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 recent 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 strong 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