Direct to consumer replacement air filter brand
Role Overview
Our client's personal media brand is built around a clear point of view: long-term thinking, ownership, compounding, building systems, betting on things that aren't likely to change, building durable businesses, using technology to evolve without chasing every trend, and ultimately building a life you own.
Today, the brand runs on a patchwork: a strong YouTube channel (run by an outside agency), an underperforming and unstructured short-form effort, a newsletter with real potential that's been under-promoted (~20-25 issues written, ~500 subscribers) and almost no real strategy on X/LinkedIn.
Role Overview (continued)
This is a Head of Content & Media role, based in New York City or West Palm Beach, FL (in-person/hybrid, not a remote role), reporting to the founder. Compensation is a competitive salary plus a meaningful performance bonus. Budget ownership is roughly $1.5M annual media/content budget (agencies, freelancers, production).
The mandate is to take the founder's ideas, experience, access, and existing content and turn them into a coherent, growing media brand, while requiring as little day-to-day management from the founder as possible. This person becomes the founder's single point of contact for all content and media, working directly with him to mine what he's thinking about, working on, and learning, and turning the right pieces into content across every channel. They own the editorial calendar, the distribution strategy, the team (agencies, freelancers, and eventually in-house hires), and the results. This is not a project management role, the person hired needs real editorial and strategic judgment, and needs to own outcomes, not just coordinate people.
What They'll Own
- Overall content and media strategy, and the editorial calendar behind it.
- Codifying and consistently reinforcing what the brand stands for across every piece of content.
- Distribution strategy across YouTube, short-form, X, LinkedIn, email/newsletter, and podcasts.
- Fixing short-form: building a real, repeatable strategy where one doesn't exist today.
- Building a written-content strategy for X/LinkedIn from scratch.
- Making the newsletter a top priority and growing it into one of the brand's most valuable assets.
- Managing the existing YouTube agency, plus all other agencies, freelancers, and creators in the ecosystem (videographer, short-form editor, writer/editor, newsletter growth agency, podcast booking agency, and others).
- Deciding what should be in-house vs. outsourced, and hiring/managing the right people over time.
- Owning analytics across all channels, and building a real testing-and-learning system for what's working and why.
- Taking one good idea, conversation, or experience from the founder and intelligently adapting it across formats, without it turning into generic, repurposed, or AI-flavored content.
- Over time, thinking about the brand as a real media asset and evaluating monetization paths, without prematurely monetizing or turning it into a typical influencer business.
Who They're Looking For
- 7-15 years of experience across content, media, or audience development, ideally including significant time as a strong #2 inside a successful founder-led, creator-led, or modern media organization, ready to own something themselves.
- Real editorial judgment: knows what a good piece of content looks like and why, and can push back on ideas that aren't working.
- Working knowledge of YouTube, newsletters, short-form video, written social (X/LinkedIn), analytics, and audience growth, enough to know what good looks like and manage the people producing it. Doesn't need to personally edit every video or write every post.
- A strategic operator and a player-coach: comfortable setting direction and comfortable being hands-on when needed.
- Experience managing a meaningful budget and being accountable for the results it produces.
- Comfortable making decisions independently and pushing back on the founder directly.
- Based in, or willing to relocate to, NYC or West Palm Beach, with a real commitment to in-person time. Knowing the founder well enough to spot what's worth turning into content is part of the job.
Who This Is Not
- A traditional corporate communications or PR professional.
- A generic social media manager.
- A pure project manager/coordinator with no editorial judgment.
