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