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Brand & Growth Lead
Name
Details
I’m Dr. Heather Finley, a functional Registered Dietitian who spent 20 years struggling with chronic gut issues before figuring out what was actually going on and building a clinical program around it. That program is gutTogether, a 6-month root-cause approach for women with GI, hormone, and energy concerns that haven’t resolved despite trying everything.
I also run gutPractitioner, a mentorship for RDs and health practitioners who want a better clinical framework for treating complex GI cases. Think: the mentor I wish I’d had.
The brand is built on one thing: making complex physiology feel finally understandable, not overwhelming, not fear-based, but also not oversimplified. We have a podcast (Love Your Gut), an email list, active social channels, a blog, and a growing library of content. What we’re missing is someone who can make sure all of it is reaching all the right people in all the right places.
This is not a content creation role from scratch. This is also not a social media marketing role. There is already a lot of content that isn’t reaching the people it should. Your job is to think strategically about how to get it everywhere it belongs, make sure it sounds like me when it gets there, and help us grow an audience that extends well beyond where we’ve been.
You’ll be the brains behind the distribution engine. You’ll think like me, protect the voice, see the gaps, and turn what already exists into a content ecosystem that actually reaches people.
What You'll Do
Content Repurposing & Distribution
- Identify the SEO angle for each podcast episode; determine the target keyword, topic direction, and outline, then hand off to the writing team to complete
- Adapt podcast content into LinkedIn posts and articles targeting the gutPractitioner audience (RDs, health practitioners)
- Repurpose gutPractitioner call recordings and clinical education into shareable practitioner content
- Clip, edit, and format video content for Instagram Reels and other short-form platforms, understanding what structure actually performs
- Build and maintain a content bank of existing episodes, clips, and materials so nothing gets lost and everything gets used
Instagram & Social Strategy
- Audit current Instagram performance and bring strategic ideas for what’s working, what isn’t, and what’s missing
- Develop a posting cadence and content calendar that maps to where our audience is in their journey (awareness, resonance, trust, readiness to buy). For the most part, won’t be creating a content calendar from scratch
- Identify content formats and hooks that stop the scroll without ever sounding like marketing fluff or AI (bleh!)
Reach Expansion
- Research and pitch Heather as a podcast guest on aligned shows, a huge lever for reaching new audiences who are already warm
- Identify collaboration and partnership opportunities with aligned brands, practitioners, and creators
- Build out a Pinterest strategy that turns blog and podcast content into evergreen search traffic
- Spot media and press opportunities to position Heather as a leading voice in functional gut health
SEO & Content Planning
- Research what our audience is actually searching for in gut health; identify keyword opportunities, content gaps, and high-value topics and use that to direct what the team creates or repurposes
- Audit existing blog posts for SEO gaps and bring direction on how to improve them; the team does the writing, you own the strategy
- Build a rolling content calendar that connects SEO topics, podcast schedule, and email to create a coherent flow
Brand Stewardship
- Be the person who knows the brand voice deeply enough that you catch when something sounds off and fix it before it goes out
- Keep the brand consistent across channels: Instagram, LinkedIn, blog, email, podcast notes without making it feel templated
- Track performance across platforms and bring back meaningful data, not vanity metrics, but what’s actually moving people toward the work
- You keep AI fluff AWAY from our content. People can spot this from a mile away
- We are not opposed to using AI for organization and creating systems, but not for original ideas (include your ideas about this in your application)
Who You Are
The must-haves:
- 5–10 years of experience in marketing, content strategy, advertising, or brand; you have a track record, not just a portfolio
- You’ve worked with a personal brand or small business before and understand what it means to protect someone else’s voice (and you’re good at it)
- You think in systems & you naturally see how a podcast episode can become five pieces of content across three platforms and you’re energized by making that happen
- You can edit short-form video that performs; you know what hooks work, how to pace a reel, and what the algorithm rewards (without compromising authenticity)
- You understand SEO well enough to direct it, you can identify the right keyword angles, brief a writer, and know if the final product is going to perform
- You’re comfortable being behind the scenes and are motivated by making the brand grow
- You’re self-directed, organized, and don’t need to be managed; you bring ideas, you execute, and you communicate proactively
- You don’t own an agency
Bonus if you have:
- Experience with Facebook and/or Google ads
- Knowledge of gut health, functional nutrition, or the health and wellness space; you already understand why this work matters
- Experience building or managing Pinterest for a content-driven brand
- Located in the Dallas-Fort Worth area (not a dealbreaker, but a nice-to-have for occasional in-person collaboration)
- Experience with Meta or google ads
What This Is Not
- This is not a full-time role (at least to start). It’s 5–10 hours per week, contractor-based, with room to grow.
- This is not a role where you’ll be handed a complete content calendar and told to execute. You’ll help build the strategy and the system.
- This is not a role for someone who needs a lot of oversight. You’ll have support, but this person runs independently
Practical Details
- Hours: 5–10/week (flexible)
- Type: Contractor/freelance (1099)
- Location: DFW preferred; open to remote for the right person
- Compensation: Commensurate with experience (include your rate when applying)
- This position would ideally start Mid-August
How to Apply
Send an email to [email protected] with the subject line: “Brand & Growth Lead — [Your Name].”
Include:
- A brief note (not a form letter) on why this role is the right fit for you and what you’d bring to it
- Two or three examples of past work that are relevant — repurposed content, SEO writing, a brand you’ve helped grow, social strategy you’ve built
- Your availability and hourly rate
- See below for KPIs and provide insight
- Optional but appreciated: listen to one episode of Love Your Gut and share one specific idea for what you’d do with it
- If you want a better idea of what we are looking for, watch this youTube video