Content Specialist (Marketing Generalist)

KELLEY SCHOOL OF BUSINESS (BL-BUS-IUBLA)

The Kelley School of Business at Indiana University (IU) is a comprehensive provider of top-tier business education with a full portfolio of undergraduate, graduate, doctoral, and executive programs on campuses in Bloomington and Indianapolis, and online worldwide. The Kelley School has been creating career momentum for 100 years, going from 70 students in 1920 to an enrollment of more than 15,000 students today. Our innovative curriculum is built on personal development, teamwork, and experiential learning with an emphasis on global and social responsibility. Our success is reflected in our reputation among academic peers, our career placement statistics, and the accomplishments of more than 137,000 living alumni around the globe.

Home of the nation's number 1 online MBA program, as well as nationally ranked programs like the Full-Time Flex MBA (number 22), evening Evening MBA (number 16), and undergraduate business programs (number 9), Kelley has been innovating business education for decades.

The Kelley School of Business at Indiana University is seeking a talented storyteller who excels at writing for both print and digital media. The Content Specialist is responsible for ideating, writing, and editing relevant, high-impact copy and marketing content that aligns with Kelley's brand and supports enrollment marketing and brand/reputation efforts across multiple channels, including web, email, and paid media. The Content Specialist is a member of the Content and Creative function, within the Kelley Marketing and Communications team, which guides the creation, delivery, and governance of useful, relevant content for Kelley and its stakeholders.

Department-Specific 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, Customer Relationship Management (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.
  
  

General Responsibilities

• 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).
• May participate in team-based marketing planning to align strategies and deadlines across various concurrent projects and initiatives.
• Collaborates with users of various software programs and creative platforms to create and deliver content and marketing materials in multiple formats to a variety of audiences.
• May provide guidance to lower-level Marketing Generalists.
  
  

Combinations of related education and experience may be considered. Education beyond the minimum required may be substituted for work experience. Work experience beyond the minimum required may be substituted for education.

EDUCATION

Required

• Bachelor's degree in communications, marketing, English, public relations, or related field
  
  

Required

WORK EXPERIENCE

• 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
  
  

Skills

Required

• Proficient written and verbal communication skills
• Maintains a high degree of professionalism
• Demonstrates time management and priority setting skills
• Demonstrates a high commitment to quality
• Possesses flexibility to work in a fast paced, dynamic environment
• Seeks to acquire knowledge in area of specialty
• Highly thorough and dependable
• Demonstrates a high level of accuracy, even under pressure
  
  

Preferred

• Demonstrated experience distilling complex information into compelling, accessible content
• Demonstrated experience producing effective creative content for digital ad campaigns, incuding 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 key performance indicators (KPI), web traffic metrics, and search engine optimization (SEO)
• Familiarity with copywriting for paid media
• Familiarity with content strategy principles
  
  

This role requires the ability to effectively communicate and to operate a computer and other standard office productivity equipment. The position involves sedentary work as well as periods of time moving around an office environment and the campus. The person in this role must be able to perform the essential functions with or without an accommodation.

Bloomington, Indiana or Indianapolis, Indiana

For full-time staff employees, Indiana University offers a wide array of benefits including:

• 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)
  
  

Learn more about our benefits by reviewing the IU Benefit Programs Brochure.

Career Level: Career

FLSA: Exempt

Job Function: Marketing & Communications

Job Family: Marketing

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This posting is scheduled to close at 11:59 pm EST on the advertised Close Date. This posting may be closed at any time at the discretion of the University, but will remain open for a minimum of 5 business days. To guarantee full consideration, please submit your application within 5 business days of the Posted Date.

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