Sketchy

Content Marketing Manager

• Own the integrated content strategy for both brands — connecting organic search/ AEO, blog, and social into a single plan with a consistent brand voice across Sketchy (B2C) and DDx (B2B).
• Maintain the content calendar, prioritizing production based on audience needs, search opportunity, and company goals.
• Run keyword and content-gap analysis for both audiences and execute SEO, AEO, and GEO optimization, including surfacing both brands in ChatGPT, Perplexity, and Google AI Overviews.
• Write and optimize blog posts, long-form content, meta titles, descriptions, and FAQ content tuned for organic search and AI answer engines.
• Publish directly in Webflow and work within established CMS and content workflows.
• Own organic social strategy and execution across LinkedIn, Instagram, TikTok, Reddit, and Meta with channel-specific plans to grow and engage both the student audience (Sketchy) and educator audience (DDx).
• Write social copy and captions, or brief and manage content creators to produce it, maintaining brand voice across every channel.
• Track performance across owned channels using GA4, SEMrush, Google Search Console, and social analytics tools, and adjust the plan based on what the data shows.

Senior Content Marketing Manager

Performance Marketing

• Own B2C growth across paid, ambassador, organic, referral, partnerships, and event channels.
• Build and scale repeatable acquisition engines targeting healthcare student communities; prioritize by CAC efficiency and conversion potential.
• Plan, execute, and optimize campaigns across Meta and Google (with room to test new platforms).
• Own budget allocation with clear CAC and ROAS accountability; make data-driven reallocation decisions.
• Develop differentiated positioning for med, NP, and PA students.
• Translate product features into high-converting value propositions across ads, landing pages, and lead-gen assets.
• Partner with lifecycle/CRM to ensure demand captured at the top of the funnel converts.
• Identify and address drop-off points across the acquisition funnel.
• Execute student-facing events and conference activations.
• Build and test scalable programs, including ambassador initiatives, influencer partnerships, referrals, and organic growth tactics.
• Own demand gen reporting: track volume, quality, and cost of new trial starts and subscribers across all channels.
• Partner with product and content teams to align messaging and share user insights.
• Manage vendors and agency relationships; communicate results clearly across teams.

Senior Content Marketing Manager

Senior Demand Generation Manager – B2C Growth