Social Media Content Strategist

Social Media Content Strategist (Remote in UK with monthly travel to London Office)

PetLab Co. is the fastest-growing DTC pet supplement brand in the US and a global leader in creating innovative, high-quality social media content. Over the past two years, we’ve achieved remarkable milestones, generating over half a billion views across our organic content and skyrocketing our following from 0 to over 1.5 million across Instagram, TikTok, and YouTube. We are now seeking a highly creative and performance-driven Organic Content Strategist to amplify our already exceptional content strategy and take it to new heights.

The ideal candidate will have a proven track record of driving tangible business results—boosting brand awareness and increasing revenue—through creative content execution. All this is done in the context of following the brand guidelines as well as building a strong brand community.

So, if you have a proven track record of driving impactful business results through the development of high-quality, viral content across multiple social media channels like TikTok, Instagram, and YouTube, and...

• You have successfully grown social media accounts by delivering value to viewers through engaging and educational content.

• You’re not only creative but also highly data- and performance-driven.

• You have cultivated strong social media communities in the past
  
  … then please keep reading, as you may be the perfect fit.

Who Will You Report Into?

Hello, my name is Olya Kozlova, Head of Social Creative Strategy, and I need your expertise.
PetLab Co. was founded in November 2018 because the Founders recognized an unmet need for science-backed nutritional supplements that help pets lead their happiest, healthiest lives. Since then, we’ve become the fastest-growing pet health brand in the U.S., partly due to our robust educational content marketing strategy.

And that’s where you come in. While we already have a strong social media presence and a fully developed system for creating viral content that converts views into followers, we want you to elevate our efforts by ideating and testing highly innovative new content strategies, enhancing brand awareness, improving customer experiences, and driving organic revenue.

What’s the Ideal Candidate's Background?

The ideal candidate has a digital-first background with heavy experience creating and executing highly engaging organic social media strategies. You are adept at leveraging content to drive follower growth, community engagement, and sales across platforms like Instagram, TikTok, YouTube, and more. You’ve also had significant exposure to analyzing content performance data to be able to optimize each creative further. You have a strong understanding and example of how to use social media trends to create brand-specific strategies that work, and you know how to integrate organic content with paid ads to amplify impact.

Most importantly, you have a proven, measurable track record of producing viral, high-quality content that drives tangible results. You can point to very specific initiatives you led, from ideation to execution to scaling them for ultimate success. You think strategically and bring your own framework for evaluating what creative resonates with audiences and what doesn’t. Lastly, you can toggle between leveraging your highly creative skills to craft compelling content and applying your analytical mindset to deliver data-driven strategies that achieve brand goals.

What’s It Like Working at PetLab Co.?

We’ve gone to great lengths to set up a data-driven culture wherein the best ideas win, regardless of where they come from. As a rapidly growing company, we prioritize finding people who can think fast, move fast, and deliver fast… while having fun at the same time.

To that end, here’s what you’ll get access to when you join our team:

• Creative Freedom – We encourage innovation and originality in your work, allowing you to explore unique ideas and strategies that resonate with our audience while staying aligned with brand guidelines.

• Clear Reporting – Getting accurate and timely data is crucial to enabling marketers to do their jobs, which is precisely what our standalone data analytics team delivers.

• Collaborative Team – There are no silos here; we all understand that to win, we must help each other out as necessary, doing things outside our normal jobs when needed.

• Scientific Rigor – Everyone on the marketing team shares the same philosophy: to attack every challenge with an experimental test-and-learn process to tease out success.

• Variety of Challenges – Given we’re just entering our 6th year as a company and growing rapidly, the challenges keep coming with new products, promotions, categories, etc.

• Refreshing Autonomy – Expectations are always set high for anybody who joins the team, but so too is your autonomy to figure out how best to deliver against your objectives.

How Will Success Be Measured?

You’ll be held accountable for the following social media marketing KPIs. These may be adjusted as your role evolves and you refine your strategic objectives:

• Organic Views & Engagement – Your primary KPI will be the volume of organic views and the engagement rate across social channels.

• Follower Growth – You will be accountable for increasing the follower count across all key social media platforms of the brand, ensuring a steady growth trajectory that aligns with brand awareness and audience-building goals.

• Viral Content Generation – Success in this role includes the creation of high-quality content that has the potential to go viral, with measurable benchmarks around shares, impressions, and reach.

• Community Building & Interaction – Strengthen the brand's relationship with its audience by cultivating a vibrant and engaged community.

• Organic-to-Paid Content Efficiency – A key measure of your success will be the effective repurposing of organic content into successful paid campaigns.

• Trend Utilization & Brand Relevance – Another vital metric will be your ability to leverage current social media trends in a way that resonates with the brand’s audience.

• Sales & Conversion through Organic Content – Beyond follower growth and engagement, you will be measured on how well your content strategies translate into tangible sales and traffic to key landing pages.

• Cross-Channel Social Media Synergy – Ensure that all organic social content strategies are aligned and working cohesively across different platforms, maximizing cross-channel engagement and brand consistency.

How Will Your Time Be Spent?

Here’s an approximate breakdown of how you’ll spend your time in this role:

• 50% on Content Ideation & Execution – You’ll spend a significant portion of your time ideating and executing creative content ideas, aligning them with current social trends and our brand guidelines.

• 20% on Data Analysis & Reporting – Regularly dive into performance metrics to assess the success of organic social media campaigns.

• 20% on Collaboration with Paid Media Teams – Work closely with the paid media and broader marketing teams to align organic social strategies with paid campaigns and overarching marketing objectives.

• 10% on Community Engagement & Interaction – Actively engage with followers to foster a thriving social media community of customers and influencers.

Requirements

• 3-5 Years in Organic Social Media Strategy – Proven experience in developing and executing successful organic social media campaigns, ideally within a direct-to-consumer (DTC) environment.

• Highly Creative with Data-Driven Approach – A strong ability to generate innovative content ideas while also being comfortable analyzing performance data (including leveraging Analytics tools).

• Proficiency in Social Media Platforms – In-depth knowledge of major social media platforms (Instagram, YouTube, TikTok, etc.), including their algorithms, features, social media management tools and best practices for organic growth

• Trend Awareness & Adaptability – A keen eye for emerging trends in social media and the ability to pivot strategies quickly. You should demonstrate a track record of successfully integrating trends into content strategies that drive engagement.

• Collaborative Team Player – Proven ability to work effectively across teams, collaborating with video editors, copywriters, paid media and other stakeholders

• Strong Project Management Skills – Exceptional organizational skills with a knack for managing multiple projects simultaneously and. creating structured workflows and processes.

• Excellent Communication Skills – Strong verbal and written communication skills, enabling you to articulate strategies, concepts, and action plans effectively.

• Proven Track Record of Success – Demonstrable results from previous roles that showcase your ability to grow organic views, engagement, and community-building efforts.

• Adaptability to Fast-Paced Environments – Energized by the dynamics of a high-growth entrepreneurial setting where conditions can change rapidly.

• Passion for Pets & Pet Care (Preferred) – A genuine passion for pet health and wellness is a plus, as it will enhance your ability to connect with the brand's audience and create relatable content that resonates with pet owners.

Benefits

• Private Health Care through Vitality
• Generous Annual Leave - 28 days + public and bank holidays
• Flexible Working Hours – We focus on results and trust people to manage their time, whether working from home, while travelling, or in the office!
• Help@Hand – Employee Assistance Programme
• Royal London Pension Scheme – We offer a workplace pension scheme with one of the UK’s leading providers of group pensions. With an employer contribution of 5%!
• Enhanced Maternity / Paternity / Adoption Leave – because time with new family members is important!
• Puppy Therapy – working in partnership with Paws in Work to provide a boost of oxytocin twice a year.
• Generous Learning and development budget – We always want you to keep learning.
• Free breakfast, fruits and snacks – refuel and revitalise with free munchies in the office.
• Working Environment – dogs are welcome!
• Life Assurance – In the event of your death, while employed by us, your chosen beneficiaries will be provided with a tax-free lump sum equivalent of four times your basic salary.
• Gympass – All in one subscription bringing you the largest selection of gyms, studios and apps.
• Electric Vehicle Scheme – Employees sacrifice salary in return for a new electric car, typically saving 30-40% of costs through income and tax and national insurance.
• Give Back Day – An extra day off in the year to volunteer plus a £50 contribution to your chosen charity.
• Health Cash Benefit – We offer the bronze package with enables you to claim a certain amount of cashback when you pay for something that is health related, i.e dental.

Petlab Co is an equal opportunity employer that is committed to diversity and inclusion. We encourage all applications irrespective of gender, race, sexual orientation, religion, age, nationality, marital status, and disability. We believe that diversity is at the heart of innovation and we welcome passionate candidates from all backgrounds. Come join the family and see for yourself!