You’re someone who enjoys thinking about content as much as creating it. At this stage, you move beyond writing alone and begin shaping how content works for a brand — what the narrative should be, how ideas should show up across platforms, and how storytelling can evolve over time.
You understand the connection between brand objectives, audience behaviour, and cultural context.
You’re comfortable defining content direction, structuring formats, and translating larger campaign ideas into social-first storytelling.
You work closely with creative, strategy, and brand teams to ensure content is not just consistent, but purposeful and scalable across formats.
What will you do?
Define content direction and narrative thinking for assigned brands or campaigns.
Develop thematic buckets,
storytelling arcs, and repeatable content formats.
Ensure content aligns with brand voice, platform behaviour, and campaign objectives.
Translate campaign ideas into platform-native content ecosystems.
Guide writers and creative teams with explicit briefs, references, and narrative intent.
Stay updated with cultural trends, platform shifts, and audience behaviour relevant to brands.
Collaborate with Design, Video, Influencer, and Brand Experience teams to build cohesive storytelling.
Review content outputs to ensure narrative clarity and consistency.
Help improve first-draft quality by providing stronger upfront direction to writers.