Sr. Content Marketing Manager

Position Summary:

Penn Foster Group is seeking a strategic, highly creative, and performance-minded Sr. Content Marketing Manager to lead the Content Marketing team - the “voice” of the brand. In this role, you will set and drive a content vision that builds trust, expands reach, and moves prospective learners through the funnel with the right message at the right moment, grounded in a strong SEO and AI-optimized discovery foundation. Reporting to the Sr. Director of Consumer Marketing, you will lead a team and elevate how we use content across owned and earned channels including web experiences, blog and resource hubs, video, social and community platforms, email/SMS journeys, and conversion-focused landing pages to fuel growth. You will translate brand and product strategy into scalable content frameworks that improve relevance, personalization, and performance by audience and funnel stage. Success in this role is defined by measurable increases in organic visibility and traffic quality, stronger engagement and conversion by stage, and a more efficient, high-impact content engine through smart reuse and continuous optimization.

Essential Job Functions:

• Lead and execute the end-to-end content strategy across channels to drive trust, engagement, and conversion throughout the learner funnel.
• Own organic growth performance by setting and delivering a comprehensive SEO strategy (topic architecture, content clustering, optimization, and reporting)
• Drive AI-optimized discovery (AIO/GEO) by ensuring content is structured and written to perform in AI-powered search and answer engines.
• Build and maintain funnel-based content frameworks that map messaging to stages and enable personalization by audience segment
• Oversee the editorial ecosystem (calendar, workflow, prioritization, and quality standards) to ensure timely, on-brand, high-impact output.
• Scale content by using our Hero–Hub–Help framework as a repurposing engine, creating flagship hero content and systematically reformatting it into hub and help assets tailored for each platform and funnel stage
• Serve as the primary stakeholder for the content measurement dashboard, defining requirements, partnering with Analytics/BI to build and refine it, and using it to quantify content impact on funnel performance, organic growth, engagement, and conversion.
• Lead strategy and execution for major content pillars including web, videos, blogs / resources hubs, and lifecycle (email/SMS) content.
• Oversee proof-building content programs such as case studies, testimonials, UGC, and outcome-based storytelling including the end-to-end collection process (sourcing, intake, permissions, and validation), repository management, refresh cadence, and activation across channels to build trust and drive conversion.
• Oversee 3+ direct reports setting priorities, providing coaching, and ensuring high-quality delivery.
• Define and track success metrics for content by funnel stage, organic visibility, personalization adoption, reuse efficiency, and contribution to lead generation and conversion.
• Partner closely across Marketing, Product, and CX to ensure content is insight-led and performance-aligned.


Knowledge, Skills, Abilities:

• 6-9+ years of content marketing experience, including ownership of multi-channel content strategy with measurable performance outcomes.
• 4+ years of people leadership experience, including managing and developing high-performing content teams
• Bachelor’s degree in Marketing, Communications, Journalism, Business, or a related field preferred.
• Deep expertise in SEO strategy and execution, including technical SEO fundamentals, on-page optimization, content clustering, internal linking strategy, and performance-driven editorial planning.
• Strong working knowledge of AIO/GEO and content best practices for AI-driven discovery, including structured data/schema, entity-based content design, and optimization for zero-click/AI summaries.
• Experience with (or strong curiosity about) AI-enabled content tools, automation, and personalization platforms
• Proven ability to use search intent and audience data to guide funnel content strategy, topic prioritization, and personalization by stage.
• Strong editorial leadership skills with a proven ability to set voice standards, elevate quality, and maintain consistency across writers and channels.
• Exceptional storytelling and writing abilities, with comfort tailoring messaging by segment and funnel stage.
• Experience leading high-impact blog/SEO programs, video content, conversion-focused web copy, and lifecycle messaging.
• Comfort overseeing overseeing partner/vendor workflows as needed.
• Highly analytical and confident using data to optimize content performance and prioritize investment.