Director, End User Content Strategy

Pathstream•San Francisco, CA

1d•Remote

About The Position

As Director of End User Content Strategy, you'll own the voice and content experience for the employees Pathstream serves. This is a senior individual contributor role with real scope: you'll define the content strategy, shape the creative direction, produce and manage campaigns across channels, and coordinate with contractors to bring it all to life. You'll be working at the intersection of acquisition and engagement — first helping prospective learners understand why Pathstream is worth their time, then keeping enrolled learners motivated and active throughout their programs. The audience is primarily frontline employees; the challenge is reaching them where they are and speaking to what actually matters to them. This role begins as a 6-month contract engagement with the intention to convert to full-time employment based on mutual fit. It reports to the Head of Lifecycle Marketing and works closely with the Lifecycle Marketing team, as well as Customer Success, Operations, and Coaching. In your first 30 days, you'll audit existing end-user content, establish a clear point of view on voice and strategy, and ship your first winning piece of content or media that drives measurable engagement or activation. Within six months, you've built a functioning content operation, demonstrated measurable impact on enrollment and engagement, and become the go-to person for how Pathstream talks to the learners we serve — and both sides have a clear basis for evaluating the full-time opportunity.

Requirements

7+ years of content strategy or content marketing experience, with demonstrated success in B2C or consumer-facing contexts
Exceptional writer with the range to work across channels and formats — email, SMS, social, video scripts, and more
Ability to extract powerful narratives from raw, unpolished source material — survey responses, coaching call notes, interview transcripts — and shape them into persona-specific content at scale
Experience writing for and directing video production — including scripting, briefing producers, and providing creative direction through the edit
Strong creative direction instincts — you can give specific, actionable feedback to designers and video producers, not just approve or reject their work
Systems thinking: you can design and manage content libraries and production workflows across a complex matrix of audiences, not just produce one-off pieces
Strong strategic instincts: you can connect content decisions to business outcomes and explain your reasoning clearly
Experience managing contractors or external creative partners, with the organizational skills to keep production on track
Comfort with data: you use performance metrics to guide decisions without needing someone else to translate the numbers for you
Ability to work cross-functionally and synthesize input from multiple stakeholders into clear, effective creative
High ownership orientation — you run toward ambiguity, set your own priorities, and follow through

Nice To Haves

Experience marketing to working adults, non-traditional learners, or frontline / hourly employees
Experience with audio or motion graphics production
Hands-on experience with mixed media production (video, audio, motion graphics)
Familiarity with SMS marketing platforms, email automation tools (e.g., Customer.io), and social scheduling tools

Responsibilities

Own end user content strategy across the full funnel — from initial awareness and recruitment through program enrollment, engagement, and completion
Produce and art-direct high-quality content yourself across formats — from writing a punchy SMS to scripting and directing a 60-second video
Mine learner success stories from survey data and coaching call notes, and transform them into content that makes a real frontline employee stop scrolling — finding the human moment in an imperfect source and shaping it into something their peers can genuinely see themselves in — building and maintaining a library that scales across multiple industries, employers, and employee groups.
Develop a repeatable, scalable process for gathering, tagging, and refreshing success stories — one that can flex from employer-specific content (always the goal) down to industry-level content where needed
Direct and manage freelance contractors and creative vendors to scale production without sacrificing quality or voice
Build and maintain a content calendar that aligns with program cohort cycles, employer partner timelines, and key learner moments
Develop and maintain consistent brand voice for end user communications that is warm, motivating, and credible — distinct from B2B messaging
Test, measure, and iterate: use data to understand what drives opens, clicks, sign-ups, and sustained engagement, and apply those learnings continuously
Collaborate with employer partnership and program teams to understand learner context, employer expectations, and program-specific messaging needs
Over time, help build the playbooks and systems that make end-user marketing scalable as Pathstream grows