Web Content Specialist

Basic Function:
As Michaels expands its presence into French speaking portions of Canada with 7 new stores in the coming months, we have a need for a Web Content Specialist - Canada that is FLUENT IN FRENCH. This person will manage the Michaels.com content on the Canadian website to ensure consistency with the US website, while making language and cultural adaptions as necessary. This person will also manage Canadian-specific holidays (like Canadian Day, Family Day, etc.) and social media profiles (Facebook, Twitter, YouTube, blogs, online journals, SEO, web browsers, etc.). Position will help create, describe, and add actual new Canadian specific "Content" to the website (like new product launches, videos with authors, and 'how to do' project tutorials, etc.).

 
Primary Job Responsibilities:

 
Develop and present annual category content strategy and plans:
 
* Understand category customer insights
* Utilize customer insights to drive content strategy based on customer
* Ensure consistency with overall Michaels brand and US website roadmap
 
 
Proactively source, develop and execute Website content:
 
* Develop and deliver content for multi-channel Michaels campaigns, including but not limited to michaels.ca, Canada-specific social media profiles (Facebook), email, interactive ad, etc.
* Determine online presentation to support Canadian cultural interests (holidays, etc.), category trends, new products, programs and planogram changes, working closely with Content Category Management teams to finalize web site plans
* Direct development of projects to deliver comprehensive offering, addressing breadth and depth of project selection, as well as targeting a range of crafting expertise and subject matter
* Identify and execute multi-craft theme opportunities, developing positioning, content, and placement and timing recommendations
* Deliver content that represents the newest innovations supported in store within each craft category
* Write or direct the development of articles based on current craft trends, product information and tips/ techniques
* Determine content direction and direct execution for in-store events and micro-market events
* Utilize custom tools to load projects, products, articles, images, gallery entries and tips/techniques
* Actively participate in monthly category planning meetings to determine site content outline
* Edit / Approve Content contributions made by users
* Update Maintain time-sensitive content
* Archive and back up content
 
  
Develop strong relationships with vendor community to obtain projects, articles, and tips/techniques in a timely manner that ensures Michaels.com has a broad base of information for all skill levels.
 
* Work closely with vendors to identify additional content that positions Michaels.cca as the resource for active Canadian crafters on the Web
 
 
Have the ability to quickly learn and understand web data analysis and trends:

 
* Utilize online analytics tools for customer trends
* Provide insight and recommendations for each category/craft area
* Use of metadata relevant keywords to optimize search engine position
* Identify opportunities for site enhancements that competitively position Michaels as the leader in arts and crafts in Canada, while also improving the consumer experience.
* Monitor key competitive and complementary websites to maintain thorough understanding of issues and opportunities.
* Develop recommendations for internal processes, editorial policy and site enhancements, providing detailed requirements to the Category Marketing, Content Digital Design teams

Desired and Required Skills Experience