Legg Mason

Global Head of Content

US-CT-Stamford | US-NY-New York | US-MD-Baltimore
Req. #
2017-2578
Division
Global Marketing
Position Type
Regular

Position Overview

The Global Head of Content leads the development, coordination and execution of the Legg Mason editorial strategy that informs what material is developed, the form in which it is developed, by which parties it is developed and how its efficacy is measured and enhanced.  She or He will also work with the Heads of Client Experience to support how the content is made available to our audiences.

 

Background:  One of the ways we distinguish Legg Mason and our affiliate asset managers within the minds of firms and advisors is the provision of timely and compelling market and investment insights.

 

Research has shown the substantial and positive correlation between quality thought leadership and market commentary, and advisor’s perception of an asset manager as engaged, knowledgeable and reliable – and most importantly – their likelihood to consider their products.

 

The Global Head of Content will lead a global team and that will be responsible for the development coordination, and implementation of a comprehensive strategy with regard to content type, volume, delivery and measurement.  Specific responsibilities include:

  • Manage the editorial board: to set a top-down content agenda
  • Collaborate closely with affiliates to leverage and coordinate thought leadership expertise
  • Create customized output as appropriate for LM’s global markets in line with the overall business strategy
  • Using the editorial board Identify clear themes for Legg Mason to comprehensively address in thematic campaigns and in the promotion of Legg Mason affiliates
  • Manage the Corporate Editorial Calendar and its execution globally
  • Content management: Own day-to-day thought leadership, value add and investor education content implementation for Leggmason.com, including image selection, content tagging, content expiration, selection of related content, development of headlines and meta-content
  • Digital execution: work with Client Experience Heads and digital experience head to develop new content experiences that drive engagement using video, charts, data visualizations, and interactivity
  • Editorial Guidelines: establish content and creative guidelines for the production of thought leadership and investor education and value-added content, including form, format, language and tone that support the LM brand positioning
  • Content Syndication and Promotion
    • Produce content for the new website ensuring a best-in-class user experience via content
    • Map all content to the appropriate outlets (owned, paid and earned) for delivery and promotion
    • Partner with social media team and Client Experience Heads to drive content calendar based on audience insights, and generate social engagement around priority content
    • Partner with the digital publishing team, digital experience lead, and technology groups to enhance content-related functionality on LM.com
    • Build network of third-party syndication partnerships, and expand the reach of Legg Mason and Affiliate content with regular syndication campaigns                                                
  • Measurement: of content usage and success (the ability to influence reader perception of brand and likelihood to consider LM products) to refine future content and promotional efforts
  • Optimize: Analyze performance of content across owned and syndicated channels, and provide actionable insights that further enhances LM’s content strategy

Ideal Qualifications and Experience

  • Minimum 15 years in content development and promotional roles within the Finance/Financial News discipline
  • Passionate interest in the global economy and financial markets
  • Experience in leading the development and execution of a print and digital editorial strategy within a financial firm or for a mass market or niche publication
  • Strong marketing communication skills across digital, social and traditional media, direct marketing, marketing automation, lead generation, event marketing, including management of multi-layer communication campaigns
  • Exceptional project management skills
  • Critical thinker, with exceptional collaborative skills and the ability to influence at an executive level
  • Proven success in delivering measurable editorial programs that garner followership and build brands
  • Bachelor’s Degree in Marketing, Communications, Journalism, Business or other related field of study

 

Company Overview

As a leading global asset management firm, Legg Mason offers rewarding career opportunities for individuals who share our passion for investing, and our commitment to putting clients first in everything we do. Whether you have industry experience and are seeking new challenges or are just beginning your career, we invite you to explore the many advantages of joining our global team.

 

With a presence in every major financial center across the globe, we are always looking for exceptional professionals who want to shape a rewarding career through intellectual curiosity, leadership and collaboration. If you're looking to build your future with one of the industry's premier firms, consider the many opportunities at Legg Mason today.

Benefits

Legg Mason offers a competitive salary and comprehensive benefits package which includes medical, dental, vision, 401(k), profit-sharing, paid time off, employee stock purchase plan, tuition reimbursement, parental leave, and much more.  Learn more about our amazing culture and our benefits package here.

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