Someone whose idea of social media management is primarily scheduling posts, resizing assets and writing captions after the content has already been created.
You need to realise social as a creative and editorial medium in its own right.
Someone who can open Instagram in the morning, understand what is culturally relevant, come into the daily editorial meeting with three ideas and turn it into a reel, flag off a story we need to pick up on the weekend, and simultaneously build formats that audiences begin to associate specifically with Homegrown.Homegrown Music Label
Work closely with the music label team to build a distinctive social identity for Homegrown Music.
Develop artist-first storytelling around releases, emerging talent, scenes and music discovery.
Create social formats that go beyond release announcements and build an audience around music culture and discovery.About Homegrown
Homegrown is India's next-generation, culture-led media and entertainment company platforming emerging voices, stories and movements redefining contemporary India and South Asia.
Across our media platform, creative studio, experiences, original IPs and music label, we discover and amplify the people, movements and ideas shaping contemporary culture.
We are looking for a Social Media Manager: Culture and Content to lead the day-to-day social presence and growth of the Homegrown ecosystem.
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The Homegrown ecosystem comprises a 1. Digital media publication 2. Homegrown Music Label - a joint venture with global Atlantic records - with artists like Rebel, Oaff and more 3) Creative agency 3) Homegrown Studios - Production house 4) Events & experiences and 5) The Homegrown Festival and IPs
To apply: send us your CV and cover letter to careers@homegrown.co.in or apply via this link.
The responsibility if not to manage a content calendar.
We are looking for an individual who is social-first, culturally curious and has a strong 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: 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 experientals events and IPs
Each platform should have its own voice and content strategy while aligning as part of the Homegrown ecosystem..
Your Key Responsibilities
Drive and build Homegrown's 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.
To be on the pulse of contemporary culture: always
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 Homegrown's 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 Homegrown's offline cultural ecosystem to travel digitally.
Conceptualize social first experiential formats
Brand partnerships and campaigns
Manage the social amplification of Homegrown's branded campaigns and partnerships.
Work with account, creative and editorial teams to integrate campaign deliverables into Homegrown's social ecosystem without losing the platform's voice
Manage publishing commitments and amplification deliverables across campaigns.
Balance commercial requirements with cultural relevance and audience experience.
Homegrown Music Label
Work closely with the music label team to build a distinctive social identity for Homegrown Music.
Develop artist-first storytelling around releases, emerging talent, scenes and music discovery.
Create social formats that go beyond release announcements and build an audience around music culture and discovery.
You have 3–5+ years of experience in social media, digital content, publishing, culture, music or a creative environment with a strong pulse on contemporary Homegrown culture.
What we need beyond experience alone:
You are genuinely integrated and curious about homegrown culture and the internet.
Have strong instincts and know when something feels culturally relevant and contextalise it with agility.
Understand Instagram and other social formats instinctively.
Can recognise a great story, image, artist or cultural moment and immediately imagine how it should live on social media.
Can write sharp comtelling headlines and captions.
Have a strong visual eye and understand contemporary design and image culture.
Are highly comfortable with Canva and mobile/social-first video editing.
Can shoot and edit quick-turnaround reels.
Understand how different audiences behave across different social platforms.
Can move quickly without compromising our visual aesthetic
Are organised and are process driven to manage three and more accounts, multiple stakeholders and campaign commitments simultaneously.
Understand analytics and can translate performance into better programming.
Have an instinct for emerging Indian and South Asian culture.
Bring ideas to the table rather than waiting for briefs.
Someone whose idea of social media management is primarily scheduling posts, resizing assets and writing captions after the content has already been created.
You need to realise social as a creative and editorial medium in its own right.
Someone who can open Instagram in the morning, understand what is culturally relevant, come into the daily editorial meeting with three ideas and turn it into a reel, flag off a story we need to pick up on the weekend, and simultaneously build formats that audiences begin to associate specifically with Homegrown.
What is important:
The Homegrown platforms become more distinctive, culturally relevant and recognisable.
Our social channels don't simply tell audiences what Homegrown has published or produced, they become places where cultural stories and individuals are discovered in their own right.
You will help build social formats people recognise, discover emerging voices before they become what’s next, grow our audiences and translate the breadth of the Homegrown ecosystem into a compelling daily cultural feed.
To apply: send us your CV and cover letter to careers@homegrown.co.in or apply via this link.
Kindly Note: We, at Homegrown, are dedicated to diverse and inclusive hiring practices. All individuals across gender identities, sexual orientations, communities, castes, disabilities, etc. are welcome to apply.