Head of Content & Creative Strategy

About the role

This is not a traditional social media or brand marketing role. We're looking for a performance-driven storyteller who deeply understands internet culture, platform behavior, creator ecosystems, and performance marketing - someone who can identify why a piece of content works, how to scale it, and how to evolve creative strategy as platforms and consumer attention shift.

You'll shape how Elix shows up across every touchpoint: organic and paid social, creator content, founder storytelling, educational content, campaigns, and launches. You'll build the systems and creative flywheel that powers acquisition, engagement, and long-term brand love - including standing up our internal creator model and building a content machine that compounds rather than restarts with every campaign.

You'll report directly to Lulu, our founder and CEO, and collaborate cross-functionally with every team.

What You'll Tackle

• Content Strategy & Flywheel
• Collaborate with Elix's Founder, Lead Health Coach and Doctors of Chinese Medicine to translate TCM education, founder narratives, and customer experiences into emotionally resonant, high-performing creative
• Build and manage quarterly creative strategy and roadmaps across paid, organic, creator, influencer, and launch campaigns - ensuring strategy aligns with business goals, seasonal moments, and growth priorities
• Build systems that turn organic winners into paid ads, creator content into performance assets, and founder storytelling into scalable growth creative
• Establish and track a content efficiency standard: every dollar spent on content should unlock meaningful media spend behind it
• Creative Storytelling
• Help shape and evolve Elix's visual identity and storytelling while ensuring all creative stays aligned with the brand's voice, mission, and emotional tone
• Develop and protect Elix's creator briefing approach: we brief with education, context, and brand direction - not scripts; authenticity and platform-nativity are non-negotiable
• Partner with internal and external production teams across paid, organic, vertical video, YouTube, landing pages, and lifecycle marketing
• Creator Program
• Build Elix's internal creator model: recruit, brief, and manage a dedicated roster of creators regularly shipping content - with a freelance-to-full-time pipeline for top performers
• Develop a broader on-call creator network with pre-negotiated rates and standing brand context so we can activate quickly without starting from scratch
• Oversee all creator, influencer, ambassador, and UGC workflows: sourcing, briefing, rights, content planning, and performance
• Performance Partnership
• Work closely with our VP of Growth and paid media team to identify winning hooks, creator styles, and content formats that improve CAC efficiency and creative scalability
• Track and report on creative performance across channels, using data to inform testing priorities and creative investment decisions

Qualifications

• 5-8+ years across creative strategy, content, influencer marketing, growth, or performance creative - ideally at a DTC, wellness, beauty, or consumer brand
• Demonstrated experience building or scaling a creator program with measurable outcomes
• Hands-on experience with TikTok Shop affiliate programs, Meta paid creative, and the pipeline between them
• Familiarity with performance metrics: ROAS, CAC, content efficiency ratios, CPM
• Comfort with tools like Foreplay, Motion, or equivalent creative analytics platforms is a plus