Social & Content Director

Zuru Edge Limited; Auckland; On-site; NZD 150,000 - 190,000; Full time

Job summary

ZURU Social & Content Creative in Auckland leads the social and digital creative for the Baby portfolio, shaping paid and organic content strategy across brands like Millie Moon, Rascals, Hey Tiger, Night Pants and Era.

You'll direct creative delivery from concept to final asset, partner with senior brand leaders, and grow a 5+ person team, driving performance and localization across markets worldwide.

Qualifications

• 8+ years in social, content or digital creative, with leadership of a team in a social-first business.
• Experience with baby, parenting, FMCG or family-first brands is essential.
• Proven track record in setting paid social strategy and optimizing creative using performance data.
• Hands-on expertise in Meta, TikTok and YouTube and their analytics.
• Experience directing content at scale across multiple markets with localization.

Responsibilities

• Own the social and content strategy across the Baby portfolio.
• Lead creative direction from concept to delivery and manage the team.
• Align campaigns with brand vision with senior stakeholders.
• Grow and develop a team of 5+ social and creative talents.
• Optimize content against media results and adapt assets for performance.
• Set strategic direction across Facebook, Instagram, TikTok, YouTube and more.
• Lead localisation efforts with market leaders for each market.

Skills

Social & content leadership

Baby brands background

Strategy setting

Platform analytics

Scaled content direction

Job description

Overview

Welcome to ZURU Social & Content Creative, where strategy, storytelling, technology, craft and creativity collide to fill feeds around the world with the best thumb-stopping, FOMO-inducing, culture-defining ideas for our brands. On the Baby portfolio, that means working across some of ZURU's best and most established brands: Millie Moon, Rascals, Hey Tiger, Night Pants and Era.

Welcome to ZURU Social & Content Creative, where strategy, storytelling, technology, craft and creativity collide to fill feeds around the world with the best thumb-stopping, FOMO-inducing, culture-defining ideas for our brands. On the Baby portfolio, that means working across some of ZURU's best and most established brands: Millie Moon, Rascals, Hey Tiger, Night Pants and Era. You're a senior social and content leader who can set strategy, direct creative and run a team. You can walk into a room with brand marketing and business leaders and own the conversation on what great content looks like. If you want to build and lead the creative engine behind one of the fastest-growing baby portfolios in the world, keep reading.

The Role

You lead social and digital creative across the Baby portfolio. You set paid and organic content strategy, lead creative direction from concept through to delivery, and lead the Social & Content Baby team. You stay close enough to the work to know great when you see it, and to call out average when you don't.

What You'll Do

Strategy & Creative Direction

• Own the social and content strategy: lead the ideation, development and delivery of paid and organic content strategy across Millie Moon, Rascals, Hey Tiger, Night Pants and beyond.
• Ideate brand campaigns: come up with campaigns that line up with brand marketing objectives and goals across every brand in the portfolio.
• Direct creative delivery: review creative team edits, give feedback, and champion creative excellence from concept through to final asset.
• Alignment: work with Senior Brand Marketing, Design, Digital and Brand Engagement leaders and the Executive Creative Director to keep every campaign aligned to the wider brand vision.
• Lead the team. Grow and develop a team of 5+ social and creative talents, setting clear expectations and running performance and development conversations.

Performance, Channels & Markets

• Optimise against media results: work with Paid Media & Digital to understand content and campaign performance, and adapt assets for continuous improvement.
• Own the owned channels: set the strategic content direction across Facebook, Instagram, TikTok, YouTube and other channels for every Baby brand.
• Report and benchmark: run regular reporting and competitive content reviews, keeping the portfolio ahead on trends and platforms.
• Support localisation: work with market leaders to adapt content, requests and campaigns for each market and plan.

What You Bring

Skills & Experience

• 8+ years in social, content or digital creative, including leading a social/content or creative team inside a social-first business.
• A related brand background: experience with baby, parenting, FMCG or family-first brands, in-house or agency, is essential.
• A track record setting strategy: you've set paid social content strategy and optimised creative against media performance data before.
• Hands-on platform expertise: Meta, TikTok and YouTube are your second language, including platform analytics.
• Scaled video and static direction: experience directing content at scale across multiple markets, including localised adaptations.

Leadership & Mindset

• A team builder: you mentor and grow intermediate and junior talent, and you're comfortable owning performance and development conversations.
• Process-minded: you document and embed best practice so the team runs on process, not chaos.
• Culturally switched-on: you spot trends and platform shifts before they show up in a report.
• Standards-obsessed: you set the creative bar for the portfolio and hold every piece of work to it, including your own.

Why ZURU

• A multi-brand portfolio: you'll set the creative and content direction for five of ZURU's fastest-growing baby brands, reaching parents and caregivers globally.
• Build and lead the team: a team of 5+ to grow, mentor and shape. You'll be leading people from day one, not just owning campaigns.
• A seat at the top table: you'll have a direct line to the Executive Creative Director and Senior Marketing leaders. Your creative point of view shapes brand decisions, not just content.

We don't make content for content's sake. We set the standard everyone else chases. If you want to lead the creative engine behind a portfolio of brands, we want to hear from you.

ZURU - Reimagining tomorrow | LIFE at ZURU on socials |

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