I thought they made it pretty clear in their ad. They're looking for someone with a strong social media presence. This isn't about good looking people or selling to the AT community. This is all about tapping into someone with a record of being a social media influencer and being able to creat buz and media content for consumption far beyond just the AT. As for the $20,000, that's a lot to get paid to hike a trail, but it's really crappy wages for six months of professional social planning and video content development. I'd do it if I had the time and the talent (of which I have neither). I think it sounds like fun with a decent (even if not great) bonus at the end.