Content Marketing Manager

About Us

Shakti Mats began in 2014 in a tent and has since grown into a fast-moving global e-commerce brand. We're proudly values-led, with deep commitments to ethical production, charity, and creating meaningful employment in both India and NZ. Our mission is simple: Ignite the Good, in ourselves, our communities, the world.

Role Overview

Lead the execution and engagement pillar of the marketing function for our international acupressure and wellness brand, owning content production across key channels, leading the social media, community, email, and sms strategies. This role bridges our brand strategy with tactical execution, ensuring content generates engagement, drives traffic, builds customer advocacy, maximises customer lifetime value, and maintains our distinctive brand positioning.Key Responsibilities

Content Production (25%)

• Translate brand and content strategies into executable content plans across website product pages, landing pages, blog, and educational resources
• Manage content calendar and content production workflow across organic channels
• Ensure content quality, consistency, brand alignment, and organic search optimisation standards
• Oversee keyword and content optimisation to drive organic traffic growth
• Support content development and optimisation for Amazon storefront and product listings

Social Media \& Community Strategy (20%)

• Develop organic social media strategy across platforms to build highly engaged communities
• Create social media content frameworks and themes aligned with brand objectives and seasonal moments
• Oversee online communities (including Facebook community group) around acupressure and wellness
• Ensure brand voice, tone, and language standards are achieved across all social media content
• Optimise social media strategy based on insights, trends, and performance
• Collaborate with Brand \& Creative Manager and Social Media Specialist on strategy execution

Creator Content \& Affiliate Strategy (20%)

• Develop creator content frameworks aligned with brand objectives to generate high-performing creator content for use in paid social advertising
• Build affiliate program strategy to drive profitable customer acquisition through creator partnerships and brand community
• Set creator content standards and performance benchmarks in collaboration with Brand \& Creative Manager
• Optimise creator and affiliate strategies based on performance data, audience insights, and ROI metrics
• Collaborate with Brand \& Creative Manager and Creator \& Affiliate Specialist on strategy execution

Email \& SMS Strategy (20%)

• Develop email and SMS marketing strategy to drive brand engagement, and customer retention
• Set email and SMS objectives including engagement rates, repeat purchase rate, revenue attribution, and subscriber growth
• Guide channel content plan ensuring alignment with broader marketing campaigns and paid acquisition efforts
• Ensure email creative and copywriting maintains brand voice and drives conversion
• Develop strategies to increase email and SMS subscriber growth and engagement
• Define customer lifecycle strategy and segmentation approach
• Optimise automated flow strategy (welcome, abandoned cart, post-purchase, win-back, etc.)
• Identify opportunities to improve customer retention and reduce churn through email and SMS initiatives

Team Leadership \& Cross Functional Collaboration (15%)

• Manage and develop the Content \& Community team (Senior Copywriter, Social Media Specialist, Creator \& Affiliate Specialist, Email Marketing Specialist)
• Set priorities, manage workloads, and ensure quality standards across team deliverables
• Partner closely with other marketing managers to ensure content consistency
• Present content, social media and community strategies to Head of Marketing and senior leadership team
• Foster collaborative culture and cross-functional partnerships

Qualifications

• 6-8+ years experience in content marketing/ lifecycle marketing, with 3+ years in management
• Proven track record managing content teams and driving organic growth
• Strong understanding of content strategy, organic content development, and social media best practices, email and SMS marketing
• Experience with affiliate marketing and creator partnerships
• Understanding of customer lifecycle marketing and retention strategies
• Excellent writing and editing skills with keen eye for brand voice
• Data-driven mindset with ability to analyze performance and Optimise strategy
• Experience with content management systems, social media platforms, email and sms platforms, and analytics tools
• DTC ecommerce or wellness brand experience preferred

Skills and Abilities

Strategic thinker

Leadership \& mentorship

Cross-functional collaboration

Dual-focus capability

Adaptability

Communication

Organisational excellence

Creative problem-solving

Growth mindset

Customer-centric

Our Culture \& Values

At Shakti Mats, our culture is values-led, collaborative, and fuelled by growth.

Sharpen Up

Care for the Collective

Enjoy the Ride

How Our Values Show Up

• ✈️ India Roots \& Renewal: After 3 years at Shakti, every team member is flown to India to visit our charity partners, the school we’ve built, and our production partners
• Annual learning \& development budget
• Work \& travel remotely for up to 6 weeks per year
• ❤️ A tangible connection to ethical production, charitable giving, and global well-being
• WFH 1 day/week
• Additional parental leave for both primary and secondary caregivers
• Quarterly team building sessions