Associate Director - Digital Content Strategy and Production

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Job description

About the Department

The Communications Department brings the value of Novo Nordisk medicines and innovations to life through strategic communications that elevate our purpose, drive our business, foster our culture and enhance our reputation with patients, customers, employees and society in the US. Communications is comprised of four distinct yet synergistic teams that work collaboratively with a focus on proactive and progressive approaches to: Corporate Reputation & Brand; Commercial Communications; Enterprise & Leadership Communications; and Digital Channels & Content. We provide objective strategic communications counsel, an ability to flex with shifting organizational priorities and emerging needs and a strong focus on ethics and discretion with the sensitive information we are entrusted with. As part of Team Novo Nordisk, you will have an opportunity to work with extraordinary, energizing and diverse talent where your distinct perspectives and expertise are valued as we work together to change lives for the better.

The Position

The Associate Director, Digital Content Strategy & Production reports to the Dir, Content & Channel Strategy and is responsible for managing NNI digital channels; social media, digital signage, SharePoint and the NNI corporate website. This role also supports identifying new opportunities and strategies by staying current on social and web trends and best practices. This also includes responsibility for developing and executing the strategy for all digital marketing efforts including SEO/SEM, Social Media Marketing and related recommendations for the NNI US website. The Associate Director supports the development and evolution of NNI's content strategy in close collaboration with key stakeholders and the wider organization. These efforts are designed to favorably position the company with NNI stakeholders and enhance and protect NNI's corporate reputation through digital community management and engagement. The Associate Director, Digital Content Strategy & Production is internally viewed as a thought leader on social media and website content strategies and tactics, working within a corporate branding center of excellence.

Relationships

Reports to the Director, Content & Channel Strategy.

Collaborates and serves as a subject matter expert with all areas within NNI and NNA/S regarding social media and website management and related analytics. Collaborates with Headquarters Corporate Communications as a subject matter expert regarding social media and website. Manages professional communications agency partners and outside consultants.

Essential Functions

• Digital Content Management (NNI Corp Social Media & Website)
• Oversees US-directed content social media strategy, governance and guidelines
• Owns US corporate website strategy, content prioritization and governance
• Curates, creates, adapts and optimizes content for US corporate digital channels, including NNI social media properties, the corporate website and corporate blog
• Develops content competencies/capabilities across NNI Comms and internal stakeholders including TA areas
• Triages content requests and campaigns from stakeholders ensuring alignment with digital communications and the company's strategies
• Manages and maintains the editorial content calendar for all digital channels in service of US reputation activations and goals
• Project manages and edits original social and web content, ensuring it is both high quality, on-brand and the NNI corporate brand voice is consistent across and all digital channels
• Ensures all digital content follows compliance requirements prior to distribution on digital channels
• Manages and builds relationships with internal teams; Legal, Medical and Regulatory
• Translates best practices for digital and corporate branding to ensure uptake of new ways of communicating in alignment with the NNI corporate narrative
• Creates opportunities and solutions with other stakeholders (Commercial Communications, Cardiometabolic Strategy & Marketing, HR, etc.) to link corporate social media properties to other NNI commercial/non-commercial properties
• Supports development of promotional strategies that increase reach and influence of NNIs social media presence and platforms
• Delivers cross functional counsel and guidance to other groups seeking support through all digital activities
• Supports colleagues by leading key content projects and providing creative and strategic sparring for internal and external content
• Manages content review with Legal or PRB

Digital Channel Management (Nni Corp Social Media & Website)

Manages ongoing publishing on all digital channels

Responsible for the maintenance, review, updates of social media platforms

Responsible for updating webpage content at a regular cadence via approved AEM modules, creating new page and video and image assets, etc., including uploading videos and images to CMS and archiving materials

Implements completed SEO keyword research, competitive analysis, optimization into site content and AEM back-end

Supports establishing digital KPIs/metrics that define value of the NNIs digital ecosystem

Performs analyses, identifies trends and insights and translates all channel data into clear actionable insights and recommendations, including developing and activating media buying strategy

Creates taxonomies and makes recommendations for improvements to existing information architecture

Regularly seeks and shares education, best practices related to role (i.e., SocialMedia.org, Ragan and other)

Meets periodically with BrandWatch support team, Adobe web publishing platform, etc.

Manages the digital and social media inbox

Maintains process and other documentation in SharePoint

Provides Google Analytics support and maintaining dashboards dedicated to different internal audiences

Community management:

Oversees community management and issues escalation (US channel ecosystem)

Responsible for managing day-to-day community engagement, including moderating of and responding to social media users

Monitors and responds to enquiries that come through all NNIs Corp Digital/Social platforms, including adverse events

Supports issues management efforts and monitors for activities that could have a negative impact on NNI

Responsible for online community activity and enforcing community guidelines

Monitors and reviews the tagging of all messages in BrandWatch

Maintains AE and PTC records, e.g., Excel files, e-mails, etc.

Maintains, reviews and updates community guidelines

Keeps pre-approved Social Media Response Tracker up to date

Agency management:

Oversees US paid social media, budget, strategy and agency relationship

Owns relationship with US social media content agency/team

Effectively manages budget and maximizes agency ROI

Physical Requirements

0-10% overnight travel required.

Qualifications

A bachelor's or higher degree in communications, journalism, public relations, English or a related communications discipline required

10+ years of experience in managing social/digital platforms and related content strategy and creating strategies supporting marketing and/or public relations campaigns

10+ years' experience in developing content and tactics, with an eye towards creative and compelling corporate positioning

Demonstrates creativity and documented immersion in social media

Experience sourcing and managing content development and publishing

Subject matter expertise: In-depth knowledge of social media and web platforms (current and emerging) and how each platform can be deployed in different scenarios); hands-on experience using social media management tools

Cross-functional editorial oversight and project management, as well as channel optimization and performance experience

Comfortable in a high visibility role coaching teams and leaders to achieve a new standard of excellence

Innovation, content best practices and trend spotting skills

Exhibits the ability to jump from creative to analytics

Maintains excellent writing and language skills

Enjoys a working knowledge of the blogging ecosystem

Displays ability to effectively communicate information and ideas in written and video format

Practices superior time management

Is a team player with the confidence to take the lead and guide other employees when necessary (i.e.: content development, creation and editing of content, and online reputation management)

Team and working style that is exemplary of the Novo Nordisk Way; collaborative enterprise mindset with comfort working in a matrix environment

Ability to multi-task and manage complex issues into simple effective solutions

Understanding of US healthcare industry landscape

We commit to an inclusive recruitment process and equality of opportunity for all our job applicants.

At Novo Nordisk we recognize that it is no longer good enough to aspire to be the best company in the world. We need to aspire to be the best company for the world and we know that this is only possible with talented employees with diverse perspectives, backgrounds and cultures. We are therefore committed to creating an inclusive culture that celebrates the diversity of our employees, the patients we serve and communities we operate in. Together, we're life changing.
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