About Appetise

Appetise is building the world's best grocery shopping experience - helping over 100,000 Aussies & Kiwis every week discover what to cook and get the cheapest groceries across Woolworths, Coles, and beyond.

We're a totally free app including recipe discovery, meal planning and grocery shopping where you can browse 3,500+ meals or save your favourites from anywhere on the web. Go from "what's for dinner?" to a completed shop in minutes - comparing prices, building lists, and checking out with your preferred supermarket.

With Appetise, you’ll never wonder what to cook again. And its totally free for users, forever.

Behind the scenes, we're creating something food brands have never had: direct access to the entire shopping journey. From meal inspiration to purchase, we give FMCG companies real-time insights into how shoppers discover, select, and buy their products - data supermarkets can't provide.

It's consumer experience meets brand intelligence. We're making grocery shopping effortless for people while giving brands a live view into the kitchens and carts of real shoppers.

We're 20 people across NZ and Sydney, moving fast with big ambitions. Revenue comes from brands who pay for access to our platform and insights - which means we can keep the app completely free for consumers. We need great people to help us scale as we grow.

🚀 About the Role

As our Creator-in-residence and Content Marketing Manager, you have one job: build Appetise into a content marketing powerhouse that millions of people can't scroll past, whether they be current or future users, customers or the startup community.

Reporting to our Head of Marketing, this is a hands-on, high-impact role where you'll help define the strategy and own execute organic content from ideation to amplification. You'll create thumb-stopping content that drives app downloads, builds our brand, and proves that the best marketing doesn't need a media budget.

You'll capture attention, experiment relentlessly, and turn our 5k following into millions. Whether it's ASMR cooking walk throughs, mouth watering food inspo, a founder-led skit, a supermarket street interview, or a viral food hack, you're the kind of person who sees content everywhere, moves fast, and knows what makes people stop, watch, and share.

Perfect for you if: You're a social-native creator who lives on TikTok and Instagram, loves being on camera, and wants creative freedom to build a content engine from the ground up at a high-growth startup.

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🔑 Key Responsibilities

1. Shape the Content Strategy (30%)

• Work closely with the Head of Markeitng to define Appetise's organic content strategy across TikTok, Instagram, Linkedin, YouTube Shorts and emerging platforms.

• Take full ownership of execution, owning end-to-end production from concept to final edit using a mix of mobile-first tools and fast turnaround workflows.

• Identify viral hooks, trending formats, and cultural moments that align with our brand and drive attention.

• Build a content roadmap that showcases recipe inspo, app benefits, behind-the-scenes startup life, and creative storytelling, not just food reels.

• UNderstand the needs of different audiences across B2B and B2C growth

• Study what's working (brands like Mob, Quite-Like, Kinso, viral creators, platform trends) and adapt the best ideas for Appetise.

2. Create Content That Drives Reach, Virality, User and Revenue Growth (50%)

• Shoot, edit, and post high-quality, scroll-stopping content every day.

• Be on camera for founder skits, street interviews, app demos, and storytelling.

• Shoot, edit and post cooking and meal prep content using delicious recipes from our platform

• Dive deep into customer and user insights to discover and double down on what works - explore cultural and human insights into food, FMCG, recipes and meal prep’ing to ensure our content hits different

• Experiment with formats, hooks, pain points and content pillars to drive engagement and reach: supermarket interviews, paying for people's groceries, viral food hacks, day-in-the-life content, user testimonials, and more.

• Collaborate with Head of Marketing, founders and team members to create authentic, entertaining, and shareable content.

• Adapt your approach and output to work across both B2B and B2C needs.

3. Drive Growth & Engagement (15%)

• Post strategically to maximise reach, engagement, and follower growth.

• Review engagement and platform metrics to align with business outcomes; user acquisition, revenue growth and app engagement.

• Monitor performance metrics (views, shares, saves, follower growth, app downloads) and double down on what works.

• Feed top-performing organic content into our paid campaigns to lower CAC and improve ROAS.

• Engage with our community by replying to comments, DMs, and building relationships with followers.

4. Experiment & Iterate (5%)

• Run rapid content experiments to test new ideas, formats, and platforms.

• Stay ahead of platform algorithm changes, new features, and cultural trends.

• Bring a test-and-learn mindset: fail fast, scale what works, and always be iterating.

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💡 Who You Are

• Social-native – You don't just use TikTok and Instagram, you live on them. You understand what makes content go viral and can spot trends before they peak.

• Camera-ready – You're comfortable on camera and can deliver authentic, engaging storytelling without a script.

• Full-stack creator – You can shoot, edit, and post content yourself using mobile tools and fast workflows. You don't need a production team.

• High-volume executor – You're comfortable creating and posting multiple times per day, iterating quickly based on performance.

• Scrappy & resourceful – You thrive in low-budget, high-creativity environments. You make magic with a phone, good lighting, and great ideas.

• Production literacy – You understand cameras, lighting and production to scale up our production approach when business and content needs required.

• Data-informed – You track what works (views, engagement, follower growth, app installs) and use insights to improve.

• Strategically creative – You're not just making content for content's sake, you're building a brand, driving app growth, and reducing acquisition costs.

• Startup-tough – You love fast-paced, high-autonomy environments where you can own outcomes and move without red tape.

• Obsessed with content – You consume, create, and think about content all day. You see viral opportunities everywhere.

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📌 Why This Role Matters

Organic content is the most under-utilised growth lever at Appetise, and the opportunity is massive. In the food and grocery space, attention is everything. The right content doesn't just build a following, it drives app downloads, reduces CAC, and creates a brand people love. With millions of views up for grabs and near-zero restrictions, this is your chance to build something from scratch and prove that creativity beats budget every time.

📜 What we offer

• Creative Ownership – Shape the strategy, create the content, and own the results in a fast-scaling company.

• Global Expansion – Build content that scales as Appetise grows from NZ/AU to global markets.

• High-Impact Role – Your work directly drives app growth, brand awareness, and commercial outcomes.

• Flexible Work Culture – Work from our Surry Hills offices and from home.

• Fast Career Progression – Join early and grow fast, this is a role for future marketing leaders.

🚀 Ready to make an impact?

Apply now. Let’s build something extraordinary.

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How We Hire

1. Apply now + a share quick video on why this role excites you

2. If you’re a good fit, we’ll set up an intro call to learn more about you.

3. We’d then look to have a session with our Head of Marketing and one of our Founders

4. Successful candidates will have a final-stage interview with our Head of Marketing

5. If you impress us, we’ll move fast—we’re looking for top talent NOW.

Department

Marketing

Locations

Sydney

Remote status

Hybrid

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