Founding Brand Growth Lead (Equity Opportunity)

Company: Fihi Nutrition
Location: Remote, with preference for candidates based in Southern California
Job Type: Full-time or substantial part-time commitment
Compensation: Equity-based opportunity; no guaranteed salary at this stage

PLEASE READ BEFORE APPLYING

Fihi Nutrition is an early-stage startup. This position is currently compensated through an equity grant rather than a traditional salary. Equity will be subject to a formal agreement, vesting schedule, and continued service requirements.

ABOUT FIHI NUTRITION

Fihi Nutrition is a California-based functional nutrition company creating premium superfood lattes and nutritional products formulated with thoughtfully selected, clinically studied ingredients.

Our mission is to make science-backed functional nutrition easier to incorporate into everyday life through enjoyable and convenient daily rituals.

We are building a trusted wellness brand centered on education, transparency, product quality, and meaningful customer experiences.

ABOUT THE ROLE

We are looking for a creative, entrepreneurial, and execution-focused Founding Brand Growth Lead to join Fihi Nutrition as an early team member.

This is not a traditional social media management position.

You will work directly with the Founder to develop Fihi Nutrition’s brand presence, create high-quality social media content, create & coordinate user-generated content, build creator partnerships, and grow an engaged wellness community.

Your primary focus will be producing and managing UGC-style videos, brand videos, founder-led content, educational videos, product demonstrations, recipes, customer stories, and behind-the-scenes content.

This role is ideal for someone who wants to help build a consumer wellness brand from the ground up and grow into a future marketing leadership position.

KEY RESPONSIBILITIES

Content Creation

• Create engaging short-form videos for Instagram Reels, TikTok, YouTube Shorts, and Facebook
• Develop UGC-style videos featuring Fihi Nutrition products
• Produce brand videos that communicate our mission, product benefits, ingredients, and founder story
• Film and edit founder-led educational and behind-the-scenes content
• Create product demonstrations, recipes, customer stories, lifestyle videos, and event content
• Write strong hooks, captions, calls to action, and video scripts
• Repurpose content across multiple social media platforms

Content Strategy

• Develop and manage weekly and monthly content calendars
• Research social media trends, audience interests, competitor content, and emerging wellness topics
• Generate creative campaign concepts that build curiosity and customer trust
• Help define and maintain Fihi Nutrition’s brand voice and visual direction
• Create content that balances education, entertainment, storytelling, and product promotion

UGC AND CREATOR PARTNERSHIPS

• Identify and recruit UGC creators, micro-influencers, affiliates, and brand ambassadors
• Communicate campaign requirements and provide creators with clear content briefs
• Coordinate product gifting and creator collaborations
• Review creator content and provide constructive feedback
• Maintain an organized library of approved UGC and brand content
• Build long-term relationships with creators in the wellness, nutrition, fitness, and lifestyle communities

COMMUNITY GROWTH

• Engage with customers and followers through comments and direct messages
• Support community challenges, giveaways, collaborations, and wellness events
• Help turn customers into brand advocates
• Gather customer feedback and communicate useful insights to the Founder
• Support farmers markets, retail activations, content shoots, and local events when appropriate

GROWTH MARKETING

• Monitor content performance and identify opportunities for improvement
• Track metrics including views, reach, engagement, follower growth, website traffic, leads, and conversions
• Test different hooks, formats, offers, messages, and calls to action
• Collaborate on product launches, email campaigns, landing pages, and promotional initiatives
• Recommend new strategies for increasing brand awareness and customer acquisition

EXPECTED OUTPUT

The selected candidate should be prepared to work toward the following monthly content goals:

• 20 to 30 original short-form videos
• Regular UGC-style product videos
• Founder-led educational and behind-the-scenes content
• At least four larger brand or educational campaign concepts
• Ongoing outreach to creators, affiliates, and potential brand ambassadors
• Monthly content performance analysis and recommendations

These expectations may evolve based on business priorities, available resources, and performance insights.

IDEAL CANDIDATE

You may be a strong fit if you:

• Have experience filming and editing short-form social media videos
• Understand Instagram Reels, TikTok, YouTube Shorts, and current content trends
• Can create content that feels authentic rather than overly polished or promotional
• Are comfortable appearing on camera when needed
• Can direct founders, customers, or creators during content production
• Understand storytelling, visual hooks, pacing, captions, and calls to action
• Are passionate about health, wellness, nutrition, fitness, or consumer brands
• Are proactive and comfortable working independently
• Enjoy testing new ideas and learning from performance data
• Want to help build a company rather than simply complete assigned tasks
• Are comfortable working in a fast-moving startup environment with limited resources

PREFERRED QUALIFICATIONS

• Experience creating UGC or content for a wellness, beauty, food, beverage, fitness, or consumer packaged goods brand
• Experience managing brand social media accounts
• Familiarity with Canva, CapCut, Adobe Premiere Pro, Final Cut Pro, or similar tools
• Experience coordinating influencers, affiliates, or brand ambassadors
• Strong written and verbal communication skills
• Basic understanding of email marketing, landing pages, paid social creative, or e-commerce
• Experience with Shopify or consumer product brands is helpful but not required

WHAT SUCCESS LOOKS LIKE

During your first year, you will help Fihi Nutrition:

• Build a consistent and recognizable social media presence
• Develop a reliable pipeline of UGC and brand content
• Increase awareness, engagement, website traffic, and customer acquisition
• Grow an active community of customers, creators, affiliates, and ambassadors
• Create stronger storytelling around our products, ingredients, mission, and founder journey
• Establish a scalable content system that supports future growth

WHY JOIN FIHI NUTRITION?

• Join an early-stage wellness startup as one of its first brand-building team members
• Work directly with the Founder and contribute to major creative and strategic decisions
• Help shape the voice, identity, and future direction of the company
• Build a strong portfolio across UGC, social media, creator marketing, product launches, and consumer brand development
• Gain hands-on experience in functional nutrition, e-commerce, retail, and consumer packaged goods
• Receive equity that aligns your potential upside with the long-term growth of the company

APPLICATION REQUIREMENTS

Please submit:

• Your resume
• A portfolio or examples of videos and social media content you have created
• Links to social media accounts you have managed or grown, when applicable
• A brief introduction explaining why you are interested in Fihi Nutrition
• A description of your availability and weekly time commitment
• Confirmation that you understand this is currently an equity-based opportunity without guaranteed cash compensation

Shortlisted applicants may be asked to complete a brief creative exercise involving content concepts for Fihi Nutrition. Any assignment requiring substantial original work will be discussed with the candidate in advance.

Pay: From $40,000.00 per year

Work Location: Remote