Director, Audience & Content Strategy, Filene

TruStage•Madison, WI

1d•$104,200 - $156,300•Hybrid

About The Position

The Director, Audience & Content Strategy serves as Filene’s senior brand, audience, and content leader, responsible for transforming enterprise marketing, audience growth, and digital engagement strategies into audience-centered, multi-channel content experiences that drive awareness, engagement, influence, and measurable business outcomes. This is both a strategy and execution role. As a small, highly collaborative organization, Filene needs a leader who is equally comfortable setting the strategy and personally bringing it to life. This Director will move fluidly between developing audience and channel strategies, shaping Filene’s brand and editorial direction, writing and editing content, managing Filene’s social media presence, optimizing digital content, analyzing performance, and coordinating execution across internal and external partners. This role develops and operationalizes Filene’s content strategy and optimization approach, multi-channel strategy, audience and role-based segmentation framework, messaging framework, thought leadership platform, social media strategy, content discovery optimization efforts, and performance measurement framework. Working across Marketing, Membership, Research, Innovation, Advisory Services, and Product teams, this leader ensures content investments and channel strategy & messaging align with organizational priorities and effectively engage audiences throughout the member lifecycle. Serving as Filene’s editor-in-chief and chief content strategist, the Director also establishes the governance, frameworks, member feedback loops, Filene collaboration models and tech stack needs to ensure content messaging quality, consistency, discoverability, and business impact while reinforcing Filene’s position as a leading voice in cooperative finance and financial well-being. This is an individual-contributor role with no direct reports; the Director leads through influence, driving alignment and outcomes across teams. Success requires both strategic leadership and hands-on execution. The Director personally owns key channels and deliverables while leveraging cross-functional partners, agencies, freelancers, and technology to extend Filene’s capacity and impact.

Requirements

Bachelor’s degree in Marketing, Communications, Business or related field required.
7-10 years of progressive experience in product marketing, content marketing, content strategy, audience development, editorial leadership, brand strategy, or related disciplines. Candidates with strong product marketing or content marketing backgrounds who have experience translating complex offerings and insights into compelling audience narratives are particularly well positioned for this role.
Demonstrated experience developing and executing audience, content, messaging, and channel strategies tied to measurable business outcomes.
Strong strategic and hands-on orientation, with the ability to move from defining strategy and messaging to personally creating content, managing channels, analyzing results, and optimizing execution.
Deep understanding of multi-channel marketing and how messaging, content, and creative should adapt across social media, web, email, thought leadership, events, and other channels. Hands-on experience managing social media strategy and execution strongly preferred.
Exceptional writing, editing, storytelling, and presentation skills, with the ability to translate complex research, products, services, and ideas into clear, compelling narratives for diverse audiences.
Strong understanding of audience segmentation, lifecycle messaging, editorial planning, brand development, and product/value proposition positioning.
Working knowledge of SEO, GEO, AI-powered discovery, and evolving digital content ecosystems, with the curiosity and ability to adapt as audience behaviors and platforms change.
Experience leveraging content management systems, analytics platforms (e.g., GA4), social platforms, and emerging AI-enabled tools to improve effectiveness, efficiency, and scale.
Strong business and analytical acumen, with the ability to evaluate content investments, interpret performance data, and connect marketing activity to organizational growth, engagement, retention, and revenue objectives.
Experience leading through influence across cross-functional teams and managing agencies, vendors, freelancers, and strategic partners.
Thrives in a small, highly collaborative organization where senior leaders wear multiple hats and are expected to both set direction and personally execute priority work.
Highly organized, adaptable, and comfortable managing multiple priorities and shifting quickly as organizational needs evolve.
Intellectually curious about credit unions and their members. Enjoy working in a “think tank” environment where ideation, continually embracing change, being restless with the status quo and seeking reinvention is part of the culture. A passion for purpose and precision including the details.

Nice To Haves

Travel expected up to 10% to fulfill the requirements of the role.

Responsibilities

Define Filene’s audience segmentation, role-based audience taxonomy, and messaging frameworks to support audience and organizational growth.
Translate member insights, feedback, and cross-channel data into actionable audience strategies, content pathways, and engagement opportunities.
Partner across Membership, Research, Innovation, Advisory Services, Product, and Marketing to identify evolving audience needs and opportunities.
Establish audience-level performance measures and use a test-and-learn approach to continuously improve messaging and engagement.
Own Filene’s enterprise content and editorial strategy, roadmap, and calendar, aligning content priorities with audience needs and organizational objectives.
Serve as Filene’s editor-in-chief, translating research and complex ideas into compelling, accessible content while ensuring narrative, editorial, and brand consistency.
Champion a “create once, repurpose everywhere” approach that extends Filene’s ideas across audiences, channels, and formats.
Balance strategy with hands-on execution, directly writing, editing, developing, and repurposing priority content while guiding work produced by internal and external partners.
Establish editorial standards, governance, and workflows that enable high-quality, efficient content development.
Own Filene’s integrated channel strategy across social media, web, email, newsletters, blogs, podcasts, webinars, video, events, and emerging platforms.
Own the strategy and day-to-day management of Filene’s social media channels, including planning, content creation, publishing, engagement, amplification, and performance optimization.
Develop channel-specific messaging and content approaches that maximize audience reach, engagement, and business impact.
Lead Filene’s digital discovery strategy across SEO, GEO, LLM/AI ecosystems, and emerging platforms, ensuring content is structured and optimized for discoverability and authority.
Leverage AI, analytics, and emerging technologies to improve content development, channel performance, efficiency, and growth while maintaining appropriate brand and quality standards.
Lead and evolve Filene’s brand strategy and expression across voice, tone, messaging, storytelling, creative direction, and audience experiences.
Ensure consistent brand expression across Filene by providing teams with clear standards, tools, and strategic guidance.
Lead Filene’s thought leadership strategy, identifying opportunities to elevate Filene, its executives, researchers, and insights across owned and external channels.
Write and edit executive thought leadership, presentations, articles, speeches, opinion pieces, social content, and other strategic communications.
Build opportunities with industry partners, influencers, and stakeholders to extend Filene’s visibility, credibility, and reach.
Establish Filene’s content and channel measurement framework, KPIs, and success metrics aligned with awareness, engagement, growth, retention, and revenue objectives.
Analyze audience, content, social, and channel performance to identify opportunities, gaps, and areas for optimization.
Develop dashboards and executive insights that demonstrate content impact and inform organizational decision-making.
Translate performance insights into action, continually adjusting audience, messaging, content, and channel strategies based on what works.
Serve as Filene’s senior functional leader and trusted advisor for audience, content, brand, social media, and thought leadership strategy.
Operate as both strategist and hands-on practitioner in a small, highly collaborative organization, personally owning priority work while leveraging agencies, freelancers, technology, and cross-functional partners to extend capacity.
Own and manage the content and channel budget, prioritizing resources to maximize organizational impact and return on investment.
Actively support the achievement of Filene's strategic objectives, plan, budget, and metrics in a manner consistent with Filene’s mission, values, and brand.
Model Filene Credo and play an active role in maintaining the culture of the organization through personal and cross-functional accountabilities.
Provide extraordinary service to Filene’s staff, members, and stakeholders.
Understand and engage in Filene’s complete body of work to better connect member needs with Filene solutions.
Prioritize and manage workload across several projects simultaneously, demonstrating the ability to shift gears when necessary to meet key deadlines.