Director of Communications and Rancher Advocate

Grassroots Carbon Public Benefit LLC, is building the #1 grasslands soil carbon storage company. We are a fast-growing start-up and Soilworks Natural Capital portfolio company based in San Antonio, TX. Our rapidly expanding land steward network covers over 6 million acres of grasslands across the US, and we have built a foundation of scientific rigor, quality, and trust. Leading companies like Microsoft, Marathon Oil, HEB, Shopify, and Nestle have selected Grassroots Carbon to reach their carbon reduction goals.

Grassroots Carbon offers ranchers additional revenue opportunities via our carbon credit program. We support farmers and ranchers to manage their land for healthy soils, which store more carbon and improve water quality and biodiversity. We are on a mission to convert millions of acres of degraded grazing lands into healthy, thriving grassland ecosystems that capture and store increased amounts of carbon.

The Role:

Grassroots Carbon is seeking a Director of Communications & Rancher Advocate to serve as the voice of regenerative ranching across our rancher community and the broader public. This role blends strategic communications, content creation, field-informed storytelling, and rancher support. You will translate complex soil/carbon and program details into practical, credible messaging that drives enrollment, retention, and pride of participation—while elevating rancher leadership in regenerative outcomes.

You will collaborate across Growth, Marketing, Science/Soil, Partnerships, and Operations, acting as a subject matter expert (SME) communicator, a rancher-facing advocate, and a grant-support contributor to expand resources for participating land stewards.

Reporting & Team Structure

• Reports to: Chief Growth Officer
• Works closely with: Senior Sales Leader, Inside Account Manager (IAM), Partnerships/Alliances, Rancher Success/Onboarding, Measurement/Science, Legal/Contracts, Marketing/Comms

Key Responsibilities:

• 1) Rancher Advocacy & Community Communications
• Serve as a primary rancher advocate and communications liaison, ensuring rancher needs, feedback, and success stories are represented across the organization.
• Develop and maintain a “rancher communications cadence” (email/newsletter, program updates, seasonal reminders, event invitations, and educational resources).
• Create trusted, rancher-first messaging that reduces friction in enrollment, sampling, verification, contracting, and ongoing participation.
• Support rancher-facing communications during key moments (program updates, market dynamics, policy/news, weather/seasonal dynamics, events).

• 2) Content Creation and Collateral Development
• Produce high-quality content and collateral that accelerates understanding and adoption, including:
• One-pagers, FAQs, program explainers, pitch decks, case studies, and onboarding guides
• Field-ready handouts and partner toolkits
• Website content, blog posts, and email nurture sequences
• “Talk tracks” and scripts for sales, partners, and leadership

• Translate technical program details into clear value propositions—economic, operational, ecological—tailored to rancher segments and regions.

• 3) Marketing & Social Media Leadership
• Own or co-own a content calendar for social channels focused on ranchers and land stewardship (e.g., LinkedIn, X, Facebook, Instagram, YouTube as applicable).
• Create narrative-driven storytelling: rancher profiles, field days, before/after management stories, practice spotlights, Q&A videos, and myth-busting posts.
• Partner with Marketing to build campaigns that support enrollment goals and seasonal themes (calving, drought, grazing rotations, soil sampling windows, etc.).

• 4) Subject Matter Expert Communications
• Operate as a “communications SME” bridging science and practice:
• Work with internal soil/carbon/science experts to ensure accuracy and credibility
• Create plain-language explainers on soil carbon, sampling, verification, additionality, permanence, MRV, and outcomes
• Support webinars, podcasts, speaking engagements, and conference presentations

• Maintain a consistent brand voice that is rancher-respectful, practical, non-political, and evidence-based.

• 5) Grant & Program Support for Ranchers
• Assist in identifying and supporting grants and funding opportunities relevant to ranchers and regenerative transition.
• Contribute to grant narrative development, rancher-facing program summaries, impact statements, and supporting materials.
• Coordinate with partnerships/operations to help ranchers access resources (technical assistance, cost-share programs, education).

• 6) Field Engagement & Events
• Attend select rancher events, producer meetings, conferences, and “field days” to capture stories, build trust, and strengthen community.
• Support regional pods/Inside team with messaging, event materials, and partner enablement content.
• Gather “voice of rancher” insights and deliver structured feedback to leadership for program improvements.

• Success Metrics (First 6–12 Months)
• Increased rancher engagement with communications (open/click rates, webinar attendance, event participation).
• Improved conversion and reduced cycle time attributable to clearer collateral and messaging.
• Increased production of high-quality rancher stories (case studies, videos, testimonials) and partner toolkits.
• Strong adoption of consistent messaging across sales, partnerships, and leadership talk tracks.
• Measurable support in grant submissions and/or rancher resource enablement.

Requirements:
• Required Qualifications
• 5+ years in communications, content marketing, stakeholder engagement, community building, or advocacy (agriculture/carbon sequestration preferred).
• Demonstrated ability to translate technical topics into clear, trusted, audience-specific language.
• Strong writing/editing skills across formats: long-form, short-form, social, scripts, decks, and collateral.
• Comfortable engaging ranchers and agricultural communities with humility and credibility.
• Ability to manage multiple projects and deadlines with strong operational discipline.

• Preferred Qualifications
• Background in ranching, livestock production, agronomy, NRCS/extension, ag communications, soil health, conservation, or carbon markets.
• Experience supporting grants, proposals, or coalition-based funding initiatives.
• Experience producing multimedia content (basic video, interviews, webinars, podcasts).
• Familiarity with regenerative practices (adaptive grazing, cover crops where relevant, soil health principles, outcome-based monitoring).

• Core Competencies
• Rancher empathy and cultural fluency
• Clear, practical communication and storytelling
• Editorial judgment and high standards
• Cross-functional collaboration and stakeholder alignment
• Comfort operating in ambiguity and building from scratch
• Ethical and accurate representation of outcomes and claims

• What This Role Is Not
• Not purely a social media manager: this is a field-informed communications leader with rancher advocacy at the center.
• Not purely a scientific role: you will partner with science and operations to ensure accuracy, but your core function is translation and trust-building.

Benefits:
• Health, dental, and vision insurance plans, including a flexible spending account option.
• Open Paid Time Off Policy
• 9 paid holidays per year as listed in our Company Handbook.
• Participation in our 401(k) savings plan
• Company-paid Life and AD&D coverage
• Educational materials and expenses

About Soilworks

Soilworks Natural Capital is on a mission to prove Regenerative grazing is the most profitable way to ranch. We are a private equity fund that invests in, incubates, and acquires companies to help accelerate the Regenerative Agriculture movement. Our principles include better and healthier food, restoring plant and animal diversity, regenerating soil to store water and carbon, and creating more profitable family farms. Soilworks was launched by the co-founders of Scaleworks, a technology venture equity fund based in San Antonio, TX.

We are proud to foster a workplace free from discrimination. We strongly believe that diversity of experience, perspectives, and background leads to a better environment for our employees and a better experience for our users and our customers. We are an equal opportunity employer and do not discriminate against protected characteristics. All candidates will be given the same consideration.

*No visa sponsorship is available for this position*