Content Strategy Manager

Job Title

ATI is modernizing. We are transforming how we train, coach, and support automotive shop owners across the country, and we need someone who can build the content engine that powers that transformation. This is a senior individual contributor role with significant strategic ownership. You will set the direction, do the work, and show up in the room as an ATI expert. No playbook is handed to you. You build it.

Key Responsibilities

Content Strategy and Program Development:

• Conduct ongoing research into industry best practices, emerging technologies, and trends by monitoring partners, publications, and key industry events such as SEMA, AAPEX, ATD, and ASA
• Translate insights into structured training programs, workshops, peer group curriculum, and on-demand digital learning content
• Own the end-to-end content lifecycle: research, design, build, hand off for delivery, measure results, and iterate
• Develop and maintain a content calendar aligned to ATI's 2026 strategic pillars: Grow, Retain, Monetize, Lead, Diversify, and Optimize
• Partner with the peer LMS role to ensure content is packaged, formatted, and handed off effectively for digital delivery
• Ensure all content reflects ATI's voice, member-first philosophy, and the brand promise

Training Delivery and Subject Matter Expertise:

• Present content in ATI training courses, peer groups, workshops, and external industry events as an ATI subject matter expert and brand representative
• Topics may include automotive aftermarket operations, shop business management, financial performance, customer retention, marketing fundamentals, and related ad-hoc subjects
• Collaborate with ATI coaches, group facilitators, and member experience teams to align content delivery with member development goals
• Gather real-time member feedback and use it to continuously sharpen content relevance and program quality

Website and Member Portal Ownership:

• Serve as the strategic owner of ATI's public-facing website, where prospective and current members first encounter ATI
• Own the strategy and overhaul of the ATI member portal, the platform where members and coaches log, track, and analyze weekly shop performance data to drive business improvement
• Lead a thorough assessment of the current member portal, identify gaps against member needs and modern UX standards, and build a prioritized enhancement roadmap
• Develop business cases for site and portal improvements, including cost-benefit framing, member impact projections, and phased implementation plans

Qualifications

Required:

• 8 or more years of experience in content strategy, content development, instructional design, marketing communications, or a closely related field
• Demonstrated ability to build and execute a content or communications strategy independently, without heavy management oversight
• Experience creating both in-person and digital on-demand learning or content programs
• Strong research and synthesis skills. You can scan the industry, find the signal, and turn it into a usable program.
• Comfortable presenting and facilitating to senior executive audiences, peer groups, and live workshop settings
• Experience owning or leading a digital platform or website, including coordinating with technology vendors, finance, and cross-functional stakeholders to drive improvements
• Strong written communication skills. Every piece of content you create carries the ATI brand.

Strongly Preferred:

• Experience in automotive aftermarket, franchise, skilled trades, or professional services industries
• Background in coaching or consulting environments, peer advisory groups, or professional development programming
• Familiarity with member portals, performance dashboards, or data-driven member experience platforms
• Comfort with content governance, site taxonomy, and working alongside UX and technology partners to define platform requirements
• Experience with tools such as Articulate 360, Adobe Creative Suite, or similar content development platforms
• Coordinate execution across internal teams and external partners including technology vendors, finance, ATI partnerships, and member experience teams
• Define and enforce content governance, site taxonomy, and information architecture for both platforms to ensure a consistent and intuitive member experience
• Stay current on digital platform capabilities, member portal tools, and data visualization trends to inform forward-looking vendor and build recommendations