Head of Content & Creative Strategy

Are you passionate about storytelling, internet culture, wellness, and building brands that genuinely inspire and foster connection?

Do you obsess over why certain content converts, why certain creators resonate, and how the best brands turn storytelling into community, trust, and growth?

Are you someone who thrives in fast-paced environments where creativity, experimentation, and execution all matter equally?

At Elix, we're reimagining women's health and healing through the lens of Traditional Chinese Medicine (TCM). We create personalized, clinically-backed herbal wellness regimens designed to help women feel more understood (not dismissed) in their bodies. We're building a brand rooted in heritage, education, emotional resonance, and cultural storytelling.  

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.

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
  

You're comfortable in a spreadsheet and in a creative review in the same afternoon. CAC, content efficiency ratios, CPM - these aren't foreign concepts; they're how you keep score.

You're genuinely tapped into what's happening on TikTok, Instagram, and YouTube right now - not because it's your job, but because you find it actually interesting. You have a point of view on the creator economy that you didn't read in a newsletter.

You think in systems and strategies. You love testing and know which content pillar or hook or creator you're betting on and love seeing the data to validate your instincts or help you learn something new.

You've built a creator program - not just managed one. You have sourcing systems, briefing frameworks, and deal structures that you designed from scratch, and you can show what they produced.

You know what a good brief looks like, and it isn't a script. You've argued for a piece of content that looked wrong and performed right, and you've been right often enough that people trust your instincts.

And you care about women's health and wellness - not as a product category, but as a mission worth building toward.

• 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
• Comfort with performance metrics: ROAS, CAC, content efficiency ratios, CPM, CTR
• Familiarity with tools like Foreplay, Motion, or equivalent creative analytics platforms is a plus
• Based in NYC metro; able to work in person several days per month
  

The brands that win over the next decade won't simply produce more content, they'll build stronger systems for storytelling, creator collaboration, and creative leverage.

At Elix, you'll have the opportunity to help shape that future while building a brand that is changing how women experience health and healing. You'll collaborate directly with the founder, have full ownership over the creative function, and get the resources to build with impact.

To apply, tell us about a creator program or content system you've built - what you built, what it produced, and what you'd build first at Elix.

APPLY HERE: https://bit.ly/elix-head-of-content-creative