Penn National Gaming, Inc.

Brand Content Strategist

Location US-PA-Wyomissing
Job ID
Casino Property
Penn National Gaming, Inc.
Position Type
Regular Full-Time
Marketing & Entertainment



Don’t just work. Work Happy.


A career in gaming? At Penn National Gaming, we think you'll enjoy an exciting industry, fast paced days and nights, diverse, enthusiastic co-workers, unlimited growth and support from one of the leaders in the industry.


An individual could be successful if they possess the following.

Your daily responsibilities include

  • Supervises and manages staff in the Brand Marketing department. Assists with developing, implementing, and managing operational goals and monitors achievements of performance and profit objectives.
  • Responsible for development and overall editorial strategy that governs the content experience and drives engagement across different marketing channels.
  • Manages and directs all marketing messaging for enterprise creative including but not limited to traditional media, websites and apps.
  • Develops clear and engaging content that is consistent with the company's brand image and addresses both business goals and consumer needs while maintaining brand continuity across all projects and platforms.
  • Translates customer experience specifications and business requirements into branded messaging and designs.
  • Communicates and interfaces effectively with the marketing team, cross-functional teams and internal stakeholders to develop messaging and content strategies.
  • Delegates tasks to Copywriter, Digital Content Designer and internal Design Studio with clear messaging direction for digital designs and comps and providing relevant feedback.
  • Partners with digital team members to execute A/B tests.
  • Conducts discovery and identifies customer needs and opportunities to improve digital content on Penn’s digital channels. Makes improvements based upon findings.
  • Regularly audits our digital products to ensure they are on brand and tone appropriate.
  • Analyzes user engagement metrics to assess how well existing content is performing.
  • Performs content gap analyses to determine what type of content is missing and what is needed.
  • Responsible for ideas from concept to execution, working with project managers, internal Design Studio, Copywriters, IT and content experts to deliver a branded and effective user experience.
  • Develops a solid understanding of target audiences through online and traditional market research and educates team on who our customers are and how we market to them.
  • Works with Copywriter to establish style guides that specify the writing style and tone needed to create engaging content.
  • Collaborates with UX designer and web team to establish information hierarchy as it relates to customer experience for digital products.
  • Creates, adjusts, and manages the editorial calendar.
  • Leads transforming the digital presence of our brands and loyalty program to lifestyle driven content and messaging.
  • Enthusiastically supports, actively promotes, and demonstrates superior customer service in accordance with department and company standards and programs. 
  • Organizes, maintains and files work in an organized fashion, following the standards/guidelines for the master file structure and naming conventions.
  • Reviews content for errors before publishing.
  • Responsible for ensuring the compliance with all regulatory compliance within area of responsibility and reporting potential issues to Management.
  • Maintains strict confidentiality in all departmental and company matters.

To be successful in this position it will require the following skill set

  • Bachelor’s degree (B.S./B.A.) in Advertising, Marketing, Creative Writing, Communications, Design or other related field from four-year college or university; five plus years of relevant experience in Content Strategy; or equivalent combination of education and experience.
  • Must share professional examples showcasing an understanding of messaging and informational hierarchy and storytelling.
  • Must have proven experience leading marketing campaigns and developing branded content/messaging across multiple digital channels with results.
  • Must have proven track-record of creating effective, compelling marketing campaigns.
  • Must have a firm understanding of how brand voice/tone manifests across multiple digital channels.
  • Must be able to provide clear and consistent messaging direction for copywriters.
  • Must be able to provide clear and consistent hierarchy direction for UX designer and web team.
  • Must be able to work with internal stakeholders at all levels.
  • Must have strong problem solving, organizational, analytical, interpersonal and communication skills (verbal and written).
  • Must have excellent time management skills with the ability to multi-task and prioritize.
  • Must be proficient in Microsoft Applications (Word, Excel, Outlook, and Power Point). Knowledge of graphic design and design software is preferred.
  • Must have working knowledge of digital and web technologies as it pertains to messaging and design constraints for websites and apps.
  • Must be able to effectively lead discovery sessions based on product/customer needs, provide clear direction for content strategy, and ensuring brand tone/voice is being followed.
  • Ability to adapt to changes in prioritization or schedules of items in the work queue as necessary.
  • Ability to translate agency big picture creative concepts into locally relevant collateral, while also adhering to existing design templates and brand guidelines.
  • Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the general public.
  • Must have the ability to drive results and be proactive when working on tasks.
  • Must be detailed oriented.

SUPERVISORY RESPONSIBILITIES                                                     

  • This job will have supervisory responsibilities.
  • Responsible for staff development and training programs.
  • Responsible for rewards and recognition program to maximize employee engagement.
  • Evaluates team members within department and delivers constructive feedback to employees in regards to performance.
  • Determines recommendation for staffing (including interviewing and hiring) and scheduling (planning, assigning and directing work) to meet business needs.
  • Determines work procedures and expedites workflow.
  • Responsible for employee performance (disciplining, coaching, counseling).

Something to leave you with

Whether you prefer being at the center of it all or working behind the scenes, there’s a role for you at Penn National Gaming. We are a growing company but as big as we are, we still feel like family.  The areas of career opportunity with Penn are ideal for just about any skill set.  Our company wide commitment to making sure our guests smile as much as we do means you’ll enjoy a fun working environment anywhere within the organization.


Equal Opportunity Employer



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