It splits roughly in two. Two to three days a week on the brand channels with our CMO — the nursery and Cura accounts, the calendar, the community, capture on site. Two days a week on the founder's channels — a genuinely different product with a different voice, which is the point: his personal feed should never read like a company page, and the company pages should never read like him. A week looks roughly like this:

• Monday, 30 minutes: you sit down with our founder, camera on, having read last week's essay, and interview him about it. Properly — a conversation, not a talking head against a wall. This is the single most important thing in the job and we will say more about it below.
• Monday afternoon: he publishes. Our AI toolchain generates the first pass of five social formats. You take it from slop to something good — the hook, the design, the crop, the caption.
• Tuesday/Wednesday: batch day. Filming, editing, carousel builds. One of the four nurseries for content capture.
• Thursday: second essay, same loop.
• Friday: capture the Lunch Club or a Coffee & Conversations interview, 30 minutes with the founder on next week, and schedule everything.
• Every day: publish, and actually talk to people in the comments.
• Monthly: tell us what worked. Not a screenshot of a dashboard — three things we should test next, what happened to the last three, and what our competitors have started doing that we haven't.

And running underneath all of it, the less obvious half of the job:

• Find the content in the week. Meetings, opinions, a thing that happened on a site visit. The two essays are the backbone, not the whole supply.
• Catch the reactive moments. When social care lands on the front page, we have about a day to say something useful. That window doesn't appear on a calendar.
• Build a pipeline of podcasts, panels and press — and make sure nothing our founder does externally only exists once.
• Decide what needs a sign-off and what doesn't. You'd write that matrix yourself in month one. If the list of things needing the founder's approval isn't shorter by month six, something's gone wrong.
• Keep an eye on the reputation risk. He writes about social policy and politics. Most of that is an asset. Occasionally it isn't, for a business that looks after other people's children — and spotting the difference before it publishes is part of this.

The bit most people find hard, so we are saying it up front

Our founder is a reluctant performer. He has tried recording himself twice and produced nothing usable both times. He writes densely and well, and he is genuinely interesting once someone asks him a question — which is why the format is an interview and why we need a person, not a tripod.

So the load-bearing skill here is not editing. It is being able to sit opposite someone who does not want to be on camera, having done the reading, and get a real conversation out of them. If that sounds like the fun part of the job to you, apply. If it sounds like the part you would try to avoid, this is not the role.

What you would be measured on

Three audiences, judged separately, never averaged into one flattering number:

• Hatching Dragons
  • Double the Instagram following in two quarters.
  • Nursery enquiries and teacher applications that we can trace back to something you made.
• Cura Haus
  • Double the Instagram following in two quarters.
  • Every event filled.
  • Membership signups we attribute to social.
• The founder
  • Substack subscribers up 50% a quarter — without the open rate falling.
  • Carousels outperforming long-form text by 2×.
  • Inbound we can trace to a post.
  • Plus the unglamorous ones that decide whether any of the above happens: publishing 100% of what was planned, keeping 20+ finished assets in the buffer, and getting the founder's time down to seven hours a week.

We will set your baselines in week one and review formally at 90 days.

You

Essential

• You can edit short-form video and you can show us. CapCut, Premiere, Final Cut — we don't care which, we care how fast.
• You can write a hook. Given a 2,000-word essay about care policy, you can find the line that makes a tired parent stop scrolling.
• You can write in someone else's voice — captions, Notes, carousel copy that sound like our founder rather than like a brand. He writes his own essays and will keep doing so; everything downstream of them is yours.
• You can brief someone else, not just do it yourself. Some of this job is writing a good brief for a videographer and then holding them to it.
• You can direct someone who doesn't want to be directed, and hold a conversation on camera while doing it.
• Canva to a real standard — template discipline, typography that survives being edited by someone else.
• Photography good enough to build a library from scratch. We currently don't have one.
• Notion-literate. Our whole content architecture lives there and you'll be working it, not just ticking things off in it.
• Self-starting. Two 30-minute check-ins a week is the entirety of the supervision on offer. That is either the best or the worst thing about this job, depending on who you are.

Nice to have

• Studying or recently graduated in digital marketing, graphic design, film or video production, photography or journalism.
• Any experience in education, family, wellness, hospitality or community brands.
• Comfortable on camera yourself — the interviewer role suits someone happy to be the voice asking.
• Motion graphics, sound design, event styling.
• Any experience of PR, earned media or pitching for coverage.

Not required, and we mean it: agency background, brand strategy experience, paid media, SEO. Those jobs exist here and they are not this one.

Safeguarding

This role involves filming on nursery premises. An enhanced DBS check and satisfactory references are a condition of appointment. Consent rules for children's images are absolute —