Digital Content & Insights Lead

National Life Insurance Company • Montpelier, VT

10d • Hybrid

About The Position

The Digital Content & Insights Lead acts as the connective tissue between creative storytelling, digital execution, and performance measurement bridging content, analytics, and technology to ensure that all digital channels work together to deliver measurable, compliant, and high-performing marketing outcomes. The role connects the dots between brand, creative, and media to deliver content that builds awareness, credibility, and engagement across NLG’s digital ecosystem. This role is responsible for shaping and optimizing the firm’s digital content strategy, ensuring every message and campaign reflects the brand voice, meets compliance standards, and drives measurable performance across web, email, and social channels.
Reporting to the Director – Digital Marketing, this individual will lead the planning, development, and governance of digital content, driving an organic-first approach that blends storytelling, search intelligence, and performance insights. They are digitally bilingual — able to think strategically about content while speaking the technical language of SEO, analytics, CMS, and compliance. A working knowledge of HTML and marketing technology enables this role to operate with agility and independence, collaborating seamlessly with creative, data, and technical partners to ensure content performs as well as it inspires.
The Digital Content & Insights Lead will collaborate closely with the Web & Digital Experience Strategist to align content with site architecture, SEO priorities, and user journeys, and with the Lifecycle Marketing Manager to ensure messaging and cadence are consistent across channels. They will oversee the editorial calendar, manage content workflows, brainstorm and lead content marketing efforts, and maintain brand and compliance integrity across all digital touchpoints. This role also owns social media operations and governance, as well as online reputation management, driving brand consistency and engagement across all digital touchpoints.
The ideal candidate is a strategic storyteller who combines creative thinking with analytical discipline. They are high energy and have a proactive, solutions-oriented mindset and understand how brand narratives, keywords, and engagement data work together to drive organic growth and meaningful results. Success in this role will be defined by cohesive, insight-driven content that advances NLG’s reputation, engagement, and measurable impact across the digital landscape.

Requirements

• 7+ years of experience in digital content strategy, marketing, or communications, with proven success developing and optimizing multi-channel content programs (web, social, video, and email).
• Bachelor’s degree in Marketing, Communications, Journalism, Digital Media, or a related field; an equivalent combination of education and experience may be considered.
• Demonstrated ability to lead and manage a small team, including content producers, copywriters, or media specialists, balancing strategic guidance with hands-on execution.
• Strong understanding of SEO, analytics, and content performance, with hands-on experience using Google Analytics 4 (GA4), Google Tag Manager (GTM), SEMrush, or equivalent tools to inform content decisions.
• Experience managing and publishing content within CMS platforms such as Sitecore, WordPress, or Adobe Experience Manager (AEM), ensuring accuracy, accessibility, and brand consistency.
• Proven ability to manage social media platforms and tools such as Sprout, Hearsay, or similar, ensuring consistent brand expression, compliance, and performance reporting.
• Demonstrated ownership of social media channels, including organic and paid social strategy, publishing, analytics, online reputation management (ORM), and governance.
• Excellent writing and editing skills with the ability to translate complex ideas into clear, compelling, and compliant digital copy.
• Proven ability to collaborate across marketing, IT, compliance, and creative functions to deliver cohesive, high-quality content aligned to business objectives.
• Highly organized, detail-oriented, and capable of managing multiple projects and priorities in a fast-paced environment.

Nice To Haves

• 10+ years of experience in content strategy, digital marketing, or editorial leadership, preferably within financial services, professional services, or another highly regulated industry.
• Experience leading content teams or editorial operations, managing workflows, priorities, and development for writers, producers, and designers.
• Demonstrated success building content strategies that connect brand, creative, and media to drive awareness, engagement, and organic growth.
• Deep understanding of modern content formats and emerging digital trends, including video, podcasts, interactive content, and AI-assisted content creation tools (e.g., Copilot, ChatGPT).
• Strong grasp of user behavior and journey-based storytelling, with experience using data, A/B testing, and analytics to improve message relevance and conversion performance.
• Advanced proficiency in SEO and discoverability strategies, including keyword analysis, metadata management, and answer engine optimization (AEO) for emerging AI-driven search visibility.
• Familiarity with content governance and compliance workflows, including accessibility (WCAG), brand voice standards, and content approval processes.
• Experience collaborating across CRM and marketing automation ecosystems (e.g., Salesforce, Marketing Cloud) to connect content performance with lead generation and nurture campaigns.
• Proficiency with project management platforms (e.g., Monday.com, Jira, or Asana) and comfort working in Agile or hybrid team environments.
• Strong presentation and communication skills with the ability to clearly articulate content strategy, performance insights, and creative concepts to senior stakeholders.
• Demonstrates a proactive approach to continuous improvement and digital excellence, staying current on emerging trends in SEO, analytics, and digital content innovation.

Responsibilities

• Lead digital content strategy and planning. Working with clients and other communicators, define and manage NLG’s digital content editorial calendar. Drive an organic-first approach to content development that blends storytelling, SEO, and analytics to enhance visibility and engagement.
• Manage and mentor the content producer: Oversee the Digital Media Producer, guiding workload prioritization, creative execution, and professional development. Ensure content producer delivers high-quality, compliant content and creative assets that support campaigns and business objectives.
• Lead content creation and storytelling: Direct and contribute to the creation of compelling, insight-driven content, including thought leadership articles, blog posts, case studies, social media content, and interviews that reinforce NLG’s brand and expertise. Ensure all content reflects the company’s tone, voice, and positioning while meeting engagement and performance goals.
• Oversee content production and publishing: Manage the creation, editing, and distribution of content across NLG’s owned digital channels. Oversee workflows in the CMS system (Sitecore, WordPress, Adobe Experience Manager) to ensure content accuracy, timeliness, and alignment with digital best practices.
• Own social media operations and governance: Oversee corporate and agent-facing social media programs, ensuring consistency, compliance, and brand integrity across platforms. With Director – Digital Marketing as a strategic content partner, manage publishing, engagement, and paid amplification using tools such as Sprout and Hearsay. Identify opportunities to strengthen channel performance and audience reach.
• Integrate data and insights into storytelling: Partner with the Web & Digital Experience Strategist to use analytics, SEO insights, and performance data to inform content decisions for consumers consumption and agent use. Monitor content performance through GA4, SEMrush, and social analytics tools; translate findings into actionable recommendations that improve reach, engagement, and conversion.
• Drive SEO and discoverability: Lead collaboration with the Web & Digital Experience Strategist to ensure content is optimized for search visibility and aligned with keyword strategies, metadata standards, and site architecture. Conduct ongoing keyword research, analyze trends, and apply best practices for both search and emerging AI-driven discovery tools.
• Ensure governance, quality, and compliance: Uphold NLG’s brand, voice, and editorial standards while ensuring that all content meets accessibility, privacy, and regulatory requirements. Partner with Compliance and Legal teams to facilitate content review and approval processes, maintaining accurate documentation and version control.
• Advance content performance measurement and reporting: Develop KPIs and reporting dashboards to evaluate the effectiveness of digital content. Track and communicate insights on traffic, engagement, and conversion metrics to senior stakeholders, using data to refine content strategy and prioritize future initiatives.

Benefits

• Your benefits start day one and are flexible and customizable to your and your family’s specific needs. Check out the BENEFITS of a Career at National Life!

What This Job Offers

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