Digital Content Lead Job at AAA Life Insurance Company in Livonia

Overview

Why join?

Join us in revolutionizing an entire industry's customer engagement. We prioritize human connection through technology. If you're driven by purpose and want to make a meaningful impact on people's lives, this is the place for you. Our team challenges norms with the support of a trusted American brand.

• Purpose: A leading professional services firm found that AAA Life associates demonstrate some of the highest levels of commitment, empathy, and dedication when compared to top U.S. companies in a benchmark analysis.
• Growth: We have the privilege to offer our products to tens of millions of Americans that make up the AAA member base.
• Focus is on “working families”, “everyday Americans”, “ordinary citizens”, “mainstream population”, “average income households”, providing life insurance products that truly impact people's lives.
• Team (Culture): USA Today named us a 2024 top US workplace.

Who are we looking for?

The Digital Content Lead will take ownership of ensuring consistency, precision, and engagement across all B2C customer lifecycle stages. This role is critical in driving AAA Life’s brand identity and customer experience across both AAA Life and AAA Club channels, requiring cross-functional leadership and expertise to elevate the brand in an increasingly competitive and complex digital landscape. The Senior Copywriter will play a significant role in shaping AAA Life’s communications across websites, applications, customer portals, digital ads, social media, email campaigns, video content, and beyond.

Responsibilities

How will you contribute?

Strategic Copywriting & Content Leadership

• Partner with Senior Digital Designer to own content and copy strategies across AAA Life’s primary digital assets, including AAALife.com, mobile applications, customer service portals, and various digital advertising channels. Directly responsible for elevating the quality, relevance, and engagement of content, from initial conceptualization to execution, ensuring it aligns with overarching business goals and customer engagement strategies.
• Own the copy and content optimization strategy across all digital touchpoints, including website copy, email campaigns, mobile apps, social media, and paid media.
• Leverage data-driven insights to continually refine messaging and improve engagement and conversion rates across all channels.
• Take the lead in creative ideation and concept development, driving messaging across a range of channels and formats, including video, display ads, email campaigns, and more. Use innovative storytelling techniques to resonate with target audiences, foster trust, and drive action.
• Has a deep understanding of life insurance products, services, channels, and how to develop clear, concise, compelling and actionable copy that helps deliver key messages and tell AAA Life’s brand story across a variety of tactics.
• Translate messages across AAA Life and AAA club channels to support a robust integrated marketing model.
• Work across the business with subject matter experts to understand and distill information on strategies, initiatives, and products into easy to understand copy and messaging that’s conversational, clear, and adheres to AAA Life’s brand standards.

SEO and Digital Best Practice Leadership

• Lead the ongoing development and execution of a comprehensive SEO strategy, driving organic growth and increasing visibility across AAA Life’s owned digital properties. Apply advanced SEO best practices, keyword strategy, and content optimization techniques to maximize organic reach and user engagement.
• Lead content optimization efforts for AAA Life’s digital channels, applying data and insights from A/B testing, user feedback, and analytics to fine-tune messaging and copy. Partner with UX teams to refine the customer experience and conversion paths across all digital properties. Stay at the forefront of digital content trends, emerging technologies, and best practices.
• Lead internal educational initiatives to share new insights and inspire innovation within the creative team.
• Contribute to digital creative testing and optimization work streams, particularly AAA Life’s CRO practice, using data to drive messaging and final creative that supports priority tests and optimizations across aaalife.com, email, paid media, and more.
• Stay up to date on digital content best practices and promote an internal awareness of trends across key channels.
• Ensure content across all touchpoints—including AAALife.com, apps, emails, social media, and video content—meets ADA standards, helping AAA Life maintain legal compliance and provide an equitable user experience for all customers.

Collaboration & Documentation

• Responsible for concept development including partnering with team members, ideation, drafting of concept briefs, and presentation in internal creative review meetings.
• Partner with creative team members on the management and maintenance of the content library and digital asset management system, ensuring that all assets are easily accessible, properly categorized, and up to date with the latest messaging and creative.
• Lead the negotiation and drafting of new copy when regulatory changes or compliance adjustments are required. Ensure a transparent and structured approval process, working directly with legal, compliance, and business stakeholders to ensure all messaging is compliant with industry standards and regulations. Provide thought leadership and mentorship to other creative team members. Foster a collaborative, results-oriented environment and elevate the quality and creativity of the team’s work. Play an instrumental role in creating an inclusive, dynamic culture within the content and creative team.

Qualifications

What do you offer?

• Bachelor’s degree in Communications, Marketing or related area.
• Minimum of 7 years of content creation experience in various forms of copywriting for digital channels and tactics with an emphasis in marketing and research.
• Life insurance experience strongly preferred.
• Experience in effective business and market positioning as a content leader, storyteller, and editor.
• Expert understanding of AP style.
• Strong understanding of marketing copywriting fundamentals and best practices.
• Experience with plain language and accessibility standards preferred.
• Experience working within content management systems to organize and publish content.
• Understanding of UX/UI fundamentals and experience with creating user-friendly copy and content.
• Proficient in personal computer (PC) skills, including Microsoft Office Suite and familiar with Adobe Creative Suite.
• Experience with a hybrid model of creative production where work is shared between agency and internal resources.
• Experience working both across departments with multiple SMEs and externally with agency and third-party contacts.
• Proven clarity and creativity in various forms of communication.
• Excellent organizational skills with an ability to manage time and complex, multifaceted programs with accuracy.
• Ability to provide direction to partnering teams and vendors and produce quality work in a limited timeframe.

What can we offer?

• Enjoy a hybrid work environment that promotes work-life balance.
• Comprehensive medical, dental, and vision coverage starting from your first day.
• Employer 401k match and employer contribution to a pension plan.
• Generous PTO and paid parental leave to support your family needs.
• Opportunities for associate engagement in various social programs and community involvement initiatives backed by the company.