Sr Manager, Brand Content & Thought Leadership

Position Summary

Blackbaud is seeking a Senior Manager, Brand Content & Thought Leadership to lead our content and thought leadership function. This role is responsible for developing and executing an integrated content strategy that strengthens Blackbaud's brand reputation, advances market leadership, and supports corporate growth objectives.

Reporting to the Head of Brand Marketing, this leader will oversee a team responsible for thought leadership, Blackbaud Institute research and insights-based publications, customer storytelling, editorial content, and owned content channels. The role serves as the connective tissue between brand strategy, Blackbaud’s proprietary research, customer stories, thought leadership, and content activation, ensuring Blackbaud delivers compelling, differentiated content that drives influence and business impact.

Key Responsibilities

Content & Thought Leadership Strategy

• Develop and lead Blackbaud's integrated content and thought leadership strategy.

• Establish content priorities that support brand, marketing, communications, customer, and business objectives.

• Build annual and quarterly content plans that align research, thought leadership, customer stories, advocacy, and editorial initiatives.

• Create a connected thematic and editorial plan that brings research, expert perspectives, customer evidence, and advocate voices together around Blackbaud's priority narratives, partnering with vertical marketing teams to develop content strategies that support

• Identify opportunities to strengthen Blackbaud's brand-level authority on key industry topics and emerging trends.

Blackbaud Institute Leadership

• Provide strategic leadership for the Blackbaud Institute, including defining priorities, goals, roadmap, and success measures.

• Manage stakeholder relationships across marketing, product, customer success, data, and executive leadership teams.

• Ensure Institute research and insights support both market needs and business priorities.

• Oversee alignment between Blackbaud Institute initiatives and broader thought leadership programs, including the AI for Social Impact Coalition and other strategic partnerships.

Editorial & Owned Content Strategy

• Lead editorial strategy for ENGAGE, the ENGAGE Podcast, and future owned thought leadership channels.

• Ensure content themes, publishing priorities, and editorial plans are aligned across the organization.

• Establish content governance, standards, and editorial best practices.

• Drive consistency, quality, and audience relevance across all content types.

Search, Discoverability & Content Innovation

• Partner with Blackbaud’s digital team to activate an effective brand-level discoverability strategy, including GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization).

• In partnership with Blackbaud’s digital team, respond to evolving search behaviors and emerging AI-driven content consumption trends.

• Support team to best practices for AI-enabled content development and content engineering.

• Drive innovation and shared standards across Global Marketing for content creation, distribution, and performance measurement.

Team Leadership & Cross-Functional Collaboration

• Lead, coach, and develop a team responsible for research and insight-based content, customer storytelling, editorial content..

• Manage prioritization, resource allocation, budgets, and performance measurement.

• Partner closely with , Product Marketing, Vertical Marketing, Data Insights Center of Excellence, Digital Marketing, Corporate Communications, Customer Marketing, Customer Success, and Executive Leadership teams.

Measurement & Performance

• Establish KPIs and success metrics across content and thought leadership programs.

• Assess content impact, audience engagement, influence, and contribution to business objectives.

Continuously optimize content investments based on performance insights.

Qualifications

• 10+ years of experience in content marketing, thought leadership, editorial strategy, communications, or related disciplines.

• Experience leading content teams and cross-functional initiatives.

• Demonstrated success building and executing integrated thought leadership programs.

• Strong stakeholder management and executive communication skills.

• Understanding of content performance, SEO, GEO, AEO, and emerging AI-enabled content strategies.

• Previous experience in technology or social impact is preferred

• Exceptional strategic thinking, prioritization, and team leadership capabilities.

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Blackbaud powers social impact through purpose‑driven technology and responsible AI. Guided by our Intelligence for Good® vision, we’re building a culture where innovation, trust, and human expertise come together to help organizations make a greater difference in the world.

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