Brand & Leadership Specialist
AgTrust Farm Credit, Fort Worth, TX, United States
Overview
AgTrust is seeking a creative and strategic Brand & Leadership Storytelling Specialist to tell stories that define agriculture, community, and impact. The role involves crafting narratives for blogs, newsletters, social media, and podcasts, translating complex agricultural and financial topics into content that resonates with farmers, ranchers, and rural landowners. You will work with the executive team and field experts to highlight people, culture, and mission, bringing authentic, human-centered stories to life across channels. If you are passionate about storytelling, content strategy, and making a real impact in rural communities, this is your opportunity to shape AgTrust’s voice and influence the future of agricultural lending. Storytelling Mission
The role centers on executing AgTrust’s storytelling strategy built around three core pillars: Humanizing the lending team who serve our customers Celebrating the values and lifestyles of farmers and ranchers Providing clear and accessible guidance on agricultural financing The goal is to build trust, deepen engagement, and support customer decision-making through authentic, human-centered storytelling. Key Responsibilities
Story Development & Writing:
Research, interview, and write compelling stories featuring farmers, ranchers, agribusiness owners, and AgTrust team members. Craft content for blogs, articles, newsletters, social media, website pages, business development collateral, campaign materials, and internal communications. Translate complex agricultural lending concepts into clear, engaging content. Develop internal storytelling content that highlights employee achievements, organizational initiatives, cultural values, and operational successes to strengthen engagement and alignment. Multimedia Collaboration:
Partner with the Visual Content Producer to create integrated visual and written content, including podcast production. Write video scripts, interview guides, story outlines, and voiceovers. Participate in field visits to farms, ranches, and customer locations to capture authentic content. Content Repurposing & Amplification:
Repurpose field content into multiple formats (social posts, short videos, blogs, mini-documentaries, newsletters, campaigns). Maintain brand voice, tone, and messaging across channels. Contribute to content calendars, campaign planning, and cross-channel distribution strategies. Audience & Community Engagement:
Write content that resonates with farmers, ranchers, agribusinesses, and rural landowners. Understand audience interests and values to create relevant, aspirational, and educational content. Use storytelling techniques to build trust and support decision-making. SEO, Content Strategy & Audience Growth:
Own SEO-driven content strategy, including topic development aligned with target personas and search intent. Collaborate to refine keywords and content optimization. Ensure content supports organic search visibility and engagement. Define and track content metrics and continuously refine strategy based on performance. Show/Podcast Content Leadership:
Lead content development for the Show "Financing Life Beyond the City Limits". Develop episode topics, outlines, and interview frameworks. Ensure episodes align with campaign messaging and pillars. Collaborate with the Visual Content Producer to execute compelling episodes. Content Organization & Asset Management:
Maintain an organized content library with tags for pillar, content type, and theme. Ensure media is stored, labeled, and available for repurposing. Track content effectiveness through engagement metrics and conversion data. Collaboration & Cross-Functional Communication:
Participate in quarterly and campaign strategy sessions with the Executive Team and VP Marketing. Align content with campaign objectives, and work with marketing, business development, and management to support goals. Provide writing and storytelling guidance to team members and external contributors. Engage with subject matter experts to ensure content accuracy and credibility. Executive & Leadership Storytelling:
Translate strategic priorities and updates into compelling narratives for internal and external audiences. Develop content to support executive communication, leadership messages, employee communications, and thought leadership. Capture leadership perspectives through articles, interviews, speeches, and other content. Campaign-Based Execution:
Develop all content within AgTrust’s campaign framework, targeting defined audiences and measurable outcomes. Ensure content is purposeful and contributes to lead generation, engagement, and brand growth. Collaboration Expectation:
Work within a highly collaborative content model with close partnership across the marketing team. Ensure messaging, visuals, and distribution are aligned. Qualifications
3-5+ years of professional experience in storytelling, content creation, or communications (experience in financial services or agriculture preferred). Exceptional writing, editing, and storytelling skills with the ability to translate complex topics into clear content. Experience collaborating on multimedia content (video, photography, social media). Ability to create internal communications that engage employees and reinforce initiatives. Comfortable interviewing leadership, customers, and subject matter experts. Strong organizational and project management skills; ability to manage multiple priorities in a fast-paced environment. Key Competencies
Strategic storytelling across internal and external channels Executive and leadership communications support Content strategy, repurposing, and amplification Audience-focused, engaging, and aspirational content creation Strong interviewing skills and curiosity about people’s stories Multimedia collaboration (video, photography, social media) Data-driven content evaluation (engagement metrics, conversion tracking) Experience creating marketing or editorial content across multiple channels Work Environment
Combination of office work, field interviews, and travel to agricultural operations and rural communities. Occasional early mornings or evening shoots depending on lighting and farming schedules. What Success Looks Like
The Brand Storytelling Writer will help AgTrust consistently produce stories that build trust and credibility with the agricultural community, highlight the people behind both the lending process and the land, provide practical insights for confident financial decisions, and strengthen AgTrust’s reputation as a trusted partner in agriculture. Why This Role Matters
Agriculture is a way of life. This role captures and shares stories of people who work the land, steward rural communities, and build generational legacies. By combining authentic storytelling with financial expertise, the Brand & Leadership Storytelling Specialist will help AgTrust connect with customers in a meaningful way. Why Join Our Team?
AgTrust is dedicated to supporting agriculture, rural communities, and the people who sustain them. This role offers the opportunity to tell meaningful stories about producers and communities that power rural America while using creativity to make a real impact. You’ll work with a team committed to strengthening agriculture and preserving the rural way of life. Legal & Equal Opportunity
At AgTrust Farm Credit, this position may be offered at an alternate title. AgTrust, ACA is an Equal Opportunity / Affirmative Action employer. All qualified applicants will be considered without regard to race, color, religion, sex, age, disability, national origin, protected veteran status, sexual orientation, gender identity, genetic information, or any other legally protected status. Persons with disabilities who require accommodation should contact AgTrust Human Resources. AA/EOE/M/F/D/V
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AgTrust is seeking a creative and strategic Brand & Leadership Storytelling Specialist to tell stories that define agriculture, community, and impact. The role involves crafting narratives for blogs, newsletters, social media, and podcasts, translating complex agricultural and financial topics into content that resonates with farmers, ranchers, and rural landowners. You will work with the executive team and field experts to highlight people, culture, and mission, bringing authentic, human-centered stories to life across channels. If you are passionate about storytelling, content strategy, and making a real impact in rural communities, this is your opportunity to shape AgTrust’s voice and influence the future of agricultural lending. Storytelling Mission
The role centers on executing AgTrust’s storytelling strategy built around three core pillars: Humanizing the lending team who serve our customers Celebrating the values and lifestyles of farmers and ranchers Providing clear and accessible guidance on agricultural financing The goal is to build trust, deepen engagement, and support customer decision-making through authentic, human-centered storytelling. Key Responsibilities
Story Development & Writing:
Research, interview, and write compelling stories featuring farmers, ranchers, agribusiness owners, and AgTrust team members. Craft content for blogs, articles, newsletters, social media, website pages, business development collateral, campaign materials, and internal communications. Translate complex agricultural lending concepts into clear, engaging content. Develop internal storytelling content that highlights employee achievements, organizational initiatives, cultural values, and operational successes to strengthen engagement and alignment. Multimedia Collaboration:
Partner with the Visual Content Producer to create integrated visual and written content, including podcast production. Write video scripts, interview guides, story outlines, and voiceovers. Participate in field visits to farms, ranches, and customer locations to capture authentic content. Content Repurposing & Amplification:
Repurpose field content into multiple formats (social posts, short videos, blogs, mini-documentaries, newsletters, campaigns). Maintain brand voice, tone, and messaging across channels. Contribute to content calendars, campaign planning, and cross-channel distribution strategies. Audience & Community Engagement:
Write content that resonates with farmers, ranchers, agribusinesses, and rural landowners. Understand audience interests and values to create relevant, aspirational, and educational content. Use storytelling techniques to build trust and support decision-making. SEO, Content Strategy & Audience Growth:
Own SEO-driven content strategy, including topic development aligned with target personas and search intent. Collaborate to refine keywords and content optimization. Ensure content supports organic search visibility and engagement. Define and track content metrics and continuously refine strategy based on performance. Show/Podcast Content Leadership:
Lead content development for the Show "Financing Life Beyond the City Limits". Develop episode topics, outlines, and interview frameworks. Ensure episodes align with campaign messaging and pillars. Collaborate with the Visual Content Producer to execute compelling episodes. Content Organization & Asset Management:
Maintain an organized content library with tags for pillar, content type, and theme. Ensure media is stored, labeled, and available for repurposing. Track content effectiveness through engagement metrics and conversion data. Collaboration & Cross-Functional Communication:
Participate in quarterly and campaign strategy sessions with the Executive Team and VP Marketing. Align content with campaign objectives, and work with marketing, business development, and management to support goals. Provide writing and storytelling guidance to team members and external contributors. Engage with subject matter experts to ensure content accuracy and credibility. Executive & Leadership Storytelling:
Translate strategic priorities and updates into compelling narratives for internal and external audiences. Develop content to support executive communication, leadership messages, employee communications, and thought leadership. Capture leadership perspectives through articles, interviews, speeches, and other content. Campaign-Based Execution:
Develop all content within AgTrust’s campaign framework, targeting defined audiences and measurable outcomes. Ensure content is purposeful and contributes to lead generation, engagement, and brand growth. Collaboration Expectation:
Work within a highly collaborative content model with close partnership across the marketing team. Ensure messaging, visuals, and distribution are aligned. Qualifications
3-5+ years of professional experience in storytelling, content creation, or communications (experience in financial services or agriculture preferred). Exceptional writing, editing, and storytelling skills with the ability to translate complex topics into clear content. Experience collaborating on multimedia content (video, photography, social media). Ability to create internal communications that engage employees and reinforce initiatives. Comfortable interviewing leadership, customers, and subject matter experts. Strong organizational and project management skills; ability to manage multiple priorities in a fast-paced environment. Key Competencies
Strategic storytelling across internal and external channels Executive and leadership communications support Content strategy, repurposing, and amplification Audience-focused, engaging, and aspirational content creation Strong interviewing skills and curiosity about people’s stories Multimedia collaboration (video, photography, social media) Data-driven content evaluation (engagement metrics, conversion tracking) Experience creating marketing or editorial content across multiple channels Work Environment
Combination of office work, field interviews, and travel to agricultural operations and rural communities. Occasional early mornings or evening shoots depending on lighting and farming schedules. What Success Looks Like
The Brand Storytelling Writer will help AgTrust consistently produce stories that build trust and credibility with the agricultural community, highlight the people behind both the lending process and the land, provide practical insights for confident financial decisions, and strengthen AgTrust’s reputation as a trusted partner in agriculture. Why This Role Matters
Agriculture is a way of life. This role captures and shares stories of people who work the land, steward rural communities, and build generational legacies. By combining authentic storytelling with financial expertise, the Brand & Leadership Storytelling Specialist will help AgTrust connect with customers in a meaningful way. Why Join Our Team?
AgTrust is dedicated to supporting agriculture, rural communities, and the people who sustain them. This role offers the opportunity to tell meaningful stories about producers and communities that power rural America while using creativity to make a real impact. You’ll work with a team committed to strengthening agriculture and preserving the rural way of life. Legal & Equal Opportunity
At AgTrust Farm Credit, this position may be offered at an alternate title. AgTrust, ACA is an Equal Opportunity / Affirmative Action employer. All qualified applicants will be considered without regard to race, color, religion, sex, age, disability, national origin, protected veteran status, sexual orientation, gender identity, genetic information, or any other legally protected status. Persons with disabilities who require accommodation should contact AgTrust Human Resources. AA/EOE/M/F/D/V
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