Care Dale is an engineering-led, science-backed water filtration brand built to solve a problem faced by millions of homes: hard water.

When water is wrong, everything breaks: hair, skin, food, health, and daily rituals.

Like Dyson did for air, Care Dale is building the gold standard for water - engineered, proven, and impossible to ignore.

We don’t just sell filters - we spark conversation, awareness, and behaviour change around water. Our ambition is simple: to make Care Dale feel like the most obvious, must-have product in every home… because it is.

Using water as a lens, we participate in cultural conversations across beauty, food, fitness, hospitality, and everyday living - building a brand that people talk about, trust, and advocate for.

Responsibilities

Define and execute the brand voice, messaging, and personality
Own the planning lifecycle, content strategy & brand voice for Instagram, YouTube, and Twitter/X (not the superficial content calendar stuff, but actually owning what the brand says, how it says it, and how it shows up)
Plan and execute content themes, formats, and storytelling
Ensure website copy, flow, and feel reflect the brand personality
Develop our community programme with a network of loyalists
Ensuring Care Dale is actively present within the ‘cultural conversation’.
Work closely with founders and designers on brand-led initiatives

Requirements

Previous experience in brand, content, or community roles
Strong writing, storytelling, and messaging skills
Good instinct for internet culture and audience behaviour
Comfortable with both strategy and hands-on execution
Experience with DTC / lifestyle / consumer brands is a plus
Ability to both think strategically and execute tactically.

What we value

We move like water: We’re flexible, thoughtful, quick, enthusiastic, & bring a blank slate approach to work every day.
We’re ‘Get Shit Done’ People: We like being in the trenches and getting our hands dirty to create the best customer experience. We put in the hours because we know that’s what drives results.

Note: We care more about how you think and what you’ve built than polished answers. Avoid ai-generated answers. Your creativity matters more.

Care Dale - Brand & Community Lead