Social Media & Brand Manager
About Us
Axell is a modern Indian watch brand built for a new generation that values individuality, precision, and bold design. From Delhi, we are building a portfolio of ventures in the lifestyle and fashion-tech space each united by a single mission: make great design accessible, desirable, and unforgettable.
Our ecosystem includes:
- Axell - a premium D2C watch brand
- TimeLoop - India's first subscription for premium watches
- Axell Caf - a watch-themed rooftop caf and pickleball space in Delhi
We're crafting a universe where design, culture, and storytelling intersect and we're looking for someone who can lead that universe across the digital world.
Role Overview
This is a mini-CMO role in the making.
As the Social Media & Brand Manager, you will lead Axell's content engine across Axell, TimeLoop, and Axell Caf. You will manage and mentor an in-house content team while working directly with the Founder to shape brand voice, digital presence, and cultural relevance.
You must be someone who can:
- Think like a strategist
- Execute like a creator
- Lead like a brand manager
- Move like an early-stage hustler
If you want a role where you grow into building a full creative team from scratch, this is it.
Key Responsibilities:
Social Media Management
- Own end-to-end social media presence for Axell and partner handles (Instagram-first approach).
- Build monthly content calendars and campaign plans.
- Write captions, micro-copy, campaign messaging, and brand voice guidelines.
- Track trends and proactively suggest reel concepts, story ideas, and content formats.
Creative & Brand Strategy
- Develop Axell's overarching brand narrative across watches, TimeLoop subscriptions, and the Axell Caf lifestyle universe.
- Translate cultural insights, consumer behaviour, and design sensibilities into strategic content directions and long-term storytelling themes.
- Build signature brand properties (series, campaigns, founder-led narratives) that deepen identity and differentiation. Ensure visual and tonal consistency across all brand touchpoints.
Content Strategy & Execution
- Work closely with the in-house designer and creator to produce high-impact posts, reels, and stories.
- Brief and oversee shoots, product videos, testimonials, and lifestyle content.
- Build UGC and influencer collaboration pipelines.
Community Building
- Manage comments, replies, DMs, and community conversations across all pages.
- Turn customer queries into insights; escalate high-value feedback.
- Build a highly engaged audience with meaningful communication.
Analytics & Growth
- Track Instagram Insights, website traffic, and key performance indicators.
- Test & iterate content formats based on performance.
- Recommend growth strategies: collabs, reels, contests, influencer drops, etc
Qualifications
- 47 years in social media, digital marketing, or brand management.
- Strong understanding of Instagram culture and viral formats.
- Excellent writing skills- crisp, youthful, punchy.
- Ability to brief and guide designers, editors, and creators.
- Comfortable managing a small team (or ready to step into that role).
- Basic editing ability (CapCut/IG Reels) for quick prototypes.
- Experience in D2C, lifestyle, fashion, beauty, or hospitality is a plus.
- High ownership, hunger to scale brands fast, and willingness to experiment.
What You'll Love here
- You will build and scale multiple brands from scratch, not just manage a single page.
- Work directly with decision-makers, get fast approvals, ship ideas quickly.
- Huge creative freedom.
- A portfolio of brands that look great on your CV.
- A digitally-forward, youthful environment with no bureaucratic processes.
Location
Sultanpur, New Delhi 110030
