Responsibilities

• Develops compelling, high-quality content that supports full funnel enrollment marketing efforts, including digital ad campaigns, and effectively communicates the value of Kelley's brand and programs to a diverse range of audiences, with a primary focus on prospective students. Works on projects that support both the Kelley Bloomington and Indianapolis campuses.
• Reporting to the Senior Content Specialist, works closely with Content and Creative colleagues, the Enrollment Marketing Strategy, Brand Strategy, and Digital and Web functions to develop integrated, brand-aligned content that delivers on desired outcomes. Contributes to the development of scalable, reusable content that can be adapted across channels and audiences.
• Writes and edits clear, engaging marketing copy and content for Kelley print and digital media and various channels, including web, email, and paid media.
• Creates compelling content for digital ad campaigns.
• Supports development of copy for paid media campaigns, including creating variations of messaging for testing and optimization.
• Develops content that can be adapted and reused across multiple channels, including breaking down larger pieces into smaller components for modular execution (e.g., headlines, summaries, and calls to action).
• Understands and implements IU's enterprise content strategy to effectively reach Kelley's target audiences and achieve marketing goals.
• Fact checks, proofreads, and edits.
• Coordinates with design, CRM, and marketing strategy teams to bring projects from concept to completion.
• Collaborates closely with Kelley clients and teams of creative and digital media professionals that include content writers and editors, web and print designers, video producers, photographers, a social media manager, and project managers.
• Optimizes content through editing, repurposing, and adapting existing materials for different channels and audiences.
• Manages and publishes content in IU's content management system.
• Helps maintain IU and Kelley's content standards, style guides, compliance, and voice and tone.
• Manages and implements feedback.
• Keeps up with copywriting and content development trends.
• Collaborates with digital team to support content needs for email and audience-based marketing efforts.
• Independently develops and executes basic and increasingly more complex strategic marketing plans for a department or functional area within a department to advance goals and objectives, including data collection and market research, target market definition, development of project timelines, sourcing of promotional materials, and marketing content creation.
• Responds to inquiries and requests from stakeholders and explains information regarding policies, procedures, and programs.
• Manages relationships with various internal and external stakeholders, including vendors, and acts as a collaborative resource in curating marketing plans to relevant initiatives, groups, events, and programs.
• Regularly researches relevant subject matter to increase knowledge in area(s) of specialty, including information on various marketing channels (print, online, electronic, email, social media, and direct mail).

Requirements

• Bachelor's degree in communications, marketing, English, public relations, or related field
• 2 years in a relevant field

Preferred

• 2 years in a role focused on content creation and production (e.g., copywriting, content marketing)
• Demonstrated experience writing copy or creating content for a variety of media and channels
• Experience in brand or admissions marketing
• Demonstrated experience distilling complex information into compelling, accessible content
• Demonstrated experience producing effective creative content for digital ad campaigns, including social media content
• Familiarity with adapting content for different audience segments or stages in the user journey
• Experience repurposing content into multiple formats and shorter components
• Understanding of marketing performance metrics (engagement, click-through rate, etc.) and how to shift underperforming content as needed
• Experience using generative AI to enhance creativity and workflows through prompts and careful attention to accuracy
• Exceptional independent copywriting or content creation skills and experience using them to develop clear, concise, and key message-focused communications
• Knowledge of higher education landscape
• Experience independently researching and interviewing subject matter experts
• Ability to capture the voice of a brand/person
• Eagerness to learn and be mentored
• Self-starter who is highly organized and dependable
• Ability to work quickly under tight deadlines
• Demonstrates creativity and problem-solving skills
• Commitment to learning and keeping up with major industry trends
• Understanding of paid media KPI, web traffic metrics, and SEO
• Familiarity with copywriting for paid media

Benefits

• Comprehensive medical and dental insurance
• Health savings account with generous IU contributions
• Healthcare and dependent care flexible spending accounts
• Basic group life insurance paid by IU
• Voluntary supplemental life, long-term disability, critical illness, and supplemental accidental death & dismemberment insurance
• Base retirement plan with generous IU contributions, subject to vesting
• Voluntary supplemental retirement plan options
• Tuition subsidy for employees and family members taking IU courses
• 10 paid holidays plus a paid winter break each year
• Generous paid time off plans
• Paid leave for new parents and IU-sponsored volunteer events
• Employee assistance program (EAP)