Senior Digital Content Analyst

RESPONSIBILITIES

Responsibilities

Content Strategy & Copywriting
 

Serve as one of the primary copywriters for the Marketing team across campaigns, product launches, customer communications, and promotional initiatives.

• Write compelling content for websites, landing pages, emails, brochures, digital advertising, sales collateral, presentations, and other marketing assets.
• Draft press releases, media materials, executive messaging, and supporting communications in partnership with Corporate Communications.
• Assist in managing the approval process for press releases, articles, and other strategic content across business units. 
• Ensure all written content reflects Signature's brand voice, messaging framework, and customer experience standards.
• Partner with designers, marketers, and business stakeholders to translate complex concepts into clear, engaging customer-facing content.
• Proofread, edit, and maintain editorial quality across all marketing channels.
• Support the development and maintenance of Signature's editorial standards, messaging framework, and tone of voice.

Website Content & Governance 

• Develop and maintain website content roadmaps and editorial calendars aligned with campaigns, locations, products, business priorities and overarching content strategy.
• Ensure website content is accurate, current, accessible, and aligned with brand standards.
• Partner with Digital Experience, Product, and CRM teams to continuously improve website content and customer journeys.
• Optimize landing pages and user journeys to improve engagement and conversion 
• Lead A/B testing and experimentation to continuously improve website performance 
• Translate analytics into actionable recommendations that improve customer experience and marketing effectiveness.
• Optimize content engagement, website performance, and digital business objectives.
  
   

Third-Party Directories & Digital Presence

• Own governance, and accuracy of third-party directory listings 
• Work with external contractor responsible for directory updates and optimization
• Establish workflows and quality standards to ensure consistency across all listings.
• Monitor listing accuracy, recommend enhancements, and ensure brand consistency across external platforms.
  
   

Agency & Vendor Management

• Own specific relationships on the topic of SEO, directories and web content with digital agency and other potential vendors 
• Set clear performance expectations, KPIs, and deliverables 
• Ensure alignment between agency outputs and internal stakeholders  
• Drive accountability for measurable outcomes (traffic, rankings, conversion) 
  
   

Cross-Functional Collaboration

• Partner with Digital Experience, CRM (C360), and Marketing teams to align priorities and execution 
• Collaborate closely with IT and Digital teams to implement website enhancements and support an exceptional digital experience.