Social & Content Lead

Why this role exists

Apollo is the premium name in electric mobility. Our scooters are Built to Last, our NPS is best-in-class, and roughly half of our customers tell us a YouTube video — ours or a reviewer's — helped convince them to buy.

And yet: five years into running our channel, we're stuck at ~22K subscribers, our videos cap out at 3–4K views, and we're mostly talking to people who already know us. We've been making great content for the bottom of the funnel and almost none for the top. We have one viral hit from a year ago and no repeatable system that would produce the next one.

We're not looking for someone to make more of the same. We're looking for the person who breaks us out of that ceiling — who builds an audience beyond our existing base, turns a roster of external creators into a growth engine, and gives Apollo a real voice on YouTube, TikTok, and Instagram that reaches people who've never heard of us.

This is a builder's role. If you want to inherit a machine, this isn't it. If you want to build one, keep reading.

What you'll own

You own Apollo's earned and owned reach — everything that grows the audience and brings new people into the brand:

• YouTube strategy — long-form and short-form, as the anchor of the whole content system. You understand the platform's mechanics cold and you have a point of view on how we escape our current audience.
• The external creator roster — sourcing, signing, briefing, and managing a growing bench of creators. Critically, we need to move beyond the micromobility niche into lifestyle creators who reach audiences we don't.
• Affiliate — reviving a channel that used to drive real revenue for us, largely through the same creator relationships.
• Social distribution — TikTok, Instagram, and Facebook, primarily as repurposed and native extensions of the content engine.
• PR — re-opening relationships with editors and reviewers (the Wired / CNET / Tom's Guide tier) who lend Apollo credibility. Editor relations and creator relations are the same muscle.

You'll have a real six-figure creator/content budget that you control against your goals — this is a role with resources and decision-making authority, not a request queue.

What success looks like

Two numbers, and you'll help set the targets in your first month:

1. Net-new audience reach — growth beyond our current subscriber base. We're measuring whether you're reaching new people, not re-serving the ones we already have.
2. Creator-attributed revenue — the revenue driven through the creators and affiliates you orchestrate, tracked natively through codes and links.

Everything else (post volume, view counts, follower growth) is a means to these two ends.

You're a fit if

• You've built an audience before — you can point to a channel, a program, or a creator ecosystem you grew, and explain why it worked.
• You think in systems and ideas, not just assets. You bring a pipeline of concepts to test; you're not waiting to be told what to make.
• You're a hunter with creators — cold outreach doesn't faze you, and you can spot a creator who'll pop before they do.
• You orchestrate more than you operate. You can give sharp creative direction and know great work when you see it — but you don't need to hold the camera yourself. Filming and editing are things we buy; judgment and direction are what we're hiring.
• You're AI-native — you default to AI tools (Higgsfield, modern editing and generation stacks, outreach and analysis automation) to work at a volume a traditional content person can't match.
• You hold a high bar and enforce it — with external creators, with freelancers, with yourself.

What this role is not

We're being direct so the right people apply and the wrong ones don't:

• It is not a filming-and-editing role. Those are commoditized skills we contract out.
• It is not community management. Replying to comments and DMs is being handled separately, you oversee it.
• It is not an execution seat waiting on someone else's roadmap. You are the roadmap for this part of the business.

How to apply

Skip the generic cover letter. Instead, send us two things:

1. One thing you'd change about Apollo's content in your first 90 days, and why — be specific and opinionated.
2. A rough allocation of a $100–150K annual creator/content budget: how would you split it across creators, production, tooling, and testing to grow reach beyond our existing audience? A back-of-the-envelope answer is fine — we want to see how you think.

Perks & benefits

• Salary range: CA$60,000–$80,000, based on experience, plus performance upside
  
• A scooter for the summer, on us
• Employee discount on the full Apollo lineup
• Extended health benefits
• A founding-team seat on the function — you're building social from the ground up, not inheriting someone else's playbook