What is the role

The responsibility if not to manage a content calendar.

We are looking for an individual who is social-first, culturally curious and has a robust visual lens and grammar: who instinctively understands what makes people stop scrolling, what conversations are beginning to matter as Homegrown, and how to turn an idea, image, artist, story or cultural moment into compelling social content.

You understand that a social culture platform management requires speed, a lot of curiosity and good instinct. Also when a story needs deeper social rigor, but also when a cultural moment needs to be contextualised and published with urgency and relevancy.

To help manage and shape distinct Homegrown social platforms (not limited to) in partnership with Homegrown s editorial leads, brand and design and video teams.

Homegrown is our flagship cultural platform and voice.

Homegrown Voices: the social-first extension of our editorial publishing platform (homegrown.co.in) built to discover and platform the artists, creatives, voices and stories emerging from Homegrown s wider editorial ecosystem.

Homegrown Music: our music label and platform for emerging sounds, artists, releases and music culture.

Homegrown Events: platforming all our experiential events and IPs.

Your Key Responsibilities

- Drive and build Homegrowns social platforms
- Manage the day-to-day programming and publishing across all Homegrown accounts
- Build weekly and monthly content calendars across editorial, culture, music, events and partnerships
- Understand what belongs on each platform rather than simply cross-posting the same content everywhere
- Manage publishing, copy, tagging,



community engagement and platform hygiene
- Track performance and continually evolve programming based on what audiences are responding to
- Stay deeply plugged into fashion, music, art, design, film, food, regional identity, history and internet culture and contemporary Indian and South Asian creative identity
- Discovering emerging artists, creatives, movements, conversations and visual references
- Spot cultural moments quickly and understand how Homegrown can participate in them with relevance and originality
- IMPERATIVE: Agility in bringing ideas proactively rather than waiting for the editorial or brands team to hand you something to post
- To create social-first formats
- Develop recurring, recognisable social formats and franchises for Homegrown
- Turn editorial stories into compelling social-native storytelling rather than simply promoting links
- Create formats across reels, carousels, visual stories, interviews, cultural explainers, artist discovery, archival content and reactive cultural moments
- Think through the Homegrown lens: from headlines, social hooks, frames and visual storytelling
- To understand when a story deserves a 10-second reel, a strong image and headline, a carousel or a deeper story or an interview
- Visual and video storytelling




- Have a strong eye for imagery, typography, composition and contemporary visual culture to build off Homegrown s visual identity
- Ability to take an image or cultural moment and contextualise it with a sharp headline and editorial point of view
- Be highly comfortable working in Canva and social-first editing tools
- Create and edit quick-turnaround, reels-first video content independently
- Brief designers and video editors when content requires a higher level of craft
- Understand that not every social post needs to go through a full design or production process because in culture newsrooms speed and instinct also matter
- Events and Homegrown IPs
- Translate Homegrowns events, festivals, launches and cultural moments into compelling social storytelling
- Develop pre-event, live and post-event social plans
- Capture and publish content from the ground when required
- Identify the moments, people and details worth documenting rather than simply producing event coverage
- Build formats that allow Homegrowns offline cultural ecosystem to travel digitally
- Conceptualize social first experiential formats
- Brand partnerships and campaigns
- Manage the social amplification of Homegrowns branded campaigns and partnerships
- Work with account, creative and editorial teams to integrate campaign deliverables into Homegrowns

Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.

📌 Social Media Manager (Mumbai)
🏢 Homegrown
📍 Mumbai