Director of Content

Title: Director of Content

Classification: Exempt / Full-Time

Department: Marketing

Salary Range: $115,000.00 - $160,000.00

Reports To: Senior Director, Digital Marketing

 

About Brand USA

Brand USA is the nation’s destination marketing organization, dedicated to driving legitimate international inbound travel to strengthen the U.S. economy, boost exports, create quality jobs, and foster community prosperity. By running data-driven campaigns and unifying messaging across industry and government, Brand USA positions the United States as a premier global destination while providing up-to-date visa and entry information.

 

Established by the Travel Promotion Act in 2010, over the past decade, Brand USA, in collaboration with travel industry partners, has been responsible for attracting an additional 8.7 million visitors who spent nearly $29 billion in the United States, generating $63 billion in economic output, and sustaining nearly 37,000 jobs per year. Without any cost to taxpayers, these efforts have generated $8.3 billion in tax receipts and returned $20 to the U.S. economy for every dollar spent.

 

Job Summary

The Director of Content is Brand USA’s video-first creative production leader and multi-format content architect. This role drives the strategy, creation, and deployment of authentic, best-in-class destination storytelling across Brand USA’s owned channels, including consumer and corporate websites, social video platforms, and email. The Director provides creative direction and hands-on editing for priority video projects and sets production and editorial standards. Beyond creation, this leader will build an efficient content repurposing engine that turns a single core video asset into high-performing articles, website experiences, email content, and emerging digital formats for human travelers and machine-readable data for AI. The Director also leads digital asset management and rights governance, partners with social media and external agencies to optimize performance and next-generation search visibility, and manages agencies, creators, and vendors to deliver measurable impact.

 

Essential Functions

Video-first content strategy, creative direction, and production

• Develop and lead an annual video content strategy and production roadmap aligned to consumer brand priorities, campaign needs, and the traveler journey.
• Provide creative direction for video, photography, and editorial content, maintaining a distinctive Brand USA storytelling style and quality bar.
• Serve as a hands-on editor/producer for priority and rapid-turnaround video deliverables, leveraging Generative AI tools to accelerate workflows while setting benchmark standards for craft and speed.
• Establish and maintain production standards and templates (technical specifications, branding, accessibility/captions, and quality assurance review) for all published content.

• Enforce strict production guidelines that distinguish between 'optimization' (e.g., color grading, noise reduction) and 'fabrication.' Ensure that Generative AI is never used to create, alter, or manipulate the physical geography or cultural reality of a destination.

Content repurposing and multi-format publishing

• Build scalable workflows that repurpose core video assets into SEO and GEO-optimized articles, destination guides/resources, email content, and other derivatives that match channel and audience intent.
• Own the editorial planning required to cascade one core story into multiple touchpoints, ensuring consistency of message, accuracy, and brand voice.
• Partner with social and marketing stakeholders to coordinate packaging and distribution of content across channels.

Website content management and governance

• Oversee content strategy execution, information architecture, and publishing governance for Brand USA’s consumer-facing websites, ensuring content is accurate, current, accessible, optimized for mobile, and structured for multimodal AI ingestion.
• Oversee corporate/organizational website content, including organizational messaging, leadership/brand content, and high-visibility updates.
• Collaborate with internal partners and external agencies on CMS publishing, landing pages, content refresh cadence, and content quality standards.

Digital asset management, rights, and content acquisition

• Lead digital asset management (DAM) governance, including taxonomy/metadata standards, access controls, and user adoption to ensure assets are searchable, reusable, and compliant.
• Oversee content acquisition and licensing (commissioned photography/video, stock content, music, and other rights-managed assets) and maintain accurate rights documentation, including the implementation of Content Credentials (C2PA) and watermarking where warranted.
• Coordinate with legal and business partners on clearances, including talent releases, location permits, and licensing compliance.

AI-Enabled Content Strategy and Operations

• Lead the integration of AI technologies across the content lifecycle—from ideation, scripting, editing, and translation to performance optimization—establishing clear quality and governance frameworks.
• Collaborate with Technology and Data teams to implement scalable AI-assisted content pipelines that increase efficiency and personalization.
• Pilot advanced AI use cases around content, such as generative video assist tools, predictive performance insights, and AI-aided localization, ensuring ethical and brand-consistent use.
• Develop and maintain AI content governance documentation covering prompt libraries, review workflows, and content authenticity tracking.
• Act as internal AI champion—training staff and partners on responsible use and staying current on industry innovation.
• Manage search optimization for both traditional search and emerging answer engines, including structured content, FAQs, and content quality signals.

Measurement, optimization, and operational management

• Use performance analytics, insight reports, AI chat history and research to inform content priorities, optimize future initiatives, and communicate results to stakeholders.
• Own and maintain the editorial calendar, production schedules, and publishing workflows; define scopes, deliverables, and timelines for projects.
• Manage agencies, consultants, and vendors responsible for video production, written content, website updates, localization, and other services, ensuring deliverables are on time, on brand, and within approved budgets.
• Build and maintain a network of creators and production partners to expand capacity and specialized skills as needed.

Cross-Departmental Collaboration and Partner Enablement

• Serve as the content lead supporting major organizational initiatives across Marketing, Partnership Marketing, Public Affairs, Communications, and Travel Trade.
• Collaborate with Partnership Marketing on co-op and top-tier partner programs, including creative development, asset management, and delivery of multi-format content packages.
• Coordinate with Public Affairs and Communications to ensure alignment of messaging and visual storytelling across public-facing channels and owned media.
• Support Travel Trade marketing with content assets, ensuring trade-facing materials leverage consumer storytelling and adhere to rights and branding standards.
• Build intake, prioritization, and feedback workflows that streamline collaboration and ensure efficiency between departments.

People leadership and cross-functional collaboration

• Lead, coach, and develop staff; provide clear priorities, inclusive management practices, and timely feedback to support high performance and engagement.
• Supervise the Senior Associate and set clear priorities for content operations, DAM administration, and publishing support.
• Recruit, select, orient, and train department employees in partnership with Human Resources.
• Collaborate effectively across the organization and externally; present strategies, creative concepts, and performance insights to senior stakeholders as needed.
• Report to work on a regular basis and be available for occasional after-hours calls and projects.

 

Additional Responsibilities

May be asked to perform additional duties not listed in the job description as required by business needs, including support for podcasts and emerging storytelling formats as needed.

 

Job Qualifications

• Bachelor’s degree in film production, marketing, communications, journalism, digital media, or related field, or equivalent work experience. Master’s degree preferred.
• Minimum 10 years of progressive experience in video production/editing and content marketing/digital publishing across multiple channels (web, video, email, and related platforms).
• Demonstrated experience leading integrated content initiatives across multiple internal departments and partner organizations.
• Demonstrated expert-level proficiency in Adobe Premiere Pro or comparable professional video editing tools (Final Cut Pro, DaVinci Resolve), with a portfolio showing high-quality storytelling and post-production craft.
• Experience leading end-to-end video production (pre-production through post), including directing shoots, working with external crews/agencies, and managing post-production timelines.
• Proven ability to develop and execute content strategies aligned to business objectives, with clear performance measurement and optimization.
• Experience building content repurposing workflows that convert video into written content, resources, and email-ready assets.
• Strong understanding of co-marketing, public communications, and stakeholder coordination within a matrixed organization.
• Experience managing website content in a CMS environment, including content governance, information architecture, and SEO best practices.
• Working knowledge of next-generation search concepts (e.g., answer engines) and content structuring practices that improve discoverability and trust.
• Experience with digital asset management (DAM) systems, metadata standards, content organization, and rights/licensing processes.
• Practical experience using AI tools to support content workflows, with the ability to set guidelines, train partners, and ensure accuracy and brand consistency.
• Minimum 3 years of supervisory experience; demonstrated ability to lead teams, manage agency/vendor partners, and work cross-functionally.
• Travel/tourism/destination marketing experience, or comparable consumer storytelling experience that inspires experiential decisions.
• Excellent written and verbal communication skills; strong interpersonal skills and ability to collaborate across the organization and externally.
• Ability to execute a plan, solve complex and undefined problems, and contribute to setting standards and developing policies.
• Fervent attention to detail and ability to manage multiple priorities in a fast-paced environment.
• Ability to contribute productively as a member of a diverse team and foster an inclusive environment.
• Dedicated remote work area that is quiet enough for employee to concentrate is required. Must have homeowner’s or renter’s insurance and the ability to comply with company technology, safety, and health requirements.
• Ability to travel on occasion as required to attend meetings and/or events.
• Ability to frequently operate a computer and other office productivity machinery.
• Ability to lift up to twenty (20) pounds.
• Ability to perform the essential functions with or without a reasonable accommodation.
• May require more than forty (40) hours per week to perform the essential duties of the position.

 

Brand USA Offers a Comprehensive Benefits Package, Including:

Medical, Dental, and Vision: Three medical plan options (HMO, POS, PPO) through CareFirst, with varying coverage levels and out-of-pocket costs. Dental and vision plans are also offered.

Life and AD&D Insurance: Company-paid basic life and accidental death & dismemberment insurance (2x annual salary up to $200,000).

Short-Term and Long-Term Disability: Company-paid short-term and long-term disability insurance.

401(k) Retirement Plan: A 401(k) plan with employer matching contributions (100% of the first 3% of salary deferred, plus 50% of the next 2%, which means a total of 4% matching contribution when the participant defers 5%).

Flexible Spending Accounts (FSA): Options for pre-tax deductions for healthcare and dependent care expenses.

Transit and Parking Account: Pre-tax deduction option for transit and parking expenses.

Wellness Program: Access to a wellness and disease management program through Sharecare.

Employee Assistance Program (EAP): Access to resources for personal and work-related issues.

Voluntary Benefits: Options for additional life insurance, pet insurance, etc.

International Medical Coverage: Coverage for medical emergencies while traveling internationally on company business.

 

Schedule

Brand USA’s business hours are Monday through Friday, from 8:30 a.m. to 5:30 p.m. Our standard work hours may vary based on position requirements. Additional hours may be required during peak times, which may require an adjusted work schedule, overtime, and evening/weekend hours in order to meet deadlines.

 

Americans with Disabilities Act (ADA)

Brand USA will make reasonable accommodations in compliance with the Americans with Disabilities Act of 1990.

 

Brand USA has an organizational commitment to the principles of diversity and inclusion. In that spirit, we welcome all qualified individuals without regard to race, religion, creed, color, gender, sexual orientation, age, disability, economic circumstances, national origin, or veteran status.