Marketing Manager, Content & Community

Abby Care is a company focused on addressing the challenges of family caregiving. They are seeking a Marketing Manager, Content & Community to develop and implement content strategies across various channels to drive growth and engage with caregivers and communities.

Responsibilities:

• Own the content strategy and calendar: define weekly themes that align with business priorities (e.g., “How to get paid as a parent caregiver in Colorado”)
• Turn themes into multi-format content: short-form video scripts, social posts, basic blog posts, and email/newsletter content
• Lead and mentor part-time creators (and freelancers as needed): give clear briefs, feedback, and direction for TikTok, IG, and Facebook
• Make content data-driven: review performance each week, identify what resonates, and evolve the strategy based on real numbers
• Collaborate with Paid Media to identify organic hits that should be turned into ads (and vice versa)
• Partner with Lifecycle to feed content into nurture and win-back campaigns
• Build the early foundation for community-led growth:
• Identify and nurture relationships with caregivers, influencers, and nonprofits
• Coordinate digital events (webinars, Q&As) and simple co-marketing campaigns

Requirements:

• 5+ years in content, social, or community marketing (ideally with at least 2–3 years owning a content program, not just posting)
• Strong experience creating or leading short-form video and social content (TikTok, Reels, Shorts, etc.)
• Ability to break down complex, stressful topics (Medicaid, benefits, caregiving) into clear, empathetic stories
• Comfort with metrics: you know how to look at reach, engagement, CTR, sign-ups, and make real decisions
• Experience working with creators and/or agencies; you know how to give feedback and keep a bar for quality
• Empathy and respect for the lived experience of parents and caregivers
• Direct experience marketing to parents, caregivers, or healthcare audiences
• Basic SEO and blog experience (topic research, briefs, editing)
• Experience with influencer programs or grassroots community building