Manager, Digital Content

The Manager, Digital Content, reporting to the Director of Demand & Lead Generation, is central to our mission of engaging target audiences and driving customer acquisition and building brand loyalty. The expertise in strategic storytelling and creating digital assets will generate interest and effectively guide users through the customer journey. The Manager, Digital Content will manage a team of content specialists in transforming project briefs from divisional go-to-market teams into compelling digital experiences across Graco’s owned digital channels on a global scale. Collaboration will be key in this role; the Manager, Digital Content will work closely with the Search, ABM, Social, Marketing Automation and Creative teams to integrate their inputs into the team’s digital execution. The Manager, Digital Content’s vision will guide the creation of high-quality, relevant content that addresses customer needs and solidifies Graco’s reputation as a trusted industry leader.

What You Will Do at Graco:

Digital Content Strategy for Demand and Lead Generation

• Develop and implement a comprehensive digital demand and lead generation content strategy that aligns with Graco’s business objectives. 
• Ownership of yearly content calendar, cadence and alignment with divisional marketing. 
• Act as a translation point of business needs into personalization strategies. 
• Manage end-to-end personalization and testing strategy, advising on concepting, behavioral-based segmentation, deployment, scaling, and ongoing optimization. 
• Establish and oversee Graco’s digital content lifecycle, including creation, publication, analysis, archiving, and removal.

Content Execution & Optimization

• Serve as the subject matter expert for digital content—both written and visual—by applying industry best practices. 
• Demonstrated understanding of web design principles and effective layouts to ensure that digital content is visually appealing, user-friendly, and optimized for engagement. 
• Monitor analytics data, session recordings and heatmaps to advise on landing page improvements towards the goal of each page in the customer journey. 
• Establish and maintain content governance frameworks, including approval processes, workflows and performance metrics, to ensure the accuracy and relevance of content across all regions.

Cross-functional Collaboration

• Maintain vendor relationship with our A/B, personalization platform(s) and content partners. 
• Work closely with marketing, sales, and technology teams to ensure alignment on content initiatives. 
• Oversee the localization of content to ensure relevance across diverse global markets. Collaborate with regional reports to adapt messaging while maintaining brand consistency and integrity.

Team Leadership and Financial Management

• Lead, mentor, manage, and staff digital content team, ensuring alignment with organizational goals and promoting a culture of excellence.
• Drive team performance by setting clear goals, providing ongoing feedback, and facilitating professional growth opportunities.
• Establish, manage, and be accountable for the annual digital content team, ensuring effective allocation of resources and alignment with organizational strategic objectives.

What You Will Bring to Graco:

• Bachelors degree in marketing or communications. MBA or Master’s degree preferred. 
• 7+ years of experience in digital content management and strategy, preferably in a B2B context. 
• Excellent leadership skills; 2+ years of team leadership experience preferred. 
• Strong knowledge of content localization and cultural adaptation strategies. 
• Proficiency in data analytics to drive content personalization and optimization. 
• Familiarity with content and asset management systems (Adobe AEM, Adobe Target) and web accessibility standards. 
• Proficiency with digital content creation software, such as Adobe Illustrator, Adobe Photoshop, Figma etc. 
• Effective communicator across multi-functional teams. 
• Strong understanding of how digital marketing influences the consumer purchase process in the online space. 
• A motivated self-starter with the ability to work autonomously as well as collaboratively with other groups in the organization. 
• Superior logic and communication skills to present complex concepts and data analyses in a clear and effective manner. 
• Ability to manage multiple priorities in a fast-paced, ever-changing environment. 
• Team player who enjoys collaborating with other marketers, but also has the ability to manage projects with minimal direction.

Accelerators:

• Global industrial manufacturing experience and knowledge.