Social Lead
The social native.
Not the kind of social lead who schedules content. You shape culture - or at least your corner of it. You have spent time watching feeds the way a trader watches markets: for signal, for momentum, for the moment something turns. You know the difference between content that performs and content that lands. You have seen both, and you know which one builds something.
You are not waiting for a brief. You see something in the world - a format, a tension, a cultural moment - and you already know how Healf fits it. You have opinions about what a brand should and shouldn't do on social. You have held those opinions under pressure, and been right often enough that people stopped arguing.
You are rigorous about the work in a way that looks intuitive from the outside. You track what happens after you post. You change what you do next. You have built systems - not because you were asked to, but because you could not tolerate operating reactively when a better structure was available.
Healf is at the point where social needs to become a function, not just a feed. The platform is growing. The brand is sharpening. The content is getting better. What we need now is someone who can own all of it - the strategy, the creative direction, the data, the team - and make the whole thing move together. That person is you.
Healf is Europe's fastest-growing company. Number one on the FT1000, number one on the Sifted 100. From £1m to over £100m in under three years, with a small, talent-dense team and an electric culture with day one founder intensity. Now we're aiming for £1bn in the next three. We curate the world's best wellbeing brands across The Four Pillars™: EAT, MOVE, MIND, SLEEP. That's the first chapter. The next chapter is harder and more interesting. We are moving from one market to many, from e-commerce to a technology platform, and from curating wellbeing to defining it. We are a health company, so we think we should act like one. At its fullest expression, Healf redefines what wellbeing means for tens of millions of people.
Why this role is Healf
Wellbeing is a category with a problem. Most of it looks the same. The content is aspirational in a way that has become indistinct - clean aesthetics, soft lighting, vague claims about living better. Healf's position is different. We have real brand partners, real products, real science. The content that comes from this platform should feel like it comes from a place that actually knows what it's talking about.
Social is where that difference either shows up or gets lost. Every post is a claim about who we are. Right now, the opportunity is to make those claims with more consistency, more creative confidence, and more system behind them - moving from good content to a recognisable, ownable presence that compounds over time.
This role reports to the Head of Content and works across organic and paid, in-house creators and external partners. The scope is total. You are not executing a strategy someone else set. You are setting it, then executing it.
What you will own
→ Social strategy. The overarching strategy across organic and paid channels - channel roles, content pillars, commercial alignment. Monthly and quarterly calendars that balance planned, reactive, and campaign-led content. Not a document that lives in a drive. A living system that shapes what goes out every day.
→ Creative direction. Every post that goes out is yours, in the sense that you have shaped it. Working with in-house creators from ideation through execution. Briefing external creators and brand partners. Developing formats that are unmistakably Healf - across reels, statics, carousels, stories, and ads - and pushing those formats further over time.
→ Channel performance. Weekly data review. KPI-setting. Turning insight into action, not just reporting. Monitoring sentiment and audience feedback and feeding it back into what you make next.
→ Paid social. Owning the relationship between organic and paid - how each channel informs the other, where performance creative comes from, how we test and scale.
→ Systems and operating rhythm. Building the infrastructure that takes social out of reactive mode. Workflows, processes, and structures that make the team proactive - and that don't collapse when something moves fast.
→ Team development. Managing and developing in-house creators. Building the external creator roster. Raising the standard of the work across the whole function.
What you will have built in a year
→ A recognisable Healf social presence - formats, voice, and visual language that are ownable and consistent across platforms.
→ A content operating system - calendars, workflows, briefing templates, and review cadences that the team runs on.
→ Measurable growth in organic reach and engagement, with a clear account of what drove it.
→ A paid social approach that is genuinely integrated with organic - shared creative learnings, coordinated calendars, a feedback loop that improves both.
→ A creator roster - internal and external - that is producing content at a level that would have felt out of reach twelve months ago.
→ A clear point of view on where Healf social goes next, grounded in twelve months of data and creative learning.
Why you're Healf
→ You are native to the platforms. Not in the sense that you use them - in the sense that you understand them structurally. You know how TikTok's algorithm treats a new format in its first 48 hours. You know what Instagram does to reach when you post a carousel versus a reel. You have used that knowledge to make decisions, not just to sound informed.
→ You have built creative systems. You have worked out that great social content doesn't come from inspiration - it comes from a well-briefed team, a clear point of view, and a feedback loop that shortens over time. You have built that loop somewhere, and you can build it here.
→ You think about brand with the same seriousness that a good creative director does. You have opinions about what a brand should and shouldn't say. You hold the line when the brief drifts.
→ You know the difference between a post that's on-brand and one that merely isn't embarrassing.
→ You are analytically confident. Not a data scientist - but someone who can sit with a performance dashboard and come away with a clear point of view about what to do differently. → You do not report on what happened. You change what happens next.
→ You have worked with creators - managed them, briefed them, developed them. You know how to get the best out of talent that doesn't work for you full-time. You have relationships in the creator world, or you know how to build them.
→ You are comfortable with paid social. Not as a specialist, but as someone who understands that organic and paid are not separate disciplines. You have worked out how they reinforce each other and you have built content with that in mind.
→ You operate well at pace. You have made decisions with incomplete information and been right more often than not. You do not wait for perfect conditions to ship excellent work.
Show us
→ Social accounts you have directly led - organic growth, engagement trajectory, and what you changed to drive it.
→ A format you developed from scratch that became ownable - what it was, how you built it, what it did.
→ A moment where the data told you something the team didn't expect, and what you did with it.
→ Evidence of how you work with creators - how you brief them, how you develop them, what the output looked like.
→ An example of paid and organic working together under your direction - what the strategy was, how it performed.
The deal
Competitive base plus meaningful equity for the right person. We ask a great deal of the people who work here. We expect full ownership and a genuine commitment to give this chapter everything you have. In return, we will give you the same: everything we have, invested in your growth, your wellbeing, and the defining skills of the next decade. We have built the fastest-growing company in Europe with a team small enough that every person in it shapes the outcome. That is still true today. The next person we hire will change the trajectory of the company. If the most important work of your career is ahead of you, this is the place to do it.
One question
You have just joined Healf. You spend your first week reviewing the last six months of content across Instagram and TikTok - organic and paid. You form a clear view of what is working, what isn't, and what is missing entirely.
In 400 words or fewer, tell us the one thing you would change first and why. Not a list. Not a framework. One thing, and the reasoning behind it.
Show us how you think.