Content Team Lead

Content Strategy | AI-Powered Marketing | Paid Advertising | Email Marketing | Audience Growth

Organisation: Pathfinder Consulting

Role: Content Team Lead

Employment Type: Full-time

Role Overview

The Content Team Lead will lead the organisation's content function, develop content strategies, manage the content team, oversee content production, run paid advertising campaigns and drive audience growth across relevant digital platforms.

We need a content leader who understands audience psychology, storytelling, content distribution, platform algorithms, viral content mechanics, paid advertising, email marketing and conversion.

The successful candidate must be able to demonstrate actual content results, including at least three examples of viral or exceptionally high-performing content they personally created, developed or led.

Strong paid advertising and campaign management experience is a critical requirement.

Key Responsibilities

1. Content Strategy and Leadership

• Develop and implement a comprehensive content strategy aligned with Pathfinder's business objectives.
• Lead and manage the content team, assigning responsibilities and ensuring timely delivery.
• Develop content calendars, campaign plans and platform-specific strategies.
• Identify trending topics, audience interests and content opportunities.
• Ensure content is relevant to Pathfinder's target audiences and business offerings.
• Build a consistent brand voice across all communication channels.
• Establish content quality standards and review processes.
• Monitor team performance and continuously improve content output.

2. Viral Content Strategy and Audience Growth

• Develop content strategies designed to increase reach, engagement, shares, saves and audience growth.
• Understand the factors that influence content performance across Instagram, Facebook, TikTok, LinkedIn, YouTube and other relevant platforms.
• Create compelling hooks, storytelling structures, headlines and calls to action.
• Identify trends and adapt them to Pathfinder's brand and target audience.
• Understand how to turn educational information into engaging and shareable content.
• Analyse high-performing content and replicate successful content principles without simply copying other creators.
• Develop strategies for improving organic reach and audience engagement.
• Provide evidence of previous viral or high-performing content.

3. Paid Advertising and Campaign Management

• Plan, create, manage and optimise paid advertising campaigns.
• Demonstrate strong practical experience with Meta Ads, including Facebook and Instagram advertising.
• Understand campaign objectives, audience targeting, retargeting, creative testing, budget allocation and conversion tracking.
• Develop advertising strategies for lead generation, product sales, programme registrations and customer acquisition.
• Monitor campaign performance and optimise campaigns based on measurable results.
• Track cost per lead, cost per acquisition, conversion rates, return on ad spend and campaign profitability.
• Conduct A/B testing on creatives, copy, audiences and landing pages.
• Work with the Sales team to ensure advertising campaigns generate relevant and qualified leads.
• Recommend improvements where campaigns are generating traffic but not converting.

4. AI-Powered Content Creation and Marketing

• Use AI tools to support research, ideation, scripting, content creation, editing and marketing workflows.
• Develop practical AI-powered content production systems.
• Use AI to analyse audience behaviour, identify content opportunities and improve campaign performance.
• Train team members to use relevant AI tools effectively.
• Apply human judgment, creativity and brand understanding to AI-generated outputs.
• Explore AI tools for video production, design, copywriting, automation and content repurposing.

5. Email Marketing and Lead Nurturing

• Develop and execute strong email marketing strategies.
• Create email campaigns for lead nurturing, product promotion, programme launches and customer retention.
• Develop segmented email lists and audience-specific communication.
• Write persuasive email copy with clear calls to action.
• Design automated email sequences and follow-up campaigns.
• Monitor open rates, click-through rates, conversions, unsubscribes and campaign performance.
• Work with Sales and Client Success teams to improve lead nurturing and customer engagement.

6. Content Review, Critique and Quality Assurance

• Review and critique content before publication.
• Identify weaknesses in hooks, messaging, storytelling, structure, visuals, audience relevance and calls to action.
• Provide clear and practical recommendations for improving content performance.
• Evaluate whether content is likely to attract attention, retain viewers, encourage engagement or generate conversions.
• Guide team members on how to improve content quality and effectiveness.
• Ensure content is factually accurate, brand-aligned and commercially relevant.

7. Analytics and Performance Reporting

• Monitor content performance across all relevant platforms.
• Track reach, impressions, engagement, shares, saves, video retention, follower growth and leads generated.
• Monitor advertising performance and campaign return.
• Identify content formats and topics producing the strongest results.
• Submit weekly and monthly performance reports.
• Translate analytics into practical recommendations for the team and Management.

Required Qualifications and Experience

• Bachelor's degree in Marketing, Mass Communication, Digital Media, Business Administration or a related discipline is an advantage.
• At least 4 years of demonstrable experience in content marketing, digital marketing, social media strategy or related roles.
• Previous experience leading or supervising a content or digital marketing team.
• Strong practical experience managing paid advertising campaigns, particularly Meta Ads.
• Demonstrable experience developing high-performing and viral content.
• Strong understanding of email marketing, campaign automation and audience segmentation.
• Practical experience using AI tools for content creation, marketing and workflow improvement.
• Excellent copywriting, storytelling, editing and communication skills.
• Ability to interpret marketing analytics and make data-driven decisions.
• Strong project management and team leadership skills.

Mandatory Evidence Requirements

Applicants must provide the following as part of their application:

1. Three examples of viral or exceptionally high-performing content they personally created, developed or led. Include links, platform, date, available performance figures and their specific contribution.
2. Evidence of paid advertising campaigns they have managed, including campaign objectives, budget range, results and measurable performance.
3. Examples of email marketing campaigns or automated email sequences they have developed.
4. A brief explanation of the AI tools they use and how these tools have improved their content or marketing output.

Candidates should be prepared to explain their actual contribution to the results presented. Team achievements should be distinguished from individual work.

Practical Assessment During Recruitment

Shortlisted candidates will be required to complete practical exercises:

Assessment 1: Content Critique

The candidate will be given sample Pathfinder content and asked to identify:

• What is wrong with the content?
• Why might it fail to attract or retain attention?
• Is the hook compelling?
• Is the message clear and relevant to the intended audience?
• What would they change?
• How would they improve its potential for engagement, reach and conversion?

Assessment 2: Content Transformation Challenge

The candidate will receive existing content and work with members of the content team to transform it into a stronger, more engaging piece.

They must explain:

• What they would change in the original content.
• Why they would make those changes.
• The new hook, structure and storytelling approach.
• The format and platform they would recommend.
• How they would use AI to support the process.
• How they would distribute and promote the content.
• What indicators they would use to assess performance.

Assessment 3: Paid Advertising Strategy

The candidate will be asked to develop an advertising strategy for one of Pathfinder's products or programmes, covering:

• Campaign objective.
• Target audience.
• Creative direction and advertising copy.
• Campaign structure and budget allocation.
• Lead capture and conversion process.
• Retargeting strategy.
• Performance metrics and optimisation plan.

Assessment 4: Email Marketing

The candidate will be asked to develop an email campaign or short automated sequence designed to nurture leads and convert interested prospects into paying clients.

Key Performance Indicators

Performance will be assessed based on:

• Quality and consistency of content production.
• Organic reach and audience growth.
• Engagement, shares, saves and video retention.
• Number and quality of leads generated through content.
• Paid advertising performance and return on ad spend.
• Cost per lead and cost per acquisition.
• Email campaign performance and conversions.
• Content team productivity and delivery timelines.
• Quality of content reviews and creative direction.
• Effectiveness of AI adoption and workflow improvements.

The Ideal Candidate

We are looking for someone who:

• Understands content as both a creative and commercial function.
• Knows how to create content people want to watch, read, share and act on.
• Has evidence of producing content that achieved significant reach.
• Is highly competent in paid advertising and campaign optimisation.
• Understands email marketing and lead nurturing.
• Can lead, coach and develop a content team.
• Can confidently critique weak content and explain how to improve it.
• Understands AI and knows how to apply it practically.
• Is analytical, creative, commercially aware and results-driven.
• Can connect content performance to business growth.

How to Apply

Interested candidates should send their CV, portfolio and mandatory evidence of previous content, advertising performance to hr@mypathfinderconsulting.com.

Email Subject: Content Team Lead Application – [Full Name]

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