Head of Content

We're looking for someone who understands the internet better than most brands do.Not someone who schedules Instagram posts.Not someone whose idea of a content strategy is four content pillars and a monthly calendar.Someone who can look at a TikTok account with 5,000 followers and recognize that its creator has the potential to generate millions of views.Someone who can take one idea, write 30 hooks, turn them into 10 genuinely different videos, and figure out which one works.Your job is to build a content machine.About Chairon HouseChairon House is a new performance and social wellness destination, with its firt location opening in Dubai, bringing together training, Pilates, sauna, cold plunges, recovery, community, and culture.We're building something that feels more like a cultural movement than a conventional gym.Our ambition is to build one of the most effective creator-led growth engines in the region.Content isn't a supporting function for us. It's central to how we build the business.What you'll own1. Build a high-volume content engineDevelop and test dozens of hooks, formats, and creative angles every week.Turn one concept into multiple distinct executions with different opening lines, storytelling structures, creators, and editing styles.Understand scroll-stopping psychology: curiosity gaps, tension, controversy, aspiration, humor, and social proof.Develop repeatable formats that can generate hundreds of videos without becoming repetitive.Analyze performance daily and rapidly iterate on winning concepts.Know the difference between making something aesthetically pleasing and making something people actually watch.We care about how much you learn from each experiment, not just how much content you publish.2. Build and manage our creator networkIdentify emerging creators before they become expensive.Source talent across TikTok, Instagram, and niche online communities.Recruit, negotiate with, onboard, and manage a network of UGC creators, editors, influencers, and content personalities.Build scalable creator compensation models combining fixed payments, performance bonuses, and revenue-sharing opportunities.Develop a creator system inspired by leading DTC growth teams: continuous recruitment, clear briefs, coaching, weekly reviews, and performance incentives.Match creators to specific audiences, creative formats, and customer segments.Build a culture where creators compete to produce breakthrough content.You should be comfortable personally reaching out to 100 prospective creators in a week if that's what the opportunity requires.3. Understand internet culture and engineer viralityYou should have strong opinions about:Why some brands became a distribution phenomenon.What brands gets right about personalities, audiences, and shareable content.How clipping networks amplify personalities, livestreams, and brands.How recurring characters, social dynamics, and storylines generate repeat viewership.Why some seemingly low-production videos consistently outperform polished brand campaigns.How creators build parasocial relationships and communities.How to turn a physical location into something people follow even when they aren't visiting.We want someone who studies the internet obsessively and can translate cultural insights into actual content formats.4. Invent TikTok Live conceptsWe don't want to livestream for the sake of livestreaming.We want you to invent formats people genuinely want to watch.You might develop:Recurring livestream shows hosted by charismatic personalities.Fitness competitions, challenges, and audience-controlled experiences.Creator-led shows featuring guests, rivalries, and recurring storylines.Interactive formats that turn our physical space into an entertainment channel.Shopping and product demonstrations for future consumer brands.Livestream moments designed to produce dozens of strong short-form clips.You'll own ideation, talent, production, testing, and iteration.5. Build our paid creative testing programWe're inspired by the creator-led advertising systems used by high-growth consumer and technology companies.Your responsibility is to build the creative side of that engine.Produce a large pipeline of differentiated advertising concepts.Source creators with unique appearances, personalities, audiences, and storytelling styles.Develop scripts, hooks, briefs, and creative hypotheses.Work closely with paid media specialists to understand what converts.Track hook retention, watch time, CTR, CAC, and creative performance.Identify underexplored customer segments and recruit creators capable of reaching them.Systematically scale creative production without sacrificing originality.Our long-term ambition is to build towards hundreds of distinct creative tests per month.You don't need to be our media buyer. But you absolutely need to understand how creative affects paid acquisition.6. Build distribution, not just contentExplore and execute growth opportunities through:TikTok and Instagram ReelsClipping and content repurposingCreator-owned distributionAffiliate and ambassador programsTikTok LivePaid social creativeRecurring content seriesEmerging platforms and formatsWe care about reach, cultural relevance, customer acquisition, and ultimately revenue.Who we're looking forNon-negotiableYou're genuinely TikTok-native. You understand internet culture instinctively, not from marketing reports.You've created, grown, or helped scale accounts through short-form video.You can demonstrate content that has achieved significant organic reach.You know how to find and recruit creators.You can explain why a video worked and produce multiple testable variations of its underlying concept.You're comfortable shooting, editing, briefing, and publishing content yourself.You understand creative testing and the relationship between content and paid growth.You move quickly, experiment constantly, and don't need someone to tell you what to do every day.You have strong creative taste but aren't precious about your ideas.Major bonus pointsYou've built your own TikTok account, clipping network, or creator community.You've worked on DTC, TikTok Shop, affiliate marketing, or performance creative.You've managed a network of UGC creators.You've run livestreams or built a recurring content series.You've worked with a brand that produces 100+ creative assets per month.You understand creator economics, affiliate commissions, and performance-based compensation.You've built something independently, even if it failed.We care much more about what you've actually built than your degree, job titles, or years of experience.What success looks likeFirst 30 daysAudit our current content opportunities and define a clear testing strategy.Establish 5–10 repeatable content formats.Build an initial roster of 10–15 promising creators.Launch a weekly creative testing and reporting system.Develop our first TikTok Live pilot concepts.By 60 daysEstablish a consistent publishing and creator-production pipeline.Run multiple recurring content series.Have a working system for creator sourcing, onboarding, and performance reviews.Identify winning content formats that can be scaled.Launch initial livestream and clipping experiments.By 90 daysOperate a repeatable, measurable creative production system.Have an active network of 20+ creators and collaborators.Run 100+ meaningful hook and creative experiments per month.Demonstrate measurable growth in qualified reach, followers, waitlist signups, and customer acquisition.Build an actionable roadmap for scaling creator-led content and paid creativeThese are starting targets. We're looking for someone who wants to exceed them.Who this role isn't forSomeone who wants to spend most of their time designing beautiful Instagram grids.Someone who needs an agency to come up with content ideas.Someone who thinks posting consistently is a growth strategy.Someone who produces strategy decks but rarely ships content.Someone who doesn't actively consume or understand creator-led content.Someone uncomfortable with experimentation, failure, and rapid feedback.How to applyPlease don't send us a generic cover letter.Instead, send:1. Three pieces of content you've made or worked on that performed exceptionally well. Tell us what you did and why they worked.2. Three TikTok accounts under 100,000 followers that you think will become significantly bigger. Explain what makes each one special.3. One content concept for Chairon House. It should be something that could become a recurring series, not just a single viral video.4. Your answer to this question: You have $10,000, ten small creators, and 30 days to generate as much attention as possible for a new wellness brand. What do you do?We're looking for original thinkers, exceptional executors, and people who are genuinely obsessed with understanding how attention works.If you'd rather build the next breakout brand than manage an existing brand's social media, we want to meet you.