Invest with Roots is hiring: Head of Brand & Content in Atlanta

Who We Are

Roots is redefining real estate investing with a never before seen resident-centric model. We’re totally reshaping the tenant-landlord relationship by offering residents the chance to not just rent but partner in the property they live in. This is not rent-to-own; this is the first ever own-while-you-rent program! Our innovative “Live In It Like You Own It®” program is about more than just providing a place to live; it’s about fostering a sense of community and financial empowerment. By intertwining investment opportunities and resident engagement we have proven that this model truly does do good by the residents, and performs quite well for our Investors. Roots is committed to making a positive impact and helping millions of people build wealth through real estate. We believe that a win-win ecosystem is the only type worth building!

Why We Need You

As we scale, we’re looking for a Head of Brand & Content to bring all things brand, content, and voice in-house, creating a cohesive, engaging, and impactful experience across every touchpoint.

This is a B2C-focused role, ideal for a strategic yet hands-on content leader who understands how to build trust and engagement with retail investors and a broader consumer audience. You’ll be responsible for crafting and executing a content strategy that speaks directly to our investors and community—owning our brand voice, messaging, and storytelling across social media, website content, investor education, email marketing, and beyond.

If you have experience in financial services, real estate investment, or mission-driven brands, and a passion for community-driven growth and social impact, we’d love to hear from you.

What You’ll Do

• Own Our Voice & Messaging – Develop a compelling, consistent brand voice that speaks directly to retail investors and everyday consumers.
• Content Strategy & Execution – Develop and implement a comprehensive content strategy aligned with our business goals, including customer acquisition, engagement, and retention.
• Build and Lead the Team – Build, manage, inspire, and develop a team of content creators, designers, influencers, and manage relationships with vendors to execute all content needs.
• Manage Content Calendars – Oversee and coordinate content calendars to ensure timely production and distribution.
• Investor & Customer Communications – Ensure all communications—from website copy to investor updates—are clear, compelling, and aligned with our mission.
• Quality Assurance – Establish content standards and review key materials to maintain quality and consistency.
• Cross-Functional Collaboration – Work closely with leadership, marketing, and product teams to align messaging across the company.
• Data & Insights – Analyze engagement metrics and audience insights to continuously refine and optimize content strategy.
• General Administrative Responsibilities – Support and oversee general content and brand-related operational tasks as needed.

Who You Are

• B2C-Driven Storyteller: You connect with consumers and retail investors through clear, engaging, and inspiring content across various mediums.
• Strategic & Hands-On: You can develop high-level brand strategies while also managing content creation and execution.
• Collaborative Leader: You build, motivate, and manage teams effectively, guiding creative professionals towards shared goals.
• Mission-Driven: You're passionate about financial empowerment, real estate investment, and driving social impact through content.
• Startup-Minded: Comfortable working in a rapidly evolving environment, you proactively create processes and adapt as the organization grows.

Qualifications

• 7+ years of experience in brand, content, or marketing leadership roles with a strong B2C focus.
• Proven success in crafting and leading comprehensive content strategies.
• Demonstrated experience managing teams of content creators, freelancers, or agencies.
• Exceptional storytelling skills with a proven ability to engage diverse audiences.
• Proficiency in analyzing data to inform and refine content strategies.
• Experience across multiple content channels including email, blogs, video, webinars, and website content.
• Background in financial services or fintech, real estate investment, or mission-driven organizations is a plus.

• Accountability: We take our responsibilities seriously and always stay transparent.
• Student Mentality: Continuous learning and growth are at our core.
• Driven: We strive to exceed expectations. We aim for excellence in everything we do.
• Fairness: We’re committed to equitable treatment for everyone.
• Great Stewards: We manage our resources and relationships with care and responsibility.
• Fun and Fearless: We face challenges with a positive and bold spirit. We challenge each other, the status quo, and “how it’s always been done”.

At Roots, we're committed to providing equal employment opportunities to all individuals, regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status. We firmly believe that diversity fuels creativity and innovation, enhancing the quality of our work and the strength of our team. Join us and be part of an inclusive environment where every perspective is valued.

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