Responsibilities

• Youll set the strategy for how Dakota shows up across every channel that matters — Instagram, TikTok, LinkedIn, Substack, YouTube, X, the owned blog — and youll write and ship the work yourself.
• Youll write the ads as well as the organic.
• Youll build an audience around a clear idea: that AI, used right, levels-up students rather than replaces their thinking — that the path to any outcome, from reading age to an Ivy League acceptance, runs through real cognitive work, and Dakota is the brand that makes that work feel possible.
• Youll show students, parents, teachers and tutors — across every age and stage — that Dakota is their favorite teacher or teaching assistant.
• Youll work directly with the founder, who writes and edits in real time and has experience building education brands that inspire learners and teachers.
• Youll partner with our Growth Marketer, who owns paid media and the funnel.
• Own editorial strategy, content calendar and brand voice for Dakota across Instagram, TikTok, LinkedIn, Substack, YouTube, X and the owned blog.
• Personally generate the work — captions, scripts, hooks, threads, long-form essays, newsletters, brand-voice ad copy, blog posts — at the volume and velocity the brand demands.
• Own AEO. Make Dakota the answer when students, parents, teachers and counsellors ask Claude, ChatGPT, Perplexity or Google AI Overviews about reading, test prep or college admissions. This is the new SEO and it lives in this seat.
• Develop and run creator partnerships — teachers, students, parents, tutors, admissions insiders — to produce authentic third-party content at scale.

Requirements

• You are a great writer and a great storyteller.
• Not a competent one — a great one.
• You can hear the difference between a sentence that sounds like a brand and a sentence that sounds like a person, and you write the second kind, in a single voice that works for a global English-speaking audience with US weight.
• You understand how to build a new consumer brand from a standing start.
• You\'ve done it before, or you\'re excited by the challenge.
• You know the difference between content that earns attention and content that just fills a calendar.
• You think in both directions. You can write informative posts that build Dakota\'s authority on reading and learning, and you can write the 12-second Instagram hook that shows a million people how Dakota can help make their kids smarter. The same brain holds both.
• You understand AEO. You think about how AI models read content, what makes a brand legible to an LLM, and how to turn that into a structural advantage. If you haven\'t worked on this yet, you\'ve thought hard about it.
• You write ads that convert and organic that builds an audience, and you understand why those are different jobs.
• You use Claude (or comparable tools) every day and have built workflows that meaningfully change how fast and how well you work.

Preferred

• Hands-on short-form video production (shooting and editing yourself).
• Background in education, edtech, publishing, journalism, or a consumer brand that broke through. Direct-response copywriting experience.
• Substack or newsletter growth from zero.

Benefits

• Holiday: 25 days plus public holidays. Take them.
• AI tools: Any subscription you want — Claude Max, ChatGPT Pro, Cursor, Midjourney, generative video tools, whatever your stack needs. We pay. We expect you to use them.