Marketing Content Lead

Job Advert Summary

About Yoyo

Yoyo helps South Africa's most loved brands turn everyday transactions into moments their customers remember. We're the partner behind delightful loyalty and rewards experiences - effortless to run, delightful to receive. For nearly 20 years we've been the infrastructure behind digital vouchers, gift cards and loyalty programmes, and today we reward millions of people across 27,000+stores nationwide, issuing 160 million+ rewards and over R7 billion+ in value every year.

This role owns the story we tell the world, so it sits close to the heart of who we are.

About The Role

Search is changing. More and more of our audience asks AI tools for answers instead of scrolling through Google - and being surfaced in those answers depends on producing authoritative content and being referenced across credible sources.

This role exists to win that game.

We are looking for a sharp content strategist to own our content engine end to end. The core of this role is strategic thinking: deciding how Yoyo wins AEO and GEO, what content earns us authority and citations, which partnerships and publications move the needle, and how it all connects to the buyer journey. You will set the direction and own the outcomes - and while strong writing is important, you won’t have to produce every word yourself; freelance writers are available to scale execution under your direction. This is a high-ownership role reporting directly to the Head of Marketing, with real room to grow as the function scales.

Minimum Requirements

What We Are Looking For

• 3 - 5 years in content, communications, journalism or editorial roles - agency, in-house or publishing. With a track record of owning content as a function, not just producing it.
• Strategic thinking is the core of this role: you can look at a goal like "win AEO and GEO" and build the plan to get there - the topics, structure, partnerships and priorities - rather than waiting to be told what to write.
• A working understanding of how content earns visibility - SEO fundamentals, and ideally an interest in or exposure to answer-engine / AI-search optimisation.
• Strong writing ability - you can write well when it matters and set the standard for quality, while directing freelancers to scale the rest. (A short writing exercise is part of the process, but strategy leads.)
• Experience working with PR agencies or media, or a strong instinct for what makes a story pitchable and citable.
• A relationship-builder’s mindset for content: comfortable approaching partners and publications to co-create and place content.
• Self-directed, organised, and able to own a function with light oversight.

Nice To Have

• B2B content experience.
• A portfolio of published external articles or bylined work.
• Experience with case studies and co-authored / co-branded content.
• Familiarity with AI writing and research tools as part of a modern content workflow.

Duties and Responsibilities

Scope - What You Own:

You own the strategy and the outcomes across the content function. Writing yourself where it counts, and briefing freelance writers for the rest as the portfolio grows.

• AEO & GEO Strategy: Own how we win in AI and answer engines: decide what content, structure and topics get Yoyo surfaced and cited by AI tools and answer engines, and build the plan to get there. (Technical SEO and paid search sit with the Head of Marketing; you own the content strategy.)
• Editorial Strategy: Own the blog and editorial strategy - the topics, angles and calendar that build authority. Write the pieces that matter most yourself, and brief freelance writers for the rest.
• Customer Evidence Engine: Build our customer evidence engine - case studies, success stories and testimonials - turning customer success and implementation credibility into usable, sales- and market-facing proof.
• Market Confidence: Shape how we build market confidence through evidence-led storytelling, customer proof, executive visibility and PR.
• Buyer education: Own the education layer that makes the sales conversation easier and more credible - buyer education across our blog, website, emails and social, working with our Marketing Automation Lead and the Head of Marketing.
• PR liaison: Be the day-to-day liaison with our PR agency: feed them angles, supply expert commentary and data, and turn PR activity into referenceable content.
• Content partnerships: Build content partnerships - identify who we can co-author case studies with, and secure opportunities to write for external publications that improve our authority and citation footprint.
• Reporting: Report monthly on content performance, citation and reference footprint, and progress on answer-engine visibility.