Distribution Specialist

About this Role

We are hiring a Distribution Specialist to own and drive organic growth for a portfolio of AI-powered digital products. BriarBear builds consumer products, SaaS tools, and mobile apps that all have AI at their core—AI chatbots with proprietary knowledge bases, AI-powered matching, and intelligent workflows. These products live or die by distribution, and today, distribution is dominated by TikTok and Instagram Reels.

This role is responsible for turning business goals (traffic, users, revenue) into clear growth strategies, then driving a creative team to execute those strategies while measuring what works and what doesn’t.

This is not a hands-on video editing role.

This is not a purely creative role.

This is a strategy, execution, and accountability role focused on:

• Impressions

• Traffic

• Conversion

• Revenue impact

What You’ll Be Responsible For

1. Own Organic Growth Strategy (TikTok & Reels First)

• Develop and continuously refine organic growth strategies primarily for:

  • TikTok

  • Instagram Reels

• Stay current on:

  • Viral formats

  • Hooks

  • CTAs

  • Platform-specific best practices

• Study and apply learnings from growth-focused resources (e.g., Social Growth Engineers and similar newsletters).

You are expected to know why something works—not just that it worked.

1. Translate Business Goals Into Measurable Growth Targets

You will take high-level goals such as:

• “300,000 monthly unique visitors to a website”

• “Drive signups for a consumer AI product”

• “Recruit both sides of a marketplace”

And translate them into:

• Monthly impression targets

• Posting cadence requirements

• Funnel assumptions (impressions → clicks → users → customers)

• Clear milestones (e.g., 0 → 100K → 300K → 3M impressions)

You are accountable for defining the path, not just executing tasks.

1. Funnel Thinking & Conversion Optimization

• Design and test content strategies that convert:

  • Impressions → website visits

  • Website visits → signups

  • Signups → paying customers

• Decide and test:

  • Direct CTA vs. curiosity-based CTA

  • Comment-driven discovery vs. link-out traffic

  • Website vs. app store routing

• Monitor conversion rates at each stage and adjust strategy accordingly.

You must understand that views without conversion are failure, not success.

1. Lead and Direct the Creative Team

• Work with video editors and scriptwriters to:

  • Set creative direction

  • Define hooks, angles, and CTAs

  • Ensure output meets quality and brand standards

• Review content before it goes live to ensure:

  • Clean grammar

  • Good taste

  • Proper framing and cuts

  • No careless errors

• Push the team to execute faster and smarter when data shows something is working.

This role requires strong judgment and the ability to give clear, direct feedback.

1. Measurement, Reporting, and Iteration

• Track and report on:

  • Impressions

  • Click-through rates

  • Conversion rates

  • Cost per result (organic and paid when applicable)

• Identify winning formats and double down.

• Kill underperforming ideas quickly.

• Share insights with leadership regularly.

If growth stalls, you own diagnosing why and proposing a fix.

1. Product-Specific Growth Strategies

You will manage growth across multiple products, each with different audiences and strategies, including:

• Consumer AI chatbots

• SaaS tools

• Mobile apps

• Marketplace-style products (e.g., job boards)

Example:

• Using Filipino UGC content to recruit job seekers locally

• Using different messaging to attract U.S.-based employers

• Tailoring content strategy by product, audience, and funnel stage

1. Paid Growth (Later Stage)

• Once organic traction is established, assist with:

  • Testing paid ads on TikTok, Instagram, Facebook, and Twitter

  • Defining metrics like CPM, CAC, and ROAS

• Organic-first mindset, paid second.

Who You Are

• Strategic thinker with a strong bias toward execution

• Comfortable owning numbers and being accountable for outcomes

• Able to give and receive direct feedback

• Obsessed with learning what makes content convert—not just go viral

• Organized, detail-oriented, and quality-driven

• Comfortable working closely with leadership

• Fluent in English (written and verbal)

Required Skills & Experience

• Proven experience in:

  • Social media growth

  • Product marketing

  • Performance or growth marketing

• Deep familiarity with:

  • TikTok and Instagram Reels ecosystems

  • Organic content distribution

• Strong understanding of:

  • Funnels

  • Conversion metrics

  • Audience targeting

• Experience managing or directing creative teams

• Comfortable working graveyard shift aligned with US-based teams

Nice to Have (But Not Required)

• Experience marketing apps or SaaS products

• Experience launching products from zero

• Familiarity with UGC-driven growth

• Data analysis or experimentation background

• Experience scaling from low traction to high-volume reach

Why This Role Matters

This role directly determines:

• Whether products succeed or fail

• Whether the company grows sustainably

• Whether creative effort turns into real business outcomes