JD v1 — For Review
Social Media Manager, Organic
MAC Energy — global celebrity-backed energy drink, Conor McGregor co-founder
Take MAC Energy's organic social across Instagram, TikTok, Facebook, YouTube, and X from zero to six-figure followers per platform in under six months — anchored on the July 1 launch and the July 11 McGregor fight-week demand spike. Global audience, A-list co-founder, no ramp quarter.
Why this role is different
This is not a generic DTC social role. The closest comparable briefs are the social leads behind Feastables (Mr. Beast), Fenty (Rihanna), Prime (Logan Paul/KSI), 818 Tequila (Kendall Jenner), Rhode (Hailey Bieber), SKIMS (Kardashian), or Proper No. Twelve (McGregor's $600M exit). Celebrity co-founder equity. Global fanbase. Real-time cultural moments. Commerce-attached from day one.
The co-founder has 50M+ IG followers, is the highest-grossing PPV draw in UFC history, and returns to the Octagon on July 11. The brand launches DTC (Shopify) + Amazon FBA into a $106B category against Red Bull, Monster, Celsius, Alani Nu, and Prime. Handles are at zero today.
Must-haves (hard filters for recruiter screening)
- 5+ years organic social for DTC/CPG, with at least one zero-to-scale launch they personally led (ideally to six-figure followers within 6-12 months).
- Celebrity/founder-led CPG OR beverage category experience — see tiered brand list below.
- Global audience management. McGregor's fanbase is Ireland, UK, Australia, Middle East, US, Canada. Candidate must have run social for brands with cross-market audiences — not just a US-only operator.
- Talent-team fluency. Has worked directly with A-list talent's publicist, management, and legal review chain. Knows how to ship fast inside approval loops without losing the window.
- Reputation-aware / crisis-ready. Has navigated a live reputational moment for a talent-backed brand (flare-up, news cycle, compliance flag) and kept commerce on-track. Familiar with why Proximo dropped McGregor as Proper No. Twelve pitchman in 2024 — and what a social lead does in that scenario.
- TikTok-first operator who has personally grown an account past 100K followers and can talk through hook architecture for the first 1-3 seconds.
- Platform-native across all five channels — rebuilds per platform, never cross-posts.
- Commerce-attached. Fluent with TikTok Shop, IG Shopping, Meta Shop, product tagging, link-in-bio. Treats every post as a path to Shopify or Amazon.
- UGC creator program experience — briefing, scripting, scoring, promoting winners into paid Spark/Partnership Ads.
- Content velocity. Can ship reactive content within hours of a breaking cultural moment, not days. Fight week demands real-time.
- Compliance-aware for regulated categories — FDA/FTC on energy/supplements, Meta/TikTok ad policy.
Target brand experience (tiered)
Tier 1 — Global celebrity CPG (ideal match)
Feastables, Fenty, Rhode, SKIMS/SKKN, Kylie Cosmetics, Chamberlain Coffee, 818 Tequila, Casamigos, Aviation Gin, Prime, ZOA, Proper No. Twelve, Pressed Roots, Ryan Reynolds brands, Kardashian-family brands.
Tier 2 — Beverage / energy category scale
Liquid Death, Celsius, Alani Nu, Poppi, Olipop, Athletic Brewing, De La Calle, Sprinter, Ghost, C4, Bucked Up, Red Bull (organic side), Monster (digital).
Tier 3 — Combat sports / athlete-led (strong signal)
UFC, Bellator, Dana White-adjacent, Jake Paul / MVP, Fanatics athlete brands, ONE Championship, F45.
Disqualifiers (do not send)
- Agency-side "calendar deck" operators who don't make the content.
- Brand-purists who treat commerce metrics as taboo — we measure GMV, not just impressions.
- Zero celebrity, beverage, or CPG experience.
- US-only experience with no global audience reps.
- Uncomfortable with combat sports audience or McGregor as co-founder.
- Cannot commit fight week (July 6-12) at full availability.
Bonus (strong boost in ranking)
- Prior direct McGregor, UFC, or combat-sports brand work.
- Prior launch tied to a celebrity tentpole (fight, tour, album, film, season premiere).
- Existing roster of sports / fitness / lifestyle creator relationships on TikTok + IG.
- YouTube long-form strategy (beyond Shorts) — podcast, vlog, behind-the-scenes franchises.
- Experience with TikTok Shop GMV attribution and Spark Ads handoff.
- Irish, UK, or AU market fluency (beyond US-default assumptions).
Scope + Deliverables
| Area | What they own |
|---|
| Channels | IG, TikTok, Facebook, YouTube (Shorts + long-form support), X |
| Cadence | TikTok 1-2x/day; IG Reels daily + Stories daily + feed 4-5x/week; YouTube Shorts 4-5x/week; FB cross-optimized; X 2-3x/day in tentpoles |
| Strategy | Weekly + monthly content calendars mapped to driver tree (Sessions, NCA, Repeat) |
| Production | Direct / edit short-form from premium McGregor shoot assets (limited inventory — plan ruthlessly); brief UGC creators with Kyra + Head of Brand; write all hooks, captions, CTAs |
| Organic → paid | Score content on hook rate, save rate, share rate; hand winners to paid team for Spark Ads + Partnership Ads within 48 hours of breakout |
| Community | First-60-minute engagement on every post; moderate brand-risk comments in real-time; escalate reputational flashpoints to Head of Brand + legal |
| Talent coordination | Interface with McGregor's management / publicist / legal on content approvals, likeness use, and fight-week windows |
| Reporting | Weekly scorecard; monthly readout to CMO + Head of Brand with kill / scale / promote-to-paid recommendations |
90-day and 180-day targets
By July launch (90 days): TikTok 100K+ followers with 3+ posts >1M views; IG 75K+ followers with Reels averaging >50K views; YouTube 25K+ subs; FB + X established with fight-week spike captured; 10+ organic pieces promoted to paid; TikTok Shop + IG Shopping driving measurable GMV.
By end of fight-week + holiday run-up (180 days): Six-figure follower counts on TikTok + IG; 20+ active UGC creators; organic social as top-3 Shopify traffic source and a meaningful Amazon demand driver; documented hook library and playbook that survives past the engagement.
Engagement terms
- Hours: 30-40/week pre-launch, scaling into launch. Fight week = full availability, on-call.
- Rate range: Open — recruiter to benchmark against senior organic social leads in celebrity CPG. Premium rate is expected for the right profile.
- Duration: 6-month initial, extension based on 90 / 180-day target hit rate.
- Tools provided: Brand Brain, voice guide, persona docs, McGregor shoot assets, analytics access, paid team for amplification handoffs, Kyra for influencer layer.
Screening questions (ask before submitting)
- Name a celebrity-led or beverage CPG brand where you ran organic social. Starting and ending follower counts, window, and what you personally owned (vs. team contribution).
- Walk through one TikTok or Reel you made or directed that broke through. What was the hook, and why did it work on that platform specifically?
- Situational: The celebrity co-founder trends for a non-product reason on a Tuesday night (news cycle, not a fight). You have 30 minutes to decide: do you post, go dark, or pivot? Walk through your reasoning.
- Situational: Limited inventory of premium shoot assets with the co-founder and 30 days to launch. Name the two content pillars you lead with and one you explicitly cut.
- How do you decide which organic post gets promoted into a paid Spark / Partnership Ad? What's your scorecard?
- Describe a time you worked directly with A-list talent's team (publicist, management, legal). How did you ship on brand-time without breaking their approval loop?
- Availability for fight week July 6-12, 2026? Full availability confirmation needed.
Voice guardrails (candidates should self-screen)
Do
- Confident, direct, Irish edge as texture
- Competitive framing ("beat the lag, own the round")
- Craft + preparation narrative
- Fight-week cultural plug-ins
Don't
- Violence-as-copy, slurs, political commentary
- Explicit profanity in brand-owned posts
- Unsubstantiated health or income/lifestyle claims
- Competitor trashing by name
- Gen-Z filler ("no cap," "it's giving")
- Borrowed controversy from McGregor's personal headlines
Important: Never confuse MAC Energy with McGregor's separate Bucked Up "Notorious Buck" partnership. These are distinct brands and the candidate must understand the distinction before their first post.
Application deliverables
- Three case studies with before / after numbers and the candidate's specific contribution (vs. team).
- A 200-word POV on MAC Energy's first 30 days of content.
- One TikTok or Reel they made or directed that they think would work for us, with a sentence on why.
- Rate, hours/week, timezone, fight-week availability.