Senior Creative Content Strategist

About Us

PurelyB is a leading natural wellness brand that modernises ancient Malaysian herbal remedies into natural superfood supplements for the modern lifestyle. Backed by science and rooted in tradition, our mission is to improve lives through accessible, natural solutions for gut health, skin, immunity, mental clarity, and respiratory wellness.

We are entering an exciting growth phase across Asia and the US, and we are looking for a Senior Content Strategist who can lead our creative vision, build a high-performing content engine, and help tell the PurelyB story in a way that genuinely moves people.

Role Overview

The Senior Creative Content Strategist is a creative leadership role at the heart of PurelyB's marketing function. You own the entire lifecycle of our brand content from strategic vision and editorial planning through to creative direction, execution, and performance analysis. You bridge the gap between business goals and creative output, ensuring every piece of content we produce is purposeful, on brand, and built to perform.

You lead a content team that includes Content Creators, a Social Media Specialist, and a Copywriter - guiding them from ideation through to final delivery across all channels: social media, email, paid ads, website, affiliates and beyond.

You work as a peer and co-lead alongside the Senior Marketing Manager, who owns the commercial and performance side of the business. Together you are the two-person leadership engine of the marketing department. The Senior Marketing Manager sets the campaign strategy, commercial objectives, and audience briefs - you translate those into creative concepts, content pillars, and executional excellence that truly land. Neither role works without the other.

You are not just a content producer. You are a creative leader, a brand guardian, and a strategic thinker who uses data as fluently as you use ideas. You understand what makes an audience stop scrolling, feel something, and ultimately buy and you build the systems and the team to make that happen consistently.

Key Responsibilities

1.  Creative & Content Strategy

• Define and own PurelyB's content strategy including brand voice, tone of voice, content pillars, and editorial direction ensuring consistency and resonance across every channel and every touchpoint.
• Develop and maintain a rolling content calendar aligned with campaign priorities, product launches, seasonal moments, and platform best practices.
• Translate the Senior Marketing Manager's commercial briefs into compelling creative concepts, campaign angles, hooks, and narratives that connect emotionally with our audience and drive results.
• Identify and define the creative angles that make PurelyB content stand out, rooted in our heritage, our ingredients, and the real lives of our customers.
• Ensure that PurelyB's brand story is told consistently and powerfully across every format from a 15-second TikTok to a long-form email to a product launch campaign.

2.  Team Leadership & Creative Direction

You directly lead the content sub-team. This is a hands-on leadership role, you are responsible for the quality, consistency, and output of your team's work.

• Content Creators - brief, direct, and review video and written content; ensure all output is on-brand, audience-appropriate, and platform-optimised. Coach creators on hooks, pacing, storytelling, and what makes content perform.
• Social Media Specialist - guide social media strategy across TikTok, IG, FB, YouTube, Threads, and LinkedIn; review performance metrics and use data to direct content repurposing, timing, and format decisions.
• Copywriter - direct all copy across campaigns, emails, product pages, social captions, and ad creative; ensure messaging is sharp, emotionally resonant, conversion-focused, and always true to the PurelyB voice.

You also work closely with the design team to ensure visual output matches the editorial and creative strategy- collaborating on campaign visuals, social assets, ad creatives, and brand materials.

3.  Campaign Ideation & Execution

• Lead the creative ideation process for all marketing campaigns from initial concept through to final content delivery - working in close collaboration with the Senior Marketing Manager.
• Ensure creative execution is not just visually strong but strategically purposeful - every hook, every caption, every visual choice should serve the campaign objective.
• Own the UGC and creator content strategy - briefing content creators and affiliates to produce authentic, high-converting user-generated content that amplifies the brand.
• Develop scripts, content frameworks, and creative briefs that give your team and external creators everything they need to produce their best work.
• Ensure end-to-end campaign cohesion - from the first piece of awareness content a potential customer sees through to the email that converts them.

4.  Performance Analysis & Content Optimisation

• Regularly analyse content performance across all channels - social, email, paid, website using data to understand what is working, what is not, and why.
• Translate performance data and ad metrics into actionable creative direction for your team. Use what the numbers tell you to make sharper hooks, better thumbnails, stronger calls to action.
• Conduct competitor research and stay ahead of consumer trends, platform algorithm changes, and emerging content formats - bringing fresh ideas and relevant strategies to the team.
• Work closely with the Senior Marketing Manager to close the loop between commercial performance (ROAS, conversion rate, CAC) and creative decisions ensuring the content strategy evolves based on what actually drives results.

5.  Brand Voice & Content Standards

• Own and evolve PurelyB's brand voice guidelines ensuring every team member, agency partner, and external creator understands how to write, speak, and show up as PurelyB.
• Create and maintain content standards, style guides, briefing templates, and production workflows that raise the quality bar and make the team more efficient.
• Act as the brand guardian for all content output - reviewing and approving content before it goes live to ensure it meets the standard the brand deserves.
• Ensure our content is not just on-brand but culturally relevant, especially for our Malaysian audience - drawing on heritage, tradition, and community in a way that feels authentic, not performative.

6.  Collaboration with the Senior Marketing Manager

Your relationship with the Senior Marketing Manager is foundational to the success of the marketing function. You are peers and co-leads neither role sits above the other.

• Receive campaign briefs from the Senior Marketing Manager and translate them into creative strategies that achieve the stated commercial objectives.
• Bring your own commercial awareness to the table - you understand what drives revenue, and your creative decisions are always informed by what the business needs, not just what looks good.
• Actively contribute to campaign planning discussions - your creative input should shape the strategy, not just respond to it.
• Ensure the Senior Marketing Manager is always aligned on creative direction, timelines, and potential risks - no surprises, full transparency.
• Share content performance data proactively - use it to inform joint decisions on creative direction, campaign pivots, and channel prioritisation.

What We are Looking For

Experience & Track Record

• Minimum 5+ years in content strategy, brand content, or creative leadership with at least 2 years managing a content team.
• Proven ability to develop and execute content strategies that drive measurable business outcomes not just engagement, but conversion, retention, and revenue.
• A strong portfolio demonstrating creative leadership across multiple formats - video, social, email, long-form, UGC, and paid ad creative.
• Experience in a DTC ecommerce environment is a strong advantage - health & wellness, beauty, or lifestyle brands especially welcome.
• Demonstrated experience working alongside a commercial or performance marketing leader in a fast-paced, collaborative team environment.
• Strong copywriting skills that connects with our audience. 

Creative Skills & Capabilities

• An exceptional creative instinct - you know what makes content stop the scroll, create an emotional response, and drive action. You bring this instinct to everything you brief, review, and produce.
• Expert understanding of what makes content perform on TikTok, IG, FB, YouTube, and email - both organically and in a paid context.
• Strong ability to write and direct compelling copy - even if you have a Copywriter, you can shape a narrative, craft a hook, and identify weak messaging instantly.
• Deep understanding of UGC strategy and creator briefing - you know how to get authentic, high-converting content out of creators without making it feel forced.
• Fluency in content analytics - you can interpret platform insights, email metrics, and paid performance data and translate them into clear creative direction.

Leadership & Collaboration

• A natural mentor and creative director — you bring out the best in your team through clear briefing, constructive feedback, and high standards, not micromanagement.
• Collaborative by nature — you work best when partnered with a strong commercial counterpart, and you know how to merge creative vision with business objectives.
• Organised and systems-minded — you build workflows, calendars, and processes that allow your team to produce great work consistently without burning out.
• Culturally grounded — you understand the Msia market deeply and can craft content that resonates authentically with our core audience.

What You'll Get

• Competitive salary based on experience
• Performance-based bonuses tied to content and revenue milestones
• A genuine leadership role — you will own the creative voice of a brand people love
• The chance to help scale a purpose-driven Msia wellness brand across Asia and the U.S.
• Flexible working hours and hybrid remote options
• A collaborative, creative team environment with real room to grow