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Start Date 10/10/2013
Title Online Communications Specialist
Summary Under broad managerial direction, provides strategic direction, execution, measurement, evaluation, and recommendations for online communications to support the organization’s business growth and corporate strategic direction. Develops and manage: strategic and tactical online communications activities; online/digital content; online/social media sales campaigns, brand campaigns and programs. Integrates communications and core messaging across the full range of online/digital channels to present a professional, differentiated image of BlueShore Financial’s advisory value proposition, products and services.
Description General

• Ensures clear articulation and consistent communication across all online platforms of BlueShore Financial’s desired brand image and position

• Creates relevant, engaging content (written and visual) to communicate effectively with defined target market segments (current and prospective clients)

• Manages both internal and external resources (e.g., contract writers, video production, etc.) to effectively execute communication and marketing programs

• Demonstrates ability to know when/what would constitute great content, understands the business context, and produces materials that the target audiences want to consume and engage with

• Manages and monitors budgets relating to online marketing and communications


• Responsible for developing content for all online/digital channels (e.g., website(s), blogs, social media platforms, email); includes developing new content, adapting and optimizing existing content for online use, and curating third-party content. Content would include the following areas: financial advice, offer/sales promotions, sponsorship/events, related financial/economic news and updates, etc.

• Participates in development of the Communications editorial plan, in active collaboration with Corporate Communications, Marketing and Sales/Advisory teams; updates and helps maintain a shared editorial calendar

• Acts as liaison with subject matter experts inside and outside the organization, to ensure content that is relevant, engaging, accurate and appropriate to BlueShore Financial’s brand and target affluent market

• Conducts ongoing research and pursues professional development to stay current with changing consumer behaviors/preferences for online/digital channels, matching the right message to the right medium

• Responsible for researching and monitoring online/digital communications and competitive positioning of other financial services firms (banks, credit unions, wealth management firms, insurance companies); also conducts similar monitoring of best practices for other “premium” service brands and experiences (e.g. hospitality, travel, etc.)

• Establishes KPIs and assist with monitoring and evaluating success of online/digital marketing and communication programs


• Develops written and visual content to support online marketing initiatives – for both point-in-time campaigns and offers, as well as persistent program and brand promotion

• Supports broader integrated advertising/promotional campaigns, but developing/managing online/digital communication components

• Adapts campaign “creative” for use in advertising in online/digital channels, including photography (resizing, cropping), video creation/editing, building online ads in multiple formats (may involve animation), in concert with the Creative Director and agency resources

• Works closely with the Manager, Web Services, to adapt content/graphic presentation for maximum impact and visitor engagement, based on web/online analytics


• Acts as back-up for Marketing Communications Specialist

• Communications for special projects as they arise
Skills • Excellent communication – written, verbal
• Strategic thinker – ability to take the initiative in developing editorial/communication plans, then executing
• Strategic marketing and concept/content development
• Editorial positioning – right message, right time, right channel
• Strong organizational and time management skills
• Strong creative skills for layout, design, integration of visual/graphic/video components for online use
• Strong project planning and management
• Peer and team leadership skills
• Analytical skills
Attributes • Strategic, creative thinker – able to see the "big picture"
• Solutions and results oriented
• Demonstrates initiative; self-managed
• Works well under pressure
• Manages deadlines, multiple projects and budgets
• Ability to collaborate with employees, suppliers and other stakeholders at all levels
• Team player
• Responsible/accountable
• Decision maker
• Creative, innovative, resourceful, flexible
Experience • University Degree or College Diploma in Marketing, Communications, Journalism
• 5-7 years related experience with demonstrated success in developing and executing communications plans; strong emphasis on online/social media communication
• Experience in writing for the digital environment
• Experience in financial services industry would be an asset
• Some experience with the Adobe Creative Suite (v. 5.0 or higher) or Adobe Master Collection; specifically InDesign, Photoshop, Illustrator.
• Experience with web content management systems, social media administration and monitoring tools
• Experience with video creation/editing for web/online content is an asset
• Experience in working with digital marketing analytics to adapt and refine online marketing and communication tactics
Date Added 10/10/2013
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