Join the obsession.
Cat people are our people.
At Tuft & Paw, being obsessed with cats isn’t a quirk — it’s who we are. We spend our days thinking about loafs, zoomies, and the tiny details that make life better for cats (and the people who love them). If you bring that energy to everything you do, you’ll fit right in.
We’re growing fast and looking for curious, humble teammates who want to turn cat obsession into meaningful work. Our style is entrepreneurial and dynamic — every role comes with big autonomy, real responsibility, and the chance to make an impact.
Head of Content Marketing
About the Role
At Tuft & Paw, we’ve built a brand that cat parents trust for thoughtful design, uncompromising quality, and a healthy dose of feline obsession. We’re looking for a Head of Content Marketing to turn that foundation into a performance-driven content engine — scaling our story across ads, social, blog, and new channels to fuel brand love and growth.
Reporting to the Director of Brand Marketing, you’ll own the systems that make content flow seamlessly across channels: relaunching our blog as a traffic and authority hub, building a YouTube strategy that blends storytelling with subscriber growth, and setting ad creative frameworks that keep acquisition costs in check. Whether it’s short-form ads or long-form education, you’ll ensure content is as effective as it is engaging — keeping Tuft & Paw top-of-mind (and in cart) for cat parents everywhere.
Responsibilities
Performance-Driven Content Creation
● Develop high-performing direct response creative for paid social (Meta, TikTok, YouTube, Pinterest), with a focus on thumb-stopping hooks, engaging storylines, and clear CTAs.
● Build repeatable frameworks for ad creative testing, working directly with the ecommerce team to analyze performance data and double down on what works.
● Translate brand positioning into direct-response angles that resonate with cat parents and drive measurable growth.
● Build unique content funnels tailored to each marketing channel.
Content Planning & Channel Growth
● Manage content roadmaps and quarterly calendars that align goals, seasonal trends, and campaign priorities.
● Relaunch our blog as a go-to resource for cat care, with SEO-driven editorial built for the age of AI search.
● Build a YouTube strategy that blends education and storytelling to grow subscribers and engagement.
● Explore new channels like Pinterest and Reddit to drive awareness, traffic, and conversions.
● Partner with the Social & Creator Partnerships Lead to align Instagram and TikTok with the broader calendar.
Team & Process
● Streamline production with clear SOPs, workflows, and style guidelines.
● Oversee the Creative Ops Lead, ensuring briefs, shoots, and timelines stay on track.
● Manage freelancers and contractors, balancing in-house and outsourced resources.
● Partner with the Social & Creator Partnerships Lead to drive performance from creator content across paid and organic campaigns.
● Collaborate across Brand, Growth, and Social teams to maximize content ROI and campaign performance.
Measurement & Iteration
● Define and track KPIs across all channels (e.g., blog traffic, SEO rankings, YouTube engagement, subscription growth, conversion performance).
● Run content audits, competitor analysis, and customer research to identify gaps and opportunities.
● Repurpose and optimize existing content to maximize ROI.
Requirements
● 10+ years in content and performance marketing roles, with hands-on experience driving growth through both paid and organic channels, ideally within DTC, consumer brand, or lifestyle/pet category.
● Ability to identify, test, and scale content formats that drive both brand equity and measurable growth.
● Experience leveraging AI tools for content creation, workflow optimization, and process automation.
● Strong knowledge of performance marketing best practices (creative testing, ad optimization, funnel awareness).
● Track record of leading teams and managing contractors/agencies.
● Excellent project management skills with the ability to translate big-picture strategy into actionable briefs and deadlines.
Location
● Remote-first role with optional occasional meet-ups in Toronto & Vancouver
● Must reside in Canada and be eligible to work here.
Send your resume + a quick “why me” to deborah@tuftandpaw.com (cat photo optional, but encouraged)
Our core values
We put cats first.
Every decision starts with them. Nothing makes us happier than making cats happy. Literally nothing.
We embrace growth.
We’re lifelong learners. We move fast, persevere, and treat every challenge like a chance to grow.
We celebrate creativity.
From designing innovative products to questioning the status quo, we see creativity as fuel.
We find joy in the small stuff.
The details matter — the little things add up to something cats (and their people) actually notice.
Benefits
Flexible work hours and work from anywhere
Extended health and dental coverage
$500/year towards cat care
$500/year towards professional development
30% towards laptop + accessories for work
Team goals + bonuses twice a year
Unlimited unpaid vacation (within reason)