Creative Strategy Director

Head of Content Strategy

Position Summary

We are seeking a strategic content leader to build and lead the Content Strategy capability within the Content Experience Group.

This role is responsible for developing customer-centered content frameworks that improve product discovery, understanding, evaluation, and conversion across digital, retail, marketplace, and AI-driven environments.

Unlike traditional creative strategy roles focused primarily on campaigns and brand storytelling, this position focuses on understanding customer intent, search behavior, decision-making journeys, and content architecture to create scalable systems that support customer decisions and business growth.

The ideal candidate combines content strategy, commerce content, customer insight, search behavior analysis, information architecture, and AI-era content thinking.

Mission

Design scalable content systems that connect customer intent, product value, and business objectives to improve discovery, engagement, decision-making, and conversion across the customer journey.

Reports To

Head of Content Experience

Core Capability Areas

• Customer Intent Strategy
• Content Strategy
• Content Architecture
• Commerce Content Strategy
• Category Storytelling
• Search Behavior Analysis
• Discovery Content Strategy
• Conversion Content Planning
• AI Discovery Strategy
• Knowledge Architecture

Key Responsibilities

1. Customer Intent & Decision Strategy

Develop content strategies rooted in customer behavior and decision-making.

Responsibilities include:

• Customer intent mapping
• Search behavior analysis
• Customer question frameworks
• Decision journey mapping
• Objection handling frameworks
• Information need analysis
• Translate customer needs into actionable content strategies

2. Commerce Content Strategy

Develop content systems that support product discovery, evaluation, and conversion.

Responsibilities include:

• PDP content frameworks
• Product comparison content
• Feature-benefit communication
• Category content strategies
• Conversion content planning
• Retail content frameworks
• Ensure content supports customer decision-making throughout the purchase journey

3. Content Architecture

Lead the development of scalable content structures across platforms and channels.

Responsibilities include:

• Content models
• Content hierarchy
• Content taxonomy
• Metadata frameworks
• Modular content strategies
• Structured content design
• Create content systems that are reusable, scalable, and measurable

4. AI Discovery & Knowledge Strategy

Develop content frameworks optimized for emerging AI-powered discovery environments.

Responsibilities include:

• AI Discovery strategy
• GEO readiness
• AEO readiness
• Conversational content frameworks
• Knowledge architecture
• Question-and-answer content systems
• Prepare content ecosystems for AI-driven search and recommendation experiences

5. Category & Product Storytelling

Develop customer-relevant narratives that improve product understanding and differentiation.

Responsibilities include:

• Category storytelling
• Product value communication
• Messaging frameworks
• Product positioning support
• Customer decision support content
• Balance brand storytelling with customer information needs and commercial objectives

6. Cross-functional Leadership

Partner closely with:

• Experience Design Team
• Content Production Team
• Content Operations Team
• Channel Operations Group
• Media Performance Team
• Client Service Group

Ensure content strategies support business goals, customer needs, and channel requirements.

Success Metrics (KPIs)

Customer Impact

• Discovery Effectiveness
• Customer Engagement
• Product Understanding Metrics
• Customer Question Coverage

Commerce Performance

• PDP Performance
• Conversion Contribution
• Product Discoverability
• Content Influence on Purchase Decisions

Content Effectiveness

• Content Reusability
• Framework Adoption
• Content Consistency
• Content Scalability

Future Readiness

• AI Discovery Readiness
• GEO Readiness
• Knowledge Architecture Adoption
• Structured Content Coverage

Leadership Profile

We are not seeking a traditional Creative Director focused primarily on campaigns, creative concepts, or brand storytelling.

We are seeking a content strategist who understands customer intent, search behavior, commerce content, content architecture, and AI-driven discovery environments.

Success in this role is measured by how effectively content helps customers discover, understand, evaluate, and choose products while supporting measurable business outcomes.

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