Position Purpose

The Content Marketing Specialist is responsible for developing compelling campaign content and day to day creative concepts to drive the brand growth across key marketing initiatives and product launches. This is a hands-on role for someone passionate about content and the customer journey. The ideal candidate will have the opportunity to work across a variety of formats including graphic, videos, webinars, website and email marketing.

Key Responsibilities

• Content Strategy & Execution

Working with the Director of Brand Growth, develop and execute a global content strategy for 2before and Xtendlife. Ensure alignment with brand objectives, customer segments, channel strategies, and budget requirements. Bring the brand to life across global markets through innovative, engaging content & campaigns. Create and manage content plans to support new product launches, brand storytelling, revenue growth, and other key events across all channels. Manage external content partners and ensure high-quality, compelling creative is delivered across all formats.

• Email Marketing

Plan and create content for eDM campaigns (with agency support), from layout design, audience segmentation to optimized flows that enable personalized, high-converting communication.

• Social Media Strategy

Partner with creative agency to deliver a best-in-class social media strategy that drives community engagement and brand growth across platforms.

• SEO & Website Content

Manage and maintain a fresh, SEO-optimized content calendar for the website. Collaborate with our digital media agency to identify keyword opportunities and enhance search performance.

• Performance Analysis

Monitor and analyze key content performance metrics to optimize creative and messaging for maximum engagement and conversion. Analyze website traffic and engagement data to refine content and improve audience stickiness.

• Support NPD & Innovation

Contribute to new product development by sharing insights on emerging trends within and outside the industry, championing innovation for the core brands.

• Industry Trends & Innovation

Stay current with content marketing best practices, AI-driven innovation, and compliance in regulated industries to keep our campaigns effective and relevant.

Qualifications

• Tertiary qualification in Marketing, Communications, Advertising, or a related field.
• A strong creative thinker with experience developing content.
• Familiarity with the health supplement or wellness industry is highly advantageous.
• Excellent verbal and written communication skills.
• Proficiency in Adobe Creative Suite and generative AI tools.
• Strong understanding of SEO and content optimization best practices.
• Experience with Shopify and content management systems.
• Familiarity with eDM platforms such as Klaviyo (or similar).