Senior Content Director
Onnit Labs, Inc. · Remote
About Onnit:
Onnit is an Austin, Texas based health and wellness company that sells dietary supplements direct to consumers and through retail distribution. As a trusted and serious supplement brand, we provide high-quality products with clinically studied ingredients designed to unlock a deeper mind-body connection and enhance both mental and physical performance. Unlike other supplement brands, Onnit enables strength from within, empowering individuals to operate at their peak every day. Backed by medical professionals, industry experts, and a loyal community, we are staying true to our mission of total human optimization.
We are part of the Wellbeing Collective, an exciting Global Business Unit within Unilever built with a start-up mindset. Our mission, with our science-backed and disruptive portfolio, is to improve the health and well-being of millions of consumers and continue leading in the Health and Wellness space.
If you are interested in joining a culture that strives for Curiosity, Discipline, Approachability, Commitment, and Ownership Mindset then we invite you to join our mission to optimize human potential!
Why this role, why now
Onnit is reinvigorating our content strategy and how people will see it. We're looking for a Senior Content Director to make Onnit the most watched, most shared, most recognizable brand in performance and wellness, without a Hollywood budget.
Onnit was built on a simple idea: train the total human, body and mind. That idea earned us a loyal community of athletes, fighters, lifters and everyday high performers, and a product line people swear by, from Alpha BRAIN to our kettlebells and steel maces.
As part of Unilever's Wellbeing Collective, we have the backing to go big. We're choosing to move like a startup.
We're writing Onnit's next chapter, and we want a content leader who sees that as the opportunity of a career. You'll define how Onnit looks, sounds and shows up everywhere: on a TikTok, a product page, a YouTube series, the side of a tub.
The role
The Senior Content Director owns Onnit's content strategy and output across every channel, and builds the in-house engine that produces it. This is a leadership role reporting to the CMO.
You'll set the creative direction, build a lean, high-velocity content operation, and turn our athletes, partners and customers into the stories that drive the brand.
You're equal parts strategist, storyteller and operator: someone who can write the brief in the morning, shoot it on a phone at lunch, and read the retention curve by dinner.
- Reports to: Chief Marketing Officer
- Scope: Social, YouTube, Onnit.com, email/CRM creative, Amazon and retail content, packaging, and new formats (podcast, series)
- Team: A small, scrappy in-house team plus a bench of freelancers, creators and partners you'll shape and grow
- Location: Remote, with a preference for Los Angeles, New York or Austin
What You'll Own
1. Content strategy across every channel
- Build and run one content strategy that spans social (TikTok, Instagram, X, Facebook), YouTube, Onnit.com, email/SMS, Amazon, retail and packaging.
- Decide what each channel is for, what we post, how often, and how pieces flow from one platform to the next.
- Turn brand and business priorities (launches, seasonal moments, retail resets, promotions) into a content calendar that ships on time.
- Own the content metrics: reach, engagement, watch time, follower growth, and the content's contribution to traffic and conversion.
2. An ownable Onnit look and feel
- Define the visual and verbal identity of Onnit content so a post is recognizably ours within the first second, with or without a logo.
- Create the playbook: tone of voice, formats, editing style, typography, color, sound, and the do's and don'ts that keep everyone on-brand.
- Make sure the same brand shows up on a 7-second Reel, a YouTube episode, a PDP and a package on shelf.
3. A lean, in-house content engine
- Build a content operation that produces a high volume of quality work without a big team, a studio or expensive equipment.
- Favor speed and iteration over polish: phone-first shoots, rapid edits, reusable templates, and one idea cut into many pieces.
- Set up the workflows, tools (including AI-assisted editing and production) and freelancer bench that let a small team punch far above its weight.
- Ship in days, not months. No months of storyboarding, no five-figure photo shoots for a single post.
4. Algorithm-obsessed distribution
- Know how each platform's algorithm rewards content right now, and adjust as it changes.
- Engineer for performance: hooks, retention, pacing, captions, thumbnails, posting cadence, trends and sounds.
- Own a real-time feedback loop: daily performance reads, a weekly content review, and a living scorecard by platform, format and talent. Double down on winners within days, kill what doesn't work, and feed every lesson straight back into the strategy.
- Use social listening and comment sections as a source of ideas, not just a metric.
5. Athletes, talent and creators
- Partner with Onnit athletes, ambassadors and personalities (from elite athletes and fighters to coaches, creators and everyday customers) to tell their stories in a way that feels real, not scripted.
- Help shape who we partner with, and get the most content value out of every relationship.
- Write clear, smart briefs for creators and influencers that protect the brand and leave room for the creator's voice.
- Work with the social and influencer lead to turn creator content into paid, organic and on-site assets.
6. Community and fandom
- Use content to turn customers into a community and a community into fans.
- Build recurring formats our audience shows up for: training series, challenges, education, behind-the-scenes, member and customer stories.
- Work with the community and events team so live moments become content, and content drives people to live moments.
7. New formats: podcast, series and beyond
- Develop and launch Onnit's own shows: a podcast, YouTube series, and other longform or episodic formats.
- Orchestrate the whole thing: concept, talent, production model, distribution and clipping strategy.
- Treat long-form as the engine that feeds short-form, and short-form as the funnel back to long-form.
Who You'll Work With
Social & influencer lead: Co-own the creator program, briefs, and the flow of creator content into owned and paid channels
Community & events: Turn events, challenges and member moments into content, and content into turnout
Growth / performance marketing: Supply and iterate creative for paid social and search; learn from what converts
DTC (Onnit.com): Bring the brand to life on the site: PDPs, landing pages, email and SMS creative
Amazon: Elevate listings, A+ content, brand store and video to lift conversion
Retail: Shelf-ready assets, packaging content and retailer marketing
Product & innovation: Tell the story behind new products from concept to launch
CMO and leadership team: Set direction, report on impact, and be a voice for the brand
Qualifications
Must-haves
- 12–15+ years in content, creative or brand storytelling, with at least 5 years leading content strategy and people for a consumer brand, media company or creator-led business.
- A portfolio that proves you can build an audience: channels you grew, formats you invented, content that moved real numbers.
- Deep, current fluency in platform algorithms across TikTok, Instagram and YouTube, and the instinct to change course when they shift.
- A builder's track record: you've stood up a lean, in-house content function and made it produce at volume.
- Hands-on craft. You can write, direct, and give sharp edit notes, and you're not above picking up the phone and shooting it yourself.
- Experience working with athletes, talent or creators, including writing briefs and managi