Content Strategist

The Content Strategist leads minnow’s content vision, creative development, brand storytelling, and editorial excellence across all channels. This role drives the full content lifecycle — strategy, ideation, execution, and optimization — ensuring every touchpoint reflects minnow’s world of elevated family lifestyle. This person will shape our brand voice, strengthen community engagement, and deliver compelling narratives that support business growth across digital, retail, print, experiential, wholesale, and social.

This role requires a highly creative yet process-driven leader who thrives in a fast-paced, founder-led environment and can balance strategic thinking with hands-on execution.

Charleston, SC - Hybrid (three days in the office)

Apply only if you are in Charleston or willing to move! 

KEY RESPONSIBILITY

CONTENT STRATEGY AND EDITORIAL LEADERSHIP

• Create comprehensive editorial and content strategies that support customer growth, engagement, and retention across all platforms and mediums.
• Develop world-class content that ensures consistency across digital, retail, print, experiential, wholesale, and social channels.
• Build campaign narratives, seasonal concepts, and ongoing editorial franchises that deepen customer connection and brand love.
• Be ahead of best practices and look for constant innovation topics
• Maintain, own, and continuously refine the content calendar to align with marketing, merchandising, and business priorities.
• Lead the content development process: briefing creatives, providing visual editorial inspiration, and overseeing execution from concept through delivery.
• Refine and innovate minnow’s social strategy to drive engagement, audience growth, and community building.
• Identify opportunities to enhance organic traffic, SEO performance, AEO, and community engagement through high-impact content.
• Present strategies, concepts, and performance learnings to leadership.
• Develop minnow’s presence in LLM’s (ChatGPT, Claude, Gemini, etc.) by creating content that’s favored by those platforms.

COPYWRITING & EDITORIAL EXECUTION

• Write clear, compelling, and consistent on-brand copy for all touchpoints in collaboration with the Content Director: web, email, social, paid media, video, SMS, print, experiential, blog, and customer-service templates.
• Bring seasonal inspiration, collection stories, and product artistry to life through elevated editorial and storytelling moments.
• Produce accurate, elevated product copy that supports ecommerce conversion and reflects design details and brand DNA.
• Conceptualize and write blog content designed to boost organic search, drive traffic, and enhance brand storytelling.
• Write press releases, media advisories, and internal brand messaging for PR and cross-functional alignment.
• Develop strategic selling angles for categories, promotions, and product expansions.
• Collaborate with the Head of Brand and Production on naming for colors, capsules, products, and seasonal campaigns.

BRAND VOICE

• Act as a guardian of minnow’s brand voice, ensuring consistency across all customer touchpoints and internal communications.
• Refine and evolve the brand’s tone of voice, personality, and narrative frameworks in collaboration with the Founder and VP of Marketing.
• Maintain and continuously update brand voice guidelines and editorial standards.
• Partner with cross-functional teams — including Web, Ecommerce, Creative, Merchandising, and external agencies — to ensure brand consistency and execution excellence.
• Ensure every asset — email, social, influencer outreach, retail messaging, packaging, blog, paid media, and wholesale materials, GTMs — reflects minnow’s aesthetic and editorial integrity.
  

SOCIAL MEDIA STRATEGY & OVERSIGHT

Organic Social

• Partner with Brand Coordinator and VP of Brand to ensure  content planning, copy, and cadence for organic social 
• Develop weekly social concepts, storytelling frameworks, and creator guidelines based on go-to market decks 
• Guide Reels, Stories, static posts, and community-building content.
• Review grid planning for visual harmony and brand consistency.
• Integrate platform learnings, KPIs, and insights into ongoing strategy.

Paid Social

• Partner with Ecommerce & Digital teams to concept paid creative that aligns with business priorities.
• Brief designers, refine creative, and ensure messaging consistency across paid placements.
• Review and approve creative with the Founder; oversee Q/A before deployment.
  

CONTENT CALENDAR OWNERSHIP

• Collaborate with Brand, E-commerce, Product, and Creative to ensure cross-functional alignment
• Develop proactive, strategic content calendars in alignment with the brand's linear calendar at least three months in advance to brief partners.
• Align key dates: launches, retail activations, partnerships, holidays, and sitewide moments.
• Build email themes based on marketing strategy 
• Outline weekly social plans
• Manage workflow, approvals, asset briefings, and deadlines across teams.
• Provide monthly updates and daily adjustments as needed.
• Work with the founder to align her personal content calendar with key moments

QUALIFICATIONS

• 3–6 years in content strategy, editorial, copywriting, or brand marketing—preferably in lifestyle, fashion, kids, luxury, or consumer brands.
• Demonstrated experience building and leading brand voice, editorial frameworks, and content ecosystems
• Exceptional writing, editing, and storytelling skills across all platforms.
• Strong creative intuition paired with data-driven decision-making.
• Proven ability to work with go-to-market decks
• Proven ability to manage multiple priorities, calendars, and cross-functional initiatives.
• Experience overseeing designers, creators, and content production workflows.
• Familiarity with SEO, AEO, social best practices, and content performance analytics.
• Highly collaborative, organized, proactive, and comfortable working closely with founders.

WHAT SUCCESS LOOKS LIKE

• A cohesive, elevated, unmistakably minnow brand voice across every channel.
• Innovative content based on trends, brand heritage, and brand strategy
• Best-in-class content that drives engagement, brand affinity, and organic growth.
• A clear editorial direction for seasons, launches, and everyday storytelling.
• A highly organized, always-on content calendar that supports business priorities.
• Strong partnership across Brand, Creative, Product, E-commerce, and Leadership.
• Best-in-class execution that elevates minnow’s presence in the children’s lifestyle market.