Digital Content Strategist

UNSW; Sydney; Hybrid; AUD 154,000 - 163,000; Full time

Job summary

UNSW’s Marketing & Digital Experience unit seeks a Digital Content Strategist to lead strategy, design and delivery of content powering personalised future student journeys across UNSW’s digital ecosystem. This role blends strategy and hands-on delivery, working with AEM and AJO, analytics and governance.

You will shape UNSW's content practice, build scalable content models, coach a small team, and collaborate with SEO, UX and IT to improve engagement and journey performance.

Qualifications

• Designed content for personalised customer journeys, lifecycle marketing or marketing automation programs.
• Delivered and optimised content using enterprise digital experience platforms such as AEM, AJO, CJA or equivalent technologies.
• Led or coached teams with capability development for direct and indirect reports.
• Strong understanding of content design, journey mapping and omnichannel delivery.
• Used customer insights, experimentation and analytics to optimise content performance.
• Developed scalable content models, governance frameworks and reusable content approaches.

Responsibilities

• Lead content strategy and delivery for personalised future student journeys across Adobe Experience Cloud.
• Develop and optimise content for automated, data-driven journeys using AEM, AJO, CJA and related technologies.
• Partner with key teams to define content requirements and improve customer journeys.
• Develop reusable content models, messaging frameworks, governance and workflows to scale personalisation.
• Use customer insights, analytics and experimentation to improve engagement and journey performance.
• Work with SEO, search, UX and digital teams to ensure accessibility and best practices.
• Identify opportunities across Adobe Experience Cloud to improve customer experience and marketing effectiveness.
• Influence stakeholders to adopt content design principles and customer journey thinking.
• Lead content initiatives from strategy through to delivery, aligned to time, budget and priorities.
• Coach team members and help build UNSW’s digital content capability.

Skills

Content strategy

Adobe Experience Manager

Adobe Journey Optimizer

Stakeholder management

Team coaching

SEO & accessibility

Storytelling & editing

Agile delivery

Tools

Adobe Experience Manager (AEM)

Adobe Journey Optimizer (AJO)

Customer Journey Analytics (CJA)

Job description

• Employment Type: 12-month Full-Time Fixed term (new role)
• Location: Kensington Campus (hybrid)

• Employment Type: 12-month Full-Time Fixed term (new role)
• Remuneration: $153933-$163338+ 17% super (Level 9)
• Location: Kensington Campus (hybrid)

About The Role

The Digital Content Strategist is a newly created role within Marketing & Digital Experience (M&DX), leading the strategy, design and delivery of content that powers personalised future student journeys across UNSW’s digital ecosystem.

This is both a strategic and hands‑on role. You will help shape UNSW’s digital content practice and scalable ways of working, while remaining close to delivery and the platforms that enable it, including Adobe Experience Manager (AEM) and Adobe Journey Optimizer (AJO).

Working across Digital Experience, Sales, Analytics, Marketing and IT, you will use customer insights, behavioural data and journey analytics to develop content that supports automation, personalisation, experimentation and continuous optimisation across the future student lifecycle.

The role also plays an important part in building UNSW’s digital content capability by embedding best practice, governance and reusable content approaches across teams.

The role reports to the Head of Future Students Marketing & Content and may lead a small team of 1–3 staff.

Main Accountabilities

• Lead content strategy and delivery for personalised future student journeys across Adobe Experience Cloud
• Develop and optimise content for automated, data-driven journeys using AEM, AJO, CJA and related technologies
• Partner with key teams to define content requirements and improve customer journeys
• Develop reusable content models, messaging frameworks, governance and workflows to scale personalisation and content delivery
• Use customer insights, analytics and experimentation to improve engagement, conversion and journey performance
• Work with SEO, search, UX and digital teams to ensure content meets accessibility and digital best practice
• Identify opportunities across Adobe Experience Cloud to improve customer experience and marketing effectiveness
• Influence stakeholders to adopt content design principles and customer journey thinking
• Lead content initiatives from strategy through to delivery, aligned to time, budget and strategic priorities
• Coach team members and help build UNSW’s digital content capability

About You

We are looking for an experienced digital content strategist who is comfortable operating across both strategy and delivery, working within complex multidisciplinary teams and using technology, data and customer insights to improve digital experiences. You will bring:

• Demonstrated experience designing content for personalised customer journeys, lifecycle marketing or marketing automation programs
• Experience delivering and optimising content using enterprise digital experience platforms such as Adobe Experience Manager (AEM), Adobe Journey Optimizer (AJO), Customer Journey Analytics (CJA), or equivalent technologies
• Experience leading or coaching teams, with the ability to develop capability and motivate both direct and indirect reports
• Strong understanding of content design principles, customer journey mapping and omnichannel experience delivery
• Experience using customer insights, experimentation and analytics to optimise content performance and customer outcomes
• Experience developing scalable content models, governance frameworks and reusable content approaches
• Strong understanding of SEO, AI search, accessibility and digital content best practice
• Expert writing, storytelling and editing skills, combined with the technical acumen to work confidently across digital platforms and channels
• Strong stakeholder management and influencing skills, with the ability to communicate content strategy and performance to senior and cross-functional stakeholders
• Demonstrated ability to manage multiple complex priorities in an agile environment and drive initiatives from strategy through to delivery

Candidates will need to have ongoing working rights in Australia. This role is not available for sponsorship.

Applications close: 7 October 11.55PM

Get in touch for any question or support: Anne de Voronine, Talent AcquisitionAssociate, [e-mail]

Pre-Employment Checks As part of our recruitment process candidates may be required to undergo pre-employment screening, which may include reference checks, qualification verification, right-to-work verification, and criminal history screening where relevant to the role.

UNSW is committed to equity diversity and inclusion. Applications from women, people of culturally and linguistically diverse backgrounds, those living with disabilities, members of the LGBTIQ+ community; and people of Aboriginal and Torres Strait Islander descent, are encouraged. UNSW provides workplace adjustments for people with disability, and access to flexible work options for eligible staff. The University reserves the right not to proceed with any appointment.