National Vice President, Content and Channel Strategy
US-TX-Dallas
Careers (External)
Req #: 16204
Type: Full Time
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Overview: Since our founding in 1924, we've cut cardiovascular disease deaths in half, but there is still so much more to do. To overcome today's biggest health challenges and accelerate this progress, we need passionate individuals like you. Join our movement, be part of the progress, and help ensure a healthier future for all. You matter, and so does the impact you can make with us. The American Heart Association has an excellent opportunity for a National Vice President, Content and Channel Strategy. This position can be remote based within the U.S. The National VP of Content and Channel Strategy is a senior leader responsible for developing and executing a unified approach to how content is written, structured, distributed, and optimized across platforms. This role leads the planning, creation, and deployment of modular content tailored to platform behaviors, audience needs, and enterprise campaign goals. It combines content leadership with channel expertise to ensure every piece of content performs across the full funnel, from awareness to action. The VP partners across teams to define omnichannel strategies, support campaign activation, and build content that drive consistency, efficiency, and measurable impact. This includes optimizing for emerging technologies such as AI Overviews, Google SGE, schema-based search results, voice assistants, and emerging - all critical for a nonprofit competing for attention, trust, and action in a noisy digital space. The Association offers many resources to help you maintain work-life harmonization through your changing needs and life situations. To help you be successful, you will have access to Heart U, our award-winning corporate university, as well as additional training and support, locally. #TheAHALife is more than a company culture; it is our way of life. It embodies our commitment to work-life harmonization and is guided by our core values where our employees can thrive both personally and professionally. Discover why you will Be Seen. Be Heard. Be Valued at the American Heart Association by following us on LinkedIn, Instagram, Facebook, X, and at heart.jobs. Responsibilities: * Leads the development of an integrated channel and content strategy that aligns with omnichannel and campaign goals across business units and audience segments. * Guide the creation of content for both B2C and B2B audiences, from high-concept storytelling to conversion-driven assets, ensuring every piece is strategically designed to perform across the full funnel: awareness, engagement, conversion, and retention. * They oversee the channel strategy that drives how content is modularized, adapted, and distributed across platforms (email, social, video, web, paid media, SMS, and organic channels). In close partnership with marketing, business stakeholders, digital and creative teams, they ensure content is not only high-quality but channel-native and audience-optimized. They champion a "make once, publish everywhere" model to maximize reach, efficiency, and performance across the ecosystem. * Define content KPIs with analytics and business teams, review performance across platforms, and apply insights to optimize messaging and format. They lead continuous testing and refinement to improve engagement. * They upskill the current team capabilities to ensure content is discoverable in emerging formats like AI Overviews, featured snippets, and voice search. They collaborate with the SEO team on metadata, structured data, and formatting to improve visibility and relevance, while keeping content on-brand and compelling. * They manage a high-performing team of content/channel strategists, and writers focused on scalable campaign execution. They collaborate across brand, creative, digital, and marketing teams to ensure alignment and agility. They also lead the content side of channel strategy in partnership with business stakeholders, ensuring execution supports enterprise goals and audience needs. * They oversee content budgets and agency partnerships, ensuring resources are allocated effectively to support production, channel strategy, and campaign priorities. * Additional responsibilities may be assigned as appropriate to the scope of the role. Qualifications: * Bachelor's Degree or equivalent work experience. * Eight (8) years of relevant experience in content strategy, campaign and channel marketing, creative leadership, with experience in both B2C and B2B environments. 10+ years of experience preferred, and agency experience is a plus. * At least seven (7) years of supervisory experience. * Proven success in writing/developing content for a channel strategy in campaigns across the full funnel: awareness, engagement, conversion, and retention. * Strong experience leading content teams that create and activate strategic content across multiple channels in multiple formats * Strong understanding of content performance metrics and audience segmentation strategies * Familiarity and experience in writing and structuring content for modern SEO, AI-powered search, and omnichannel distribution * Strong leadership, communication, and stakeholder management skills * Working familiarity with CMS, marketing automation platforms, social publishing tools, and AI-assisted content tools * Bachelor's degree in Marketing, Advertising, Communications, or a related field; advanced degree preferred
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