, web content best practices, accessibility, analytics, and performance measurement.
• The ability to evaluate and responsibly apply AI enabled content and workflow tools while maintaining strong editorial judgment, accuracy, brand standards, and human oversight.
• Detail oriented with strong judgment, consistency, and follow through.
• Proficiency with content management systems, project management tools, and common digital marketing platforms preferred.

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.