Social Content Strategist

About Plant People

Plant People is a rapidly expanding modern wellness brand dedicated to harnessing the power of functional mushrooms and herbs. Founded by individuals who experienced the benefits of these natural ingredients during their own recovery journeys, the company aims to integrate plant-based wellness into daily life. Plant People offers delicious, clean, and effective gummies designed to enhance sleep, focus, calmness, and overall well-being. The company holds B Corp and Climate Neutral certifications and its products are available through major retailers nationwide, including Whole Foods Market, Target, and REI.

Company Culture

Plant People fosters a dynamic and committed work environment characterized by:

• Hands-on involvement and a 'build-it' mentality, encouraging ownership and rapid problem-solving.
• A blend of creative storytelling and data-driven analysis, valuing both aesthetic appeal and performance metrics.
• A deep commitment to wellness, environmental sustainability, and customer satisfaction.
• Attention to detail and a dedication to quality in all aspects of the brand's output.
• Clear and open communication, with feedback viewed as essential for growth.
• A culture of continuous learning and adaptability, staying informed about cultural and scientific advancements.

About the Role

Plant People seeks a social-first Content Strategist to lead its online presence, particularly on Instagram and TikTok. This role involves developing compelling narratives that drive engagement, loyalty, and growth, expanding the creator network, and bringing the brand's mission and products to life. This is a unique opportunity to significantly influence and build the content function during a period of substantial growth, with the autonomy to experiment and establish scalable systems. The strategist will manage a network of creative professionals and develop integrated content strategies.

Key Responsibilities

• Spearhead Plant People's social content strategy for Instagram and TikTok, defining brand presentation and storytelling.
• Establish and manage the content creation pipeline, including sourcing and coordinating with photographers, videographers, and other creative collaborators.
• Generate precise and effective briefs to facilitate swift and high-quality content production.
• Contribute directly to content creation, including shooting and editing on mobile devices when necessary.
• Collaborate with Brand, Paid Media, and Digital teams to ensure content alignment with broader campaigns and inform advertising creative.
• Support influencer marketing and User-Generated Content (UGC) initiatives, from identification to performance tracking.
• Oversee the content calendar, integrating product launches, marketing campaigns, retail promotions, and relevant cultural moments.
• Monitor content performance, utilizing data to refine content approaches, formats, and posting schedules.
• Stay abreast of emerging social media trends and platform changes, making strategic decisions on brand participation.
• Ensure a consistent and distinctive editorial voice across all social content and brand communications.

Qualifications

• Minimum of 3 years of experience in social media and content strategy, with 1-2 years in-house for a CPG, wellness, beauty, or Direct-to-Consumer (DTC) brand.
• Demonstrated ability to both create content personally and direct creative teams, evidenced by a strong portfolio.
• Solid strategic capabilities, including experience in developing content calendars, channel strategies, and goal-oriented briefs.
• Proficiency in hands-on content creation, comfortable using smartphones for shooting and editing tools like CapCut.
• In-depth knowledge of Instagram and TikTok, understanding platform-specific best practices and performance drivers.
• Excellent writing skills with a keen editorial sense for captions, hooks, and scripts.
• Experience in managing creator relationships and UGC campaigns, including sourcing, briefing, and performance analysis.
• A data-driven approach to content creation, focusing on engagement and conversion alongside aesthetics.
• A proactive, self-starting attitude with a strong sense of ownership in a fast-paced environment.
• A genuine passion for wellness, functional ingredients, and Plant People's core mission.

Perks and Benefits

• A pivotal role in shaping a leading wellness brand's growth.
• Competitive salary and company stock options.
• Comprehensive benefits package including medical, dental, and vision insurance.
• Generous paid time off (PTO), sick days, and vacation policies.
• An annual