🗣️ Content and Social Director
5 days ago
Barcelona
Content & Social Director (Social-First) Barcelona | Full-Time | Drowsy About Drowsy Drowsy is a fast-growing beauty & wellness brand building a new category around sleep, ritual, and modern self-care. We’re not just building a product brand — we’re building a cultural brand. Social is one of our most important channels — not just for distribution, but for shaping how the brand lives, feels, and spreads. We’re now looking for someone to take this to the next level. The Role This is not a typical “Head of Social” role. You will build and lead Drowsy’s content engine — turning the brand into a high-output, culturally relevant presence across Instagram, TikTok, and beyond. You will define how Drowsy shows up, what it’s known for, and how content scales. This is a builder role — not a coordinator role. What You’ll Own Content Direction & Brand Expression • Define how Drowsy shows up on social — tone, formats, identity, • Develop distinct, repeatable content formats and series, • Build a content engine capable of producing high-quality content daily, • Design workflows for ideation, production, and iteration, • Build and lead a small, high-performing content team, • Direct in-house creators and external UGC creators, • Develop a scalable creator ecosystem (UGC + influencers), • Ensure creators produce content aligned with Drowsy’s brand and formats, • Work closely with paid media to identify and scale winning creatives, • Balance brand-building with performance-driven content, • Use data to inform decisions without losing creative instinct What We’re Looking For You are a builder. • You’ve helped grow social accounts significantly — and can prove it with clear metrics (e.g. follower growth, reach, engagement, revenue impact), • You think in formats and systems, not just individual posts, • You understand how to create content that people actually want to watch and share, • You care deeply about brand, aesthetic, and cultural relevance, • You’re comfortable being hands-on when needed (ideation, shooting, editing, reviewing), • You are happy to appear in content when needed (talking head, street-style, or brand-led formats), • You understand how to communicate naturally and confidently on video, • You can clearly explain why content performs or doesn’t perform, • You use data (hooks, watch time, engagement, conversions) to inform decisions, • You know how to double down on what works and iterate quickly on what doesn’t, • You’re comfortable building a team and setting direction, • You can manage creators, freelancers, and collaborators, • Built a content function or team from scratch, • Created repeatable formats that performed consistently, • Worked in fast-moving, founder-led environments This Role Is For You If • You want to build something, not just manage it, • You care about creating a brand people recognise instantly, • You’re excited by ownership, autonomy, and high standards, • You don’t need layers of management to do your best work This Role Is Not • A posting / scheduling role, • A community-only role, • A reporting-heavy, corporate position What Success Looks Like • Drowsy develops a clear, recognisable social identity, • We produce high-quality content consistently and at scale, • We establish repeatable formats that drive performance, • Social becomes a core driver of brand growth and relevance How to Apply Send: • Links to accounts you’ve grown with specific metrics (before/after results), • 2–3 content formats you’ve created (or would create) and why
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