Content Lead

The TLC Bakery is a leading bakery in Ibadan famous for our exceptional delivery of exquisite confectionery, ranging from cakes to treats and everything in between. We set out to exceed the expectations of our diverse clientele by taking their needs and desires into consideration. We are here to make your memorable moments delicious, whether it’s a once-in-a-lifetime event or an everyday gathering with friends and family.Our cakes which come in both daring and simple designs, as well as our desserts have graced all manner of occasions. We are committed to upholding our core values of integrity, care and excellence with every order. We are recruiting to fill the position below:

Job Title: Content Lead

Location: Ibadan, Oyo

Employment Type: Full-time

Role Purpose

The Content Lead is responsible for developing and executing the overall content strategy of Tulips & Lilies, using content to strengthen the brand, engage the target audience and contribute to business growth. The role is responsible for developing content strategies and campaigns, leading the content team, planning and overseeing content production, managing content distribution, building the brand's online community and measuring the performance and business impact of content activities. This is not simply a social media posting role. The Content Lead is responsible for building a content system that connects content, audience engagement, customer enquiries and business growth.

Responsibilities

Content Strategy: Develop and execute the monthly content strategy across relevant platforms. Establish content pillars aligned with the company's brand, products, target audience and business objectives. Develop content plans and campaigns around key business objectives such as brand awareness, product promotion, lead generation, launches and sales. Identify opportunities to use content to answer customer questions, address objections, communicate product value and build trust. Develop strategies for turning audience attention into enquiries and enquiries into customers. Ensure content activities support the company's broader marketing and business objectives. Content Ideation & Development: Lead regular content brainstorming and planning sessions. Continuously identify relevant topics, trends, conversations, stories and creative opportunities. Research competitors, successful creators and relevant brands for content inspiration and opportunities. Develop strong hooks, concepts and content angles designed to capture attention. Build and maintain an organised bank of content ideas. Encourage creative experimentation while maintaining consistency with the brand. Founder-Led Marketing: Develop and manage the Founder's content strategy. Identify relevant stories, experiences, opinions, lessons and insights that can strengthen the Founder's visibility and connection with the audience. Develop recurring founder-led content series and formats. Plan, script and coordinate founder-led content. Position the Founder as a credible and relatable voice within the bakery, business and creative space. Content Production & Shoot Management: Plan and coordinate content shoots based on the approved content strategy. Develop shoot briefs, shot lists, scripts and production schedules. Coordinate team members involved in content production. Ensure each shoot produces sufficient content assets for multiple platforms and purposes. Maintain an organised and accessible content library. Ensure content is produced consistently and meets agreed quality standards. Maximise the value of each shoot by identifying opportunities to create multiple content pieces from available assets. Social Media & Content Distribution: Oversee content published across Instagram, TikTok, Facebook and other relevant platforms. Ensure content reflects the company's brand voice, values and visual identity. Manage the content calendar and publishing schedule. Adapt content appropriately for each platform rather than simply reposting the same content. Monitor audience responses, comments and interactions and identify opportunities arising from them. Stay informed about relevant platform developments, trends and content formats. Community Building: Develop initiatives that encourage meaningful interaction and participation from the online community. Monitor customer questions, feedback, conversations and interests for content opportunities. Turn customer questions and feedback into relevant content ideas. Develop recurring content formats that audiences can recognise and anticipate. Strengthen the relationship between the brand and its audience through consistent and meaningful engagement. Content-to-Sales: Develop content and campaigns designed to generate customer enquiries and sales. Work with Sales, Marketing and other relevant teams to identify products, offers and services that require promotional support. Develop campaigns around key commercial opportunities. Use content to communicate product value, address customer objections and encourage purchase. Track content-generated enquiries and sales where measurable. Identify opportunities to improve the customer journey from content discovery to enquiry and purchase. Continuously assess how content contributes to business growth. Analytics & Optimisation: Monitor content performance on a weekly and monthly basis. Track relevant metrics including reach, engagement, views, watch time, saves, shares, enquiries and conversions. Identify high-performing and underperforming content. Use performance data to improve future content decisions. Test different hooks, formats, topics and storytelling approaches. Prepare periodic content performance reports and recommend