Content and Community Lead

**About The Role**

You own creative at Santevia, end to end. You translate brand strategy into platform-native stories, run the creator/UGC pipeline, and turn insights into briefs that ship fast. Your assets win in paid, perform in social, and keep our content engine moving. You plan the Instagram calendar and lead a weekly creative review. You don’t buy media. You enable it with organized, testable creative.

**Key Performance Indicators**

**Creative Pipeline**
- Creatives produced per month.
- Cost per asset.
- Average time to complete creatives.
- Production-ready briefs for the creative team.
- Ready-to-publish ads for the digital team.

**Performance Creative**
- New winners per week (ads that beat account median).
- % of weekly assets that hit _hook/hold_ benchmarks.
- Share of spend driven by Influencer/CGC ads.

**Community**
- Engagement rate.
- Monthly organic reach.

**Responsibilities**

**Content & Creative Strategy**
- Own the content roadmap tied to launches, promos, evergreen campaigns, and retail activations; translate business goals into creative briefs.
- Partner with the fractional Creative Strategist to set testing frameworks (angles, offers, proof) and quarterly creative hypotheses.
- Maintain a weekly creative brief (scripts, hooks, shot lists, references) that feeds editors and creators.

**Creator Partnerships & UGC Program**
- Build and manage a scalable partnership pipeline to onboard CGC and influencer partners: sourcing, vetting, negotiating terms, drafting briefs, production and delivery, and tracking performance.
- Monitor key metrics: (cost/asset, win rate, content volume).

**Performance Creative & Ad Testing**
- QA every asset for hook strength, brand voice, claims/compliance, subtitles, and specs before handoff to Digital Team.
- Organize and own a weekly creative performance meeting with key stakeholders across digital and marketing teams to review platform metrics and improve creative efficiency.
- Keep Asana as the single source of truth for creative operations: Ideation → Brief → In Production → Review → Live → Results. Implement rules, automations and AI to increase efficiency.
- Meet weekly creative needs (new concepts + cutdowns/variants)
- Implement strict asset naming conventions mapping asset → creator → hook → offer to ensure assets are easily searchable

**Social Media Management**
- Plan and publish content (carousels, reels, stories) across social with a focus on Instagram that aligns with the marketing calendar
- Write compelling, on-brand captions that balance storytelling, education, and calls-to-action to drive engagement and awareness
- Identify social opportunities for quarterly activations to amplify brand awareness across communities, influencers and creators.
- Track, measure, and analyze content performance to inform content planning and engagement tactics.

**Budget & Vendor Management**
- Forecast and manage creator/production budgets; approve invoices and renewals; track ROI by creator and concept.
- Optimize resource mix across external editors and the designer to hit velocity goals.

**Your Skills**

**Must-haves**
- **Marketing Degree or equivalent.**:

- **3+ years of experience** at a DTC consumer brand in a content related role.
- **Creative strategist**: Sharp instincts for hooks, angles, and storytelling; turns performance learnings into clear briefs.
- **A process thinker**: able to understand required inputs and outputs and design a system that consistently delivers results.
- **Production leadership (non-editor)**: The ability to lead cross functional teams to plans shoots (shot lists, scripts), direct talent, and QA deliverables for hook strength, subtitles, specs, and brand voice.
- **Visual Design & Media**: Experience in graphic design, photography, and video production/editing to produce high-quality visual content.
- **Performance-minded**:Comfortable reading platform metrics (hook/hold, thumb-stop, CPA/CAC/MER) and running structured variation tests.
- **Project management**: Runs Asana boards, calendars, and handoffs across external editors and internal design; hits weekly ship cadence.
- **Copywriting**: Crisp short-form copy (hooks, captions, CTAs) that makes **complex water/health concepts approachable** while staying claim-safe.
- **Tool fluency**: Asana, Google Workspace, platform analytics (Meta/TikTok), Canva/Adobe for light tweaks and layouts.
- **Compliance awareness**: Understands health/wellness claim guardrails; knows when to escalate for review.
- **Highly organized & detail-oriented** with excellent written and verbal communication.
- **LLM-native operator**:Advocate and daily user of LLMs (ChatGPT, Gemini, Grok, Llama, etc.) to improve process efficiency.
- **Hands-on capture**: Competent phone-first shooting, framing, lighting, and basic audio; can produce quick lo-fi proofs or CapCut rough cuts.

**Nice-to-haves**
- Retail & Health and Wellness experience: Ties content and community to store events, demos, an