Content-Led Growth Associate

Role Description

You own every word Mission Inbox publishes and every channel it moves through. Blogs, AI-optimized articles, social, and distribution are yours end to end. You are measured on three questions, and only these three:

• How do we get cited more by AI engines like ChatGPT, Perplexity, Google AI Overviews, and Claude?
• How do we convert social engagement into qualified leads?
• How do we build measurable pipeline through content channels?

If a content activity does not move one of those three, it does not happen.

Objective 1: Win AI Citations (GEO / AEO)

AI engines are becoming a primary discovery layer for B2B buyers. Getting cited by them is now a distinct discipline from ranking in classic Google. It rewards different signals: extractable answers, structured data, entity authority, and being the source other sites reference.

What you'll do:

• Build a GEO content system on question-led articles structured for direct extraction, with clear question-based headings, concise answer blocks, defined terms, and stats with sources.
• Establish Mission Inbox as a citable entity on deliverability, sender trust, and email infrastructure topics.
• Track share of voice across AI engines for target queries and iterate on what actually gets cited.

Why this matters: Classic SEO optimizes for a click. GEO optimizes for being the quoted authority even when there is no click. For an infrastructure company where trust is the product, being the source AI models cite compounds credibility in a way ad spend cannot.

Objective 2: Convert Social Engagement Into Leads

Engagement is a vanity metric until it produces a lead. Your job is not to grow the follower count. It is to build a social-to-pipeline motion.

What you'll do:

• Run the company and founder social presence, primarily on LinkedIn, with a distinct, contrarian, technically credible voice.
• Design content that surfaces buying intent through comments, saves, DMs, and profile visits, then route that intent into the funnel.
• Build repeatable formats such as teardown posts, deliverability data drops, founder POV, and customer proof.

Why this matters: In B2B, the large majority of LinkedIn engagement never converts on its own because there is no capture mechanism behind it. The differentiator is not more posting. It is a deliberate path from "this was insightful" to "book a call."

Objective 3: Build Pipeline Through Content

Content marketing fails in most companies because it is measured on traffic instead of revenue. You will be measured on content-sourced and content-influenced pipeline.

What you'll do:

• Map content to the buyer journey and build assets that move deals forward: comparison pages, deliverability and ROI calculators, and technical guides sales can send.
• Partner with sales to identify which content actually closes deals, then produce more of it.
• Own a content attribution model so we know which channels and pieces generate pipeline.

Why this matters: Bottom-of-funnel, sales-enabling content punches far above top-of-funnel volume plays for a profitable, sales-led B2B company. Your leverage is helping close the pipeline that already exists, not just filling the top.

Qualifications

• 2+ years producing and distributing B2B content that drove measurable pipeline, not just traffic.
• Demonstrated ownership of a social channel that generated leads, with receipts.
• Strong writing and editing ability, capable of technically credible content in a technical category.
• Comfort with analytics and attribution. You know what a content-sourced lead is and can prove one.

Bonus

• Experience with GEO/AEO or early AI-search optimization.
• Background in email, deliverability, martech, or developer and infrastructure tooling.
• Comfortable using AI tools to scale output without producing generic slop.

Not a fit if

• You need a full brief to write.
• You measure success by post count.
• You treat engagement as the finish line.