Role Overview
This role owns creative strategy and content direction across Earthful's three biggest content engines — influencer marketing, the nano-creator community, and brand campaigns. You'll translate brand strategy into scripts and shoot-day direction, working closely with the Influencer Marketing Manager, editors, and external agencies to make sure every piece of content is built to perform and stays true to Earthful's voice.
What You'll Own
Project A: Influencer Marketing (15+ content pieces/month)
Concept and script 10+ branding-led scripts (awareness/trust-building) and 5+ performance-led scripts (paid amplification, conversion-driven) per month
Define the influencer persona mix for the month — the creator types/archetypes needed
Structure every script around a hook, storytelling body, and CTA
Build 3–4 hook variations per branding script (relatability, curiosity, myth-bust, doctor/nutritionist credibility); 6 per performance script (adds product-integrated and urgency angles)
Define visual direction that shifts every 4–5 seconds; performance scripts also need a re-hook every 10 seconds
Lead creative direction on shoot day — live, on-ground or remote calls to keep the shoot aligned to script intent
Direct costume, location, and prop choices for each script
Give creative feedback through the shoot and edit process
Build rough budgets — talent fee band plus production/prop/location costs
Review each influencer's existing content and profile to match tone and visual direction
Give video editing direction and feedback on every script
Project B: Digital Creator Community (4 competitions/month)
Set the theme, brief, and rules for monthly content challenges for the 100+ nano-creator community
Write briefs covering theme, prop/hook guidance, submission format, and judging criteria
Add a research-backed note wherever health or product claims are involved
Set the timeline and PM checkpoints per cycle — launch, mid-point, close, winners
Flag standout entries for p