Responsibilities

• Build and execute a content strategy designed to reach and resonate with director, VP, and C-suite buyers in asset-intensive industries.
• Develop thought leadership positioning for UpKeep that speaks to operational efficiency, capital planning, and digital transformation at the leadership level.
• Create and run a webinar program targeting executive audiences: recruiting guest speakers, building co-branded content, and ensuring programs are tied to pipeline.
• Work with the team to identify the right tone, formats, and channels that earn executive attention without alienating the practitioner base.
• Own the end-to-end experience of upkeep.com, including site structure, messaging, navigation, UX, and design consistency.
• Manage all product pages to clearly communicate value and differentiate UpKeep at both the operator and decision-maker level.
• Develop and execute a content roadmap spanning blog, customer stories, video, and branded design, using AI to accelerate research, briefing, and first-draft production.
• Prioritize formats that build credibility with executive buyers: in-depth reports, benchmark data, executive interview series, and webinar recordings.
• Use AI tools to accelerate content repurposing across channels, turning a single webinar or report into blog posts, social clips, email copy, and more without proportional increases in headcount.
• Ensure all content reflects a consistent brand voice that works across the buying committee, from the technician to the CFO.
• Own UpKeep’s SEO strategy and execution: keyword targeting, on-page optimization, backlink development, and traffic performance reporting, leveraging AI tools to identify opportunities and automate analysis at scale.
• Vet, select, and manage SEO vendors or agencies where relevant.
• Tie SEO work to measurable outcomes including traffic growth, lead volume, and pipeline attribution.
• Maintain and evolve UpKeep’s presence on LinkedIn, YouTube, and emerging channels.
• Build coordinated brand campaigns that connect across blog, social, video, and webinar programs.
• Develop an executive social strategy, including content that supports UpKeep leaders building their own thought leadership presence.
• Define content workflows, publishing cadences, and internal review processes, building AI into production steps to increase team output without sacrificing quality.
• Partner closely with Product Marketing on launches, campaigns, and positioning.
• Work with Sales and Customer Success to source customer stories and identify executive reference opportunities.
• Coordinate external partners (Web, SEO, designers, production vendors) to execute key programs.