Responsibilities

• Own end user content strategy across the full funnel — from initial awareness and recruitment through program enrollment, engagement, and completion
• Produce and art-direct high-quality content yourself across formats — from writing a punchy SMS to scripting and directing a 60-second video
• Mine learner success stories from survey data and coaching call notes, and transform them into content that makes a real frontline employee stop scrolling — finding the human moment in an imperfect source and shaping it into something their peers can genuinely see themselves in — building and maintaining a library that scales across multiple industries, employers, and employee groups.
• Develop a repeatable, scalable process for gathering, tagging, and refreshing success stories — one that can flex from employer-specific content (always the goal) down to industry-level content where needed
• Direct and manage freelance contractors and creative vendors to scale production without sacrificing quality or voice
• Build and maintain a content calendar that aligns with program cohort cycles, employer partner timelines, and key learner moments
• Develop and maintain consistent brand voice for end user communications that is warm, motivating, and credible — distinct from B2B messaging
• Test, measure, and iterate: use data to understand what drives opens, clicks, sign-ups, and sustained engagement, and apply those learnings continuously
• Collaborate with employer partnership and program teams to understand learner context, employer expectations, and program-specific messaging needs
• Over time, help build the playbooks and systems that make end-user marketing scalable as Pathstream grows

Requirements

• 7+ years of content strategy or content marketing experience, with demonstrated success in B2C or consumer-facing contexts
• Exceptional writer with the range to work across channels and formats — email, SMS, social, video scripts, and more
• Ability to extract powerful narratives from raw, unpolished source material — survey responses, coaching call notes, interview transcripts — and shape them into persona-specific content at scale
• Experience writing for and directing video production — including scripting, briefing producers, and providing creative direction through the edit
• Strong creative direction instincts — you can give specific, actionable feedback to designers and video producers, not just approve or reject their work
• Systems thinking: you can design and manage content libraries and production workflows across a complex matrix of audiences, not just produce one-off pieces
• Strong strategic instincts: you can connect content decisions to business outcomes and explain your reasoning clearly
• Experience managing contractors or external creative partners, with the organizational skills to keep production on track
• Comfort with data: you use performance metrics to guide decisions without needing someone else to translate the numbers for you
• Ability to work cross-functionally and synthesize input from multiple stakeholders into clear, effective creative
• High ownership orientation — you run toward ambiguity, set your own priorities, and follow through

Preferred

• Experience marketing to working adults, non-traditional learners, or frontline / hourly employees
• Experience with audio or motion graphics production
• Hands-on experience with mixed media production (video, audio, motion graphics)
• Familiarity with SMS marketing platforms, email automation tools (e.g., Customer.io), and social scheduling tools