Head of Content Strategy

About Auto Trader

We're Auto Trader, the UK's leading automotive marketplace and a FTSE 100 tech-listed company, uniting the largest and most engaged consumer audience with the most extensive network of vehicle sellers. At our core, it's all about people. We embrace diversity, celebrate our differences, and forge our own path. Our six core values define our distinct culture, and our dedication to in-person collaboration sets us apart.

About the role

Our Consumer Marketing team are responsible for growing our user base and engaging them with the Auto Trader brand. We're looking for a Head of Content Strategy to join the team. This role can be based out of either our Manchester or London office (at least 3 days a week in either office). This is a fantastic opportunity for someone to come in and take ownership of our overarching Content integration and content SEO strategies and operations, ensuring that it supports the ambitions of the wider marketing team, as well as the wider organisational goals.

We make some amazing content here across a variety of channels and platforms (Editorial, SEO, Social, YouTube, PR, Influencers, Video etc). You'll play a key role in maximising content opportunities and Auto Trader's search visibility and you'll be a driving force in demonstrating the power of content within the digital automotive marketplace, throughout all aspects of the consumer journey. You'll understand creative and be able to feedback and develop it for optimal effectiveness across the channels within your remit (in close collaboration with our channel leads and experts).

SEO and content optimisation will be key parts of this role too. You'll establish SEO editorial processes that deliver growth in organic traffic and search visibility for Auto Trader – across web and potentially across apps (ASO) in future too. The role will harness opportunities for topical authority and organic growth and provide actionable insights, context and direction for our SEO, video, editorial, content and social teams. You'll track organic search traffic and keywords conscientiously and be prepared to adjust our Content and SEO strategies (and operational approach) accordingly.

The Head of Content Strategy will play a leading role in representing those teams internally and externally too, managing close relationships with our Product and Technology teams in particular as well as external agencies. To enable this, you will establish an operational rhythm to share regular reporting with relevant areas and teams so that they can see what impact their support is having on our content and rankings – highlighting progress and identifying opportunities for future growth. You'll have an always-on understanding of performance and a 'What? So What? Now What?' mentality as to what we do with it. (All while staying on top of Google's algorithm updates and evolutions to generative search - and reacting and swarming teams accordingly). You'll demonstrate commercial awareness and sensibility and be able to clearly articulate how Content and SEO activities impact AT's bottom line - and relay our commercial performance back to your teams in a way that is operative.

As the Head of Content Strategy, you will grow a proficient understanding of our audiences and persona development and show full understanding of consumer pain points so that we are constantly able to create the content they need. You'll be responsible for increasing engagement (views, clicks, site traffic and EEAT signals) and conversions on the Auto Trader platform and growing our authority within automotive as a result. You will make data-driven decisions using our in-house tools and be unafraid of pivoting and leading people on that journey with you when necessary. You'll have an acute awareness of the consumer - what our marketing means to them and an in-situ appreciation for how the marketing within your remit reaches the consumer and what onward thoughts, beliefs and actions it provokes.

This role will be able to effectively plug product thinking into our marketing plans, rallying ideas and support for ways to effectively communicate the value of Auto Trader's products to consumers. You'll also be able to set a vision that is broader than a single product.

Collaboration is at the heart of this role. You'll be working closely with all channel owners (including our Editorial and YouTube Directors) to create a central content plan and strategy that ties all of our channels together. You'll be prepared to invest time in building great working relationships with our Product, Tech, SEO and Content teams to develop an integrated and aligned content marketing strategy. You'll also play an active role in the wider Auto Trader community – regularly interacting with our guilds, networks and wider teams.

There will be people reporting into you as well. So if you have a passion not only for content, but also managing and developing a team of content creators and SEO specialists then you'll have the opportunity to do this here. You'll become a champion for the development and evolution of the wider team too - and inspire/lead others to succeed at Auto Trader alongside your direct reports.

Our mission is to grow awareness of Auto Trader as THE content destination for automotive, and you will play a key role in making that happen.

What we're looking for

• Experience of Managing a team (including key aspects of people development, Personal Development Plans, resourcing etc)
  
• Experience of creating multichannel content strategies (across Content, SEO, Editorial, Video, Social and YouTube especially)
  
• A consumer-focussed background with experience of creating Content and SEO strategies for a large consumer base
  
• Excellent stakeholder engagement skills – within marketing and creative but also wider business areas such as Product and Tech, Leadership Teams, User Analytics, Data Science, Finance and Commercial Partnerships
  
• Experience of working with a range of CMS' for large websites
  
  It would be a big plus if:
  • You've worked in a matrix managed environment before
    
    Everyone brings a unique mix of skills and qualities to the table. We're all about inclusivity and embracing diversity at Auto Trader. If you meet some of the requirements but not all of them, please don't hesitate to reach out. Your distinct perspective and strengths could be a fantastic addition to the team. Whether you're a close match or have a few pieces that fit, we're genuinely excited to hear from you and explore the potential you could bring to the role.
    
    

    Benefits and more
    
    

    We're offering a competitive salary, and a flexible benefits package to support your health and well-being.
    
    

    Enjoy 28 days of annual leave, in addition to bank holidays and half-day closures on Christmas and New Year's Eve. Our Aviva pension scheme offers employer contributions ranging from 5% to 7%. We also provide Bupa Healthcare enhanced medical coverage to all employees, which includes support for assisted fertility, gender dysphoria, menopause, and period care plans.
    
    

    But that's not all. We offer enhanced parental leave, a car salary sacrifice scheme, share-save options, and much more. When you join us, you'll also become an owner of Auto Trader, receiving an additional 10% of your salary in shares each year. This allows you to share in the value you help create, and you'll also have the chance to increase your ownership through our Save As You Earn scheme.
    
    

    Our hybrid model, Connected Working, combines the best of both worlds – office and home working. With Connected Working, you'll have two fixed weekly office days dedicated to team collaboration. In addition to your fixed office days, we expect you to be in more than you're out. You can choose the specific days that suit your work requirements, home commitments, and team needs. Find out more about Connected Working here.
    
    

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