• Own content marketing programs across Bitly and its related brand channels, from strategy and planning through creation, distribution, and performance. • Stay on top of emerging trends in content, AI, and audience behavior, helping ensure Bitly’s content strategy looks ahead to a changing landscape. • Lead emerging and opportunistic content initiatives (e.g., podcasts, editorial formats, new media types), testing and scaling new ways to reach and engage audiences over time. • Exercise strong editorial judgment in prioritizing content ideas, formats, and opportunities based on business impact and audience needs. • Leverage AI-powered tools and workflows to systematize and scale components of content creation, distribution, and analysis. • Lead the creation of original data-driven reports and research to drive thought leadership, turning insights into narratives that build credibility. • Lead Bitly’s YouTube content strategy in close partnership with Creative, Acquisition, and Product Marketing, ensuring video content supports full-funnel goals from awareness through education and adoption. • Create customer stories and case studies in partnership with the Product Marketing team, bringing real-world use cases, outcomes, and value to life. • Own content distribution programs that extend the lifecycle of core content by repurposing and adapting assets across channels and formats. • Optimize content for discoverability across human and AI-driven surfaces, working closely with the Acquisition team to support SEO and GEO priorities. • Partner with the Brand team, external leaders, customers, and industry voices to co-create authority-building content that earns citations, third-party references, and broader industry visibility. • Support product launches and marketing campaigns with content that educates new and existing customers, ensuring alignment with messaging, timing, and go-to-market priorities. • Support executive thought leadership through content development and ghostwriting, in partnership with the rest of the Brand & Content team. • Track and report on content performance and engagement, using insights to inform clear actions that improve effectiveness over time.