The Brand Discovery Manager at Protein Works is a pivotal role, translating strategy into execution and amplifying written content to drive organic discovery, community trust, and cultural relevance. For the avoidance of doubt, this is a discovery and influence role across all earned channels where our brand is found - including forums, communities, and organic brand conversations - not a traditional writing or content production position. Sitting at the intersection of brand, performance, and SEO, this role ensures that Protein Works is consistently visible, credible, and influential in the conversations our customers care about across search, social, Reddit, LLMs.
This is a strategic, high-velocity, content leadership role responsible for:
* Building and owning an always-on content engine that compounds over time
* Owning the sourcing and creation of written content that attracts, engages, and converts new customers. This involves hiring, managing, and firing a community of writers across diverse verticals and levels of expertise
* Connecting and managing a portfolio of expert voices
* Ensuring content is amplifiable across channels including social and SEO teams
* Maintaining a finger on the pulse of cultural, social, and community trends
Success in this role means Protein Works consistently dominates organic SERP visibility and shows up prominently in LLM and AI-generated answers, becoming impossible to ignore while building trust, curiosity, and conversation that drive customer growth and brand authority.
Core Responsibilities
Content Strategy & Discovery
* Define and own Protein Works written content discovery strategy across SEO, social, community platforms, and LLMs.
* Identify topics that matter, map where conversations happen, and ensure PW is a credible, visible participant.
* Translate cultural and community insights into content briefs, editorial plans, and amplification strategies.
* Develop a repeatable, compounding content engine, moving away from one-off content or PR noise.
Expert & Contributor Management
* Build and manage a portfolio of anchor and specialist experts (nutritionists, wellness specialists, thought leaders) to provide credibility and POV.
* Manage expert relationships, scheduling, briefings, and content contributions.
* Ensure content produced by experts is aligned with brand tone, amplifiable across channels, and contributes to trust loops.
Cross-Team Collaboration
* Partner closely with all channels to ensure content is optimised for amplification and performance across paid and owned channels.
* Work with SEO Manager to ensure discoverability, search visibility, and compounding organic growth.
* Collaborate with social, TikTok, Reddit, and community managers to ensure content is strategically placed and conversation-ready.
Community & Cultural Insight
* Monitor and understand Reddit, social, and LLM conversations to identify gaps, opportunities, and cultural relevance.
* Actively participate in communities where relevant, ensuring PW provides value, insights, and thought leadership.
* Surface insights to guide content creation, amplification, and long-term narrative development.
Content Execution Oversight
* Brief and coordinate writers, experts, and content creators to produce long-form and short-form narrative content.
* Oversee content quality, storytelling, credibility, and adherence to brand guidelines.
* Ensure content is repurposable and amplifiable across channels without losing narrative integrity.
Performance & Measurement
* Define metrics for organic discovery, content engagement, and community impact.
* Use data to refine content strategy, drive compounding effects, and inform editorial priorities.
* Ensure alignment between content outputs, discovery goals, and business KPIs.
Core Competencies & Skills
* Strategic thinker:Can build content and community engines that scale, compound, and drive real business results.
* Expert relationship management:Skilled at attracting, managing, and leveraging credible experts and contributors.
* Community & cultural insight:Deep understanding of Reddit, social search behavior, TikTok culture, and long-form narrative.
* Content amplification mindset:Knows how to create content that performs across paid, owned, and earned channels.
* SEO literacy: Understands how content drives search discovery and can partner with technical SEO teams.
* Storytelling & editorial acumen:Able to oversee compelling, credible narratives that engage audiences and build trust.
* High-velocity execution:Comfortable operating at pace while maintaining high-quality outputs.
* Analytical & data-informed:Can use performance insights to improve content strategy and compounding effect.
Core Behaviours
* Pace:Know that speed is your greatest ally. It builds momentum and is key for growth. Go fast.
* Communication:Know that team is your greatest asset. Talk to them face to face, Dont try to go alone.
* Trust:When you say youll do it, do it. When someone asks for help, you give it.
* Transparency:Nothing is off limits, to anyone at any time. Remove walls & call out red tape.
* Challenge:Get comfortable with feeling uncomfortable. We need you to go where youre scared to.
* Learn:Drive a culture of experimentation and continuous improvement.
* 360 Management:Manage up, down and across. Regardless of title, everyone is a leader. So Lead.
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