About FAE

FAE is a quick growing D2C beauty brand, based in Mumbai and built for everyone. We create cosmetics and skincare that are innovative, effective, and genuinely accessible — standing for a real, authentic, and unfiltered representation of beauty, with inclusive shade ranges and vegan formulations at the heart of what we do. From a memorable turn on Shark Tank India to a community that shows up for us every single day, content is central to how FAE connects with its people.

We move fast, experiment often, and care deeply about the craft of what we put out.

About The Role

You don't just execute a content calendar — you build one.

As Assistant

Manager, Social Media, you own FAE's organic content end to end: what we make, why we make it, and how well it performs. You set the strategy, originate the ideas and formats, and turn our social presence into a genuine brand asset. This is a role for someone ready to lead.

You'll own the calendar and the numbers, direct shoots and creator collaborations, and manage a Junior SM Executive who brings the work to life. You'll be measured on output and results — and you'll have the ownership to shape both.

What You'll Do

- Strategy &
- Content Direction
- Own FAE's monthly and quarterly organic content strategy across Instagram, YouTube, Pinterest, and emerging platforms.
- Originate ideas, formats, and angles — you're the source, not the executor of someone else's brief.
- Build recurring content IPs and series that become recognisable brand assets.
- Own the content calendar: what goes out, in what order, at what cadence — and make the final call on posting.
- Make new-channel decisions: what we open, when, and why.
- Content Creation &
- Production
- Conceptualise and film video content — product demos, tutorials, and behind-the-scenes — and be comfortable creating content featuring yourself.
- Lead photo and video shoots end to end: locations, casting, talent coordination, styling, and production.
- Bring a strong editing eye — music, graphics,



and dynamic cuts — and keep the entire output on-brand, high-quality, and engaging.
- Copywriting &
- Campaigns
- Direct captions and copy across social, and sign off on the team's writing.
- Work with the creative and ads teams to develop ad concepts and oversee campaign production.
- Performance &
- Analytics
- Set monthly organic objectives and the KPIs that ladder to them.
- Read performance weekly and decide what to double down on and what to kill.
- Report on organic performance with clear, data-driven recommendations, and present the following month's plan to leadership.
- Team &
- Collaboration
- Manage and mentor a Junior SM Executive — allocating work, planning schedules, and growing their craft.
- Own creator and collaboration briefs from concept to scripting, go-live, and engagement.
- Partner with the design and ads teams on creative and turnaround, and work with the Creative Lead to keep look, feel, and treatment on brand.

What You'll Bring

- 2-3 years in content or social, ideally in beauty, fashion, or consumer.
- A track record of originating formats, not just running calendars — bring examples of things you started.
- Comfort being measured on numbers, and the ability to defend a point of view on them.
- People-management experience, or clear readiness to manage your first hire.
- Native fluency in Indian internet culture and how it moves.
- Comfort and confidence on camera, and strong hands-on video editing (Premiere Pro, Final Cut, CapCut, or similar).
- An organised, agile way of working, and the ability to take feedback constructively.

Bonus Points

- A degree in Marketing, Communications, or a related field.
- Experience building content on YouTube or long-form platforms.
- A genuine love for beauty and a strong personal point of view on it.

Why FAE

- High ownership from day one — your work is seen by our entire community, not buried in a deck.
- Direct collaboration with the founder and creative leadership; short feedback loops, real influence.
- A fast-moving, experimental brand that actually ships — you'll never be waiting months to see an idea go live.

📌 Assistant Manager - Content & Branding (Mumbai)
🏢 FAE Beauty
📍 Mumbai