Job Description

Read this part first.

Our best-performing ad last quarter wasn't a shoot. It was a girl in her bedroom mirror, phone in hand, saying something that sounded like a Reddit caption. It did ₹2.2L at 2.89 ROAS.

That's the job. Not making things look nice — figuring out what to say, and saying it the way our customer already talks.

Who we are

Uptownie is a women's fashion D2C brand. We sell to 18–35 year old women across India — ₹1,200–1,800 a piece, hundreds of orders a day, all of it driven by what we put on Meta and Instagram. Small team, fast decisions, no layers between you and the founder.

What you'll actually do

- Own the content calendar for Instagram (reels, carousels, stories) and the creative pipeline for Meta ads
- Write hooks and scripts — this is 50% of the job. You'll write more headlines than you think is reasonable, kill most of them, and learn which ones lived
- Brief and direct UGC creators and models; be on set, on calls, on Whats App at 11pm when a shoot needs re-scripting
- Read the numbers. You'll have access to ad-level data and you're expected to have an opinion on why the ₹40 CPM creative beat the ₹90 one
- Sit in comments and DMs regularly — that's where the next hook comes from
- Turn customer reviews and Reddit threads into ad copy

What understands the customer means here

Our customer says fit check, not OOTD. She says comfy but cute with the question mark. She calls her office wear corporate majdoor energy and calls a going-out theme office siren. She twins with a friend for parties, goes to the mall on Sunday,



and rates her own outfit 10/10 in her own caption.

If you read that and thought yeah, obviously — you're who we're looking for.

If you'd have written elevate your everyday wardrobe — you're not, and that's fine.

You'll do well here if you

- Are genuinely online. You know what's trending on Instagram this week, not last quarter
- Write quick and aren't precious about it. Most ideas die. The good ones only surface because you made forty
- Have shipped real creative that ran on Meta — even if it was your own page, a small brand, or freelance work
- Are comfortable being told this didn't work and coming back the next day with three more
- Can hold a shoot together: scripting, styling calls, creator wrangling, editing basics (Cap Cut-level is fine)
- Hindi/Hinglish fluency — a lot of our best copy is Hinglish

Nice to have, not required

Meta Ads Manager experience, basic Canva/Premiere/Cap Cut, having run a personal content account with real traction.

What we're not looking for

Someone who wants to make polished brand films. Someone who needs a full brief before starting. Someone whose portfolio is all mood boards and no results.

Experience: 1–3 years, or zero years and a content account that proves it. We're weighting the work over the resume.

How to apply

Don't send a cover letter. Send:

1. Three ad hooks for [any Uptownie product — we'll pick one, or link one from uptownie.com] — just the words, no design
2. One reel concept in two lines
3. A link to your Instagram, or any content you've made

- Email at [Confidential Information] with the subject line fit check.

📌 Content Strategist (Kolkata)
🏢 Uptownie101
📍 Kolkata