Brand Content Strategist

Gesa Credit Union • Richland, WA

3d

About The Position

The Brand Content Strategist is Gesa Credit Union’s lead copywriter and brand voice steward. The role creates clear, compelling content that helps members understand products, take action, and see how their membership benefits their communities. It produces and edits content across marketing channels, including brand campaigns, web, email, product marketing, advertising, direct mail, social media, branch materials, video and audio scripts, member communications, and community storytelling.

The position leads content strategy, editorial planning, and copy development; establishes standards, workflows, planning practices, and governance; and supports consistent, timely, useful communications across the organization. It also guides the responsible use of AI and other emerging content tools to improve ideation, research, content development, quality, and efficiency while maintaining accuracy, brand standards, and human judgment.

The strategist collaborates with internal partners and subject matter experts, translates complex information into accessible member communications, improves website content and discoverability, assesses content performance, maintains content resources and governance practices, and coaches contributors on Gesa’s voice and writing standards. The position must adhere to applicable laws, regulations, and Credit Union policies and procedures.

Requirements

• Bachelor’s degree in Marketing, Communications, Journalism, English, or a related field; equivalent experience or training may be accepted instead.
• At least five years of experience in copywriting, content strategy, editorial strategy, marketing communications, brand marketing, or related work.
• Experience developing and executing content strategies that support brand, audience, and organizational priorities.
• Demonstrated portfolio of strong copywriting across brands, campaigns, digital, product, and member communications.
• Exceptional writing, editing, proofreading, and storytelling skills, with the ability to create clear, accurate, engaging, on-brand content for varied audiences, channels, and business priorities.
• Strong understanding of brand voice, messaging strategy, editorial planning, content governance, and content lifecycle management.
• Ability to translate complex information into useful, easy-to-understand member communications.
• Strong strategic thinking and ability to connect organizational priorities, audience needs, community impact, and brand goals.
• Ability to develop practical content standards, workflows, tools, and templates that improve consistency, efficiency, and quality.
• Strong project management and organizational skills, including the ability to manage multiple priorities, stakeholders, and deadlines.
• Collaborative, confident working style and ability to build relationships, influence decisions, and provide constructive feedback across teams.
• Working knowledge of search engine optimization, answer engine optimization, web content best practices, accessibility, analytics, and performance measurement.
• Ability to evaluate and responsibly apply AI-enabled content and workflow tools while maintaining editorial judgment, accuracy, brand standards, and human oversight.
• Detail-oriented, with sound judgment, consistency, and follow-through.

Nice To Haves

• Proficiency with content management systems, project management tools, and common digital marketing platforms.
• Experience building or improving content processes, editorial calendars, writing standards, content governance, or content lifecycle practices.
• Experience using search engine optimization, answer engine optimization, web analytics, or content performance data to improve content.
• Experience using AI-enabled writing, research, content, or workflow tools in a professional setting.
• Financial services, credit union, or other regulated-industry experience.

Responsibilities

• Write and edit high-quality content across brand campaigns, web pages, emails, advertising, direct mail, product marketing, social media, branch materials, video and audio scripts, member communications, and community storytelling.
• Lead content strategy, editorial planning, and copy development for brand campaigns, community initiatives, member education, product marketing, newsletters, partnerships, giveback programs, and brand storytelling.
• Coordinate input from subject matter experts and internal partners, translating complex information such as financial products and member benefits into clear, useful communications.
• Serve as the internal authority on Gesa’s brand voice and provide direction, editing, and practical feedback across channels.
• Lead responsible adoption of AI and emerging content tools within Marketing by identifying uses, establishing workflows and standards, and supporting quality and efficiency while preserving accuracy, brand standards, and human judgment.
• Develop content strategies that strengthen member engagement and create a unified brand story across digital, print, branch, and community channels.
• Develop, maintain, and govern content tools and standards, including messaging frameworks, voice and tone guidance, editorial standards, product copy foundations, templates, approved language, ownership expectations, AI-supported tools, and examples.
• Own content governance practices for intake, briefing, review, approval, publishing, ownership, version control, review timing, lifecycle management, and decision rights.
• Establish and maintain an editorial calendar connecting brand, campaign, product, web, community, social, email, and newsroom priorities.
• Partner with relevant teams to improve website content, navigation language, search visibility, answer engine optimization, accessibility, calls to action, and content maintenance.
• Conduct content audits and maintain a prioritized plan to update, consolidate, archive, or retire content.
• Use content performance, website behavior, search data, and member feedback to set priorities and improve future work.
• Coach internal contributors on Gesa’s voice, writing standards, content tools, and best practices.
• Follow applicable laws, regulations, and Credit Union policies and procedures.

Benefits

• Competitive pay
• Medical, dental, vision, and life insurance
• 20 days per year of paid time off and 10 paid holidays
• 401(k) match
• Incentive program
• Tuition assistance and student loan repayment
• Commuter benefits
• Paid time off to volunteer in the community
• Product discounts
• Engaging work environment
• Rewards and recognition programs

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level