Global Product Content Lead, Respiratory (Personal Safety Division)
Company: 3M
Employment Type: Freelance (1-year contract)
Location: Maplewood, MN (4 days onsite)
Role Overview
The Global Product Content Lead, Respiratory, is a freelance role responsible for elevating product content quality and performance across 3M’s Personal Safety Division respiratory portfolio (including disposable and reusable respirators, powered and supplied air systems, and accessories). With an eCommerce-first mindset, you will own the strategy, planning, creation, and governance of core product content that supports every stage of the customer journey—across global markets and channels.
Partnering closely with global marketing, regional teams, and technical experts, you will define content requirements, close product data gaps, craft differentiated value propositions and claims, and ensure content readiness for new product introductions (NPI) and lifecycle updates.
Key Responsibilities
1. Content Strategy & Ownership
- Define and maintain global content standards and requirements for respiratory products, ensuring accuracy, completeness, and consistency across SKUs and product families.
- Translate the Global Marketing Plan into a yearly Product Content Plan with clear priorities, timelines, and deliverables.
- Lead the creation and optimization of base and variant content (attributes, copy, imagery, video, documentation) using eCommerce and digital shelf best practices.
- Develop and refine value propositions, benefit messaging, and claims in partnership with portfolio marketing, segment marketing, and technical service.
- Continuously identify content gaps and improvement opportunities through audits, analytics, and stakeholder feedback.
2. Channel & Campaign Enablement
- Build content toolkits that can be deployed across multiple channels: eCommerce, distributor portals, 3M web, search, social media, sales tools, and training assets.
- Support creation and updates of traditional marketing materials (brochures, sell sheets, product selectors, sales guides) to ensure alignment with digital content.
- Partner with demand generation, regional marketing, and marketing operations to ensure campaigns are supported with the right content at each stage of the funnel.
- Guide the application of 3M brand standards to ensure consistent, compelling expression of the Respiratory portfolio globally.
3. Execution, Systems & Governance
- Own project management for major content initiatives—setting timelines, aligning stakeholders, and tracking progress to content readiness milestones.
- Collaborate with PIM/DAM and digital operations teams to ensure product content is structured, tagged, and distributed correctly across systems.
- Manage collaboration with internal creative services and external agencies for multimedia production (imagery, video, animations, interactive tools).
- Ensure all content meets global standards and regulatory expectations, including accessibility (ADA) and applicable safety and compliance requirements.
- Lead NPI content readiness: define content requirements by stage gate, coordinate input from cross-functional teams, and support localization for key regions.
What Success Looks Like
- High levels of product content completeness and quality across the respiratory portfolio (attributes, copy, visuals, documentation).
- Improved digital shelf performance, including discoverability, search optimization, and conversion-driving content metrics.
- On-time content readiness for all major launches and lifecycle updates in alignment with global launch plans.
- Clear, differentiated value propositions and claims that are aligned with technical evidence and validated by cross-functional stakeholders.
- Scalable, globally aligned content that can be efficiently adapted by regional teams while maintaining brand consistency.
Your Skills & Expertise
- Demonstrated experience in product content, content marketing, or product information management for technical or B2B products (safety, industrial, healthcare, or related fields a plus).
- Track record of owning complex projects end-to-end and consistently delivering against deadlines.
- Experience creating or managing content mapped to customer journeys and marketing funnels.
- Solid understanding of PIM/DAM concepts, product taxonomies, attributes, enriched content, and digital shelf optimization.
- Working knowledge of SEO best practices, accessibility standards, and data-driven content optimization.
- Strong organizational, planning, and project management skills, with the ability to manage multiple workstreams in a fast-paced, matrixed environment.
Candidate Attributes
- Detail-focused but pragmatic—able to balance completeness and quality with speed to market.
- Excellent communicator who can translate complex technical and regulatory information into clear, customer-centric messaging.
- Collaborative and comfortable working across time zones with global marketing, technical, and commercial stakeholders.
- Curious, creative, and data-informed—uses insights to test, learn, and improve content performance over time.
- Self-directed and accountable, able to operate with a high degree of ownership in a freelance capacity.
Collaboration & Reporting
This role reports into the Personal Safety Division marketing organization and collaborates closely with:
- Global portfolio and segment marketing teams
- Technical service and training teams
- Regional and country marketing and eCommerce teams
- Demand generation, marketing operations, and digital experience teams
- PIM/DAM, regulatory, and legal stakeholders
- External creative and content production partners
As a freelance Global Product Content Lead, you will be a key enabler of 3M’s respiratory growth strategy, ensuring that customers and partners worldwide have clear, accurate, and compelling information to choose and use 3M solutions with confidence.
