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Develop and own a strategic content roadmap rooted in business goals, buyer journey stages, and core content pillars (e.g., thought leadership, SEO, customer stories, bottom-of-funnel assets).
Deeply understand our buyer personas (gym owners, studio managers, spa professionals, etc.) and create content that addresses their pain points and needs.
Maintain a structured content calendar across blog, SEO, social, email, and lead generation channels.
Define KPIs for content performance and continually optimize based on data and insights.
Execution & Management
Manage and mentor a growing content team.
Drive the creation of diverse content types including blog posts, landing pages, whitepapers, presentations, video scripts, product one-pagers, social content, emails, and more.
Ensure a strong SEO strategy is embedded across all relevant content.
Collaborate with the events team to support pre- and post-event content (e.g., promotional emails, recaps, nurture sequences).
Refine and support the email marketing strategy, including newsletter content, nurture campaigns, and sales cadences.
Partner with Sales and Product Marketing to develop outbound messaging frameworks and sequences that support pipeline growth and competitive positioning (e.g., Mindbody-switch campaigns).
Hands-On Content Creation
Write and edit high-quality content yourself—especially strategic pieces such as blogs, email copy, product messaging, and campaign content.
Contribute to executive thought leadership initiatives and content ghostwriting as needed.
Ensure brand voice and tone are consistent across all platforms and assets.
Qualifications
5+ years of experience in content marketing, with at least 1 year in a leadership or senior role.
Proven track record of building and scaling a high-impact content program in a B2B SaaS environment.
Strong understanding of SEO, content analytics, and full-funnel marketing.
Experience creating content for multiple verticals and buyer personas.
Skilled writer and editor with a passion for storytelling and attention to detail.
Comfortable working cross-functionally with marketing, sales, product, and customer success teams.
Experience in email marketing and marketing automation platforms (e.g., Pardot).
Experience working in wellness, fitness, or SMB-focused industries is a plus.