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PostPals - Content Creator

POSTPALS
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We're looking for someone to support PostPals' content creative production end to end: organic brand storytelling and dedicated, conversion-focused creative for paid social. This is a hands-on production role, working in direct collaboration with the marketing team.

Two distinct creative tracks, not one asset pool reused twice:

  • Organic (brand / top-of-funnel): lifestyle, warmth, story, and identity. Builds the PostPals brand and engaged community.
  • Paid (conversion / bottom-of-funnel): direct-response creative built to drive sales. Product-forward, offer/CTA-led, hook-driven in the first 2–3 seconds, often rawer/UGC-style rather than polished-brand style.

Scope note on Paid: this role covers creative production only, concepting and producing ad creative and variants. Campaign management (targeting, budgets, bidding, platform setup, in-platform testing/optimization) is handled separately by a campaign manager/media buyer. You deliver finished, ad-ready assets against a creative brief. You do not run campaigns.

Core Responsibilities

Organic content production

  • Own the organic content calendar and posting cadence. Target 3 core posts/week (Reels, carousels, stills) across Instagram and TikTok, plus daily/near-daily Stories.
  • Maintain a consistent visual and voice identity: playful, smart, innovative, curious.

Paid content creation

  • Produce dedicated, conversion-focused ad creative distinct from organic brand content. Hook-driven, offer/CTA-led, product- or outcome-focused. Target 1-2 new ad concepts/week.
  • Take a creative brief (audience, offer, funnel stage, key message) from the campaign manager/media buyer and turn it into finished ad creative.
  • Deliver multiple hook/thumbnail/caption variants per concept to support testing.
  • Hand off finished creative to the campaign manager/media buyer for platform testing and optimization. Not responsible for ad account setup, targeting, budgets, or bidding.
  • Close the loop: incorporate performance feedback from the campaign manager (what messaging/hooks are winning) into the next batch of paid creative.

Calendar & planning

  • Maintain a content calendar planned 2–3 weeks ahead, covering organic and paid production separately, in Notion or Google Sheets.
  • Submit the calendar for creative/marketing team review on a standing weekly cadence.
  • Coordinate paid creative delivery dates directly with the campaign manager/media buyer.

Reporting

  • Weekly async performance snapshot: top organic posts, engagement trend, anything needing a decision.
  • Monthly formal report against agreed KPIs. Organic: follower growth, engagement rate, saves/shares, click-throughs to ocearch.postpalsworld.com. Paid: creative-level performance data shared back from the campaign manager.

Collaboration

  • Weekly live sync with team and the creative/marketing team on strategy, upcoming activations, and campaign tie-ins.
  • Direct working relationship with the campaign manager/media buyer for creative briefs and performance feedback.
  • Ongoing async collaboration via shared Slack/Notion channel.

Recommended Content Mix — Industry-Standard Weekly Cadence

Organic: 3 posts/week (~13/month), plus daily Stories (not counted against the total). 2026 guidance for a growing Instagram/TikTok presence clusters between 2–5 core posts/week depending on source; 3/week is the reasonable, sustainable mid-point. Suggested mix within that:

  • 1–2 short-form videos/Reels per week: brand/lifestyle, activation moments
  • ~1 carousel/week: storytelling (shark science, tagging process, guest stories)
  • ~1 still/week: feed consistency, quick-turn moments

Paid: 2–3 new ad concepts/week

  • 1–2 hook-driven, UGC-style short videos/week built around a specific offer/CTA (each can flex into 2–3 hook/caption variants without counting as a separate concept)
  • ~1 static, direct-response image ad/week (product/offer-forward, not a repurposed brand still)

Combined: ~4-5 core assets/week, ~16-20/month total.

Revisions: up to 2 rounds of revision per asset/concept included in scope.

Ideal Candidate

  • Strong eye for PostPals' aesthetic and short-form video editing
  • Self-starter who can plan a calendar and execute without heavy oversight
  • Can clearly separate brand/organic tone from direct-response/paid tone, and has made or can point to creative in both modes (not just polished brand reels)
  • Comfortable working from a creative brief handed down by a campaign manager/media buyer, rather than owning the paid strategy themselves
  • Fast, efficient production habits: this role rewards someone who batches/templates rather than treating every asset as a bespoke production
  • Bonus: experience with brands in events, conservation, or family/experiential marketing