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Minimal AI

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Growth Lead (Content & Meta)

On-site in Amsterdam, The NetherlandsFull-time€40,000–€80,000 + equity
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About Minimal

Minimal is a self-learning AI system for e-commerce customer experience. It covers the whole customer journey: answering pre-purchase questions that turn browsers into buyers, and resolving post-purchase requests end to end, from order changes to returns and refunds.

It fits into whatever stack a brand already runs. Minimal builds and adapts its own integrations with each brand's helpdesk, shop, ERP and logistics tools, so setup takes days instead of months of custom work.

Every conversation makes the system better. Minimal improves its own answers, and it tells brands what it learns: why customers hesitate before buying, what keeps going wrong after they do, and what to change. These insights and improvements reach the brand's team, or their agents, automatically.

We work with brands across the Netherlands, DACH, the Nordics and Spain, and we're expanding into larger international markets. We're backed by Y Combinator.

We're a small, fast team. Meta ads have just started working for us, and we're hiring the person who turns that into a machine.

The role

You're our first growth hire. You make sure there's always fresh content running, in Meta ads and on our Instagram, and you're close enough to our customers to know what to say to them.

An agency sets the creative strategy and buys the media. You make it real. You film and edit, you manage the agency day to day, and you bring what you learn back to the team.

This is a generalist role at an early startup, and we want to be upfront about the mix:

  • ~70% content and Meta. Film and edit short videos from the agency's briefs. Get customers, the team and the founders on camera. Run our Instagram. Be the agency's day-to-day contact: deadlines, feedback, and a weekly review of the results.
  • ~20% customers. Take inbound demos from leads our ads bring in. Help our customer team when it's busy. Collect customer stories and testimonials.
  • ~10% everything else. Keep your leads up to date in our CRM, plan shoots, and help out where a small team needs it.

One thing is protected whatever else happens: every week, a batch of new ad creatives goes live. That's how Meta grows, and it's the core of the job.

What you'll own

  • The weekly creative pipeline: from brief, to filmed, to edited, to live.
  • The agency relationship. You hold them to the numbers and push back on scripts that don't sound like our customers.
  • Our Instagram: organic posts, and reusing what works as ads.
  • A steady flow of customer stories, product demos and founder content that show the whole system: pre-purchase sales, post-purchase support, integrations that build themselves, and the insights brands get back.
  • The loop between customers and ads. What you hear in demos becomes the next hook.

What success looks like after 90 days

  • New creatives ship every week, on time, without anyone chasing.
  • You know, together with the agency, which hooks and formats bring in booked demos, and at what cost.
  • Instagram is posting consistently, and several customer stories have been filmed.
  • You're confidently running inbound demos on your own.

You are

  • Comfortable on camera. Natural, a bit entertaining, and happy to be a recognisable face of Minimal.
  • Fast with a phone and an editor such as CapCut or Premiere. You'd rather ship ten good videos than one perfect one.
  • At ease on a call with a customer, whether it's a demo, an onboarding or a check-in.
  • Organised enough to run an agency. You keep a calendar, chase deadlines and say no when something is off.
  • Curious about the numbers. You want to know why an ad worked, not only whether it got likes.
  • Genuinely into AI, and excited to explain a self-learning system in a 30-second video.
  • Native or near-native in English. Dutch, German, Spanish or a Nordic language is a plus.

Nice to have

  • You've made content for a brand, as UGC or in-house, or grown your own account.
  • You've worked at an early-stage startup or in e-commerce, or run something of your own.
  • You've seen Meta Ads Manager from the inside.

What we offer

  • €40,000–€80,000 gross a year, plus equity.
  • Real ownership of a channel that matters, from week one.
  • Working directly with the founders.

How we hire

  1. A 15-minute intro call.
  2. A paid work sample: film three short videos about Minimal from a brief we send you, and give us your take on one of our current ads.
  3. A 45-minute interview, including a short demo role-play.
  4. A 20-minute call with the founders.
  5. A paid trial day with the team.

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