Content Lead

About us

SL Aesthetic Group runs a family of medical aesthetic and wellness brands in Singapore: SkinLab The Medical Spa, SL Aesthetic Clinic, TrichoLab and Prologue. Our doctors, therapists and marketing team work closely together, and our websites are moving to Shopify over the coming months.

The role

You own the written voice of our brands, with most of your time on our websites. You write and edit the content that matters most, work directly with our doctors and leadership on medical and thought-leadership pieces, support our digital PR and social content, and set the standard for everything the team publishes. You work hand in hand with the Digital Marketing Manager, who owns SEO, so that our content earns search and AI visibility as well as trust.

What you will do

• Website content. Own the content of each brand's website: treatment pages, articles and landing-page copy. Lead the content side of our website migrations, including the content inventory and page rewrites.

• Doctor and leadership content. Interview and work with our doctors and medical directors to turn their expertise into accurate, readable content. Write and edit articles, posts and talks for the CEO, including his LinkedIn.

• PR. Support our digital PR, working with our PR and outreach executive: the media list, pitches, press releases and coordinating interviews.

• Brand voice. Keep every brand's tone of voice consistent with its brand guide, and check the email campaigns the brand teams write before they go out. Help the brand specialists sharpen the hooks and messaging of the social media captions they draft.

• Agency briefs. Brief our web, SEO and paid media agencies on content, and review what they produce.

• Compliance. Where applicable, make sure public content follows Singapore's healthcare advertising rules (PHMC Act and HCSA advertising guidelines), working with our compliance checks and the doctors.

• AI-assisted workflows. Use AI tools for first drafts, research and checks, and improve the prompts and workflows the team uses for writing.

• Planning. Keep the content calendar across the brands and agree priorities with the Digital Marketing Manager. Manage articles with the other writers and stakeholders from plan to publication: plan and assign pieces, review drafts with the right people, and get finished articles out across our channels.
  
  What you bring

  • 5 years or more writing and editing content, ideally in healthcare, aesthetics, wellness or beauty.

  • Confidence working with doctors and senior leaders: you can interview them, push back where needed, and handle several rounds of review calmly.

  • Some PR experience; media relationships in Singapore are an advantage. A feel for what makes social media content work.

  • A sound grasp of SEO-led writing: search intent, page structure and internal linking.

  • A working grasp of AEO-led writing for AI search and answer engines: lead with a direct answer, write self-contained sections that can be quoted on their own, use clear question-led headings and FAQs, and back claims with facts and sources.

  • Knowledge of Singapore's healthcare advertising rules, or the willingness to learn them quickly.

  • Hands-on use of AI writing tools, with the judgement to know when a draft is not good enough.

  • Excellent written English, with the ability to create clear and engaging content.

  • Chinese writing skills are an advantage for developing Chinese-language content.

  • Organised and self-directed: you can run several brands' content at once and brief agencies clearly.

  Nice to have

  Experience with Shopify, WordPress or other CMS platforms.

  Experience writing for a medical clinic or regulated industry.