Founding Growth & Brand Strategy (SF)

About Highlight AI

We’re a small, senior engineering team building a desktop AI assistant that captures what you see and hear across your apps and turns it into answers and actions. We ship fast, obsess over product quality, and care deeply about privacy and user trust. We’re looking for a storyteller who will own how the world discovers, understands, and falls in love with Highlight—then scale it.

The mandate

This is your show. You set the strategy, build the engine, and drive results.

You will:

• Define Highlight’s social‑native brand and editorial voice

• Create and ship content across mediums: short‑form video, LinkedIn, blog, newsletters, product updates, and lightweight landing pages

• Build creator‑led growth from zero to one and tie it directly to signups, activation, and retention

• Partner with engineers to push product vision forward—not just messaging

What you’ll do

• Editorial and narrative

  • Establish our content strategy and calendar across video, written, and social—aligned to funnel stages (awareness → trial → activation → advocacy).

  • Create 2–3 signature franchises for video AND 1–2 written franchises (e.g., “Playbooks,” “Build Logs,” “How I Work with Highlight”) that publish weekly.

  • Lead our LinkedIn presence (company + exec amplification), publishing thoughtful posts and POVs that build credibility with PMs/engineers/founders.

• Hands‑on content creation

  • Written: draft 1–2 weekly LinkedIn posts/threads, 1 high‑signal blog per week or every other week, and a lightweight monthly email/newsletter recapping product improvements and best practices.

  • Product storytelling: ship concise release notes, before/after demos, and “micro‑docs” that help users grok value faster.

  • [Optional] Video: write, shoot, edit, and ship 3–7 short‑form videos/week across TikTok, Reels, and YouTube Shorts.

• System and team

  • Stand up a lean “creator pod” (contractors/on‑camera talent/editors/writers). Set briefs, style guides, and QA for brand safety and performance.

  • Decide when to amplify with paid (Spark/Boosted/Shorts Ads, LinkedIn boosts), own budget, and prove ROI.

• Product partnership

  • Collaborate with engineers/PMs to surface story‑worthy product moments; influence roadmap based on content performance and user feedback.

  • Turn content learnings into onboarding improvements and in‑product guidance.

• Measurement and growth

  • Instrument UTMs, onboarding “How did you hear about us?” and survey loops; build a channel/content dashboard.

  • Set weekly experiment cadence (formats, hooks, CTAs, distribution) and scale what converts; deprecate what doesn’t.

What success looks like

• Voice: A distinct brand presence audiences recognize in-feed.

• 2–3 recurring series with predictable reach and conversions.

• Trackable lift in trials/signups from social; improving CAC vs baseline.

• Creator bench live, weekly experiment cadence, and a living playbook.

Who you are

• 5–10+ years in creator‑led growth, content, or social with a portfolio that shows business outcomes (not just views).

• A maker: you can ideate, write, shoot, and edit—then adapt the same idea across formats (video → LinkedIn → blog → newsletter).

• Thorough and comprehensive: you care enough to read everything so tell us what your favorite vegetable is and why.

• Platform‑native across TikTok/Shorts/Reels AND LinkedIn; comfortable with CMS/blog workflows; strong editing and headline/hook instincts.

• Data‑driven, fast, and highly autonomous; thrives by partnering with engineers and influencing product.

• NYC strongly preferred for tight collaboration with the engineering team.

Nice to have

AI, productivity, or developer-tool experience

Motion graphics/light design chops

Experience building a creator program from scratch

Compensation and support

Competitive salary + meaningful equity

Health, Dental and Vision Insurance

Budget authority for creators and paid amplification

Tools, experimentation budget, and direct access to leadership and engineering

How to apply

Share 1-2 case studies with outcomes (what you worked on, how you measured, what changed).

Include links to your work (brand accounts, personal channels, campaigns).

Share examples or ideas of 2–3 cross‑format ideas you’d pilot (video + LinkedIn + blog + newsletter), with expected KPIs.

Feel free to have fun with this. We want to see you shine!