Brand & Leadership Storytelling Specialist

AgTrust is seeking a creative and strategic Brand & Leadership Storytelling Specialist to help us tell the stories that define agriculture, community, and our impact. In this role, you'll craft compelling narratives for blogs, newsletters, social media, and podcasts, translating complex agricultural and financial topics into content that resonates with farmers, ranchers, and rural landowners. You'll work closely with our executive team and field experts to highlight our people, culture, and mission-bringing authentic, human-centered stories to life across all channels. If you are passionate about storytelling, content strategy, and making a real impact in rural communities, this is your opportunity to shape AgTrust's voice and influence the future of agricultural lending.

Position Overview

The Brand & Leadership Storytelling Specialist is responsible for creating, curating, and amplifying compelling narratives that showcase AgTrust's impact on customers, employees, and the agricultural community. This role combines creative writing, internal communications, multimedia collaboration, and executive storytelling to strengthen brand presence, employee engagement, and organizational alignment.

This role will work closely with our Visual Content Producer (Videography & Photography) to develop compelling written and multimedia content, including podcast production, that highlights the people, values, and expertise behind the agricultural communities we serve.

The ideal candidate is a curious storyteller who enjoys interviewing people, translating complex financial concepts into clear and engaging language, and crafting narratives that resonate with farmers, ranchers, agribusinesses, and rural landowners.

Through written content, video scripts, interviews, and campaign messaging, this role will help communicate AgTrust's commitment to agriculture while strengthening trust with both current and prospective customers.

This role owns the development and execution of AgTrust's content and storytelling strategy, translating executive direction into structured, campaign-aligned content across all channels.

Storytelling Mission

This role plays a central role in executing AgTrust's storytelling strategy built around three core pillars:

• Humanizing the lending team who serve our customers
• Celebrating the values and lifestyles of farmers and ranchers
• Providing clear and accessible guidance on agricultural financing

The goal is to build trust, deepen engagement, and support customer decision-making through authentic, human-centered storytelling.

Key Responsibilities

Story Development & Writing:

• Research, interview, and write compelling stories featuring farmers, ranchers, agribusiness owners, and AgTrust team members.
• Craft content for blogs, articles, newsletters, social media, website pages, business development collateral, campaign materials, and internal communication channels.
• Translate complex agricultural lending concepts into clear, engaging, easy-to-understand content.
• Develop internal storytelling content that highlights employee achievements, organizational initiatives, cultural values, and operational successes to strengthen employee engagement and alignment.

Multimedia Collaboration:

• Partner closely with the Visual Content Producer (Videography & Photography) to create integrated visual and written content, as well as podcast production.
• Write video scripts, interview guides, story outlines, and voiceovers to complement video and photo storytelling.
• Participate in field visits to farms, ranches, and customer locations to capture authentic content.

Content Repurposing & Amplification

• Repurpose field content into multiple formats: social media posts, short-form videos, blogs, mini-documentaries, newsletters, and campaigns.
• Maintain consistency in brand voice, tone, and messaging across all channels.
• Contribute to content calendars, campaign planning, and cross-channel distribution strategies.

Audience & Community Engagement:

• Write content that resonates with farmers, ranchers, agribusinesses, and rural landowners.
• Understand audience interests, challenges, and values to create relevant, aspirational, and educational content.
• Incorporate storytelling techniques that build trust, deepen engagement, and support customer decision-making.

SEO, Content Strategy & Audience Growth

• Own SEO-driven content strategy, including topic development aligned with target personas and search intent.
• Partner with external resources (if applicable) to refine keyword strategy and content optimization.
• Ensure all blog, video, and website content is structured to support organic search visibility and engagement.
• Define and track content performance metrics including organic traffic, keyword rankings, and engagement.
• Continuously refine content strategy based on performance insights and audience behavior.

Show/Podcast Content Leadership

• Lead content development for the "Financing Life Beyond the City Limits" Show
• Develop episode topics, outlines, and interview frameworks
• Ensure each episode aligns with campaign messaging and story pillars
• Collaborate with Visual Content Producer to execute compelling episodes

Content Organization & Asset Management:

• Maintain organized content library with tags for pillar, content type, and theme.
• Ensure captured media (quotes, video, photos) is properly stored, labeled, and available for repurposing.
• Track and measure content effectiveness through engagement metrics, sentiment, and conversion data.

Collaboration & Cross-Functional Communication:

• Participate in quarterly and campaign-level strategy sessions with Executive Team and VP Marketing to inform messaging, content direction, and audience engagement strategies.
• Work closely with marketing, business development teams, and management to align content with campaign objectives and business goals.
• Partner with leadership and internal stakeholders to develop clear, engaging internal communications that support organizational initiatives, reinforce company culture, and keep employees informed.
• Provide writing and storytelling guidance to other team members or external contributors when needed.
• Engage with subject matter experts to ensure accuracy and credibility of educational content.

Executive & Leadership Storytelling:

• Partner with senior leadership to translate strategic priorities, initiatives, and organizational updates into compelling narratives for both internal and external audiences.
• Develop written content that supports executive communication, including initiative announcements, leadership messages, employee communications, and thought leadership.
• Capture and communicate leadership perspectives through articles, interviews, speeches, and other content to strengthen organizational credibility.
• Identify and surface meaningful stories across the organization that reinforce AgTrust's culture, customer impact, and strategic priorities.

Campaign-Based Execution:

• All content must be developed within AgTrust's campaign framework, aligning to defined audiences, messaging, and measurable business outcomes.
• This role is responsible for ensuring content is purposeful, not ad hoc, and contributes to lead generation, engagement, and brand growth.

Collaboration Expectation:

• This role operates within a highly collaborative content model and requires close, ongoing partnership with other marketing team members. Content is not created in isolation-success depends on alignment across messaging, visual execution, and distribution.

Qualifications

• 3–5 years of professional experience in storytelling, content creation, or communications (experience in financial services or agriculture highly preferred).
• Exceptional writing, editing, and storytelling skills with the ability to translate complex topics into clear, engaging content.
• Experience collaborating on multimedia content (video, photography, social media).
• Ability to create internal communications that engage employees and reinforce organizational initiatives.
• Comfortable interviewing leadership, customers, and subject matter experts.
• Strong organizational and project management skills; ability to manage multiple priorities in a fast-paced environment.

Key Competencies

• Strategic storytelling across internal and external channels
• Executive and leadership communications support
• Content strategy, repurposing, and amplification
• Audience-focused, engaging, and aspirational content creation
• Strong interviewing skills and curiosity about people's stories
• Multimedia collaboration (video, photography, social media)
• Data-driven content evaluation (engagement metrics, conversion tracking)
• Experience creating marketing or editorial content across multiple channels

Work Environment

• Combination of office work, field interviews, and travel to agricultural operations and rural communities.
• Occasional early mornings or evening customer testimonials (shoots) depending on lighting and farming schedules.

What Success Looks Like

The Brand Storytelling Writer will help AgTrust consistently produce stories that:

• Build trust and credibility with the agricultural community
• Highlight the people behind both the lending process and the land
• Provide practical insights that help customers make confident financial decisions
• Strengthen AgTrust's reputation as a trusted partner in agriculture

Why this Role Matters

Agriculture is more than an industry-it's a way of life.

This role helps capture and share the stories of the people who work the land, steward rural communities, and build generational legacies through farming and ranching.

By combining authentic storytelling with financial expertise, the Brand & Leadership Storytelling Specialist will help AgTrust connect with customers in a meaningful and lasting way.

Why Join Our Team?

AgTrust is dedicated to supporting agriculture, rural communities, and the people who sustain them. This role offers a unique opportunity to tell meaningful stories about the producers and communities that power rural America while using creativity to make a real impact.

You'll work alongside a passionate team committed to strengthening agriculture and preserving the rural way of life.

Some legal language:

At the discretion of AgTrust Farm Credit, this position may be offered at an alternate title. In addition, other business experience may be considered relevant.

AgTrust, ACA is an Equal Opportunity / Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, disability, national origin, protected veteran status, sexual orientation, gender identity, genetic information, or any other legally protected status.

Persons with disabilities who require accommodation to complete the application process should contact AgTrust Human Resources at (817) 288-1599.

AA/EOE/M/F/D/V