Head of Content Strategy and Development

Tentang Anak is a fast-growing parenting company in Indonesia with products spanning from nutrition, personal care and intellectual property. We’re building an ecosystem that supports parents and children with meaningful content. We’re now looking for a Head of Content Strategy & Development to drive social growth and creative storytelling across our brands — turning ideas into campaigns, books, songs, and videos that millions of families love.What You Will Own: Social Growth & EngagementBuild and execute content strategies across TikTok, Instagram Reels, and YouTube to maximize organic reach, virality, and FYP exposure.Ensure each brand (Tentang Anak, Expert Care, Expert Boost) maintains a strong, consistent, and synergized presence.Develop strategies to maximize organic reach, virality, and FYP exposure, reducing dependency on paid media.Brand Narrative & Strategic AlignmentTranslate brand equity into coherent social media narratives and campaignsAlign messaging across multiple brands to maintain distinct identities while reinforcing Tentang Anak’s ecosystemEnsure brand values and voice are consistently represented in all contentCreative Content DevelopmentAct as conceptor and scriptwriter for children’s books, songs, and animationsCreate compelling and age-appropriate narratives that balance education and entertainmentGenerate fresh, innovative ideas to boost awareness and relevance among parents and children.Copywriting & StorytellingWrite engaging copy for digital campaigns, educational content, and social media captionsDevelop scripts for video content, animations, and children’s songsSimplify complex educational and health topics into fun, relatable storytellingLeadership & CollaborationLead and mentor the content & social media teamCollaborate with marketing, product, and education teams for alignmentWork alongside the Creative Dept (visual, design, production) to bring concepts to lifePartner with external talents (musicians, animators, illustrators, agencies) when neededAnalytics & Continuous ImprovementMonitor performance metrics to evaluate content effectivenessApply data-driven insights to refine strategiesBenchmark industry trends and introduce new content formatsWhat Success Looks Like (6–12 months)Double engagement rates across TikTok, Instagram, and YouTube with a strong organic-first strategy.Launch at least 2–3 successful original children’s content projects (books, songs, or animations) with measurable reach and positive parent feedback.Establish clear brand narrative playbooks for each brand, reducing ad-hoc storytelling.Build and mentor a high-performing content team with clear roles and deliverable.Introduce at least 2 innovative content formats that achieve repeatable virality.You’re a Fit IfYou have led content growth in consumer/parenting/education or lifestyle brands, ideally with proven viral campaign.You’ve translated brand strategy into multi-platform storytelling that resonates with diverse audiences.You’re highly creative but also structured — able to move from big-picture narrative to measurable growth KPI.You thrive in fast-moving environments, with humility, ownership, and speed of learning.You have experience leading small teams and collaborating across functions, while still being hands-on when needed.How We WorkWe are lean, collaborative, and data driven. We value precision, speed of execution, and the humility to learn fast. Every team member owns outcomes, not tasks. We expect leaders to both set direction and dive deep when needed.