Consumer Content Marketing Lead

We’re WorldFirst, an international payments business helping move money around the world. We became part of Ant Group in 2019, accelerating our mission to create the world’s best platform for international trade by combining WorldFirst’s products with Ant’s solutions aimed at enabling the digitalization of the modern services industry globally. We have a shared purpose ‘to make it easy to do business anywhere.’ Together, we are advancing our shared aim of bringing innovative, inclusive and affordable services to small and medium‑size businesses and online merchants in the rapidly growing area of cross‑border trade.

Role overview

The role owns the creation, production and deployment of best‑in‑class written and video content across all customer touchpoints. You will shape our messaging house, brand value proposition, and storytelling frameworks from the ground up. You will work closely with product, design, social, paid, app and website teams to ensure content is seamlessly deployed and drives measurable growth. This is a rare opportunity to shape content strategy from zero‑to‑one in a new, high‑profile consumer launch.

Key Responsibilities

• Define and evolve the content strategy that supports our launch and growth phases.
• Own the messaging house, value proposition, tone of voice and narrative frameworks.
• Conduct audience, competitor and platform analysis to shape channel‑specific content.
• Produce high‑quality written content (blogs, landing pages, in‑app copy, CRM, scripts, how‑tos & explainers).
• Produce and storyboard short‑form and mid‑form video content (education, product explainers, UGC‑style, social ads).
• Use AI tools (ChatGPT, Claude, Veo3.1, Runway, ElevenLabs, etc.) to accelerate copywriting, ideation, editing and video production while maintaining brand quality and consistency.
• Maintain a high bar for editorial accuracy, storytelling and clarity.
• Partner with product, website, app, paid, performance and social teams to deploy content across all relevant channels.
• Own relationships with product and marketing teams in UK.
• Own English language website content, SEO, email/CRM comms, in‑app content, and social (Instagram, TikTok, YouTube, Facebook, X).
• Develop content partnerships with media, influencers, creators and diaspora networks.
• Optimise content for SEO, social reach, engagement and conversion.
• Build content calendars, manage workflows, and ensure smooth delivery across teams.

Cross‑Functional Collaboration

• Work with product managers to translate features into clear educational content.
• Work with brand, design and video teams on creative standards and production.
• Align with paid and performance teams to deliver content that drives acquisition and activation.
• Support community, referral and partnership teams with content that strengthens trust and virality.
• Track KPIs across reach, engagement, conversion and retention.
• Run structured experiments to optimise narrative angles, content formats and channel performance.
• Use data to refine future content and channel strategies.

Qualification Requirements

• 6+ years in content marketing, editorial, social content, or growth content roles.
• Experience in a similar role in a B2C FinTech.
• Proven ability to produce high‑quality short‑form and long‑form content and short‑video formats.
• Proficiency using AI tools for content and video creation.
• Experience deploying content across multiple owned, earned and paid channels.
• Comfort working cross‑functionally in fast‑moving, zero‑to‑one environments.
• Deep understanding of UK digital culture, social media trends and platform dynamics.

Seniority Level Mid‑Senior level

Employment Type Full‑time

Job Function Marketing