Director of Communications and Rancher Advocate

Overview

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.

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.

• 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

• 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., Linked In, X, Facebook, Instagram, You Tube 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…