Content & Social Lead
Location: Mumbai (on site)
Type: Full-time
Experience: 4–6 years in content and social
About NapChief:
NapChief is a fast-growing D2C kidswear brand. We sell through our own website (napchief.com) and all major marketplaces including Myntra, FirstCry, and Amazon. At Nap Chief, we're redefining kids wear for a new generation of parents. We craft premium, super-soft clothing that kids love to wear and parents trust.Our mission is to empower the young generation and we are looking for you to join forces with us to conquer this mission.
About the role
You will own NapChief's entire content and social function everything the brand publishes, the calendar it runs on, the team that produces it, and the audience response it earns.This is a management seat first and a craft seat second. Five people report to you, and you will be measured by what your team produces, not by what you produce personally. If your ambition is to be the best maker in the room, this is the wrong role. If your ambition is to build a content engine that runs on a calendar and hits its dates without you in the middle of every task, this is the right one.
Responsibilities:
Content calendar and planning
- Own the rolling content calendar across Instagram, YouTube Shorts, and any platform we operate on — planned monthly, locked weekly, visible to the company in Asana with fixed start and end dates.
- Build the calendar around kidswear seasonality: the winter peak, festive and gifting windows, back-to-school, new collection drops, and end-of-season sale periods.
- Own the format mix — reels, statics, carousels, long-form, UGC and rebalance it monthly against performance data rather than team preference.
- Plan against the two audiences that matter and be explicit about which one each piece addresses: parents, who buy, and children, who wear.
Production and shoot management
- Own the shoot calendar end to end: concept, script, model casting and confirmation, location, props, styling, call sheets, and post-production timelines.
- Hold the production schedule. A shoot that loses its models on the morning of is a planning failure build the confirmations, buffers, and fallbacks that prevent it.
- Manage external partners: photographers, videographers, editors, and studios, including rate negotiation and delivery timelines.
- Ensure every new collection has shoot-ready assets before it goes live on the website and marketplaces.
Organic social and community
- Own organic performance as a number: reach, engagement, saves, shares, follower growth, and non-follower reach reported weekly against target, not anecdotally.
- Run publishing discipline. No reposting old content as filler. Retire formats once they stop performing and test new ones on a defined cadence.
- Own community management comments, DMs, and the response SLA routing anything that becomes a service issue to customer service.
Influencer and UGC
- Own the influencer program through the influencer marketing owner on your team: partner selection, brief quality, deliverable tracking, usage rights, and cost per asset.
- Build a repeatable UGC pipeline from customers and parent creators, and route the best-performing assets into the paid creative pool.
- Measure influencer spend the way we measure everything else — cost per usable asset, engagement earned, and contribution to sales where trackable.
Brand storytelling
- Own the brand narrative in content: what NapChief stands for, how it sounds, and how that holds together across every post, campaign, and collection launch.
- Write and approve scripts and copy, or direct the team that does.
- Maintain the Master Creative Document as a living reference that survives any individual leaving.
- Run seasonal campaign concepts end to end: brief, narrative, asset list, timeline, and post-campaign review against results.
Team leadership
- Manage five people directly. Run weekly 1:1s and a documented weekly team review.
- Set priorities explicitly. Every person on your team should be able to state their top three priorities for the week without asking you.
- Hold people to dates. Where work slips you handle it directly — the conversation, the written expectation, the follow-up, and the escalation if it repeats. Repeated following-up is not management.
- Develop the team. Two of the five are in their first or second year. Your job is to make them independent, not to absorb their work when they struggle.
- Own hiring input, interview scorecards, and probation recommendations for your team.
Coordination
- Work alongside the Brand Strategist, who owns creative for paid media. Your organic and production engine feeds that pipeline.
- One team member is coached by the Brand Strategist on creative craft while reporting to you — you own their priorities, performance, and review.
- Work with the Shopify and marketplace owners so launches, sale events, and campaigns have assets on time.
KPIs you own
- Organic reach and engagement growth vs monthly target, including non-follower reach
- Content calendar adherence — planned vs published, on date
- Shoot-to-live turnaround — days from shoot to assets available for use
- Asset throughput per month at the agreed quality bar
- Influencer cost per usable asset
- Team scorecard completion every person on your team on a live weekly scorecard
Requirements:
- 4–6 years in content and social for consumer brands, including 2+ years managing a team of four or more. Agency backgrounds are welcome, particularly if you ran a pod across brands and now want to go deep on one.
- Demonstrated people management with a mechanism behind it. You will be asked in the interview to walk through, week by week, how you handled someone who repeatedly missed deadlines. We are looking for a specific method, not persistence.
- Experience running a production calendar with real deadlines and real consequences — shoots, launches, and campaign dates that could not move.
- Strong planning and timeline management. This is the core competency for this seat, ahead of design or editing skill.
- Storytelling ability. You can articulate why a piece of content exists and what it should make a parent feel or do.
- Comfort with numbers: platform analytics, weekly reporting, and making format decisions from data.
- Hands-on enough to be credible. You can brief, review, and give sharp feedback on a reel or a script even if you are not the one editing it.
- Working proficiency with Asana or an equivalent, plus social scheduling and analytics tooling.
- Not a fit if: your strongest asset is your personal portfolio and you would rather be making content than running a team; your management experience is limited to freelancers; or you have led social at a large brand where an agency and a producer handled production.
