Community Outreach & Brand Discovery VA

Location: UK-based DTC brand (Global audience)
Industry: Dog Health & Nutrition (Anxiety-focused supplements)

ABOUT THE BRAND
PAWD Drinks  is a direct-to-consumer dog supplement brand focused on supporting anxious, reactive, and stressed dogs through science-backed liquid and powdered formulations.
The brand operates in a high-trust category where recommendations, lived experience, and community validation outperform traditional advertising, particularly at the decision stage.
This role exists to embed PAWD naturally into trusted conversations where dog owners are actively seeking solutions.

PURPOSE OF THE ROLE
To support long-term brand discovery, trust-building, and customer acquisition by participating in high-intent online communities (Reddit, forums, Facebook groups), complementing paid Meta activity and helping reduce blended CAC over time.
This is:

• NOT salesy outreach

• NOT spam or posting links everywhere

• NOT short-term performance marketing

• It is a slow-burn, compounding acquisition channel

STRATEGIC OBJECTIVES

• Support reduction of blended CAC from ~£45 toward ~£35

• Establish PAWD as a trusted voice in dog anxiety and nutrition discussions

• Drive warm, high-intent traffic alongside Meta

• Increase search and AI (ChatGPT) visibility through earned community presence

• Build long-term discovery that compounds over time

CORE RESPONSIBILITIES

1. Community Research & Thread Identification

• Identify and monitor high-intent communities and threads, including:

  • Reddit (dog anxiety, reactive dogs, dog nutrition subreddits)

  • Facebook groups

  • Selected dog health and training forums

• Prioritise threads where users are:

  • Asking for product recommendations

  • Describing anxious or reactive dogs

  • Seeking solutions or alternatives

1. Advice-First Community Commenting (Primary Task)

• Participate in discussions using a non-branded, human tone

• Comment as a helpful dog owner, not a marketer

• Share:

  • Personal-style experiences

  • Advice-led responses

  • Soft references to Poured Drinks only where appropriate

• No direct selling, no aggressive promotion, no spam

• Follow each platform’s community rules strictly

Example approach:
“We had similar issues with our dog and found a calming supplement helped alongside training…”
NOT: “Buy this product now”

1. Brand Seeding & Trust Building

• Gradually and subtly introduce PAWD as:

  • A credible option

  • A helpful solution

  • Part of a wider advice-based response

• Ensure brand mentions feel earned, not planted

• Maintain consistency with PAWD’s values, tone, and ethos

1. Search & AI Discovery Support

• Contribute high-quality, advice-led content in public forums

• Understand that:

  • Reddit and forums rank highly on Google

  • AI tools (e.g., ChatGPT) learn from trusted public discussions

• Support long-term visibility by:

  • Associating PAWD with expert nutrition conversations

  • Increasing likelihood of being referenced in AI-generated answers over time

1. Tracking & Reporting

• Track:

  • Communities engaged

  • Threads commented on

  • Brand mentions

  • Early conversion signals

• Provide:

  • End-of-day or weekly reports

  • Insights on what messaging and communities perform best

PHASED EXECUTION PLAN
Month 1: Foundation

• Identify and map high-intent communities

• Establish credible presence

• Test tone, messaging, and engagement style

• Begin tracking clicks and early conversions

Outcome:
Learning, warm traffic, trust signalsMonth 2: Optimisation

• Double down on highest-performing threads

• Refine messaging based on results

• Increase consistency in top communities

Projected Outcome (per client model):

• 600–1,200 warm visitors

• 10–20% conversion rate

• 60–120 incremental customers

• Contribution toward blended CAC reduction

REQUIRED SKILLS & PROFILE
Must-Have

• Strong written English (natural, conversational, trustworthy)

• High emotional intelligence and discretion

• Ability to blend into communities authentically

• Research-oriented and detail-focused

• Comfortable working independently

Preferred

• Experience with:

  • Reddit and online forums

  • Community moderation or outreach

  • Brand advocacy or trust-based marketing

• Interest in dogs, pet health, or wellness (major plus)

HOURS & ENGAGEMENT

• Start: ASAP

• Hours: Initial: 10–15 hours per week

• Schedule: Flexible but Ideally aligned with periods of high community activity