Job Title 

KI US Pathways Content Lead

Job Description

Position Summary

Scope and Accountability: Owns hands-on writing, content planning, creative direction and workflow. Accountable for ensuring content is imaginative, compelling, and distinctive, while directly supporting customer experience strategy, campaign delivery and partner priorities.

Core Responsibilities:

• Personally lead content planning against customer experience, campaign and product priorities, translating briefs into bold, creative content ideas and plans
• Act as the creative lead for content, shaping concepts, narratives and storytelling approaches across formats
• Remain hands-on in creating and writing, editing and elevating priority content, not just reviewing final outputs
• Work closely with Campaign, Product Marketing and Social teams to co-create content that is timely, engaging and emotionally resonant
• Brief, inspire and challenge content specialists, freelancers or agencies to raise creative ambition and originality
• Lead content management, including maintaining content accuracy, relevance and freshness over time, and working closely with Web Operations to plan reviews and updates.
• Use insight, experimentation and AI-enabled tools to explore new formats, angles and ways of telling stories

Ways of Working, Autonomy and Decision Making:

• Operates as a hands-on creative lead, balancing strategic intent with active involvement in ideation and execution
• Owns creative direction, prioritization and sequencing decisions within agreed strategy and timelines
• Encourages experimentation and calculated risk-taking to improve creative impact
• Collaborates with Brand Messaging Manager – Global to ensure that global guidelines are followed and consistently applied, but suitable to the NA specific needs

Essential Criteria/Skills:

• Editorial planning: strong hands-on content leadership experience with a clear creative point of view
• Strong writing/editing: proven ability to originate, shape and deliver compelling marketing content across channels
• Confidence leading creative conversations and challenging briefs constructively
• Experience working collaboratively with campaign, product and digital teams
• SEO/GEO awareness
• Strong knowledge of CMA rules and compliance
• Comfortable using insight and AI-enabled tools to spark ideas, test concepts, and evolve creative output

Direct Reports:

• Content Specialist – NA

Matrix working model:

• Senior Marketing Manager - NA
• Senior Product Marketing Manager - NA
• Marketing Manager - Canada
• Senior Brand Messaging Manager – Global
• Video Producer – Global
• On-shore NA team
• Recruitment Directors NA
• Partnerships and Operations teams NA

Universal expectations

Strategy is set at destination level, orchestration happens through Senior Marketing Managers, delivery happens in regions and specialist teams, and central teams exist to accelerate, not approve.

AI, Innovation & Creativity

• Actively use AI‑enabled tools, data and new ways of working to improve quality, speed and impact in their own areas of work
• Show curiosity and openness to experimentation
• Apply creativity to problem‑solving, not just to outputs
• Continuously improve how work is done, not simply deliver activity

Skills, Experience & Seniority

• Each role aligns to the expectations for its seniority band as defined in the levels section. Individuals are expected to operate comfortably at that level of decision‑making, ownership and accountability.

Attitude & Ways of Showing Up

• All roles operate in a matrix working model and are expected to work with an extended list of colleagues, not just their immediate team
• Creative thinking, and ability to question the status quo
• Self‑starting and accountable for outcomes
• Collaborative and non‑territorial
• Comfortable with ambiguity and change
• Commercially minded and pragmatic
• Calm, constructive and resilient under pressure
• All teams are designed to be able to pick each other’s work, providing back-ups or additional support in peak times or absences

Once hired, must

• Be aware of who is the designated safeguarding Lead for Kaplan Languages
• Be aware of how to identify safeguarding concerns and how to appropriately respond to these
• Complete, in a timely fashion, any safeguarding training assigned to you
• Report any safeguarding concerns