Vice President, Content Strategy

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Updated: June 22, 2021
Location: Westerville, OH, United States
Job ID: 130849

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This role is a crucial link between strategy and execution with the content strategist becoming the final-mile owner of mindset and channel-appropriate content development in partnership with CX Strategy, Brand Strategy, Behavioral Scientists, and Creative Leads.  The role sits within the CX Strategy team, providing crucial insights to strategic development upstream and leadership over final mile execution downstream.

As a new discipline inside the agency, this role will also have a rare opportrunity to shape content strategy as an offering and in operational integration.  A passion for change agency and partnership will be important attributes of the job.

GSW is a full-service healthcare communications agency that goes beyond advertising to create personalized brand experiences. We develop strategic marketing solutions for pharmaceutical, biotech and health-and-wellness clients around the world. We create experiences that involve, inspire, educate and activate people through ongoing brand journeys.


For dedicated clients and for new business efforts, you will:

  • Inform persona and journey creation (led by brands strategy) with key insights from content research alongside CX Strategy who will guide technographic profiling
  • Conduct content research to inform unmet informational and emotional needs, along with practical barriers that the brand could address through tactical content execution
  • Partner with CX Strategists to inform the CX Journey Map along each stage of the customer journey by customer segment/profile
  • Leverage initial content strategy as identified in CX Map to create final-mile tatical execution that maintains mindset-appropriate guidance in channel-appropraite formats
  • Creating specifications and appropriate content for the brand’s designated audience
  • Strategizing and improving content delivery and promotion
  • Championing content marketing strategy across the ecosystem, including omnichannel and marketing automation opportunities
  • Proactively identifiying trends in content intelligence whether that be methodologies or platforms to integrate into and elevate our overall content strategy practice
  • Setting guidelines for the tone, style and voice of all brand content
  • Setting editorial strategy so content is consistent and compelling across all delivery streams
  • Measuring and analyzing what’s working and what isn’t with regard to the brand’s content marketing efforts to ensure pull through and success of the initial content plan
  • Specific tasks may include: content audit, comparative audit, SEO insights, taxonomy and metadata recommendations, site maps, content matrix, editorial guidelines, content models, workflow recommendations, social editorial calendar development, social analytics insights for content development,

As a co-owner of customer-centricity, you are responsible for ensuring our teams:

  • Identify the micro-moments that matter on the journey
  • Identify the journey and brand/product friction our clients can resolve in order to craft a marketing strategy that asks, “How can we help” instead of only shouts “buy my brand.” (Focusing on what is credible and addressable)
  • Use that understanding to triangulate how our creative must flex by micro-moment in order to maintain our client’s relevancy and value in the eyes of their customer. 
  • Coordinate creative, data science and media to craft multi-channel narratives that unfold in the customer’s curated ecosystem


Job Requirements

As an experienced Engagement Strategist, our ideal candidate will have:

  • 5+ years of multi-channel content experience as a digital content manager, agency copywriter/editor, or digital strategist (digital pharma, healthcare or agency) across HCP and Patient efforts. Significant preference for rare disease experience. Payor experience a plus.
  • Background in copywriting, strategy
  • Experience with global clients and regional roll-outs

GSW turns against the premise of doing the “same old.” Our culture is focused on collaborative, meaningful advertising and day-to-day interpersonal interaction. We value the diverse backgrounds of our team members, and everyone has the opportunity to provide input and be heard. GSW is comprised of creative, motivated individuals who are all here for a reason. We welcome those who strive to work above and beyond their role, who voice their opinion and who are engaged in all aspects of the agency.

At GSW, “speak people” is part of our every day. Our employees are inventing ways to go further, faster, thus giving purpose to liberating ideas within healthcare advertising.

GSW is part of Syneos Health Communications, a purpose-built collective of agencies focused on supporting health and biopharmaceutical innovators. We work in scalable, collaborative teams that partner across disciplines and geographies to deliver integrated communications strategies that accelerate brand performance. In today’s fast-changing and complex environment, success lies in making connections: between science, emotion, and technology; between data, design and human insight. We’re able to make those connections because our medical communications, digital, advertising, public relations, data science, research and market access specialists work closely with each other and with healthcare experts, including physicians, pharmacists and advocates. Together, we are the connected healthcare partner tapping rich insights to drive innovation, change behavior and pioneer a new era of accountable marketing.

Syneos Health Communications is powered by Syneos Health, a global professional services organization designed to help the biopharmaceutical industry shorten the distance from lab to life.

WORK HERE MATTERS EVERYWHERE | How will you accelerate bringing new therapies to patients?

Syneos Health is an affirmative action/equal opportunity employer (Minorities/Females/Vet/Disabled) 


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