• Own the development and delivery of content and campaigns that build awareness, trust, and consideration. • Ensure the right messages reach the right audiences at the right moments. • Own Hilo's content strategy across channels and customer touchpoints. • Develop clear messaging frameworks and maintain a consistent brand voice across markets. • Oversee content planning across brand, campaign, SEO, and educational content. • Use data, experimentation, and AI-enabled workflows to continuously improve performance. • Develop creative strategies and briefs that drive effective top-of-funnel marketing. • Lead agency briefing and creative development processes. • Establish and track key brand metrics, including awareness, recall, search interest, and share of voice. • Partner with the data team to understand what's working and where to improve. • Work closely with Design, Product, Scientific, Commercial, PR, Events, and external partners to deliver a consistent brand experience. • Coordinate campaigns and content across stakeholders while maintaining quality and alignment. • Manage agency and freelance relationships where required.

• Own Bobbie's content ecosystem, identifying opportunities to repurpose, adapt, and extend content across channels to maximize impact. • Serve as the steward of Bobbie's brand voice, messaging standards, and editorial quality across all consumer-facing communications. • Establish content guidelines and review processes that ensure clarity, consistency, and accuracy. • Lead Bobbie's weekly content coordination and planning process, aligning stakeholders around messaging priorities, campaigns expressions, launches, and business objectives. • Translate marketing strategies, positioning, and audience insights into actionable content plans, briefs, and content direction. • Ensure messaging is coordinated across channels and tailored appropriately by audience, funnel stage, and platform. • Manage and develop a team of writers and video editors, providing clear content direction, coaching, and feedback. • Partner with Creative, Brand Operations, and channel leaders to prioritize resources and deliver content against business objectives. • Manage freelance writers, editors, and production partners as needed.

• Lead content design for web - producing polished, on-brand pages and written content. • Collaborate closely with stakeholders, developers, and content partners to shape solutions that balance creativity, usability, and business goals. • Apply UX, SEO, and performance insights to refine layouts, content structure, and overall clarity for web content design. • Manage multiple initiatives end-to-end, bringing strong creative judgment, organization, and attention to detail across all deliverables.

• Support the development and execution of purpose-driven marketing and communications initiatives across owned, earned, social, and paid channels. • Develop strategic narratives, communication platforms, and campaign frameworks that strengthen brand relevance and consumer connection. • Ensure all content and communications align with broader brand strategy, positioning, and business objectives. • Collaborate with internal and external partners to bring integrated campaigns to market. • Identify, evaluate, and manage relationships with external partners, organizations, creators, influencers, talent, and industry stakeholders. • Manage cross-functional coordination across agency, client, and partner teams to ensure seamless delivery of initiatives. • Develop social copy, creator briefs, content outlines, messaging frameworks, and channel-specific content recommendations. • Track, analyze, and report on campaign, content, partnership, and program performance.