Content Strategist in Madrid
JOSE ANTONIO MENDEZ GUERRERO
Organizational Context
BBVA is one of the 10 largest banks in the world, and is increasingly recognized as a leading global innovator in the banking industry. In early 2014, the Digital Bank division was created to refocus the bank’s products and services on the customer, creating truly customer-centered experiences across its global footprint.
The newly-created Global Customer Experience team is the champion for BBVA´s customer-centered strategy and is building a world-class team of digital talent to envision, design, and deploy a comprehensive set of radically differentiated experiences across the entire customer lifecycle. BBVA´s unique and authentic commitment to be “transparent, clear, and responsible” with all its stakeholders is the philosophical foundation that supports and accelerates the team´s customer experience work.
Job Description
As a strategist, you will consult, develop and maintain strong, multi-faceted content strategies for clients.
You will responsible for creating, managing and organizing the contents of the different projects . You will work directly with marketing areas to give an overview from UX.
Key Responsibilities
• Write inspiring and engaging content.
• Knowing our audience backward and forward.
• Driving engagement with our content based on the level of content itself and the delivery of that content
• Map out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why. Continuous evolution of strategy is a must.
• Develop a functional content calendar throughout the verticals, and defining the owners in each vertical to particular persona groups.
• Supervising writers across the company and executive team; be an arbiter of best practices in grammar, messaging, writing, and style.
• Integration of content activities within traditional marketing campaigns.
• Conducting ongoing usability tests to gauge content effectiveness. Gathering data and handle analytics (or supervise those who do) and make recommendations based on those results. Working with owners of particular content to revise and measure particular content and marketing goals.
• Developing standards, systems for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.
• Ensure all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, point of purchase, mobile, video, print and in-person. This is to be done for each buyer persona within the enterprise.
• Ensuring consistent global experience and implement appropriate localization/translation strategies.
• Execute on our day-to-day web marketing needs, including building and launching pages, re-architecting portions of our site, and retiring/deprecating pages and properties as needed.
• Guide the business by providing data and insights derived from website statistics and user behaviors.
Skills and Experience
• 5+ years of content marketing experience with increasing responsibility & impact.
• Passion for storytelling – whether as part of a great ad campaign, in an incredible news story, or in front of a room of mobile marketing leaders.
• Experience at developing and supervising full content plans including strategy, messaging, creative direction, and media mix in both online and offline environments.
• Excellent verbal and written communication skills.
• Strong analytical skills to support the development of business strategy, market insights, and content analysis.
• Effective collaborator with a demonstrated history of building relationships and influence across cross-functional, globally-distributed teams.
• English and Spanish.
• Experience working within the Financial sector a plus.
• A sense of humor combined with professionalism and tenacity.
Competencies
Communication: Excellent written and verbal communication skills, ideally in both Spanish and English. Ability to fluently communicate in the vernacular of Design, Business and Technology and effectively translate between the three. Strong negotiation and influencing skills.
Collaboration: Ability to build on the ideas of others and facilitate ideation, rather than enforcing own opinions. Works cooperatively as part of a team. Works alongside, as opposed to working separately or competitively. Builds and maintains effective working relationships with a wide range of people.
Strategic & Analytical thinking: Ability to see the bigger picture, spotting patterns and facilitating cohesion across products and services. Ability to consider the bigger picture - including business and technical considerations - when reaching a decision. Demonstrates clear rationale for decisions. Ability to rationally critique or analyze ideas/products/prototypes.
Drive: Committed to achieving goals. Takes the initiative to go the extra mile. Motivated and driven to succeed and to develop own knowledge/skills.
Flexibility: Ability to adapt and respond positively to change. Uses feedback to develop abilities and is open to trying a different approach.
Customer & Landscape Awareness: Awareness of the technology landscape, the overall capabilities of various platforms and multi-platform design. Keen interest in keeping abreast of what’s happening elsewhere in the Financial sector, and bringing in new ideas wherever relevant. Dedication to excellence in overall customer experience.
Travel: The position is based in Madrid, though some travel (less than 25%) will be required to stay in communication with our teams and customers in other regions.
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