Full job descriptionOur client are a leading digital health company that help people better understand and improve their health through personalised testing, data and expert guidance. This role owns their organic social presence, community outreach, PR agency relationship and UGC activity. It exists to build awareness and trust through earned and organic channels - driving acquisition contribution that sits alongside, and compounds, paid media performance. It sits within the Growth function and is measured commercially.
Key responsibilities
Own organic social presence across Meta, TikTok, LinkedIn and X. This role owns editorial strategy, content and audience growth entirely. Measures are reach, engagement and content-driven contribution to acquisition, not posting frequency.
Own community outreach in the online spaces where weight health conversations are already happening - Reddit, Mumsnet, Facebook groups and equivalents. This is not advertising or moderation. It is earning presence by contributing honest, expert and useful perspectives over time. These communities are sensitive to commercial intent - this role requires someone who can operate authentically within them, building trust gradually and protecting our credibility in spaces the brand does not control.
Lead newsjacking and real-time commentary - monitor the weight health, GLP-1, NHS and health policy landscape daily and respond fast when relevant stories break. We should have a credible, distinctive point of view in the public conversation within hours of a relevant news moment. The goal is for our company to be quoted, cited and found - building editorial authority over time.
Brief and manage the retained PR agency. This role does not conduct media relations directly but owns the relationship entirely; briefing on priorities, equipping the agency with clinical data, patient stories and commentary angles, and holding them accountable for coverage outcomes.
Brief and manage the agency relationship for off-site GEO and citation building, working to a strategy set by the Head of Growth and in close collaboration with the SEO & AI Search Lead. The brief will draw on clinical data, patient stories and commentary content produced across this role’s other responsibilities.
Support the implementation of our UGC programme. Patient lived experience is the most credible content asset in this category and UGC will become a core part of how our company goes to market. This role owns the operational execution: working with the right patients, briefing content production, and ensuring UGC feeds paid social, organic channels and the website consistently.
Work closely with the SEO & AI Search Lead to ensure social, community and editorial content feeds organic search and AI citation opportunities. Content that earns community trust and PR coverage also builds the citation footprint that AI engines draw from - this role produces content that serves multiple channels, not just one.
Brief design resource, or create your own, to ensure strong visual assets across all channels.
The person
Five to seven years’ experience in content, social or PR, with some background in a DTC or health-adjacent brand. A genuine editorial instinct and a commercial mindset - you will understand how organic content and paid performance interact and won’t treat them as separate. Fast, opinionated, and able to write in a human and direct register without needing to be briefed into it.
Familiarity with online health or lifestyle communities is a meaningful differentiator. You understand how trust is built in those spaces and what destroys it.
Evidence of building an audience on at least one platform is a strong signal. Experience implementing a UGC or community content programme is an advantage; you don’t need to have built one from scratch but you should know what good looks like.
You will report into the Head of Growth and be accountable for organic channel performance and acquisition contribution.