What are you going to do?
Wat je gaat doen
In this role of brand content marketer you ensure that our content becomes even better and aligned with our brand purpose so that our target group becomes more involved with NN. Together with our brand marketing team, our sponsorship partners and colleagues in the business, you develop and create brand content and brand activations. Content and (hero) activation campaigns that inform, inspire, and activate our target groups. With your excellent sense of powerful communication, you ensure that we respond well to the needs of our target groups with our content. This role has a primary focus on our Nationale-Nederlanden brand in our Dutch market, but we expect you to interact with brand content experts within our 10 insurance international markets when it comes to brand content marketing activities, learnings and sharing best practices for the area that is your primary responsibility: improve physical wellbeing via our running sponsorship, including its societal component.
You will be part of the sub team Brand Engagement. This is one of the teams of the Brand Marketing Unit of NN Group. This team consists of brand content marketing, social media and event marketing at group level. The team has 3 FTE on brand content marketing each focusing on one of our brand themes:
- Financial Wellbeing (B2B2C) -> Intermediary and Consumer business content including the link to relevant societal themes such as sustainability, community investement and longevity
- Physical Wellbeing (Sport) -> NN Running, including (related) business and societal subjects aimed at physical wellbeing, including the link to relevant societal themes such as sustainability, longevity and people with disabilities
- Mental Wellbeing (Culture & Entertainment) -> NN NSJ, museal partnerships, business and societal subjects aimed at mental wellbeing, including the link to relevant societal themes such as sustainability and longevity
In this role you will be designated to the brand content marketing focussed on the physical wellbeing. As supporter of all runners we are title sponsor of several marathons and runs in our primary markets with a focus on The Netherlands. You are able to act as a sparring partner and backup for one of your colleagues in the other two areas.
This includes:
- As a brand content marketer, you have excellent creative editing skills, and you ensure that our content is sleek, readable and of high quality. You can also place this content yourself in the CMS. Drafting a catchy email, creating a clear landing page, and optimising our content are also part of your tasks. Just like writing a blog that is of course completely SEO proof. You know what information needs target groups have during their customer journey, ensure that the right content reaches the ideal target group at the right time and continues to read, watch, or click it
- Besides you are no stranger to developing a brand activation plan and rolling it out: managing internal stakeholders and directing external agencies to create effective brand activation campaigns that contribute to our brand positioning and realize maximum engagement
- Writing and coming up with short and longer texts and blogs for different target groups, which are also SEO-proof. For this you also perform keyword research
- Optimizing texts, blogs, personalisation, emails, marketing campaigns, landing pages and expressions for social media
- Perform CMS work (putting texts online, creating landing pages)
- Monitor the readability, accessibility, and search engine optimization of texts and optimising content based on data and proactively identifying opportunities in this area
- Develop communication plans for live and digital brand activations and execute them
- Work closely together with your event marketing colleagues to give them guidance in organising all running events that are part of the NN Running programme (eg Marathon Rotterdam, NN CPC etc.)
- Excellent project management including: briefing and guiding creative / media agencies, coordinating excellent execution and evaluating and optimising results and processes