Senior Content Director

About this role

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 leadto 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,…