Lead Content Strategist

Grove Collaborative is a sustainability-focused consumer products company creating household and personal care essentials that are effective, beautifully designed, and healthier for people and the planet. We are a certified B Corp, plastic-neutral, and on a mission to transform the CPG industry for good. THE ROLE We're looking for a Lead Content Strategist to own the creative and content engine behind our growth. This is a holistic role sitting at the intersection of paid and organic — you'll set the strategic direction for all content within marketing channels, brief assets across every channel, and manage the team of creators, editors, and producers who bring it to life. The ideal candidate is an expert content strategist who knows how to translate Grove's value propositions and mission into compelling assets that empower consumers to make healthier, more sustainable choices in their everyday lives. You understand how to make purpose-driven storytelling perform — and you hold both organic and paid to the same high creative standard. You'll report directly into the Director of Growth and serve as the connective tissue between brand vision and performance output, translating strategy into scalable creative execution. WHAT YOU’LL OWN Develop and maintain overarching content strategy across paid and organic channels, with a focus on performance, scalability, and alignment to growth priorities Translate Grove's mission and product value propositions into creative concepts, briefs, and messaging frameworks that resonate across audiences and can be consistently applied across channels Write and own all creative briefs for paid ads, organic social, UGC, and new channel tests — including hooks, formats, copy direction, and audience framing — ensuring clarity, consistency, and scalability Lead category and audience expansion concepting for paid ads in partnership with the Paid Media Manager and Director of Growth, contributing strategic recommendations based on performance insights Manage the full UGC creator pool — scouting, briefing, contracts, deliverable tracking, and quality across paid and organic Meta, TikTok, and YouTube — ensuring output aligns with defined creative standards Own the strategic roadmap for organic social, with the Social Manager executing day-to-day, ensuring priorities and direction are clearly defined Stay ahead of platform trends, winning ad formats, and emerging creative techniques and bring those insights back to the team to inform ongoing strategy Drive weekly creative performance reviews — identify what's working, stop what isn't, and define clear next iterations based on data and learnings ABOUT YOU 6–8+ years of experience in content strategy, creative strategy, or a hybrid paid/organic role, ideally at a consumer-facing or e-commerce brand Strong storyteller with excellent creative instincts, editorial judgment, and the ability to educate and inspire audiences across social platforms Deep fluency across Instagram, TikTok, YouTube Shorts, Pinterest, and emerging platforms, with a strong understanding of algorithm behavior, retention mechanics, and performance drivers Proven experience leading both organic social and paid creative strategy, with the ability to build brand presence and drive conversion within defined growth objectives Strong understanding of performance-driven creative — you know what makes content stop the scroll and can translate insights into repeatable frameworks Hands-on production experience, including filming, editing (CapCut, Adobe Suite, or similar), and publishing content yourself Data-literate, with the ability to use performance insights to inform creative decisions and recommend next steps AI fluency — actively using AI tools to improve speed, output, and quality, and able to guide others in applying them effectively Experience managing creative talent (producers, editors, contractors) and driving output through a collaborative, hands-on leadership style Experience with UGC