Ketone

Ketones are your brain's favorite fuel. Ketone-IQ is brain fuel for people whose work is superior thinking: founders, operators, executives, investors, scientists, doctors, engineers. Our early customer was the Department of Defense, awarding Ketone-IQ $6MM to R&D brain fuel for special operators. Today that same fuel is nationwide in retail across Target, CVS, and Equinox, and growing virally on ecommerce through partners like Joe Rogan and Diary of a CEO.
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.
Our promise: Fueling a sharper brain.
@ketone is the briefing hub on the science and systems of sharper thinking, from analyzing history's greatest minds, to explaining what science just discovered, to sharing actionable insights you can use today.
You are our correspondent on that beat, and you will build the recurring formats that fill it.
We will rely on the explainer format: direct to camera breakdowns covering our core themes

• Leaders and systems. Dissecting the 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

The Head of Instagram reports into the VP of Growth Creative, and works in close collaboration with the CMO and CEO.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

What we're looking for

• On camera, and in command of the 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 you 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.

What you'll own

• Organic Instagram social strategy end to end
• Hands-on production at real volume, A-Z social content pipeline: strategy, concepting, filming, editing, writing, designing, publishing, and community management
• A brand social voice that earns attention on its own merits, builds an engaged following, and doesn't sound like a supplement company
• Founder-led and creator-led content, from sourcing and briefing through to what goes live, with the CEO / co-founder Michael Brandt, plus other influencer partners
• A content calendar with a clear repeating format cadence that looks forward to the next 4 weeks. Consistent brainstorm, scripting, and edit review cycle.
• A testing cadence, and weekly reports on hooks and formats, using a precise iterative process on trial reels, with clear reads on what worked and why.
• Community management: comments, DMs, replies, and the relationships that turn viewers into advocates
• Tracking and delivering on metric goals: aggressive follower and reach growth, saves and shares, watch-through, and downstream traffic and conversion
• AI leveraged workflows: striking the right balance between harnessing the efficiency of AI empowered creativity, while ensuring that the output is genuinely human and deeply relatable
• Owning the organic content budget. Tracking and balancing spend appropriately across productions, contractors, and the necessary social tools stack

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.