Responsibilities

• Be the driving force behind Huel's organic social presence , owning the strategy and editorial direction across channels, with a clear remit to grow impressions, reach new audiences, strengthen our presence in the US, and identify opportunities to scale successful content across both the US and UK.
• Own Huel's brand voice: from manifesto to tone of voice guidelines and messaging frameworks. Ensure we sound consistent across every market and format, while adapting content to resonate with local audiences where it matters most.
• Run the Huel Marketing Hub for organic: submitting briefs, reviewing AI-generated messaging foundations, and pulling channel-ready copy. You’re the final call on what actually gets posted.
• Build and lead our three content tracks: reactive (24–48hr cultural moments), episodic (recurring series with a committed cadence), and campaign-led (quarterly campaigns translated into organic), creating content that feels culturally relevant across our key markets.
• Make nutrition a genuine content pillar: not a caveat or small print. Translate Huel’s science and product truth into stories, formats, and series people actually want to engage with and share.
• Lead the social team: our Social Media Lead reports into you, owning execution, scheduling, and day-to-day reporting.
• Treat community as the engine, not a channel: be in the comments, activate UGC weekly, build recurring formats with our creator network, and partner closely with our Brand Experience & Community team to turn customer signals into content that resonates with audiences across the UK, US and beyond.

Requirements

• This role is best suited to someone with 5+ years in brand, content or creative leadership, with deep, native knowledge of TikTok and Instagram. Not someone who “understands social”, but someone who lives in it.
• Exceptional copywriter. Whether it's a caption, script, hook or manifesto, you know how to craft words that stop the scroll and build a distinctive brand voice.
• Global mindset. You understand what makes content resonate in the US and appreciate that great global social isn't one-size-fits-all. You're confident adapting ideas across markets, spotting opportunities to scale what's working, and balancing local relevance with a consistent global brand.
• Culturally wired. You know what’s trending before it peaks. You have opinions on why things blow up and why most don’t. You can name three brands killing it on social right now and explain exactly why.
• AI-native, not AI-curious. You’re already using AI tools daily to move faster, write sharper and ship more. Comfortable owning a marketing hub that turns briefs into messaging and messaging into channel-ready copy.
• Hunts growth audiences. You identify where Huel has the most to gain and build content that earns attention. You can read a category, spot white space, and turn audience insight into formats and series that travel across markets, particularly as we continue to grow our presence in the US.
• Proven organic growth. You can point to real numbers, impressions, reach, engagement, from a brand you’ve helped grow. Managing decline at a big brand isn’t the same as growth, and we’re looking for the latter.
• Food, lifestyle or wellness DTC experience preferred. Consumer brand experience is essential. A related category is a strong advantage.
• Copy across channels, OOH, social, email, packaging, web. Comfortable across formats, not just captions.

Preferred

• This role is best suited to someone with 5+ years in brand, content or creative leadership, with deep, native knowledge of TikTok and Instagram. Not someone who “understands social”, but someone who lives in it.
• Exceptional copywriter. Whether it's a caption, script, hook or manifesto, you know how to craft words that stop the scroll and build a distinctive brand voice.
• Global mindset. You understand what makes content resonate in the US and appreciate that great global social isn't one-size-fits-all. You're confident adapting ideas across markets, spotting opportunities to scale what's working, and balancing local relevance with a consistent global brand.
• Culturally wired. You know what’s trending before it peaks. You have opinions on why things blow up and why most don’t. You can name three brands killing it on social right now and explain exactly why.
• AI-native, not AI-curious. You’re already using AI tools daily to move faster, write sharper and ship more. Comfortable owning a marketing hub that turns briefs into messaging and messaging into channel-ready copy.
• Hunts growth audiences. You identify where Huel has the most to gain and build content that earns attention. You can read a category, spot white space, and turn audience insight into formats and series that travel across markets, particularly as we continue to grow our presence in the US.
• Proven organic growth. You can point to real numbers, impressions, reach, engagement, from a brand you’ve helped grow. Managing decline at a big brand isn’t the same as growth, and we’re looking for the latter.
• Food, lifestyle or wellness DTC experience preferred. Consumer brand experience is essential. A related category is a strong advantage.
• Copy across channels, OOH, social, email, packaging, web. Comfortable across formats, not just captions.

Benefits

• A competitive salary range of $120,000-$140,000 per annum depending on your skills and experience
• Hybrid working - We spend Mondays, Tuesdays and Thursdays in the office together. The remaining two days have the option to be worked from home.
• 30 Paid Vacation Days PLUS Federal Holidays
• Free Huel to keep you going
• 2 weeks a year to work remotely from anywhere!
• 401K Plan
• Commuter Benefits
• Paid Volunteering Days
• Enhanced Family Leave
• Dog friendly