B2B Social Content Strategist (X, Instagram & TikTok)

Lightsail Solutions is a venture-backed, US-based freight forwarding startup making global freight and procurement simpler, more transparent and more efficient. As an early-stage company, our priorities and processes evolve quickly. We are looking for a B2B Social Content Strategist to create and grow Lightsail Solutions’ organic social presence, with a primary focus on X and secondary focus on Instagram and TikTok.

This role is primarily focused on creating social content that generates commercial value, not simply views, impressions or followers. The objective is to consistently produce content that reaches the right audiences, builds authority and trust, creates demand, generates inbound interest and ultimately contributes to qualified leads and revenue.

You will be responsible for the full social content workflow, from researching audiences, competitors and industry conversations to identifying content opportunities, writing posts, publishing content, analysing performance and iterating on what works. You should be comfortable experimenting aggressively, developing strong points of view and translating complex business topics into content people actually want to read and share.

Responsibilities

• Own the end-to-end execution of Lightsail Solutions’ organic social media content strategy
• Focus primarily on growing Lightsail Solutions’ presence on X, with Instagram and TikTok as secondary channels
• Create social content designed to generate qualified attention, inbound enquiries, website traffic, leads and commercial opportunities
• Develop content that appeals specifically to our target customers rather than optimising purely for mass reach
• Monitor industry conversations, trends, news, competitors and customer pain points to identify timely content angles
• Create high-performing X posts, threads and other native content formats
• Repurpose strong ideas into Instagram carousels, short-form video scripts and TikTok content where appropriate
• Develop strong hooks, narratives, contrarian angles, educational content and commercially relevant thought leadership
• Turn internal company knowledge, customer experiences, operational insights and industry data into engaging social content
• Interview or work with founders and team members to extract useful insights and turn them into publishable content
• Build repeatable content pillars and formats that can be scaled over time
• Create content calendars while retaining flexibility to respond quickly to current events and emerging conversations
• Test different hooks, formats, topics, posting times, calls-to-action and content structures
• Analyse content performance and identify which topics and formats generate the highest-quality engagement
• Track commercially relevant metrics such as profile visits, website traffic, inbound enquiries, qualified conversations and leads generated
• Distinguish between content that generates vanity engagement and content that attracts potential customers
• Identify high-intent users engaging with content and surface relevant opportunities to the sales team
• Engage strategically with relevant industry accounts, prospects and conversations to expand organic reach
• Research successful accounts and content strategies across B2B industries and adapt applicable approaches to Lightsail Solutions
• Maintain a consistent brand voice while continuously testing new creative approaches
• Independently identify why content is underperforming and propose new experiments

Requirements

• Proven experience creating high-performing social media content
• Strong understanding of how content spreads organically on X
• Portfolio or examples demonstrating the ability to create posts that generated meaningful engagement, audience growth or business outcomes
• Strong understanding of hooks, storytelling, positioning, persuasion and audience psychology
• Able to communicate complex B2B topics in a simple, engaging and accessible way
• Strong written English and ability to write naturally for a US audience
• Able to develop original angles rather than simply rewriting existing industry content
• Strong research skills and ability to understand unfamiliar industries quickly
• Commercial mindset with an understanding that reach and impressions are only useful when they contribute to business outcomes
• Ability to identify the difference between high-volume engagement and engagement from relevant potential customers
• Comfortable analysing social media performance data and using it to improve future content
• Able to work independently and generate content ideas without requiring detailed briefs for every post
• Strong understanding of how different content formats perform across social platforms
• Comfortable testing unconventional ideas and rapidly iterating based on results
• Strong attention to detail in writing, research and factual accuracy
• Able to maintain a consistent publishing cadence
• Comfortable working in a fast-paced startup environment where priorities and messaging may change
• Available to start immediately or within a short notice period is an advantage

Nice to Have

• Previous experience creating content for B2B companies, founders or executives
• Demonstrated experience generating leads or revenue through organic social media
• Strong personal track record growing accounts on X
• Experience with founder-led or personal-brand content strategies
• Experience creating content for logistics, freight forwarding, procurement, supply chain, manufacturing, e-commerce or other B2B industries
• Experience turning long-form information, calls, interviews or internal documents into social content
• Experience writing high-performing X threads
• Experience creating Instagram carousels and short-form video scripts
• Experience creating TikTok or Reels content for business audiences
• Strong understanding of content repurposing across platforms
• Experience using social analytics tools to understand content performance
• Experience with tools such as Typefully, Hypefury, Buffer, Metricool, Taplio or similar social publishing and analytics platforms
• Familiarity with Google Analytics or attribution tools to measure website traffic and conversions generated by social media
• Basic understanding of B2B sales funnels and lead generation
• Ability to identify and engage relevant prospects through social listening
• Experience with community building or audience development
• Basic video editing or creative production capabilities

Performance Focus

This role will not be evaluated primarily based on views, impressions or follower count.

Success will be measured based on whether content:

• Reaches the right target audience
• Generates relevant engagement from potential customers and industry participants
• Increases branded search and direct traffic
• Drives qualified visitors to Lightsail Solutions’ website
• Generates inbound enquiries and sales conversations
• Builds credibility and authority within our target industries
• Creates identifiable leads or commercial opportunities
• Develops repeatable content formats that consistently generate business value

High reach is valuable when it reaches the right audience and contributes to these outcomes.

Compensation
Up to US$2,000 per month, depending on relevant experience, demonstrated content performance and technical knowledge.