Growth & Content Marketing Lead

Company Description

Alaffia and AYÉYA are sister beauty brands creating high-performance products powered by West African botanicals — with a mission rooted in equity, sustainability, and economic empowerment. We own our supply chain and ethically source raw ingredients like shea butter, African black soap, and coconut oil through women-led cooperatives in Togo and Ghana. Alaffia, founded in 2004, has spent two decades blending clean, effective formulations with lasting impact in local communities. AYÉYA, launched in 2024, expands this vision with a modern, socially driven approach — investing in clean water, reforestation, and women’s economic freedom. Together, we’re building a new standard for beauty: effective, ethical, and deeply connected to the communities we serve.

Objective 

To lead and execute performance-driven growth and content marketing initiatives across digital and social channels. This role blends performance marketing with brand storytelling and is ideal for someone with a deep background in beauty who can own strategy and execution across paid, owned, and earned media. 

Scope of Work 

1. Growth Strategy & Execution 

• Own and optimize paid and organic marketing strategies (email, SMS, paid and organic social). 
• Build and manage paid campaigns across platforms like Meta, TikTok, and Google. 
• Analyze data to identify trends, refine targeting, and improve ROAS and LTV. 
• Drive lifecycle marketing strategies using segmentation and automation. 

2. Social Media & Content Marketing  

• Own the social content calendar — planning, scheduling, and publishing across platforms (Instagram, TikTok, Pinterest, Threads, and emerging social media platforms). 
• Collaborate with internal graphic designers and video editors to develop on-brand, platform-native content. 
• Write compelling, on-brand social copy tailored to each social platform. 
• Monitor performance and engagement metrics to inform content planning and iteration. 

3. Cross-Functional Collaboration 

• Work closely with brand, creative, video, graphic design, and talent teams to launch campaigns and new product releases. 
• Align content and growth efforts with brand tone, guidelines, and performance goals. 
• Manage content planning calendar and social media scheduling tools. 

4. Analytics & Creative Optimization 

• Track and report on performance metrics (views, saves, shares, CTR, conversions). 
• Use insights to iterate on brand strategy. 
• Share learnings across teams to improve future campaigns. 

Deliverables 

• Produce monthly performance reports across paid and organic social, highlighting insights and opportunities for growth 
• Manage and execute the weekly social media content calendar to ensure consistent, timely, and strategic publishing 
• Develop bi-weekly testing plans and deliver actionable insights to optimize content performance 
• Create detailed wrap-up reports with metrics, learnings, and recommendations to inform future campaigns 
• Draft clear coordination briefs and deliver constructive feedback to internal graphic and video teams 
• Craft engaging, channel-native copy for TikTok, Instagram, Pinterest, Threads, and other emerging social media platform that aligns with brand voice and drives engagement 

Requirements 

• 3–5 years in growth, content, or brand marketing (CPG, beauty, or DTC preferred) 
• Strong track record in social content creation and paid media execution 
• Proficiency with tools like Asana, Outlook, Meta Ads Manager, Klaviyo, TikTok, CapCut, Canva, etc. 
• Data-minded with a sharp creative eye and trend fluency 
• Excellent time and project management skills