Content Performance Strategist

Role Overview

• As the Content Performance Strategist, you will be responsible for optimizing mid-funnel content experiences across digital touchpoints.
• You will focus on understanding how users interact with content, including videos, landing pages, emails, calculators, social content, and in-app surfaces.
• You will translate behavioral insights into actionable creative and strategic recommendations that drive engagement, affinity, and progression for key audience segments.
• Analyze how users engage with mid-funnel content across formats, channels, and touchpoints
• Evaluate content performance by audience segment and channel to identify drivers of affinity, engagement, and progression
• Identify drop-off patterns, scroll depth, video retention, and clarity issues affecting engagement
• Surface behavioral insights that explain why certain content resonates or underperforms
• Assess which story formats (testimonials, expert explainers, tools, calculators, scenarios) perform best, and translate insights into creative recommendations
• Provide data-backed, actionable recommendations to Creative to refine storytelling, messaging, and content sequencing
• Identify content gaps and opportunities to strengthen affinity or comprehension
• Recommend content sequencing adjustments (e.g., story, calculator, Call to Action (CTA)) to improve engagement and progression
• Identify content-related friction and behavior patterns within journeys
• Develop hypotheses and support content-focused experiments and A/B tests
• Analyze how key segments (MA, WOIT, GH) interact differently with content, and recommend tailored approaches
• Influence content and experience decisions through insight-driven storytelling
• Recommend tailored content approaches by segment and milestone
• Collaborate with cross-functional teams on content needs, measurement and execution

Requirements

• Minimum Qualifications
• 3 years in growth content or creative strategy, content performance, growth, UX behavior analysis, digital performance, or related role
• Strong communication skills and comfort partnering closely with Creative teams
• Strong analytical skills with hands-on experience interpreting behavioral and content performance data
• Experience using insights to inform content optimization and creative recommendations
• Experience working with digital content across multiple formats (e.g., video, landing pages, email, social, in-app)
• Preferred Qualifications
• Experience supporting content experimentation or optimization initiatives
• Familiarity with mid-funnel or lifecycle performance metrics
• Experience working with audience segmentation and affinity analysis
• Comfort influencing without authority in cross-functional environments

Benefits

• Our team members fuel our strategy, innovation and growth, so we ensure the health and well-being of not just you, but your family, too!
• We go above and beyond to give you the support you need on an individual level and offer all sorts of ways to help you live your best life.
• We are proud to offer eligible team members perks and health benefits that will help you have peace of mind.
• Simply put: We’ve got your back.