Social Media Content Creator

Social Media Content Creator

Poetry and Love & Cheesecake — Mumbai

Role: Social Media Content Creator

Brand: Poetry by Love & Cheesecake | Love and Cheesecake

Location: Mumbai (on-site at cafes + office)

Experience: 2–4 years in social media content creation

Reporting to: Marketing Head / Brand Manager

Works with: Marketing team, Social Media Agency, Operations, Central Kitchen

About Poetry | Love & Cheesecake

BrewWorks Pvt Ltd. owns and operates 22 all-day cafes and dessert stores across Mumbai and Pune under the brand names of Love and Cheesecake and Poetry. Our brands are built on joy — more than 70 dessert flavours, exceptional quality, and a warm, welcoming experience across every touchpoint. Poetry by Love & Cheesecake has a loyal, growing community of guests and followers who come back not just for the food, but for how the brand makes them feel.

We are now looking for a content creator who lives and breathes social media — someone who can point a phone at a slice of cheesecake and make the world stop scrolling.

The Role

As Social Media Content Creator, you will be the person behind the lens, the caption, and the creative direction of Poetry's social media presence. This is a hands-on, in-the-field role — you will spend time at our cafes shooting content, editing Reels, writing copy, and building a content calendar that keeps our community engaged, hungry, and coming back.

You will work closely with the founders, bringing raw, authentic, and on-brand content to life. You are not just a shooter or a designer — you understand storytelling, you have a strong point of view on what makes content work, and you take genuine pride in the craft of making beautiful, craveable, scroll-stopping content for a brand you believe in.

Key Responsibilities

•    Short-Form Video & Reels: Conceptualise, shoot, and edit Reels and short-form videos for Instagram — product reveals, cafe atmosphere, behind-the-scenes, seasonal campaigns, and trends. Own the full production cycle from brief to published post.

•    Photography & Static Content: Shoot high-quality food and lifestyle photography at our cafes and studio setups. Build and maintain a library of on-brand static assets — product shots, flat lays, ambience imagery — for use across social, emailers, and digital standees.

•    Copywriting & Captions: Write captions, story copy, and short-form brand copy that is witty, warm, and unmistakably Poetry. Maintain a consistent brand voice across all content formats — from a 3-word caption to a product launch post.

•    Content Calendar & Planning: Own and maintain a monthly content calendar in coordination with the Marketing Head and Social Media Agency. Ensure all planned posts are shot, edited, and ready ahead of schedule with zero last-minute scrambles.

•    Campaign & Launch Content: Create dedicated content for product launches, seasonal campaigns, festive activations, and promotional pushes. Work from campaign briefs to produce assets that are on-time, on-brand, and on-brief.

•    Trend Watching & Creative Input: Stay ahead of Instagram and Reels trends. Bring proactive ideas to the team — formats, concepts, audio, creative angles — and be ready to move fast when a trend is worth jumping on.

•    Asset Management: Maintain a well-organised library of all shot content — raw files, edited videos, approved statics — so that assets are always accessible and reusable across the team and agency.

•  On-Site Shoots at Cafes: Regularly visit Poetry cafes across Mumbai to capture authentic, in-the-moment content. Be comfortable directing staff, styling food, and shooting in a live cafe environment.

What We Are Looking For

•    Experience: 2–4 years creating social media content professionally — ideally for a food, lifestyle, or consumer brand. A portfolio of Instagram Reels, food photography, and caption writing is essential.

•    Video Skills: Confident shooting and editing short-form video — comfortable with CapCut, InShot, Adobe Premiere Rush, or similar mobile-first editing tools. Understands pacing, audio selection, transitions, and text overlays.

•    Photography Eye: Strong visual sensibility — knows how to style food, work with natural and artificial light, and compose a shot that makes someone want to eat. DSLR / mirrorless experience is a plus; excellent mobile photography is a must.

•    Writing Ability: Can write captions that are warm, playful, and brand-appropriate — not generic. Understands the difference between writing for Instagram, Stories, and a promotional emailer.

•    Design Basics: Comfortable building digital standees, story templates, and simple graphics in Canva or Adobe Express. Does not need to be a graphic designer, but must be able to produce clean, on-brand static assets independently.

•    Brand Sensibility: Genuinely understands what makes a brand feel cohesive and distinct. Has opinions about aesthetics, tone, and what makes content feel authentic vs. forced. Loves food and cafes — this is not optional.

•    Organised & Self-Driven: Can manage a content calendar without being micromanaged. Meets deadlines. Labels and organises files properly. Flags blockers early. Treats the content calendar as a commitment, not a guideline.

•    Comfortable On-Site: Happy to travel across Mumbai cafes regularly for shoots. Can work in a live, busy cafe environment — patient, adaptable, and unobtrusive while still getting the shot.