Content Marketing Lead

About The Content Marketing Lead
is seeking a commercially aware, data-driven strategist to lead content marketing across its publications. This role balances strategic thinking with hands-on implementation, ensuring that content not only tells our brand story but also positions our products as competitive, high-value solutions in the market. The ideal candidate will possess deep commercial awareness, stay attuned to competitive trends and use insights to refine our positioning on publication sites. With a passion for data, this individual will use analytics to inform and continuously refine content strategy, interpreting complex data patterns to drive results. This role will work closely with cross-functional teams to ensure that all content is aligned with the brand voice and tone and that it drives engagement and conversions. While this role does not involve direct reports, it is crucial in setting the direction, fostering a culture of continuous improvement, and guiding content initiatives that align with company objectives. If you're hungry to disrupt stale consumer industries - with innovative new brands and products of exceptional value that customers love - then is the place for you.

About Us
Inc. is a Canadian digitally native direct-to-consumer brands company. Our mission is to provide branded products of remarkable quality and value that customers love. We earn market share by obsessing over our customers, being relentlessly better, moving fast and doing it right, applying an ownership mindset when solving challenges, and celebrating wins together.

*Benefits and Perks*

• Competitive compensation, vacation, profit share, and equity package
• 100% employer-paid extended benefits - health and dental
• Employee Assistance Program
• 125% RRSP matching (10% of salary, up to a maximum of $10k/yr)
• Employee product discounts
• Transportation Reimbursement

*Relocation Support*
welcomes applicants from outside the Greater Edmonton Area and offers relocation support to those who are interested in relocating for this role.

*In this role, you will*

• Develop and execute comprehensive content strategies that align with business objectives, incorporating key insights from customer personas, buying journeys, and competitive landscape.
• Translate business objectives into actionable content plans with clear, measurable outcomes that impact engagement, conversion, brand positioning and revenue.
• Own and lead the editorial calendar and publication roadmap for Publications
• Regularly assess the competitive landscape to identify opportunities for differentiation and create content that emphasizes product value, builds competitive advantage, and addresses market gaps and customer needs.
• Use analytics to assess content performance, identifying trends and audience behaviours. Drive content improvements through continuous optimization to support key revenue goals.
• Lead A/B and multivariate testing to refine content strategies. Introduce innovative testing methodologies and analyze results to drive data-backed decisions and continuous improvement, fostering a culture of experimentation.
• Act as the team's go-to expert on market trends and commercial insights, ensuring content aligns with broader industry shifts and positions our products advantageously.
• Partner with e-Commerce, Advertising and Brand to ensure content strategies support overall business initiatives.
• Collaborate with the creative team to develop and refine creative assets and ensure that copy and visuals are consistent with the publication brand.
• Guide internal teams on strategic planning and creating great content by providing frameworks, templates, concepts, governance, and education.
• Provide coaching, lead training sessions, and establish best practices that raise the team's overall performance and data literacy.

*Our ideal candidate*

• Bachelor's degree in English, Journalism, Communications, Marketing, or a related field
• 4+ years in content marketing with a demonstrated progression in data-driven strategy, analytics, and competitive positioning
• Minimum of 2 years of experience as a copywriter, editor or content writer, preferably in an agency or direct-to-consumer environment
• Proficiency in analytics tools (e.g., Google Analytics, SEMrush) with an ability to interpret complex data, conduct advanced tests, and use insights to refine content strategy and drive business outcomes.
• Strong understanding of competitive positioning, customer personas, and industry trends.
• Skilled in translating market insights into actionable content strategies that differentiate products and brands.
• Strong portfolio of work demonstrating exceptional writing and editing skills across a range of formats and channels (social media, digital publishing, referral marketing, etc.)
• Excellent communication skills with the ability to articulate ideas and provide feedback in a clear and concise manner
• Strong understanding of SEO best practices and how to optimize content for search engines
• Ability to manage multiple projects and prioritize tasks effectively in a fast-paced environment.

If you're a commercially aware, data-driven strategist with a passion driving content-led revenue and building exciting partnerships, then is the place for you. Apply now to join our growing team