Head of Content Marketing

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At Tuft & Paw, we’ve built a brand that cat parents trust for thoughtful design, uncompromising quality, and a healthy dose of feline obsession. We’re looking for a Head of Content Marketing to turn that foundation into a performance-driven content engine — scaling our story across ads, social, blog, and new channels to fuel brand love and growth.

Reporting to the Director of Brand Marketing, you’ll own the systems that make content flow seamlessly across channels : relaunching our blog as a traffic and authority hub, building a YouTube strategy that blends storytelling with subscriber growth, and setting ad creative frameworks that keep acquisition costs in check. Whether it’s short-form ads or long-form education, you’ll ensure content is as effective as it is engaging — keeping Tuft & Paw top-of-mind (and in cart) for cat parents everywhere.

Responsibilities

Develop high‑performing direct response creative for paid social (Meta, TikTok, YouTube, Pinterest), with a focus on thumb‑stopping hooks, engaging storylines, and clear CTAs.

Build repeatable frameworks for ad creative testing, working directly with the ecommerce team to analyze performance data and double down on what works.

Translate brand positioning into direct‑response angles that resonate with cat parents and drive measurable growth.

Build unique content funnels tailored to each marketing channel.

Manage content roadmaps and quarterly calendars that align goals, seasonal trends, and campaign priorities.

Relaunch our blog as a go‑to resource for cat care, with SEO‑driven editorial built for the age of AI search.

Build a YouTube strategy that blends education and storytelling to grow subscribers and engagement.

Explore new channels like Pinterest and Reddit to drive awareness, traffic, and conversions.

Partner with the Social & Creator Partnerships Lead to align Instagram and TikTok with the broader calendar.

Team & Process

Streamline production with clear SOPs, workflows, and style guidelines.

Oversee the Creative Ops Lead, ensuring briefs, shoots, and timelines stay on track.

Manage freelancers and contractors, balancing in‑house and outsourced resources.

Partner with the Social & Creator Partnerships Lead to drive performance from creator content across paid and organic campaigns.

Collaborate across Brand, Growth, and Social teams to maximize content ROI and campaign performance.

Measurement & Iteration

Define and track KPIs across all channels (e.g., blog traffic, SEO rankings, YouTube engagement, subscription growth, conversion performance).

Run content audits, competitor analysis, and customer research to identify gaps and opportunities.

Repurpose and optimize existing content to maximize ROI.

Requirements

10+ years in content and performance marketing roles, with hands‑on experience driving growth through both paid and organic channels, ideally within DTC, consumer brand, or lifestyle / pet category.

Ability to identify, test, and scale content formats that drive both brand equity and measurable growth.

Experience leveraging AI tools for content creation, workflow optimization, and process automation.

Strong knowledge of performance marketing best practices (creative testing, ad optimization, funnel awareness).

Track record of leading teams and managing contractors / agencies.

Excellent project management skills with the ability to translate big‑picture strategy into actionable briefs and deadlines.

Location

Remote‑first role with optional occasional meet‑ups in Toronto & Vancouver.

Must reside in Canada and be eligible to work here.

About Us

At Tuft & Paw, we’re obsessed with cats. Our team spends way too much time thinking about feline quirks, resulting in products that cats actually use — and humans are proud to have in their homes. We’re growing fast, which means everyone has the chance to shape what we build. We value resourcefulness, initiative, and people driven to make an impact (and who genuinely love cats).