As the longest serving market leader in luxury yachting worldwide, the role of marketing within FRASER is about understanding people – specifically those who can benefit most from what the Fraser brand and its team of more than 200 specialists have to offer. It is about developing and then delivering a strategy and an action plan for identifying those types of people and then reaching out to them, wherever they are in the world, to build awareness of who we are, the benefits of how we work and what we offer… and always making it easy and desirable to get in touch. It is about creating and maintaining communication and awareness that is informed, benefit driven and engaging.

We are now recruiting for an experienced, commercially minded, and versatile person with the drive, insight and vision to deliver the above and more in the role of Senior Content Manager to be based in Monaco or Fort Lauderdale (US).

Key Duties & Responsibilities

Content Planning:

Work with the Global Marketing team to create a strategy and content marketing plan for all written material to align with the brand’s objectives and target audience and then follow the plan throughout the year and ensure that all content is delivered on time. Make sure that there is a clear plan to repurpose all material where appropriate. Oversee the content creation process, from conceptualisation to production, ensuring high-quality and on-brand output across all channels, including website, social media, email marketing, and more. Liaise with the different departments for ideas and inputs, establish the best time for delivery of material in line with events, seasons, marketing objectives and team availability.

Digital Communications:

Develop ideas and write high quality content for a range of in-house digital materials including newsletters, the website (being completely rebuilt in 2023), social media etc. Liaise with internal departments for content ideas and development of specialist subjects. Monitor and analyse content performance using analytics tools, providing insights and recommendations for optimization and future content planning.

Newsletters:

Develop a strategic plan for the newsletters to be delivered throughout the year. Project manage the creation and publication of them, including developing an editorial plan, collating content from all departments, writing content and providing briefs for other writers and the graphical design elements. Review the analytics and report your analysis to senior management and adapt the editorial plan accordingly.

Website:

Working with the Website specialist and Global Marketing Manager, plan the delivery schedule for the content needed both prior to launch and after launch. Oversee the content creation for the new website (+2,000 pages). Stay up-to-date with SEO best practices and optimise content for search engines to drive organic traffic and visibility. Hire external copywriters where needed. Liaise with internal departments for specialist insight and write content for key landing pages. Write ad hoc content as required.

Brochures:

Plan the creation and delivery of all printed brochures throughout the year. Develop ideas and write high quality content for a variety of in-house publications including the annual client book, service brochures and Guides. Ensure that the content is well researched and written to a high level to represent the brand, services and yachts that we offer. Project manage the production of relevant brochures, working with the graphic designers and other members of the team to assist with the final design and style of the publication.

PR:

Write high quality content for a variety of publications/platforms/tools, highlighting the strengths of the Fraser brand and the services and yachts we offer in an engaging way. Work closely with the external PR agency to ensure a cohesive message and strategy. Respond to journalists requests for information regarding Fraser and the yachts we represent. Maintain and build relationships with key media contacts in the yachting, trade and consumer press and ensure that Fraser is featured in editorial wherever appropriate. Monitor editorial schedules and manage the writing, collation and supply of timely information to all publications and online media.

White Papers

Work with the Directors and other specialists to plan and create White Papers on specialist yachting subjects. Make sure that there are clear objectives and gather relevant data, statistics and case studies. Provide a clear overview of the problem and the solutions available to address this issue. Work with the designer to create visual aids like graphs, charts and illustrations to enhance readability and understanding. Work with potential partners on joint projects where appropriate.

Branding

Establish and enforce brand voice, style guidelines, and best practices to maintain consistency across all content touchpoints. Ensure consistent and correct use of written brand elements throughout the company in all marketing material client facing documents - both digital and printed and internal documents.

Secondary Duties & Responsibilities:

Social Media

Work with the Social Media Manager and other team members on ad hoc social media posts, particularly for corporate and services promotional campaigns. Establish a clear tone of voice appropriate for each of the social media channels. Ensure that content from the newsletter, brochures and other material is posted and regularly promoted throughout the year.

Marketing Support Services

Work closely with the brokers and staff on an ad hoc basis when required for specific projects/clients and events.

Requirements of the job (essential skills and qualifications):

Essential skills

7+ years’ experience in the field of communications, preferably as a Senior Content Editor or Senior Content Marketer and with at least 3 years’ experience in yachting, luxury or travel services.

Proven experience in managing a team of content creators and strategists, sharing and delivering on clear goals, timelines and fostering a positive and collaborative work environment;
In a leadership capacity, be a proficient and clear communicator and effective at conveying important information from the top down. An excellent ability to engage and persuade varying audiences even on technical subjects;
Have the ability to calculate ROI on all content produced by the business, skilled in translating raw metrics to establish the success of all content activations and use that to develop clear and actionable strategy planning;
Show exceptional communication skills, written and verbal;
Written English to a native/mother tongue level;
Demonstrated ability to develop and implement content strategies and create content that drives engagement and conversions;
Knowledge of SEO, digital and social media strategies (especially for the luxury market)
Experience working with CRM and html email programmes, preferably Microsoft Dynamics & Click Dimensions, monitoring & analytics
Excellent project management skills with the ability to prioritize tasks and meet deadlines in a fast-paced environment

Qualification

BS/BA or Master's Degree or equivalent with a minimum of 7 years’ full-time experience in an advertising/digital agency, in-house Marketing Department or as an independent.

=> Please send your CV and portfolio of relevant work to careers@fraseryachts.com

Fraser Yachts

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Senior Content Manager