What you'll own

Content strategy across Instagram, YouTube (Shorts + long-form), Threads, and LinkedIn, plus early bets on emerging platforms
A monthly content calendar across four handles, synced to business calendars franchise campaigns, Edibles™ launches, store openings, seasonal moments
Creative direction on Reels, carousels, statics, and long-form video. You brief the editor and designer, review cuts, and enforce our HVUL creative framework (Hook, Value, Utility, Loop) end-to-end
Shoot planning and execution: batch-shoot culture (10–15 pieces per session, not one), scouting, coordinating founder time, running the day
Community management across DMs, comments, and inbound franchise/D2C queries — with clean hand-offs into CRM
Weekly and monthly performance reporting: reach, watch time, saves, shares, follower growth, and downstream conversion (leads, orders, walk-ins). If you can't tie a Reel back to a business outcome, we don't ship
Experimentation: hooks, formats, hashtag bets, collab strategy, UGC pipelines
Trend monitoring and platform-native adaptation — you know what's working on IG this week, not last quarter
Tight loop with the performance marketing team so paid amplification of organic winners is deliberate, not accidental

Who you are

5+ years running social for consumer brands, ideally in F&B, D2C, QSR, or creator-led businesses
You have grown at least one handle to 100K+ followers with proof of business impact — not just vanity growth
Fluent in Instagram and YouTube mechanics; comfortable on Threads and LinkedIn
Strong storytelling instinct: you can look at a rough founder clip and see the Reel inside it
Comfortable on set — directing talent, calling shots on the fly, keeping shoot days on schedule
Data-literate: you read Instagram Insights and YouTube Studio, build simple weekly dashboards, and know why saves and shares matter more than likes for our category
You've worked with founder-led brands or personal handles before — you get the tone difference between a brand account and a founder account, and can hold both without one bleeding into the other
Strong Hindi and English; comfortable with Hinglish and shaping content for pan-India reach
Based in Mumbai or willing to relocate — this is an on-site role at Andheri West

Nice to have

How we'll measure you (first 6 months)

Follower and engagement growth across all four handles, with a compounding trendline
At least one Reel/Short crossing 1M views on a brand handle
Franchise leads and D2C orders attributable to organic content, tracked monthly
Measurable CAC reduction on Edibles™ driven by organic pull
Both founder handles showing month-on-month watch-time and saves growth

What we offer

Direct access to founders - you'll be in the room where the calls get made
A brand genuinely building in public, not performing it
Full creative ownership across four surfaces, with real budget behind them
Competitive compensation + performance bonus, ESOPs on the table for the right person
A path to Head of Content / VP Marketing as we scale

Social Media Manager

Job Description