THE ROLEAvocado is seeking an Associate Director of Content & Search Growth to join our growing marketing team.
This role is designed for an exceptional writer who thinks like a marketer. You will launch a new authority content platform on our main domain, work intimately on the content that sells our products, and be accountable for organic traffic, engagement, and revenue - including how visible we are inside AI search tools like ChatGPT, Perplexity, and AI Overviews.
We compete against brands with years of accumulated domain authority and large content teams. What we have that they don't is transparency: we know where our materials come from, we hold certifications our competitors cannot credibly write about, and we are a B Corp with the impact and documentation to back it up. Content grounded in facts only we can substantiate earns rankings on merit and gets cited by AI assistants. Your job is to help build that engine.
You will report directly to our Chief Marketing Officer and partner closely with our design and UX team, in-house studio, brand marketing team, and VP Sourcing & Certifications.
This is a hands-on writing role. You will work directly with the CMO, and as the program evolves, we expect to add a writer under you - but this job stays hands-on. We are looking for a player-coach, not a manager. We have deliberately scoped this as an Associate Director role with a clear path to Director. If you are strong, you will grow into broader ownership of our content strategy and voice, and eventually a team.
*Note on Location: This role is remote within the United States. We prefer candidates based in the Washington, DC metro area, the New York metro area, or the Fullerton, CA area for in-person collaboration, but we are open to strong remote candidates.
*Note on Pay Transparency:. The pay range for this role is $100,000-130,000
WHAT YOU'LL BE WORKING ONAuthority Content Platform- Launch and own a new authority content platform on our main domain, from a blank page.
- Build the information architecture, topic clusters, editorial standards, internal linking strategy, and publishing cadence.
- Write and commission content on certifications, materials, sourcing, sleep science, buying guides, and our impact work - substantiated, citation-worthy, and factually airtight.
- Align with our brand marketing team on a shared topic map so this platform and our lifestyle magazine complement, rather than compete with, each other. (The magazine is a separate property owned by brand marketing; you will not manage it.)
Website & Commercial Content- Own the copy on our product detail pages, category pages, comparison modules, and landing pages - what our pages say and whether they persuade.
- Write the small, high-leverage content most brands neglect: navigation labels, CTAs, FAQs, tooltips, and in-page education.
- Run page optimization as a continuous program, not a series of one-offs.
- Partner with our design and UX team, who own how pages look and function.
Search & AI Visibility- Own organic search strategy, including keyword research, technical SEO fundamentals, and content architecture.
- Own our visibility inside AI-generated answers. We already run Profound and Semrush, and you will be the first person to own them.
- Report on organic traffic, organic revenue, and citation share in AI answers.
Product & Brand Messaging- Turn product specifications into a reason to buy. Our product development program manager will keep you current on timing and specs; the narrative is yours.
- Write our certification, sustainability, and B Corp story in a form that both search engines and journalists find credible. This material is also placed externally through our PR agency.
- Support copy needs across other channels as they come up, which may include audio and TV scripts.
Claims Accuracy & Editorial Standards- Own the substantiation process. Any content referencing our materials, certifications, or sustainability claims goes through review with our VP Sourcing & Certifications before it publishes.
- Use AI tools to improve speed and quality while maintaining editorial standards. A hallucinated or loosely worded certification claim is a legal exposure in our category, not a typo.
- Build and direct a freelance bench. You will have budget and authority to commission writers who can handle technical, certification-backed material.
WHAT YOU BRINGWhat You Bring- Minimum of 5 years of content, SEO, or copywriting experience, ideally for DTC or e-commerce brands.
- Exceptional writing ability. You can move between a technical explanation of an organic certification, a product page that converts, and a brand paragraph someone actually finishes reading.
- The ability to write exceptionally well within an established brand voice. Our voice and editorial standards are set at the executive level, and you will extend and sharpen them rather than start from scratch.
- A track record of excellent work inside a content program, and the judgment to decide what to work on rather than waiting to be assigned.
- A working understanding of buying psychology, objection handling, and how high-consideration purchases actually get made.
- Fluency with AI tools as a system rather than a shortcut. You have built workflows for research, briefing, brand voice, and quality control, and you can tell us specifically where the models get things wrong.
- Rigor about factual accuracy and the instinct to ask what backs up a claim before publishing it.
- Comfort reporting on your work in terms of revenue rather than pageviews.
- Passionate about our brand's values of healthy living, environmental awareness, and social responsibility; previous experience working for a brand with similar values is a plus!
- Agency experience is valuable here, particularly for writing in an established voice and working at volume. We would like to see at least some in-house or brand-side experience alongside it.
- Experience with a certified, regulated, or claims-heavy product category is a plus.
- Experience writing direct response scripts for audio or TV is a plus.
- Technical SEO depth, including site migrations and architecture, is a plus.
- Bachelor's degree in English, Journalism, Communications, Marketing, or a related field.
- Regular and predictable attendance.
PHYSICAL REQUIREMENTS- Communicate: This role frequently communicates with team members and cross-functional partners to update them on task status.
- Travel: Occasional travel for team meetings, offsites, and company events. Travel can be done by train, airplane, or car.
WHAT WE OFFER YOU- Medical (HMO, PPO, HSA), Dental, Vision
- 100% Employer Paid Life Insurance
- 401(k) with employer match
- PTO
- Volunteer days
- Employee product purchase program
- Annual Bonus Plan
- Training and Tools to be successful along with a strong partnership from your peers and leaders
- Access to wellness apps
- Referral Bonus
- Career growth opportunities
