Location: Onsite, Auckland
Commitment: Permanent, Part-time 3 days a week to start, to full time as we grow.
Start Date: January 2025
Follow us on Instagram (@Critical.things | Linkedin | Facebook | Criticaldesign.nz
At Critical., we're rewriting the narrative for plastic waste. With our innovative material, Critical. Cleanstone, made from 100% recycled plastics, we are leading the charge in sustainable building materials. Think of us as the "Apple of green design and circular building materials"—cutting-edge, beautiful, near carbon neutral, circular and transformative
Our mission? To empower architects, designers, founders and builders with materials that respect the planet while meeting the highest standards of creativity and functionality. Now, we’re doubling down on content creation as the driving force for growth, aiming to inspire a global movement around sustainable design.
As a Māori company we exist to uplift the mauri (life force) of te taiao (the natural world) as our health and wellbeing is dependent on the wellbeing of our natural world. Therefore when the waiora, or the wellbeing of our land, rivers and oceans are affected, it affects us all. We started Critical because we want to be good tīpuna (ancestors) so that generations beyond us can thrive for thousands of years to come. As we scale in Aotearoa, we plan to foster and grow partnerships with iwi Māori and as we scale globally we will seek to grow partnership with indigenous authorities and communities as we deploy our technology and products around the world.
We’re looking for a Content Creator who’s not just a social media enthusiast but a storyteller who understands how the algorithm works and leverages AI for productivity. Your mission is to translate Critical.'s ethos into a digital presence that is both viral and valuable. You’ll drive daily video content across platforms like Instagram, TikTok, LinkedIn, Facebook and Youtube, turning likes into leads and followers into fans. You will be creating content while managing our brands across the above platforms.
Key Responsibilities:
Develop and execute a content calendar, producing at least 5 short form social media videos (60-90seconds) per week aimed at achieving:
50K+ views/post
40 engagements + 40 comments + 10 reshares within 1 hour
Master the algorithms: Stay ahead of trends on TikTok, Instagram, LinkedIn and Youtube to ensure viral content.
Collaborate with the founder to formulate content ideas and campaigns that resonate with architects, designers, and innovators.
Craft engaging narratives around Cleanstone, celebrating our partners, and industry trends.
Analyse content performance, identify opportunities, and optimise future posts.
Experiment relentlessly with new formats, ideas, and viral hooks for our target niche.
Align and improve on the above KPI’s over time in order to facilitate Critical.’s growth.
You’re more than just a content creator—you’re a hustler, a learner, and obsessed with content creation. Here’s what we’re looking for:
At Critical. we firmly believe in two principles that determine your outcomes in life. The first principle is OUTWORK.
All of us have to work, but some of us are prepared to do more of it than others, and more often than not, you’re going to hear about the success stories of those who put in the hard yards. At Critical. we practice what we preach and want the same mentality for our team who work with us daily.
The second principle is OUTLEARN.
For those willing to do the work, sometimes that isn’t enough. You need to learn where best to apply the work you’re putting in. If you’re a lifelong learner in work and in life, you’ll go further than those who will only put in the work. These principles apply to our team, and we incentivise paid-to-learn for our team members.
Here are the core attitudes and mindsets you’ll need to thrive with us:
Honesty & candidness: Improvement comes from being open-minded and accepting hard truths. You’ll need to be okay with this to work alongside us
Proactive thinking: If something seems stupid and needs fixing, let someone know or solve it yourself
Willingness to learn: Learning is pivotal to improvement in all areas of your life, and we value it strongly
Willingness to admit when you’ve screwed up: Everyone makes mistakes, but it’s about how you deal with those mistakes that define your character and who you are as an individual
Creative Pioneer: You see potential where others see problems. You thrive on creating content that disrupts the status quo.
Growth Hacker Mentality: You’re obsessed with engagement metrics and know how to get content to blow up.
Customer-Centric: You understand the needs of architects, designers, and sustainable innovators.
Resilient: Not every idea will work, and that’s fine. You learn, iterate, and try again.
We will help you get up to speed and are always here as a resource and advisor to help.
Skills & Competencies:
Both experience but also hunger in and for content creation, preferably for the building sector, technology, consumer products, or sustainability brands.
Proficiency in video editing tools (Capcut, or equivalents), understand how to use AI for making viral content for our niche, and design software (Canva, Adobe Creative Suite).
Deep understanding of social media algorithms and trends, especially for Instagram, TikTok, and LinkedIn.
Excellent storytelling, copywriting skills and understanding of how to leverage AI to maximise productivity and impact for the brand
Ability to work independently and exceed KPIs with minimal supervision.
Is not shy to be in front of the camera.
Hyper organised and time efficient ensuring tasks are done well and on time.
Nice-to-Have:
Experience working with startups or small teams.
Knowledge of sustainable design, circular economy, interior design and the future of green buildings.
Impact: Be at the forefront of sustainable innovation, help us reshape the $938B building materials industry.
Creative Freedom: Bring your wildest ideas to life in a space that rewards hustle, creativity and experimentation.
Growth Opportunities: Gain experience building an up and coming and growing viral startup brand with ambitious global goals.
Purpose-Driven Culture: Work in a team that prioritises tiakitanga (guardianship of the environment) and manaakitanga (care for people).
Send us your CV, portfolio, Social Media Handles and a 60 second video introducing yourself. Show us your creativity and tell us why you’re the virality architect we need! Email applications to rui@criticaldesign.nz.
He tangata, he tangata, he tangata. People above process.
We value great people above great ideas. Therefore we believe working to create tūrangawaewae (a place to stand) for our people will empower leaders to do their best work for the communities we exist to serve. At Critical, we expect our team to manaaki (care for) each other as we celebrate the highs and wade through the many challenges in our collective journey to achieve our mission.
Tiakitanga. Guardianship over our environment.
Guided by Māoritanga, we believe people and te taiao (the natural world) are inextricably connected. Therefore as our bottom line, the processes we invent, the products and technologies we build at Critical. must restore our environment for our tamariki and for generations to come.
Kaihoahoa atawhai. Invention by empathy
By stepping in the shoes of the people we seek to serve, we use design, technology and business innovation with compassion to invent groundbreaking products and technologies that improve the quality of life for all.
Whāia te iti kahurangi. Ambitious to change the world.
The treasure we seek most dearly is a future where products and technology create opportunities to empower people out of poverty while regenerating our planet for generations to come. We believe ambition is good when the vision is generous. Therefore we expect our team to continuously nurture in each other an ambition to carry us into our bold vision of the future.
Join us in creating a future where beauty and sustainability coexist. Let’s make Critical. the viral sensation that changes the world.
Send us your CV, portfolio, Social Media Handles and a 60 second video introducing yourself. Show us your creativity and tell us why you’re the virality architect we need! Email applications to rui@criticaldesign.nz.
At Critical., we're rewriting the narrative for plastic waste. With our innovative material, Critical. Cleanstone, made from 100% recycled plastics, we are leading the charge in sustainable building materials. Think of us as the "Apple of green design and circular building materials"—cutting-edge, beautiful, near carbon neutral, circular and transformative
As a Māori company we exist to uplift the mauri (life force) of te taiao (the natural world) as our health and wellbeing is dependent on the wellbeing of our natural world. Therefore when the waiora, or the wellbeing of our land, rivers and oceans are affected, it affects us all. We started Critical because we want to be good tīpuna (ancestors) so that generations beyond us can thrive for thousands of years to come. As we scale in Aotearoa, we plan to foster and grow partnerships with iwi Māori and as we scale globally we will seek to grow partnership with indigenous authorities and communities as we deploy our technology and products around the world.
He tangata, he tangata, he tangata. People above process.
We value great people above great ideas. Therefore we believe working to create tūrangawaewae (a place to stand) for our people will empower leaders to do their best work for the communities we exist to serve. At Critical, we expect our team to manaaki (care for) each other as we celebrate the highs and wade through the many challenges in our collective journey to achieve our mission.
Tiakitanga. Guardianship over our environment.
Guided by Māoritanga, we believe people and te taiao (the natural world) are inextricably connected. Therefore as our bottom line, the processes we invent, the products and technologies we build at Critical. must restore our environment for our tamariki and for generations to come.
Kaihoahoa atawhai. Invention by empathy
By stepping in the shoes of the people we seek to serve, we use design, technology and business innovation with compassion to invent groundbreaking products and technologies that improve the quality of life for all.
Whāia te iti kahurangi. Ambitious to change the world.
The treasure we seek most dearly is a future where products and technology create opportunities to empower people out of poverty while regenerating our planet for generations to come. We believe ambition is good when the vision is generous. Therefore we expect our team to continuously nurture in each other an ambition to carry us into our bold vision of the future.
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Follow @Rui Peng on LInkedin or follow us on Instagram: @critical.things - visit criticaldesign.nz to learn more.