• Conducting in-depth, first-person research with subject matter experts and target audience including pet owners, veterinary dermatologists, researchers and other stakeholders

• Performing competitive analysis of 10 top competitors

• Using tools including Semrush and Google Analytics to identify content opportunities across the buyer journey and inform content creation and storytelling
• Creating persuasive messaging frameworks to convey value propositions and identifying content pillars and channels
• Creating a brand voice and building brand voice guide

• Analyzing over 80 published veterinary journal articles to create a messaging matrix, mapping science-based evidence to marketing messages to optimize attorney review
• Developing a 12-month editorial calendar

• Setting up content management tool and and working progress tracker

• Creating and installing a lean, repeatable editorial process to move fast and generate and content

• Managing cross-functional teams to ensure timely delivery of high-quality content for website blogs, social media and video
• Working with regulatory, legal compliance and veterinary teams to ensure every word met legal, ethical and medical standards