Head of Organic & Brand Growth

Job Description

Who are we?

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Roosty’s is building the go-to brand for backyard chicken owners.

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We make products that help people keep their flock happy, healthy and thriving. That covers daily supplements, coop-care products and fixes for all the everyday headaches chicken keepers deal with (and trust us, there are a few).

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But we’re not here to build a cute little niche chicken company. We’re aiming a lot higher: the world’s first $1 billion chicken brand. Yes, really. No, we’re not winging it.

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Roosty’s has grown fast over the last few years, and now we’re looking for a Head of Organic & Brand Growth to join our Creative team. Your mission: turn Roosty’s from “that brand I saw in an ad” into a brand people follow, search for, recommend to their friends and genuinely love.

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Our community of chicken owners is growing fast, and they’re seriously invested in Roosty’s. You’ll get to help it grow even bigger.

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That’s where you come in.

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What you’ll be doing (aka your new pecking order)

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• Own the brand. Shape Roosty’s positioning, personality, tone of voice and creative direction, and build proper Brand Guidelines alongside the Founders.
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• Make us recognisable. Build a brand identity people spot a mile off across organic content, campaigns and every customer touchpoint.
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• Run the socials. Own organic strategy and performance across Instagram, TikTok, Facebook and YouTube.
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• Go platform by platform. Build a strategy for each channel to win new followers, reach, engagement and brand awareness.
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• Make great content. Keep it consistent, fun, educational and on-brand, working with our Creative Strategists and creator community to get there.
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• Test, learn, repeat. Keep digging into performance, trying new formats and making results better and better.
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• Create shows people come back for. Dream up original recurring series, campaigns and formats.
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• Tell real stories. Put real chicken owners, their chickens and their communities front and centre.
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• Go long. Develop repeatable long-form series that mix entertainment, storytelling and practical know-how.
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• Run the whole show. Oversee concepts, scripting, production, editing, publishing and optimisation.
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• Build your dream team. Hire and lead an organic content crew of creatives, editors and social media specialists.
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• Share the good stuff. Work closely with Paid Media to pass on winning organic formats, creative insights and content ideas.
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• Team up with creators. Collaborate with Creator Partnerships on influencer content, sponsorships and joint campaigns.
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• Spread the word everywhere. Develop brand campaigns that build awareness and interest across DTC, Amazon and retail.
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What you’ll need to bring to the flock:

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• A track record. You’ve built and grown a distinctive consumer brand before, ideally in DTC, pets, lifestyle, wellness or another category where customers are properly obsessed.
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• Organic growth chops. You’ve scaled organic social channels yourself and have the numbers to prove it: reach, engagement, followers and audience quality.
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• Hands-on experience. You’ve rolled up your sleeves and built content strategies yourself, not just managed agencies from afar.
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• Hit formats. You’ve created recurring content formats, campaigns or original series that people actually loved.
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• Platform know-how. You know Instagram, TikTok and YouTube inside out, including what creative works on each and how they grow.
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• Commercial sense. You can connect brand-building and audience growth to real business results.
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• Receipts. You can share specific examples of brands you’ve grown, audiences you’ve built, work you’ve made and the results it got.
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• Great creative instincts. Original ideas come naturally to you, and you know what makes content stick.
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• Great creative taste. You can tell brilliant creative from bland, and you keep pushing the bar higher.
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• A love of data. You use performance data to judge content, spot opportunities and get better results.
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• Speed. You’d rather test an idea this week than plan it for months. You learn by doing.
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What does success look like?

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• A brand identity that’s unmistakably us, consistent, distinctive and truly speaking to our community.
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• Numbers going up: more reach, more engagement, more audience growth.
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• High-quality content, consistently, across every platform and every creative format.
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• A home on YouTube where our community can tell their stories, find support and learn something new.
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• A high-performing content team that runs on clear processes and owns its results.
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• Real value for the brand, measured well beyond likes and follows.
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Fair warning

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This isn’t your typical brand management job, and it’s definitely not a social media manager role. We need someone who brings it all: great creative instincts, brand-building experience, organic growth expertise, and the ability to build and lead a brilliant content team.

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Sound like you?

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Don’t chicken out! Hit APPLY or email your CV and application to View email address on ziprecruiter.com today.

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