About Us
CAI is a contemporary footwear brand that celebrates style, innovation, and ethical craftsmanship. Designed for the modern, conscious consumer, our collections combine trend-forward aesthetics with comfort and sustainability, reflecting a brand ethos rooted in creativity, quality, and thoughtful design.

Location:
Lower Parel, Mumbai Working Model: Onsite Days: Monday to Friday + Alternate Saturdays Timings: 9:30 AM
- 6:30 PM Budget: 10-14 LPA (depending on experience)

Experience:
4-6 years. Role Overview: We are hiring a Content Strategist, Organic Social to be the custodian of CAI's brand narrative on social media. You will set the creative direction for @thecaistore and our wider social presence, and personally see it through from concept to published post. This is a strategy-and-execution role focused entirely on organic content, brand building and awareness. It does not include paid or performance creative.

Key Responsibilities
Brand and content strategy
• Define CAI’s social media identity, including its audience, content themes, tone of voice, visual style and overall feed aesthetic.
• Plan the annual content calendar around collection launches, seasonal trends, festive and wedding seasons, and key sale periods.
• Build a story around each collection, highlighting its inspiration, craftsmanship, materials and different ways to style the products.
• Develop authentic brand storytelling through real product stories, the people behind the brand and its customers, rather than relying on fictional characters or chasing trends.




• Study Indian and global fashion and footwear brands to identify relevant ideas and define what makes CAI stand out. Creative direction and execution
• Plan and run the monthly content calendar across reels, carousels, editorial stills, stories and highlights.
• Write creative briefs, moodboards, shot lists and scripts; art-direct product, lookbook, lifestyle and UGC-style shoots.
• Brief and manage the creative agency, photographers, stylists, models, videographers and editors to deliver on time and on brand.
• Write captions and copy in a consistent, elevated brand voice.
• Act as final quality gate on every asset: styling, colour grading, typography and feed cohesion. Campaigns and brand awareness
• Conceive and lead organic launch campaigns for new collections and styles, and seasonal campaigns for festive and sale periods.
• Build a creator and influencer programme (seeding, styling collaborations, co-created content) that grows reach among the right audience.
• Develop founder-led, behind-the-scenes and craftsmanship content that builds brand love and trust.
• Identify brand partnerships, collaborations and cultural moments that strengthen CAI's positioning. Community and social listening




• Own community engagement across comments and DMs, in the brand voice.
• Track fashion and cultural trends and adapt only what fits CAI's identity.
• Feed customer insights from social back to leadership, design and product teams. Performance insights
• Report monthly on reach, engagement, saves, shares, follower growth and profile visits.
• Use insights to refine pillars, formats and posting rhythm. What You’ll Bring:
• 3–6 years of experience in social media or content strategy, preferably with a fashion, footwear, accessories, beauty or lifestyle D2C brand
• A portfolio showcasing social media strategy, visual storytelling, and measurable results
• A robust eye for fashion, styling, colour, composition, and editorial aesthetics
• Experience art-directing shoots and working with photographers, stylists, agencies, and creators
• Excellent English copywriting skills and the ability to build a distinctive brand voice
• Working knowledge of Instagram Insights, Meta Business Suite, Canva, Lightroom, or CapCut
• Ability to own both strategy and day-to-day execution while managing multiple projects and deadlines
• A brand-first mindset, strong storytelling skills, and a genuine interest in fashion, culture, and digital trends Why Join CAI:
• Work in a creative, fast-paced environment where your ideas shape the brand identity
• Take ownership of content, campaigns, and brand storytelling
• Collaborate with a passionate team to build a visually striking, innovative footwear brand

📌 Content Strategist (Mumbai)
🏢 Cai Store
📍 Mumbai