About This Role
This role is the lead copywriter and brand voice steward, creating clear, compelling content that helps members understand products, act, and see the difference their membership makes in their communities. This position involves hands-on copywriting and editing across various marketing channels and establishes standards, workflows, and planning practices for consistent and timely content. The strategist also helps evolve how marketing uses emerging content tools like AI to improve content development and efficiency while maintaining brand standards and human judgment.
Responsibilities
- Serve as Gesa's lead copywriter, creating and editing high-quality content across brand campaigns, web pages, emails, advertising, direct mail, product marketing, social media, branch materials, video and audio scripts, member communications, and community storytelling
- Lead content strategy, editorial planning, and copy development for major brand campaigns, community initiatives, member education, product marketing efforts, newsletters, community partnerships, giveback programs, and brand storytelling
- Coordinate input from subject matter experts and internal partners to translate complex information, including financial products and member benefits, into clear, useful, and meaningful member communications
- Serve as the internal authority on Gesa's brand voice, ensuring content reflects its responsible, generous, human, optimistic, and playful personality while providing clear direction, thoughtful editing, and practical feedback across channels
- Lead the responsible adoption of AI and emerging content tools within Marketing by identifying useful applications, establishing practical workflows and standards, and helping teams improve ideation, research, content development, quality, and efficiency while maintaining Gesa's brand standards, accuracy, and human judgment
- Develop and execute content strategies that strengthen member engagement, reinforce Gesa's brand, and create a unified, recognizable story across digital, print, branch, and community channels
- Develop, maintain, and govern the tools and standards that guide Gesa content, including messaging frameworks, voice and tone guidance, editorial standards, product copy foundations, templates, approved language, content ownership expectations, AI-supported content tools and resources, and examples of strong Gesa communications
- Own Gesa's content governance practices, including content intake, briefing, review, approval, publishing, ownership, version control, review timing, lifecycle management, and clear decision rights
- Establish and maintain a content planning rhythm and editorial calendar that connects brand, campaign, product, web, community, social, email, and newsroom priorities
- Partner with the appropriate teams to improve website content, navigation language, search visibility, answer engine optimization, accessibility, calls to action, and ongoing content maintenance
