Brand & Content Strategy Lead

About MIJ Hub

MIJ Hub is a fast-growing special needs organisation supporting individuals aged 4 to 40 through education, vocational training, employment pathways, and community integration.

Beyond our core education programmes, MIJ is building a wider ecosystem of mission-driven ventures, including a specialty café, an e-commerce brand, and a new international special education model in Malaysia.

We operate with the pace and ambition of a growth-stage organisation, while staying anchored in a mission that creates real impact for individuals with special needs and their families.

Job Title: Brand & Content Strategy Lead 

We are looking for a Brand & Content Strategy Lead to shape how MIJ Hub and its related brands communicate, grow, and connect with their audiences.

Working alongside the Growth Marketing Manager, you will own content strategy, copy, storytelling, and creative direction across multiple brands, campaigns, and launches. This is a fast-paced, 0→1 role for someone who enjoys ambiguity, moves quickly, and can turn broad ideas into strong customer-facing content.

Key Responsibilities

1. Turn Business Goals Into Content Strategy

Own content direction across MIJ Hub and its related brands.

• Translate growth goals into content pillars, campaign angles, messaging frameworks, and rollout plans.

• Build content strategies that support awareness, trust, acquisition, conversion, and engagement.

• Understand what each audience needs to hear before they take action.

• Shape brand voice and storytelling across platforms and customer journeys.

• Turn broad direction into clear content plans without waiting for perfect briefs.

2. Own Messaging From Concept to Final Output

Lead the thinking and writing behind key content and campaign assets across:

• Social media content

• Paid ad angles

• Landing pages and campaign pages

• WhatsApp and email flows

• Brochures and flyers

• Decks and presentations

• Event collaterals

• Parent, partner, customer, and community communications

3. Generate Performance Driven  Content that Drives Conversion

• Create content that builds trust, answers objections, and moves people closer to action.

• Improve hooks, headlines, captions, CTAs, storytelling, and content structure.

• Make parent-facing and customer-facing content sharper and more audience-relevant.

• Ensure brochures, decks, ads, videos, and social content feel modern and credible.

• Use feedback and performance insights to improve future content.

4. Lead Creative Direction and Team Output

• Brief designers, videographers/editors, and marketing executives clearly.

• Turn campaign ideas into visual, video, and content direction.

• Review creative work before it reaches senior management.

• Give feedback that improves copy, design, video, and storytelling.

• Help the team prioritise when multiple campaigns and brands are moving at once.

• Raise the overall quality bar of the content function.

5. Build Campaigns Across the Full Funnel

Work closely with the Growth Marketing Manager to ensure content supports the full customer journey across:

• Awareness and brand-building

• Parent education and trust-building

• Lead generation, enquiry and consultation conversion

• Open houses and events

• Product and social enterprise launches

• Community campaigns

• Retention and engagement

6. Test, Learn, and Scale What Works

Lead content experimentation across platforms and campaigns:

• Test new hooks, formats, angles, and storytelling styles.

• Develop short-form videos, carousels, founder-led content, educational content, transformation stories, vox pops, and campaign-led content.

• Use data, comments, enquiries, and sales feedback to improve future content.

• Move beyond recycled content and actively find better ways to engage audiences.

7. Manage Multi-Brand Priorities in a Fast-Moving Environment

Work across a growing portfolio of brands and initiatives.

• Special education and parent-facing brands

• Social enterprise brands

• F&B and product-led brands

• Community events and partnerships

• Regional expansion projects

• Campaigns for both awareness and conversion

• You must be able to switch between audiences, tones, and objectives while maintaining quality and clarity.

Requirements

Must-Have

• 4–6 years of relevant experience in content strategy, brand communications, campaign marketing, creative strategy, editorial, social media, or growth-related roles.

• A strong portfolio of written and campaign work across formats such as social content, ads, landing pages, brochures, decks, campaign pages, or email/WhatsApp flows.

• Proven track record of content work that supported measurable outcomes, such as lead generation, enquiries, bookings, sales, engagement growth, or brand growth.

• Strong creative judgement, with the ability to assess whether copy, design, video, and storytelling are clear, modern, audience-facing, and brand-aligned.

• Experience working with creative resources, such as designers, videographers, editors, agencies, freelancers, or junior marketers.

• Experience in fast-moving environments where multiple projects, shifting priorities, and incomplete briefs were part of the job.

Good to Have

• Background in startups, growth-stage companies, agencies, corporate brand teams, or multi-brand environments.

• Exposure to performance marketing, paid campaigns, landing pages, CRM journeys, or customer acquisition funnels.

• Experience with education, parenting, healthcare, lifestyle, F&B, premium service, or impact-driven brands.