Director, Content Marketing

The Director, Content Marketing will craft the vision, strategy, and direction for Viral Nation's content initiatives and build a high-performing, revenue-focused content function that operates as an engine for demand and lead generation. Reporting to the VP, Lead Generation, this role owns content strategy and execution end-to-end from editorial vision and SEO to distribution, brand governance, and performance reporting with a mandate to convert content into measurable pipeline across B2B and B2C audiences. Success is defined not by output volume but by contribution to the funnel: MQLs, SQLs, pipeline influence, and cost-per-lead efficiency. As a social-first influencer marketing agency, we move at the speed of culture the right leader can build repeatable systems that produce high-quality content at scale and capitalize on cultural moments in real time. This is a role for a leader who is equal parts editorial strategist, performance marketer, and team builder.

Responsibilities:

• Translate complex business objectives into a cohesive, long-term content strategy and editorial calendar tied to demand-generation and pipeline goals across the full funnel (awareness, consideration, conversion, retention).
• Design content-to-conversion pathways, gated assets, nurture tracks, landing pages, and CTAs that capture, qualify, and advance leads in partnership with the demand-gen team.
• Manage the content calendar with executive stakeholders, mapped to campaigns, launches, and industry moments, with clear funnel-stage intent for every asset.
• Lead competitive and industry research to inform a differentiated, forward-looking content approach.
• Build, manage, and mentor a high-performing team of writers, editors, designers, and social specialists, plus a scalable freelance/agency bench.
• Establish repeatable systems, workflows, and AI-assisted processes that deliver quality content at the speed and volume a social-first agency demands.
• Define, instrument, and own the content KPIs that matter to lead gen: traffic-to-lead conversion, MQL/SQL volume, pipeline influenced and sourced, cost-per-lead, engagement-to-conversion rates, and content-assisted revenue and ROI.
• Build the tracking and attribution framework UTMs, conversion events, multi-touch attribution with marketing ops/RevOps, ensuring content performance is visible in the CRM and marketing automation stack (e.g., HubSpot).
• Run a continuous test-and-optimize cycle (A/B testing headlines, formats, CTAs, offers) and reallocate effort toward what generates the most qualified demand.
• Oversee the creation of high-impact, SEO-optimized content that drives organic acquisition, thought leadership, and brand authority built to rank and to convert.
• Optimize all content in collaboration with SEO experts, leveraging performance data and search trends to grow qualified organic traffic and downstream conversion.
• Lead integrated content distribution strategies across owned, earned, and paid channels to maximize reach, engagement, and lead-capture efficiency.
• Partner with cross-functional leaders across SEO, product, sales, and demand gen to align content with product launches and the buyer journey, fuel active campaigns, and enable sales.
• Enforce editorial standards and ensure messaging stays consistent with brand guidelines across all customer touchpoints.
• Deliver actionable performance reporting and executive-level insights to senior marketing leadership to guide investment and prioritization.
• Champion innovation in content marketing by staying ahead of industry trends, platform shifts, AI-driven content workflows, and emerging audience behaviors.

Qualifications and Skills:

• Bachelor's degree or higher in Marketing, Communications, Journalism, English, Business, or a related field.
• 7+ years in content marketing, digital marketing, or communications, including experience owning content as a lead-generation channel and leading a team agency, B2B/B2C, or high-growth environment preferred.
• Demonstrated track record of using content to drive measurable pipeline: proven results in traffic-to-lead conversion, MQL/SQL growth, and content-influenced revenue and ROI.
• Strong leadership and executive-level presentation skills, with experience building and mentoring multi-disciplinary content teams and managing freelance/agency resources.
• Deep understanding of SEO and MarTech stacks Google Analytics/GA4, SEO tools (e.g., Ahrefs, Semrush), and marketing automation/CRM (e.g., HubSpot) plus content distribution across owned, earned, and paid channels.
• Ability to produce quality content at speed and scale, with fluency in the influencer and social-first marketing landscape.
• Data-driven, funnel-minded, and comfortable being accountable to revenue-adjacent metrics.