Job Summary
Reporting to the Executive Director, Brand and Content Marketing, the Content and Strategy Director serves as a strategic and creative leader responsible for shaping compelling, audience-driven content strategies that elevate brand visibility, strengthen engagement, and enhance the reputation of West Coast University and American Career College. This role leads dynamic content and social media initiatives that support and inspire audiences throughout the full student lifecycle — from prospective students and current students to alumni and campus communities.
Partnering closely with Web, Social, Performance Marketing, and Alumni teams, the Content and Strategy Director drives innovative storytelling and high-impact content experiences across digital, social, web, video, email, and emerging platforms. This role also champions SEO, GEO, AEO, and LLM optimization strategies to expand search visibility, strengthen AI-generated search performance, and increase digital discoverability across both traditional and AI-powered search environments.
Additionally, this position leads and develops a high-performing team of Content Creators and Social Media Specialists who collaborate with campus leadership to bring institutional stories to life, support campus initiatives, and deliver engaging, strategic, and brand-aligned content experiences that connect with audiences and drive results. If you are a creative storyteller, strategic thinker, and collaborative leader who is passionate about building impactful content experiences and shaping the future of digital engagement, we encourage you to apply today.
Essential Functions and Responsibilities
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Drive editorial strategy, content development, message map(s), and the editorial calendar for American Career College and West Coast University.
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Develop and execute the company’s content marketing strategy.
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Develop and implement effective communication strategies that build student loyalty, brand awareness, and customer satisfaction.
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Maintain guidelines for the University that enable clear and consistent use of brand voice.
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Partner with Performance Marketing, Web, and Alumni teams to develop messaging and content strategies that support consumers throughout the full student lifecycle including prospective students, current students, and alumni considering returning for additional education.
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Partner with Performance Marketing, Web, Alumni, and cross-functional teams to develop and optimize messaging and content strategies that improve organic search performance, enhance AI-generated search results, and support engagement throughout the full student lifecycle, from prospective and current students to alumni exploring continuing education opportunities.
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Lead and support integrated content and social media strategies that advance SEO, GEO, and LLM optimization efforts, strengthening search visibility, increasing audience engagement, and expanding the digital brand presence of West Coast University and American Career College across traditional search engines, AI-driven platforms, and emerging digital discovery channels.
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Develop frameworks and tools (Creative Briefs, Marketing Plans, Consumer Ecosystems) that inspire and help Marketing leadership team improve their marketing plans and strategies.
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Ensure all content strengthens brand awareness and affinity by aligning with brand guidelines and maintaining a consistent, compelling voice across all social, reputation management sites, and channels.
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Collaborate with different college/university departments and key stakeholders to understand their goals and develop content strategies that support their specific needs.
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Identify and understand target audiences.
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Ability to pivot in messaging and tone based on audience looking to reach such as prospective students vs. current students.
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Create and manage content across all channels, including supporting with campus communications, website, blog, social media, email, and paid advertising.
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Lead and inspire a team of content creators and editors.
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Ensure that all content is high-quality, engaging, and aligned with the company's overall marketing goals.
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Ability to lead and manage content initiatives with key agency partners, overseeing collaboration, performance, communication, and alignment with organizational goals and business objectives.
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Provide regular reports to Marketing and university leadership on the performance and impact of content and communication strategies across all channels.
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Keep internal clients informed on the progress of projects and proactively address questions and provide updates throughout the process.
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Respond to feedback from staff and adjust communications and content accordingly.
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Proactively propose and test new strategies and engagement tactics aimed at improving student retention, persistence, and overall student success.
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Provides leadership to manager of video production team, ensuring photo and video capture of content at campus events are completed with highest quality, on time, on budget, meeting the needs of university partners and colleagues.
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Partner with Campus Leadership on events, content, and communications needs.
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Partner with the student communication team to support campus initiatives through the delivery of high-quality content and exceptional support for campus executive directors.
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Develop and manage department and project budgets, ensuring projects are delivered on time, and on budget with high quality and a consistent brand voice.
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Stay up-to-date on the latest content marketing trends and best practices.
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Adheres to College/University policies and procedures and conducts job responsibilities in accordance with the standards set out in the College/University’s Code of Ethical Conduct, Compliance Agreement, Sexual Harassment Policy or any of its policies and procedures, applicable federal and state laws, and applicable professional standards.
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Maintains regular and timely attendance, reports to work as scheduled and as required to meet the needs of the College/University and assures time worked and/or time-off is recorded properly.
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Exercises care, proper use and maintenance of department equipment and supplies and identifies unsafe conditions and makes appropriate adjustments.
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Maintains order, cleanliness and safety at work.
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Performs other duties as assigned.
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Bachelor’s degree in Marketing, Communications, Business or related field required.
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Experience in higher education is valuable, but not required.
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Seven to ten years of experience in content marketing, creative marketing, public relations, or related functions.
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Minimum of 8 years experience writing and delivering a variety of content for multi-channel distribution, including feature stories, news/information/updates, newsletters, emails, videos, speeches, web content, and messaging.
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Experience designing and developing strategic content in all forms including marketing copy, long form articles, emails, web content, video scripts, digital media, print and reports.
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Experience creating content intended to drive direct response, create brand awareness and/or brand loyalty.
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Proven track record of storytelling, outstanding writing/editing, brand-building, and innovative content development, and delivery experience required.
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Experience with content management and delivery while adhering to brand awareness
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Demonstrated experience effectively supervising creative staff, freelancers, and leading teams.
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A record of customer-focused commitment and collaborative engagement.
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Prior experience managing an editorial calendar.
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Strong computer aptitude on both Mac and PC platforms. Demonstrated proficiency in Adobe Creative Suite software.
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Experience with content management systems (CMS).
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Experience with marketing automation software.
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Familiarity with AP and Chicago style conventions, excellent spelling, and grammar skills
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Demonstrated ability to develop and implement successful brand voice strategies across multiple channels.
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Strong understanding of SEO, social media, email marketing and paid advertising.
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Sophisticated writing and editing skills.
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Demonstrated ability and enthusiasm for managing relationships at all levels of the organization.
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Demonstrated creativity and effective communication skills.
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Strong interpersonal, collaborative, and organizational skills.
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Strong project/time management and multitasking abilities.
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Creative problem-solving ability and excellent analytical skills.
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Data-driven and results-oriented
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Strategic thinker who is able to provide lasting solutions.
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An ability to face stressful and uncertain situations with calmness and composure and inspiring a team to do the same.
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Familiarity working with web design teams, creative teams, SEO teams, PPC teams, IT teams.
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Ability to work comfortably with high-ranking executives in the development and approval process.
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Ability to work comfortably and efficiently in a collaborative setting.
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Excellent project management skills.
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Great people skill to relate well with others in person or through the content.
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Ability to take initiative and work proactively.
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Willingness to work a flexible schedule in order to achieve intended outcomes.
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Ability to travel/drive locally on a weekly, daily and/or on an as needed basis.
Do you want a career that allows you to make a difference in other people’s lives? Discover what it means to truly believe in the work that you do at West Coast University.
At West Coast University, we have the privilege of educating students seeking careers in healthcare and guide them through their transformational journey from student to caregiver. Our associates are united behind that purpose and share a deep commitment to our values of teamwork, collegiality, transparency, and a student-centric approach to all we do. This focus creates an aligned, nimble, and consensus-driven culture that is solution-oriented and supports our associates’ professional growth.
West Coast University is proud to be an equal opportunity employer. We embrace diversity and are dedicated to creating an inclusive environment for all associates.
