Senior Content Creator - Works directly with the founder

Function: Marketing – Demand & Growth

Location: Mumbai

Employment Type: Full Time

Growth Path: Senior Content Strategist – Performance & Education Content Lead

About RINGS & I

RINGS & I is a seven-year-old made-to-order diamond jewellery brand, founded by engineers with a belief that jewellery does not need to be built around inventory.

We are building a technology-led jewellery experience where customers can:

Access live, dynamic pricing
Personalize designs live in 3D
Build and configure jewellery through Build Your Own experiences
Choose across multiple materials, diamonds and specifications without being restricted by stocked inventory
Make informed decisions with education and transparency at the centre of the buying journey

Over the last year, RINGS & I has scaled rapidly, and we have an aggressive three-year growth plan across multiple cities.

Role Summary

We are looking for someone who can crack repeatable content, not simply create content.

This is a hands-on role for someone who can observe a customer interaction, identify the insight behind it, turn that insight into a hook or story, create the digital piece quickly, put it live, read the response and improve the next one.

The role sits at the intersection of:

Customer Insight Education Storytelling Content Creation Performance

We are not looking for content that depends on elaborate production timelines.

A simple 30-second piece of content can be far more valuable if it delivers:

A strong hook
High retention
Strong CTR
Meaningful engagement
Clear customer understanding

The objective is to build an education-led infotainment content engine that can repeatedly convert real customer insights into high-performing digital content.

Why this role exists

RINGS & I has a large amount of knowledge, customer insight and experience sitting inside its stores.

Customers constantly ask questions, challenge assumptions, compare choices and react to different parts of the jewellery-buying journey.

We want to convert these moments into content while they are still relevant.

The role therefore needs someone who can work with speed:

Observe Identify the Insight Build the Hook Create Publish Measure Improve

The role exists to build this capability in-house and gradually turn successful individual pieces of content into a repeatable content engine.

Customer insight to content

Spend meaningful time close to customers, stores and sales conversations.
Identify recurring questions, objections, misconceptions, reactions and moments of curiosity.
Convert on-ground customer insights into digital content ideas quickly.
Build content based on real customer behaviour rather than relying only on desk research.

Education Led Infotainment

Translate jewellery education into simple, relatable and engaging content.
Explain concepts around diamonds, metals, pricing, personalization, design and buying decisions without making them feel technical or overwhelming.
Build formats that educate while still earning attention and engagement.
Use education as a way to build customer confidence and brand credibility.

Hooks, Messaging & Story telling

Independently develop hooks, scripts, headlines and opening frames.
Understand what makes a customer stop, continue watching and take action.
Test multiple ways of communicating the same customer insight.
Build content around relevance and clarity rather than production complexity.
Work closely with Performance Marketing to understand and improve - Hook rate, Hold rate / retention, CTR, Engagement, Cost per result, Creative fatigue, Overall creative performance
Use these insights to decide what content should be created next.

Fast Content Execution

Independently take content from insight to execution.
Create short-form digital content quickly without allowing long production cycles to slow down relevant ideas.
Adapt formats based on platform, audience and campaign requirements.
Maintain a consistent creation and testing cadence.

Build Repeatable Content Formats

Identify winning hooks, structures, formats and themes.
Repeat and improve successful content rather than continuously creating unrelated one-off ideas.
Build a library of: Customer insights, Hooks, Scripts, Formats, Winning content examples, Performance learnings, Gradually convert these learnings into a repeatable content playbook.

Key Performance Indicators

Hook Performance: Consistently create opening ideas that earn attention and improve hook rate.
Retention: Improve hold rate and overall content retention.
CTR: Create content that generates stronger customer action and improves click-through rate.
Engagement: Drive meaningful customer interaction, including saves, shares, comments and responses.
Insight Velocity: Quickly convert real customer observations, questions and objections into live content.
Creative Testing: Maintain a consistent cadence of testing hooks, messages, formats and content hypotheses.
Repeatability: Identify winning formats and build the ability to reproduce and scale them.
Education & Understanding: Translate complex jewellery concepts into simple, relatable and engaging content.
Performance Contribution: Improve paid-media effectiveness and contribute to qualified demand through stronger content.
Content Engine Development: Build a repeatable system of customer insights, hooks, formats, testing and performance learnings.

Who should apply

We are not looking for a traditional social media executive or someone whose primary strength is production and editing.

We are looking for someone who understands why content works.

You should:

Understand hooks, retention, CTR and engagement.
Be comfortable reading performance data and using it to improve content.
Have strong writing, scripting and storytelling ability.
Be able to independently convert an idea into digital content.
Understand short-form video and performance-led formats.
Be naturally curious about customers and human behaviour.
Be willing to spend time on-ground and learn directly from customer interactions.
Understand that content quality and production quality are not the same thing.
Be comfortable creating quickly, testing frequently and learning continuously.
Enjoy turning complex information into simple, relatable infotainment.
Want to build something repeatable rather than only create individual pieces of content.

Experience independently building a page, channel, content property, personal brand or high-performing content format would be valuable.

Growth Path

This role is designed for someone who wants to grow from being an exceptional individual creator into building and eventually leading the content capability.

Senior Content Strategist – Performance & Education Content Lead

The progression is simple:

Crack Content Make It Repeatable Build the Engine Lead the Engine

Growth will be based on demonstrated performance, repeatability and ownership rather than tenure.