Role Overview
AI can give you a first draft in seconds. But it can’t tell you if it sounds like the practice owner who recorded a tearful patient testimonial last Thursday. It can’t feel the difference between copy that’s technically correct and copy that actually makes someone pick up the phone.
That’s why we need you.
At Orange & Gray, the Content Specialist is the person who writes the words that our members put into the world — website copy, blogs, expert articles, newsletters, physician newsletters, leaflets, sales copy, and emails. You’ll work with AI every single day, but never blindly. We’ve built custom GPT Assistants fed by detailed Airtable knowledge bases for each member, and your job is to use them as a collaborator — for first drafts, ideation, and speed — then apply your own judgement, style, and expertise to turn that output into content that genuinely sounds like each member and connects with their audience.
This is a modern content role. We don’t want someone who ignores AI, and we don’t want someone who blindly ships whatever it produces. We want someone who uses it intelligently, improves it constantly, and always has the final say on whether a piece of content is accurate, relevant, and — most importantly — human enough to actually work.
If you’re a sharp writer who’s excited about working with AI but knows exactly where the machine stops and the craft begins — this is your role.
About Us
Our mission is simple: maximise the number of ears helped. We do that by helping independent hearing care clinics outperform the Goliaths — the big box retailers and manufacturers trying to commoditise their industry. Every website we build, every campaign we run, every piece of content we create exists to help private practice owners become the obvious choice in their community — so more people get the hearing care they deserve from people who genuinely care.
Founded in 2017, we partner with just over 80 of the world’s best hearing care practices across North America. Our goal is to help 1 million ears by 2036 — and every role in this business exists to move that number. With a small yet dynamic team of less than 20 people and a brand new HQ on the way, it’s a culture where people who care about results and impact flourish.
We live by three values:
- Results Focused — we prioritise outcomes over processes. We own our responsibilities fully. We only win when our members win.
- Growth Mindset — we believe in doing better than yesterday. We innovate or evaporate. We solve challenges others shy away from.
- Give a Sh*t — we take personal pride in everything we do. We celebrate wins and feel the losses as one.
How This Role Fits
You’ll sit within the Campaign department, reporting to the Campaign Lead. Campaign is one of three departments in our service delivery function — the other two are Account Management (member relationships, retention, growth, RAGG, quality control) and Technical Delivery (websites, developers, SEO, PPC, AI/automations, performance and reporting).
Account Managers brief what members need. The Campaign Strategist sets the direction for campaigns. You create the content that fills both — website pages, blog posts, newsletters, campaign emails, and everything in between. Your content goes through proofreading before publication, and coordinates with Technical Delivery for SEO alignment and deployment. You’ll also work closely with the AI tools and knowledge bases that power your workflow, continuously improving them so the collaboration gets sharper over time.
How We Work
We’re opening a new Orange & Gray HQ and moving to a hybrid working model. You’ll be based from the office a couple of days a week, with project work, team sessions, and collaborative days happening in-person. The rest of the time, you have the flexibility to work from home.
For a content role, focused writing time at home is essential. In-person time is where you’ll align with the Campaign Lead on priorities, review content with the team, and collaborate on campaign planning.
What You’ll Do
Write Content That Sounds Human
- Write and manage website copy, blogs, expert articles, newsletters, physician newsletters, leaflets, sales copy, and campaign emails across the member portfolio
- Ensure every piece of content speaks in each member’s voice — not in a generic AI tone, not in your voice, but in theirs
- Sanity-check everything for accuracy, relevance, and authenticity before it moves to proofreading — if it reads like AI wrote it, it doesn’t leave your desk
- Write content that drives action — appointments booked, phones ringing, reputation growing — not just words on a pageUse AI as a Collaborator, Not an Engine
- Use custom GPT Assistants — fed by detailed Airtable knowledge bases for each member — for first drafts, ideation, brainstorming, and speed
- Treat AI output as a starting point, never a finished product. Your judgement, style, and expertise are what turn a draft into publishable content
- Know when AI helps and when it doesn’t — some content needs to be written from scratch, and you’ll know the difference
- Use AI for troubleshooting, experimentation, and exploring angles — then bring your own craft to the final piece
Continuously Improve the AI Assistants
- Actively refine and improve the GPT Assistants over time — better prompts, better training data, better outputs
- Feed learnings back into the knowledge bases so the assistants get sharper with every piece of content you produce
- Identify where the AI is consistently falling short and build solutions — better briefing templates, updated member data, refined tone guidance
- Stay forward-focused on how AI can make your workflow faster and better without ever compromising on quality
Support Content SEO
- Write with SEO awareness — incorporating keywords, structures, and topics that support organic search objectives
- Collaborate with the Technical Delivery team on content SEO alignment — ensuring what you write supports what they’re optimising for
- Research and develop expert articles that answer key community questions and position each member as the authority in their market
Collaborate Across the Campaign Team
- Work with the Campaign Lead and Campaign Strategist to align content with campaign direction and the Marketing Wall Calendar
- Ensure all content goes through proofreading before publication — coordinated through the Campaign Lead
- Support campaign delivery with copy for newsletters, landing pages, and email campaigns
- Track time and tasks accurately in Monday
What We’re Looking For
We need a writer who can use AI at speed and still produce content that feels genuinely human. Someone who sees AI as a tool that makes them faster, not a replacement for thinking.
To be considered, you should have:
- Strong copywriting and content creation skills — you can write compelling website copy, articles, newsletters, blogs, and campaign emails that drive action. Your writing has a voice, not just a structure
- AI workflow experience — you’ve used AI tools (ChatGPT, Claude, custom GPTs, or similar) in your content workflow and you understand both their power and their limitations
- A sharp editorial eye — you can spot when content is generic, inaccurate, off-brand, or just doesn’t sound right. You’re the quality gate between AI output and what gets published
- Ability to write in multiple voices — you’ll write for dozens of members, each with their own personality and audience. You can adapt your style without losing quality
- Content SEO understanding — you know how to write content that supports organic search without it reading like keyword stuffing
- AI improvement mindset — you don’t just use AI tools as they are. You actively improve them — refining prompts, updating knowledge bases, making the outputs better over time
- Attention to detail — accuracy, relevance, tone, and factual correctness matter to you.
Nothing goes out that you haven’t personally verified
- Reliability and pace — you can produce high-quality content at volume across multiple members without the quality dropping as the workload grows
Nice to have (but not essential):
- Experience working with US-based clients or writing for US audiences
- Experience in the hearing care or healthcare industry
- Experience with Airtable or similar knowledge management platforms
- Experience building or configuring custom GPT Assistants
- Experience in a marketing agency or productised service environment
How We’ll Measure Success
You’ll know you’re winning when:
- All content deliverables (website copy, blogs, articles, newsletters, physician newsletters) hit their publishing cadence on schedule
- Content passes proofreading on first submission 90%+ of the time — it’s clean before it gets to review
- Members’ content sounds like them — not like a generic AI, not like every other practice, but like the specific person and brand they are
- The GPT Assistants are measurably improving over time — better first drafts, fewer manual rewrites, sharper tone matching
- Content SEO is driving organic improvements in collaboration with Technical Delivery
- Email open rates and click-through rates are above benchmarks and trending upward
- Campaign content is delivered on time per the Marketing Wall Calendar
- Account Managers and members are consistently happy with the quality and voice of the content
What’s In It For You
- Hybrid working — a couple of days a week from our new HQ, the rest from home
- Company pension
- Private medical insurance
- Private dental insurance
- Life insurance
- Health and wellbeing programme
- Never work your birthday — it’s a small thing, but you’ll always have it off, on us
- All equipment supplied — choose your preference for computer and setup
- Flexibility — adapt your hours to work around other commitments
- A team that genuinely cares about the work and about each other
Requirements
- Copywriting / content creation experience: 2+ years (required)
- AI-assisted content workflow experience: 1+ year (required)
- Content SEO awareness: preferred
- Work location: Hybrid (UK-based, with regular days from O&G HQ)
- Job type: Full-time
How to Apply
We don’t just want to see your CV — it only tells us a small part about you. Instead, please
use your skills to create an application that stands out.
- It could be a video
- It could be a writing sample that shows your range and voice
- It could be a before-and-after showing how you’d take an AI first draft and turn it into something publishable
- Or it could be something else entirelyProve your skills by creating an application that achieves the brief of standing out, and helping us understand why you’re the right fit for the role.
That’s us. Now over to you.
Job Type: Full-time
Pay: £28,000.00-£33,000.00 per year
Benefits:
- Company events
- Health & wellbeing programme
- Life insurance
- Private medical insurance
- Work from home
Application question(s):
- Why do you believe you're the right fit for this role?
- What was the last non-fiction book that you read?
Work Location: Hybrid remote in Manchester M1 2HY
