Social Media Manager (Personal Brand) Full Time NEW

I’m Ryan Porter — founder of Fat Cow Skincare, co-host of the Definitely Not Vegan podcast, and an advocate for British farming. I’m building a personal brand that documents the real, unfiltered journey of bootstrapping a business from a kitchen startup to a structured operation. Think founder journal, not polished influencer feed.

I’m looking for someone to own the day-to-day running of my personal Instagram, with scope to grow the role into TikTok, YouTube, and LinkedIn as things scale. This first brief is Instagram only.

What the content is about

This account is a window into what I care about and what I’m building. It runs on a few connected threads: looking after your health and fitness, bettering yourself, and building something worth building — alongside the people who matter, family and tribe. It’s also unapologetically about backing British farming and supporting local. The content should feel like all of that coming from one person living it, not separate content buckets bolted together.

This matters: you need to live this world

I’m deep into health, wellness, fitness, biohacking, and health optimisation — it’s not a side interest, it’s the lens I see everything through. The right person for this role is genuinely into the same things. Not because you need credentials, but because you can’t write in my voice or spot what resonates with my audience if this world is foreign to you. If you don’t know your way around ancestral health, training, and the health optimisation space, this isn’t the role for you.

What you’ll do

• Build and own a posting strategy for Instagram that reflects my voice and the things that drive me — health and fitness, family and tribe, building the business, and backing British farming and local.
• Deliver a rolling content calendar I can see and plan against.
• Generate the content ideas, then produce and edit posts — aiming for one to two posts a day.
• Work from our existing catalogue. As founder of Fat Cow Skincare, I already have a large B-roll library to pull from, so a lot of the raw material is already there.
• Send me clear filming instructions — specific shot lists and prompts for anything new you need captured. You’re directing what gets filmed; I’m capturing it on the ground.
• Keep everything in a clear pipeline so I can proof and approve before anything is scheduled.

Important: nothing goes out without my sign-off. Every post is proofed by me before scheduling. You drive the ideas and the edit; I’m the final filter on voice and message.

Scope — what this role is and isn’t

This is a creation-and-posting role, full stop. No community management. You won’t be replying to comments or DMs, and you won’t be engaging on my behalf. Your job is ideas, content, editing, calendar, and scheduling — nothing in the inbox.

The style

This is a journaling account, not a high-production one. No flashy motion graphics or agency-grade editing. The value is in honesty, consistency, and a strong founder voice. If you can take a rough phone clip and a one-line thought and turn it into something that sounds like me and earns attention, you’re the right fit.

You’re a good fit if you

• Are genuinely into health, wellness, fitness, biohacking, and optimisation — and follow this space already.
• Connect with the wider picture too: family, building something, community, and backing local and British farming.
• Have run or grown a founder/personal brand on Instagram and can show the work.
• Are genuinely fast and consistent — a two-a-day cadence doesn’t scare you.
• Have a feel for short-form storytelling and can write in someone else’s voice.
• Are organised enough to run a calendar and a pipeline of B-roll and new footage without me chasing you.
• Can direct a shoot remotely — i.e. tell me exactly what to film and how.

Nice to have

• Light editing skills (CapCut-level is fine — this isn’t a motion design role).
• An eye for what performs on Instagram right now.
• Familiarity with the bootstrapped-founder / British farming / ancestral health content space.

The role grows

• This starts as Instagram only. As it works, the scope expands into TikTok, YouTube, and LinkedIn — so I’m looking for someone who wants to grow with it, not a one-platform specialist who’ll cap out.