Up until this point, we were taking a “by-committee” approach within the marketing team. This worked fine in earlier stages of the company, but as our creative needs expanded, this approach was no longer sustainable. We came to the realization that we were lacking a clear owner for creative strategy.

When we say “cohesive and integrated,” we really mean setting the guardrails from a briefing perspective. I am a firm believer in taking an iterative approach to creative, and generally speaking, we still adopt a “test and learn” philosophy to a lot of the work we do. But a challenge we faced as we’ve grown is that our products are used by many different types of personas for a variety of use cases. Attempting to be everything to everyone was impossible.

We didn’t have clear owners for a lot of these areas, and that’s exactly what drove us to create this role. Before, all of this was more or less covered by myself, our director of brand, and senior copywriter.

We aligned on starting with building a roster of agencies and freelancers, mainly because we didn’t believe that some of these roles would require a FT workload. Over time, we expect the in-house creative team to evolve along with the work.

If a candidate doesn’t already have people management experience, the biggest thing I’d look for here is the willingness to learn and improve: operating with a growth mindset and not being afraid to stretch into the unknown.

Jack Meredith

As we scaled and our creative needs expanded, we came to the realization that we were lacking a clear owner for creative strategy. We carved out this role to develop and execute that strategy to enable the marketing team to realize its vision.

Describe what need this position fills and how they will contribute to the future of your department.

The mission of the Content & Creative Strategist is to:

cohesive and integrated content & communications strategy

 across owned, earned and paid channels. 

A strategic and well-defined comms strategy will keep the marketing team focused and aligned. It will enable us to be more efficient, by focusing our time and money on the strategic priorities.

It will bring clarity to our mission and vision. Having clarity will allow us to make informed business decisions, say no to things that are unnecessary or irrelevant and better direct and allocate our resources.

Create an updated version of this deck [link] we feel really good about, and actually do it. all.

Oversee and work with a team of creative resources to manage the creative output of all content across all channels. They will be responsible for working with a team of designers, copywriters, videographers, agencies etc. to ensure that everything K&F produces is consistent and on-brand. This person has full responsibility and agency to ensure all briefs and requests are aligned with strategic and brand visuals guidelines. 

Manage and update all brand style guides (video, copy, digital design) that gives us the creative freedom and focus to create awesome content.

The manager will also be tasked with developing new ideas or concepts for future projects.

This might include brainstorming sessions with their team, external partners or individual ideation time alone.

Their contributions will result in more effective messaging.

They will have a deep understanding of our target persona and where they are in our funnel. They will be able to inform messaging that speaks to our target that will be more persuasive and move them along their buying journey. They will be able to do this across all parts of our marketing mix, advising strategies for each owned, earned and paid channel.

With a defined communications strategy, our whole team will have the tools they need to deliver our NNS. In creating a comms & content strategy, we’ve be able to identify gaps we have and will be able to make the decision if we need to support it with additional resources. We will have better insight into what we want to accomplish in the future, and can effectively work backwards to create better quality campaigns that capture the hearts, minds and wallets of consumers.

They will also contribute by bringing the content strategy to life with platform specific content that meets our communication objectives. Because the content of the quality will be the best we’ve ever done, with a succinct and consistent message, we will see an improve across KPIs we track monthly (engagement, reach, shares, brand health metrics).

This will also enable a fully integrated PR approach (should we choose to move forward), that includes all our marketing activity to create impact and build awareness. The most effective PR follows a plan, speaking to people about the things they care about in a way that engages and persuades.

TLDR: this person is directly responsible for our marketing team realizing our vision:

We have the largest market share and are the #1 best-selling bone broth in America.

We are unequivocally the most well-known brand amongst our competitors. People routinely tell us they see and hear about Kettle & Fire everywhere. The brand halo effect is massive.

Our marketing efforts effectively drive demand, enabling our brand to be widely available to customers across various sales channels. This ensures that anyone seeking Kettle & Fire can readily find us, making us the easiest brand to buy.

We are the preeminent authority in creating better products for a better food system. As thought leaders, our expertise is sought after and our ideas have a significant impact on the food industry. We shape opinions, set trends, inspire others, and drive meaningful change.

Describe measures of success for this position. Avoid outlining tasks, and focus on identifying essential responsibilities and key outcomes. Limit areas to a max of 5. Each area can have multiple responsibilities and outcomes.

We aligned on starting with building a roster

If a candidate doesn’t already have people

Ability refers to whether the employee with the knowledge and experience is able to perform. In the first column, type in ‘X’ for all the required abilities for this role.

Write 2-3 sentences that explain the reason this position exists. It boils the job down to its essence so everybody understands why you need to hire someone into the slot.

This position exists to ensure Kettle & Fire is clear on what we want to communicate and how we want to do so across the marketing mix. This is key to becoming an authority on creating better products for a better food system and a thought leader in our category. They actively advise and inform the team on what we want to say, and are responsible for creating a content strategy that distributes the information that moves our communications strategy forward.

This position is necessary to the success of Kettle & Fire marketing. They are directly responsible for all the creative output for the brand. They must ensure all content captures attention, understands what the job to be done is and how to execute it for the platform.

Senior Content and Creative Strategist Job Profile at Kettle and Fire

Senior Content & Creative Strategist

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