Head of content

The role

As Head of Content at Watershed, you'll own two kinds of content: the demand programs that turn educational content into qualified pipeline (search and AEO content, webinars, ebooks, interactive tools), and the brand and editorial work that shapes how the market thinks about corporate sustainability and decarbonization (thought leadership, brand campaigns, video series, and short-form social).

We are looking for someone with sharp editorial instincts on what resonates backed by a strong analytical bent to prove out those instincts and shape what gets made next. This is truly a multimedia, multi-channel role. You’ll be tasked with finding strong story angles across our company, product, and customers and then bringing them to life using diverse formats and platforms.

You'll be hands on developing content yourself and lead a content marketer and two contractors to plan and deliver the full scope of our editorial calendar. You'll also build the AI workflows and standards that let a small team achieve more without lowering the quality bar. For more on our AI standards see below.

This role can be based in our New York or San Francisco offices (the higher end of compensation range), or remote in the US (compensation based on location).

Responsibilities:

Brand & content strategy

• Own Watershed’s editorial strategy, collaborating with the rest of the marketing team to set goals, finalize the calendar, execute content and report on its performance.

• Develop and execute strategic initiatives to amplify and differentiate Watershed’s brand (brand-level campaigns, thought leadership, etc)

• Surface stories from within our company, science team, customer base and beyond

• Develop brand partnerships that extend our reach and bring new angles to our work.

• Work with comms to develop thought leadership pieces and executive bylines that advance our brand and the sustainability field.

• Create interactive content, data stories, and graphics that make complex scientific topics easy to grasp

• Grow our content channels including social and our newsletter subscriber base

Short-form content and social channel growth

• Build a differentiated and growing social presence for Watershed that sustainability leaders seek out.

• Develop video series, explainer animations and other short form content for social channels.

• Grow the reach of our executives and experts on LinkedIn

Demand gen content

• Own the content plan behind our demand programs: AEO and search, blogs, webinars, ebooks, research reports, and interactive tools

• Work with demand generation to set content's targets for pipeline contribution and report against them

• Run the webinar program: topics, speakers, promotional content, and extend the value of each event through clips and follow-on content afterwards.

• Work with product marketing to develop break-through content strategies for each tier 1 launch.

Team and system development

• Manage and coach a content marketer and two contractors, and get the most from a small in-house team

• Own the editorial calendar and the reporting that connects what we publish to attention, conversion, and pipeline

• Build responsible AI workflows and agents to advance the strategy while being the steward of content quality we put out.

Example projects

The projects you'll work on may include:

• Storyhunting within our own walls and across our customers

• Writing an essay that names a shift sustainability leaders are living through, then turning it into a webinar, a sales talk track, and short video for LinkedIn

• Cutting a short video series from recorded conversations with customers or Watershed scientists

• Planning a quarter of AEO content against the questions buyers ask answer engines, and checking where Watershed shows up

• Reviewing content performance with demand generation and changing next month's plan based on what converted

You might be a fit if you have

• 10+ years in content, editorial, or brand roles, with at least 3 in B2B or technical content

• A portfolio that shows range: opinion and narrative work alongside demand programs

• At least one idea, framework, or campaign you originated that took hold beyond your own channels, in the market, the press, or your sales team's pitch

• A track record of growing a corporate or executive audience, on Linkedin, or via a newsletter, podcast or other media subscription

• Experience managing and developing writers or marketers, and an interest in doing more of it

• An eagerness to experiment, try new formats, angles and collaborations.