TITLE

Manager, Recipe Content Creation

LOCATION

Orrville, OH (Close proximity to Cleveland/Akron)

OPPORTUNITY

A collaborative team. An agile mindset. Integrated, omni-channel solutions. All focused on one thing: the consumer. That is the vision of the new J.M. Smucker consumer engagement team. A group of individuals who work seamlessly together and put the consumer at the center of every decision and action. Who strategize and execute marketing plans that are not only measurable, they create more meaningful connections with our consumer and drive business growth. Who take risks, test and iterate, and collectively make J.M. Smucker one of the world's leading marketing organizations.

SUMMARY

We are looking for a successful, experienced Content Creator who has passion for our brands as well as digitally savvy knowledge of how to build Food/Recipe/Technique content to Engage, Excite, and Expand Trial for our products. This person owns the recipes and food content strategy for our Consumer and Coffee SBA's as part of our Integrated Consumer Experience Team.

KEY RESPONSIBILITIES

• Develop recipe content strategies across food and beverage portfolios




• Work with content partners (agencies, consultants, influencers) for creation, cataloging and re-use of recipe assets




• Build catalogs of "best of" recipes and curates lists/themes that can be leveraged in other mediums like website, Email, CRM and social




• Broadly understand the consumer's recipe needs through search, social, review based insights and prioritizes content development based on these learnings




• Position our brands to be in early-in on burgeoning topical trends that are opportunities we can capitalize on quickly




• Lead our Pinterest partnership in conjunction with the Media COE and Digital (Search) teams




• Assess and activate third party opportunities to integrate our recipe content (Yummly, All Recipes, etc)




• Work with agency PR and Culture teams to strategize ways to distribute branded content in earned media and also leverage our influencer partnerships for owned content development




• Strategize ways to incorporate recipes in retailer omnichannel marketing assets aligned to business strategies




• Understand core data, digital channels, and fluency with real-time analysis of website analytics, search data, social listening trends




• Partner with internal and corporate communications for content synergies to build the employee fan base for our brands




• Create annually and refresh quarterly, a pipeline of planned content to develop and curate while driving ongoing improvement in the performance of those non-promoted content assets




• Own holistic goal setting and KPI results for all food/recipe content in support of building brands, aligned to brand strategies and consumer engagement plans

SELECTION CRITERIA

Education

• BS/BA degree in creative, Marketing or Journalism field

Experience

• 10+ years-experience in Marketing/Marketing Communications




• Ideal candidate would have run their own (successful) food blog as a hobbyist, agency/marketing leader, or a professional (making a living from blogging)



• 
  

  Strong digital acumen and professional experience

  
  
  
  

  • Broad digital generalist (web, social, organic search optimization, analytics)

  
  

  • Delivering exceptional multi-disciplinary, multi-pronged projects and consumer experiences (creative, media, digital, social, data acquisition, email)

  
  

  • Setting and achieving clear program KPIs and recommending successful optimizations

  
  
  
  



• Relevant and proven Food/Nutrition knowledge

#LI-123