Director, Content Marketing

Director, Content Marketing

The Director, Content Marketing will craft the vision, strategy, and direction for Viral Nation's content initiatives and build a high‑performing, revenue‑focused content function that operates as an engine for demand and lead generation. Reporting to the VP, Lead Generation, this role owns content strategy and execution end‑to‑end from editorial vision and SEO to distribution, brand governance, and performance reporting with a mandate to convert content into measurable pipeline across B2B and B2C audiences.

• Translate complex business objectives into a cohesive, long‑term content strategy and editorial calendar tied to demand‑generation and pipeline goals across the full funnel (awareness, consideration, conversion, retention).
• Design content‑to‑conversion pathways, gated assets, nurture tracks, landing pages, and CTAs that capture, qualify, and advance leads in partnership with the demand‑gen team.
• Manage the content calendar with executive stakeholders, mapped to campaigns, launches, and industry moments, with clear funnel‑stage intent for every asset.
• Lead competitive and industry research to inform a differentiated, forward‑looking content approach.
• Build, manage, and mentor a high‑performing team of writers, editors, designers, and social specialists, plus a scalable freelance/agency bench.
• Establish repeatable systems, workflows, and AI‑assisted processes that deliver quality content at the speed and volume a social‑first agency demands.
• Define, instrument, and own the content KPIs that matter to lead gen: traffic‑to‑lead conversion, MQL/SQL volume, pipeline influenced and sourced, cost‑per‑lead, engagement‑to‑conversion rates, and content‑assisted revenue and ROI.
• Build the tracking and attribution framework UTMs, conversion events, multi‑touch attribution with marketing ops/Rev Ops, ensuring content performance is visible in the CRM and marketing automation stack (e.g., Hub Spot).
• Run a continuous test‑and‑optimize cycle (A/B testing headlines, formats, CTAs, offers) and reallocate effort toward what generates the most qualified demand.
• Oversee the creation of high‑impact, SEO‑optimized content that drives organic acquisition, thought leadership, and brand authority built to rank and to convert.
• Optimize all content in collaboration with SEO experts, leveraging performance data and search trends to grow qualified organic traffic and downstream conversion.
• Lead integrated content distribution strategies across owned, earned, and paid channels to maximize reach, engagement, and lead‑capture efficiency.
• Partner with cross‑functional leaders across SEO, product, sales, and demand gen to align content with product launches and the buyer journey, fuel active campaigns, and enable sales.
• Enforce editorial standards and ensure messaging stays consistent with brand guidelines across all customer touchpoints.
• Deliver actionable performance reporting and executive‑level insights to senior marketing leadership to guide investment and prioritization.
• Champion innovation in content marketing by staying ahead of industry trends, platform shifts, AI‑driven content workflows, and emerging audience behaviors.

• Bachelor's degree or higher in Marketing, Communications, Journalism, English, Business, or a related field.
• 7+ years in content marketing, digital marketing, or communications, including experience owning content as a lead‑generation channel and leading a team agency, B2B/B2C, or high‑growth environment preferred.
• Demonstrated track record of using content to drive measurable pipeline: proven results in traffic‑to‑lead conversion, MQL/SQL growth, and content‑influenced revenue and ROI.
• Strong leadership and executive‑level presentation skills, with experience building and mentoring multi‑disciplinary content teams and managing freelance/agency resources.
• Deep understanding of SEO and Mar Tech stacks Google Analytics/GA4, SEO tools (e.g., Ahrefs, Semrush), and marketing automation/CRM (e.g., Hub Spot) plus content distribution across owned, earned, and paid channels.
• Ability to produce quality content at speed and scale, with fluency in the…