Head of Instagram

About the role

This is a builder's role, and a visible one. You will set the content strategy within our brand guidelines and produce the day-to-day work. You will appear on camera yourself as a recurring voice of the brand, and you will direct a small team of contractors across video, photo, editing, and additional on-camera talent. You will own the content lifecycle end to end and deliver 100% follower growth year over year.

What Success Looks Like In Year One

• @ketone becomes a destination for elite thinkers. Our recurring formats deliver the same promise every post: “Fueling a sharper brain”
• Our audience chases our next one, and share it with the smartest people they know
• Posting relentlessly against our promise sustains explosive organic follower and view growth, doubling followers year over year
• We’ve built a community, not an audience. Every post gives people something worth responding to, and we answer every time, sustaining high engagement
• Our Instagram community builds omnichannel demand. Every follower earned on @ketone is a person more likely to type our name, lifting branded search, direct traffic to ketone.com, Amazon sales, and retail velocity
• Our on screen faces build equity. You are sharp and charismatic on camera yourself, and you make our CEO great on camera too, giving @ketone a recurring cast the audience knows on sight and looks forward to. Every appearance compounds the last instead of starting from zero
• Recurring formats build efficiency into production, so we are not reinventing the process every week. Cost per post falls as output rises, and the follower and view growth the content earns more than covers what it costs to make
• @ketone become synonymous with elite thinkers, the sharpest minds on Instagram, and people chasing greatness

Responsibilities

• Set the content strategy within brand guidelines and produce day-to-day work
• Appear on camera as a recurring voice of the brand and direct a small team of contractors across video, photo, editing, and additional on-camera talent
• Own the content lifecycle end to end
• Deliver 100% follower growth year over year
• Develop recurring formats including:
  • Leaders and systems: Direct to camera breakdowns covering mindset and patterns of legendary figures (Munger, Musk, Jobs), and systems of productivity (pomodoro, time blocking, Eisenhower matrix)
  • Brain Science: Breaking down new research of the mind, productivity, focus, sleep, and performance, translated into plain language with actionable value delivered
• Manage a content calendar with a clear repeating format cadence looking forward 4 weeks
• Conduct brainstorming, scripting, and edit review cycles
• Run a testing cadence with weekly reports on hooks and formats using precise iterative processes on trial reels
• Perform community management: comments, DMs, replies, and build relationships that turn viewers into advocates
• Track and deliver on metric goals: aggressive follower and reach growth, saves and shares, watch-through, and downstream traffic and conversion
• Leverage AI workflows to balance efficiency and human relatability
• Own the organic content budget, tracking and balancing spend across productions, contractors, and social tools stack

What We’re Looking For

• On camera presence and command of ideas. You are charismatic on-screen talent who will become a face of the brand, fluent in the world our audience lives in (productivity, business, entrepreneurship, finance), and proven at directing leadership talent into their best on-camera performance
• A verifiable organic track record. You have taken an account from small to 50k+ followers with healthy engagement, and can point to the exact content that did it and why
• Deep Instagram fluency, hands on. Reels, carousels, Trial Reels, Stories, collabs, when to use each at strategic moments and which actually drive follows, views, and shares. You script, perform, edit, and design it yourself
• You ship, then learn. A bias toward shipping fast and taking notes afterward, with experience leading a team and comfort on a small one where you own the outcome
• Los Angeles based is strongly preferred, or you are ready to relocate. Much of this work happens in person, with frequent commitments in LA and travel at least once per month

Compensation

Our compensation structure consists of an annual salary plus company equity. To determine your personal compensation, we rely on market indicators and consider your specific role, background, skills, and experience to determine your total compensation in the market range. The range for this role is $175k–$250k total compensation.