Head of Content

We're looking for someone who understands the internet better than most brands do.

Not someone who schedules Instagram posts.

Not someone whose idea of a content strategy is four content pillars and a monthly calendar.

Someone who can look at a TikTok account with 5,000 followers and recognize that its creator has the potential to generate millions of views.

Someone who can take one idea, write 30 hooks, turn them into 10 genuinely different videos, and figure out which one works.

Your job is to build a content machine.

Chairon House is a new performance and social wellness destination, with its firt location opening in Dubai, bringing together training, Pilates, sauna, cold plunges, recovery, community, and culture.

We're building something that feels more like a cultural movement than a conventional gym.

Our ambition is to build one of the most effective creator-led growth engines in the region.

Content isn't a supporting function for us. It's central to how we build the business.

• Develop and test dozens of hooks, formats, and creative angles every week.
• Turn one concept into multiple distinct executions with different opening lines, storytelling structures, creators, and editing styles.
• Understand scroll-stopping psychology: curiosity gaps, tension, controversy, aspiration, humor, and social proof.
• Develop repeatable formats that can generate hundreds of videos without becoming repetitive.
• Analyze performance daily and rapidly iterate on winning concepts.
• Know the difference between making something aesthetically pleasing and making something people actually watch.

We care about how much you learn from each experiment, not just how much content you publish.

• Identify emerging creators before they become expensive.
• Source talent across TikTok, Instagram, and niche online communities.
• Recruit, negotiate with, onboard, and manage a network of UGC creators, editors, influencers, and content personalities.
• Build scalable creator compensation models combining fixed payments, performance bonuses, and revenue-sharing opportunities.
• Develop a creator system inspired by leading DTC growth teams: continuous recruitment, clear briefs, coaching, weekly reviews, and performance incentives.
• Match creators to specific audiences, creative formats, and customer segments.
• Build a culture where creators compete to produce breakthrough content.

You should be comfortable personally reaching out to 100 prospective creators in a week if that's what the opportunity requires.

You should have strong opinions about:

• Why some brands became a distribution phenomenon.
• What brands gets right about personalities, audiences, and shareable content.
• How clipping networks amplify personalities, livestreams, and brands.
• How recurring characters, social dynamics, and storylines generate repeat viewership.
• Why some seemingly low-production videos consistently outperform polished brand campaigns.
• How creators build parasocial relationships and communities.
• How to turn a physical location into something people follow even when they aren't visiting.

We want someone who studies the internet obsessively and can translate cultural insights into actual content formats.

We don't want to livestream for the sake of livestreaming.

We want you to invent formats people genuinely want to watch.

You might develop:

• Recurring livestream shows hosted by charismatic personalities.
• Fitness competitions, challenges, and audience-controlled experiences.
• Creator-led shows featuring guests, rivalries, and recurring storylines.
• Interactive formats that turn our physical space into an entertainment channel.
• Shopping and product demonstrations for future consumer brands.
• Livestream moments designed to produce dozens of strong short-form clips.

You'll own ideation, talent, production, testing, and iteration.

We're inspired by the creator-led advertising systems used by high-growth consumer and technology companies.

Your responsibility is to build the creative side of that engine.

• Produce a large pipeline of differentiated advertising concepts.
• Source creators with unique appearances, personalities, audiences, and storytelling styles.
• Develop scripts, hooks, briefs, and creative hypotheses.
• Work closely with paid media specialists to understan