Senior Director Of Marketing, Global Content Strategy

The Opportunity:
Morningstar serves a complicated market with multiple audiences while providing them multiple solutions. We're looking for someone who can cut through the complexity to simplify customer problems and build a cohesive Content Strategy that highlights Morningstar's unique capabilities and showcases how Morningstar can uniquely solve those problems. You'll be an expert working across content teams, such as: digital content, research amplification and editorial content, comms, product marketing, and creative services.
If you're successful, our core segments - institutional investor, asset manager, and wealth - will come to understand the depth of our expertise across product, operations, and research for the extent of our portfolio. Your top-to-mid funnel content marketing system will be used to increase effectiveness and scale of Morningstar's SEO/digital discoverability of commercial offerings, media outreach, content marketing campaigns, and will ultimately empower investors to be more successful. This position is based in our Chicago or New York office and hybrid attendance is required.
You'll be focused on:
Developing a TOFU Content Marketing System

• Core Content Strategy: Establish a clear vision and bold roadmap, maximizing our use of audience positioning to connect Solutions/BU content strategies that directly drive top of funnel activity to fuel commercial outcomes. Develop tiering system to effectively merchandise content aligned to SEO-driven and intent based thematic priorities. Collaborate with Creative Services on the production process with content creators. Collaborate with Demand Gen for channel strategy, testing, governance, and measurement.
• Data-driven Development Process & Integrity: Generate strategic content pillars driven by qual and quantitative inputs. Join at the hip with sales, ensuring the voices of our clients are understood, with feedback loops to proactively anticipate content opportunities. Triangulate data from qual/quant market research (in alignment with Market Research), VoC transcripts, SEO, 6Sense research targets to prioritize key topics for development. Integrate AI into the R&D and production processes to optimize effectiveness of content engagement and efficiency of scale. Establish governance system for content system. Build processes to ensure connectivity with central content teams, down-funnel initiatives, and GTM strategy.
• Benchmarking & Amplification: Drive brand trust and grow our audience footprint by amplifying our best thought leaders in market. Establish SEO and intent based key word benchmarking against clear set of competitive organic strategies. Identify 'Finfluencer' marketing partners for content coordination and promotion. Collaboration with Comms and their Agency of Record to establish cadence of PR appearances.

Partnering on Inbound and Outbound B2B Site Content Initiatives

• Grow content performance across the B2B site using targeted content initiatives, driving progressive growth with the right type of audiences.
• Create B2B content segment subscriptions.
• Partner with Director of Segment Marketing to drive targeted Engagement/MQL opportunities.
• Grow baseline content success metrics. Execute to close obvious content gaps and build optimization process for onsite and related ad content for any paid initiatives.

Increasing Lead Flow to Business Units

• Co-create Buyers' Journey & Top-to-Bottom Content Strategy with Research Amplification and Product Marketing: Reimagine our content programs and campaign approach to significantly increase downstream MQLs (partner with demand gen, moving away from our underperforming single-click, single asset CTA approach).
• Co-create Retargeting Strategy: Partner with BU marketing leads to ensure downstream and upstream opportunities are successfully executed.

Key results that are important to success in this role:

• Create a detailed content calendar outlining topics and channels for the next quarter
• Brand awareness/perception shifts for prioritized Morningstar family brands
• New/existing visitor growth for B2B web (sessions)
• Organic traffic increases
• Improved bounce rates, CTRs
• Improved content alignment within teams, coordinated distribution, measurement of impact

Qualifications:

• 15-20 years of industry content marketing experience
• Proven track record developing clear, accessible content programs enabling the enterprise across comms, live events, and demand generation
• Knowledge of the financial services industries/segments, traditional and modern marketing ecosystem, industry event landscape and regulatory/legal trends
• Strong SEO research and optimization experience
• Must be data-driven and understand how to translate marketing metrics into opportunities for action
• Deep appreciation for the role of creative and design in marketing effectiveness
• Significant experience working with dynamic teams and internal stakeholder groups
• Bachelor's degree; MBA or other advanced degree/accreditation is strongly preferred

001_MstarInc Morningstar Inc. Legal Entity
Morningstar's hybrid work environment gives you the opportunity to work remotely and collaborate in-person each week. We've found that we're at our best when we're purposely together on a regular basis, at least three days each week. A range of other benefits are also available to enhance flexibility as needs change. No matter where you are, you'll have tools and resources to engage meaningfully with your global colleagues.