Content Specialist (Marketing Generalist

Overview

The Kelley School of Business at Indiana University (IU) is a comprehensive provider of top-tier business education with a full portfolio of undergraduate, graduate, doctoral, and executive programs on campuses in Bloomington and Indianapolis, and online worldwide. The Kelley School has been creating career momentum for 100 years and now serves more than 15,000 students. Our innovative curriculum focuses on personal development, teamwork, experiential learning, and global and social responsibility.

The Kelley School of Business is seeking a Content Specialist who excels at writing for both print and digital media. The specialist will ideate, write, and edit high‑impact copy and marketing content that aligns with Kelley's brand and supports enrollment marketing and brand/reputation efforts across web, email, and paid media. The role is part of the Content and Creative function within the Kelley Marketing and Communications team.

• Develop compelling, high‑quality content that supports full‑funnel enrollment marketing efforts, including digital ad campaigns, and effectively communicates the value of Kelley's brand and programs to a diverse range of audiences, primarily prospective students. Works on projects that support both the Kelley Bloomington and Indianapolis campuses.
• Report to the Senior Content Specialist and work closely with Content and Creative colleagues, Enrollment Marketing Strategy, Brand Strategy, and Digital and Web functions to develop integrated, brand‑aligned content.
• Write and edit clear, engaging marketing copy and content for print and digital media, including web, email, and paid media.
• Create compelling content for digital ad campaigns and support the development of copy for paid media campaigns, including messaging variations for testing and optimization.
• Adapt large pieces into smaller modular components such as headlines, summaries, and calls to action.
• Implement IU's enterprise content strategy to reach Kelley's target audiences and achieve marketing goals.
• Fact‑check, proofread, and edit copy.
• Coordinate with design, CRM, and marketing strategy teams to bring projects from concept to completion.
• Collaborate closely with Kelley clients and cross‑functional teams, including content writers, editors, web and print designers, video producers, photographers, social media managers, and project managers.
• Optimize content through editing, repurposing, and adapting existing materials for different channels and audiences.
• Manage and publish content in IU's content management system.
• Maintain IU and Kelley's content standards, style guides, compliance, and voice and tone.
• Act on feedback and stay current on copywriting and content development trends.
• Support content needs for email and audience‑based marketing efforts with the digital team.

• Independently develop and execute basic and increasingly complex strategic marketing plans for a department or functional area, including data collection, market research, target market definition, project timelines, and content creation.
• Respond to inquiries and requests from stakeholders and explain policies, procedures, and programs.
• Manage relationships with internal and external stakeholders and vendors, acting as a collaborative resource for marketing plans.
• Research relevant subject matter to increase knowledge in specialty areas, including print, online, electronic, email, social media, and direct mail channels.
• Participate in team‑based marketing planning to align strategies and deadlines across concurrent projects and initiatives.
• Collaborate with users of software and creative platforms to create and deliver content and marketing materials in multiple formats.
• Provide guidance to lower‑level Marketing Generalists as needed.

Required:

Bachelor's degree in communications, marketing, English, public relations, or related field.

• 2 years in a relevant field.

• 2 years in a role focused on content creation and production (e.g., copywriting, content marketing).
• Demonstrated experience writing copy or creating content for a variety of media and…