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Head of Content Strategy

2 months ago

New York NY, United States BNY Full time

BNY Investments - Head of Content Strategy & Development

At BNY, our culture empowers you to grow and succeed. As a leading global financial services company at the center of the world’s financial system we touch nearly 20% of the world’s investible assets. Every day around the globe, our 50,000+ employees bring the power of their perspective to the table to create solutions with our clients that benefit businesses, communities and people everywhere.

We continue to be a leader in the industry, awarded as a top home for innovators and for creating an inclusive workplace. Through our unique ideas and talents, together we help make money work for the world. This is what #LifeAtBNY is all about.

BNY Investments is a leading investment manager, with $2.0 Trillion in assets under management as of March 31, 2024. Through an investor-first approach, the firm brings to clients the best of both worlds: specialist expertise from seven specialist investment managers offering solutions across every major asset class, backed by the strength, stability, and global presence of BNY.

We’re seeking a future team member for the role of Head of Content Strategy & Development. This is a hybrid role located in New York.

In this role, you’ll make an impact in the following ways: 

  • Develop and execute a content marketing strategy that aligns with the company’s business objectives—increasing brand familiarity, consideration and conversion with measurable results
  • Lead the content development team and oversee the creation of high-quality content (written and visual) across various formats (inc. email, blogs, thought leadership, case studies, videos) and channels (web, events, social media, paid media)
  • Develop the content framework and governance guidelines, which establishes strategic content pillars and sub pillars, streamlines approach to content development for the buyer personas and distribution channels, and oversees adherence to the editorial guidelines to ensure consistency (tone, style, voice) across all distribution channels
  • Collaborate closely with Persona & Channel Marketing and cross-functional teams, including product strategy, sales, and Investment firms, to understand buyer personas, pain points and views
  • Develop a comprehensive content creation plan and compelling messaging that aligns with target personas (B2B2C and stage of sales cycle) to implement an effective go-to-market strategy 
  • Lead content strategy for Investments presence on website in collaboration with Digital Marketing, integrating SEO best practices, to drive inbound traffic, strengthen brand and add value to existing and prospective clients, and improve search engine rankings over time. 
  • Plan the editorial calendar and content proposition, curating the content and researching creative ways to engage target audiences online, via email and in person, and conducting periodic content audits
  • Partner with Business Intelligence and Persona and Channel Marketing to analyze engagement metrics, commercial results, and ROI regularly and use those insights to constantly improve content strategy and development to drive results with target personas
  • Manage the content marketing budget and resources, ensuring efficient allocation

To be successful in this role, we’re seeking the following: 

  • A bachelor's degree in marketing, finance, or a related field. An MBA or equivalent is a plus
  • Proven experience in content marketing (macro, product, value add) within the asset management industry
  • Strong leadership skills and client-facing skills with the ability to inspire, build and motivate a team
  • Excellent communication and storytelling abilities, with the capacity to convey complex investment concepts in an accessible manner across multiple platforms (website, email, social posts, etc.) 
  • Strong content packaging and delivery skills with SEO knowledge, being able to identify best way to package and distribute to target audiences. and 
  • A data-driven approach to marketing with experience in analytics and performance measurement within the financial sector and ability to spot content marketing data trends
  • Multitasking and organizational skills - you will have to handle several types of projects and people regularly

At BNY, our culture speaks for itself. Here’s a few of our awards: 

  • America’s Most Innovative Companies, Fortune, 2024
  • World’s Most Admired Companies, Fortune 2024
  • Human Rights Campaign Foundation, Corporate Equality Index, 100% score, 2023-2024
  • Best Places to Work for Disability Inclusion , Disability: IN – 100% score, 2023-2024
  • “Most Just Companies,” Just Capital and CNBC, 2024
  • Dow Jones Sustainability Indices, Top performing company for Sustainability, 2024
  • Bloomberg’s Gender Equality Index (GEI), 2023

Our Benefits and Rewards:

BNY offers highly competitive compensation, benefits, and wellbeing programs rooted in a strong culture of excellence and our pay-for-performance philosophy. We provide access to flexible global resources and tools for your life’s journey. Focus on your health, foster your personal resilience, and reach your financial goals as a valued member of our team, along with generous paid leaves, including paid volunteer time, that can support you and your family through moments that matter. 

BNY is an Equal Employment Opportunity/Affirmative Action Employer - Underrepresented racial and ethnic groups/Females/Individuals with Disabilities/Protected Veterans.


BNY assesses market data to ensure a competitive compensation package for our employees. The base salary for this position is expected to be between $108,700 and $219,000 per year at the commencement of employment. However, base salary if hired will be determined on an individualized basis, including as to experience and market location, and is only part of the BNY total compensation package, which, depending on the position, may also include commission earnings, discretionary bonuses, short and long-term incentive packages, and Company-sponsored benefit programs.


This position is at-will and the Company reserves the right to modify base salary (as well as any other discretionary payment or compensation) at any time, including for reasons related to individual performance, change in geographic location, Company or individual department/team performance, and market factors.