Content Lead

At Appstero we're launching two products at once. NovaShield is a new privacy app (VPN, tracker blocking, password vault, and more) built on prevalidated features from category leaders, targeting a dual-platform iOS and Android launch around CES 2027. Alongside it we're launching a travel eSIM service — mobile data for people crossing borders, sold direct into a crowded category where the incumbents have left specific and well-evidenced gaps.

The mandate is the same for both: build an owned relationship with customers rather than renting one from paid acquisition. Content is how that gets built.

The Role

We're hiring a Content Lead to own everything written across both launches. This is a hands-on, individual-contributor-to-lead role for someone who wants to own content end to end — not just produce pages, but decide what gets written and why, grounded in search data and cohort behaviour.

Launch the eSIM organic engine. The research is done and it is unusually specific: a set of keyword clusters across Germany, Australia, Canada, the UK and the US where competition is genuinely thin, and a content plan of roughly 139 pages to take them. In your first ninety days you'll turn that plan from a document into a shipping cadence — destination pages that sell, competitor comparisons honest enough to be trusted, and the connectivity problems people search before a trip.

Launch NovaShield's words. Create privacy education content that acquires customers in a category built on trust, and the help centre that keeps them.

Across both workstreams you're accountable for translating an ambiguous set of priorities into a scoped, sequenced content roadmap — and for knowing the difference between a page that is genuinely more useful than the eight results above it and a page that is merely longer.

What You'll Do

• Own the eSIM content set end to end — roughly 139 pages in English and in localised markets. Destination pages with a buy path, competitor comparisons that are fair enough to be believed, and the connectivity-problem content that earns trust before a purchase. Ship on a weekly cadence, not in quarterly batches.
• Build NovaShield's organic acquisition content in a trust category. Privacy and security is a search market driven by anxiety and misinformation. What wins is content that answers accurately, not content that chases volume — and getting that wrong costs more here than in most categories.
• Own the localisation pipeline. We publish in English first and localise into German, Spanish and others. You own the workflow, the quality bar, and the judgement call about which pages earn a native editor and which do not.
• Establish the content measurement framework with Growth and Data — revenue, activation and retention attributed to individual pages, so you can tell which page types earn their place and stop writing the ones that don't.
• Build the content operation — briefs, calendar, style, a bench of freelance writers, and a quality bar you set and enforce. By month six you should be briefing more than you write.
• Own the supporting surfaces — help centre, lifecycle and transactional email, and product copy — across both launches and the existing portfolio.
• Stay close to the market — competitors' pages, App Store reviews, support tickets, and how search behaviour is shifting — and feed what you learn back into what gets written next.

What We're Looking For

• 4+ years producing content for consumer products, with clear evidence of owning a body of work rather than filling a calendar. We care more about what you've shipped and what it changed than years on your CV.
• Native or genuinely indistinguishable written English. This one is non-negotiable: everything we publish across five markets and two products starts as your English, and machine translation multiplies whatever quality you set.
• Evidence of shipping at volume — fifty or more pages in a structured set, on a live site, that you can point us to. Not three blog posts from an agency portfolio, but a body of work where quality had to survive the page count going up.
• Working SEO fluency — search intent, keyword clusters, why one canonical page beats four thin ones, internal linking, and enough judgement to recognise when a difficulty score is describing a search you can't win. You don't need to be a technical SEO; we have specialists for that.
• Conversion writing for subscription products — you know the difference between a page that informs and a page that sells, and you can tell which one a brief is asking for.
• The ability to become credible fast in subjects you don't know. You'll write about mobile networks in twenty-six countries and about consumer privacy. Nobody arrives knowing both; we're hiring for the ability to find out and explain it clearly.
• Strong ownership and independence, with a low-ego, high-accountability mindset — comfortable working async across time zones, going days without being managed, and changing your mind when the data contradicts your brief.

Nice to Have

• Experience in consumer privacy, cybersecurity, VPN or password management — or in travel, telecoms, or adjacent subscription categories.
• German or Spanish good enough to sanity-check a machine translation before it publishes.
• Experience briefing and editing freelance writers, and building the systems that keep their output consistent.
• Comfortable with technology — you'll be publishing your own work rather than handing it over.
• Experience with AI-assisted content workflows, with the judgement to distinguish tools that raise the quality of output from tools that merely raise the volume of it.