Position: Content & Organic Social Lead

Location: Indiranagar, Bangalore

Working Days: Monday to Friday

Experience Required:

About Our Client

Our Client is building a new kind of everyday apparel brand for modern life in motion.

We create products for people who move seamlessly between work, travel, play, coffee runs, airport lounges, long walks, weekend escapes, and everything in between.

Our belief is simple:

Great products deserve great stories.

Stories that people genuinely want to watch, share, save and talk about.

Our ambition is not to become another apparel brand competing for attention. Our ambition is to become a brand people actively choose to spend time with.

This role sits at the center of that mission.

The Opportunity

We are looking for a Content & Organic Social Lead to build Our Client's organic content engine from the ground up.

This is not just a social media manager role. This is not just a posting-calendar role. This is not a role for someone who simply follows trends.

We are looking for someone obsessed with understanding:

- Why people watch
- Why people share
- Why people comment
- Why certain stories travel further than others
- Why some brands earn attention while others buy it

You should believe that virality is not luck. You should enjoy studying creators, brands, storytelling frameworks, internet culture, consumer psychology, platform mechanics and emerging content formats.

You will work directly with the founders and help build one of the most effective organic distribution engines in Indian consumer brands.

Our Philosophy On Organic Content

One of the most important ideas at Our Client is this: The reach of content is a function of the TAM (Total Addressable Market) of the content.

The world's best creators understand that if you want large-scale distribution, your content must have the potential to resonate with a large number of humans. Great storytelling often transcends language, geography, culture and demographics.

At Our Client, we believe organic platforms reward content that increases human attention and time spent on the platform. This does not mean abandoning your target audience. In fact, we believe the opposite. The best way to reach your niche audience on organic social platforms is by creating content with broad human relevance.





Every content idea should therefore be evaluated through two lenses:

- Will this resonate with our ideal customer?
- Does this have the potential to resonate with millions of people?

The strongest ideas achieve both. We are looking for someone who instinctively thinks about distribution before production, audience psychology before algorithms and shareability before impressions.

What You'll Be Responsible For

Build Our Client's Organic Content Engine

- Own Instagram as the primary platform initially
- Expand into YouTube, Shorts, Threads, LinkedIn, X and Tiktok (When we expand outside India) and future platforms over time
- Create an organic content strategy that compounds rather than depends on one-off viral moments
- Develop scalable systems for ideation, production, publishing and learning

Create Repeatable Content IPs

We do not want random content. We want content series that audiences actively return for.

- Build recurring content formats
- Create scalable storytelling frameworks
- Develop branded content properties
- Turn Our Client into a media-first lifestyle brand

Ideation, Scripting & Publishing

- Generate content ideas daily
- Write scripts, hooks and creative briefs
- Collaborate with photographers, designers, editors and creators
- Publish and optimize content
- Analyze performance and derive insights

Brand Storytelling

- Translate product stories into engaging content
- Build narratives around modern life, movement, work, travel and culture
- Create content that makes audiences feel something rather than simply consume something

Distribution Thinking

- Apply a TAM lens to every content idea
- Evaluate concepts based on audience size, emotional resonance and shareability
- Continuously improve content packaging, hooks, retention and distribution
- Study successful content across categories and adapt learnings quickly

Learn Relentlessly





A significant part of your role will involve:

- Studying global creators and brands
- Reading, watching and analyzing content every day
- Reverse-engineering high-performing content
- Testing new formats rapidly
- Building institutional knowledge around organic growth

Candidates who do not enjoy this process will not enjoy this role.

What Great Looks Like

A successful candidate will:

- Think like a storyteller and a strategist
- Have exceptional taste
- Understand internet culture deeply
- Know how to package ideas for attention
- Be endlessly curious
- Learn faster than most people around them
- Be comfortable being wrong and iterating quickly
- Have strong instincts for what people naturally want to share

Most importantly: You care more about audience attention than audience size.

Success Metrics

You will be directly responsible for:

- Organic Reach: Think of a very large number. Then think bigger. We want content that reaches millions consistently, not occasionally.
- Shares: One of our most important metrics. We believe shares are one of the strongest indicators of relevance.
- Saves: Content people want to revisit.
- Engagement Quality: Thoughtful comments, conversations and community participation.
- Brand Recall: Creating content that people remember and associate with Our Client.
- Organic Revenue Impact: Content should eventually contribute meaningfully to customer acquisition and business growth.
- Reduction In CAC: Over time, great organic content should make paid acquisition more efficient.

- Ideal Candidate

You may currently be a:

- Content Strategist
- Creator
- Storyteller
- Script Writer
- Social Media Lead
- Creative Producer
- Brand Builder

What matters most is your ability to create content that travels.

You likely have:

- 3–8 years of relevant experience
- Solid storytelling and writing skills
- Deep understanding of Instagram and short-form content
- A portfolio demonstrating meaningful content performance
- Ability to move from idea to execution rapidly
- High standards for aesthetics and brand consistency

Bonus points if you have:

- Built content-led communities
- Worked with consumer brands
- Experience in lifestyle, fashion, travel or culture-led brands
- Experience appearing on camera

📌 Content and Organic Social Lead (India)
🏢 PinnacleU
📍 India