Content Strategy Lead (Social Media / Matcha / Design / Gen Z)

We're launching a new, design-led matcha accessories brand focused on beautifully designed objects for the matcha ritual (bowls, whisks, whisk holders, bamboo spoons and more). Our vision is contemporary, bold and playful — much closer to brands like Gustaf Westman, HAY, DOIY, Rimowa or Glossier than to traditional tea or wellness brands. We don't sell matcha. We design the objects around it. We're currently preparing for launch (planned end of 2026) and are looking for a Content Strategy Lead to help us build the entire social content strategy before launch. FYI: this is not a Community Manager role. You won't be responsible for posting content every day or replying to comments. Instead, you'll work closely with: * the Founder (creative direction) * our Community Manager * our marketing agency * our influencer / PR agency to build a social strategy that gives everyone clear direction. This is a long-term collaboration. 🚫 What we are NOT looking for: * Someone who simply schedules posts. * Generic social media advice. * "Post 3 Reels per week" type strategies. * Corporate LinkedIn-style marketing. * Someone without a strong visual eye. ✅ What we're looking for: Someone who deeply understands: * Gen Z internet culture * TikTok & Instagram trends * Content strategy (not only execution) * Matcha & specialty coffee culture * Design brands * Beautiful objects * Lifestyle brands people obsess over Ideally you naturally consume content from brands like: * Glossier * Rhode * Milia Matcha * Chamberlain Coffee * Gustaf Westman * Gisou * Vitra * HAY * DOIY …and understand why people share them. Scope of Work: Phase 1 – Initial Strategy Workshop You'll help us build the foundation of our entire content strategy. Deliverables include: Social Content Strategy, defining the overall content pillars, Brand voice, Tone of voice, Social positioning, What we should and shouldn't post, etc. Content Formats: Build a strategy document with approximately: * 10 recurring content formats * Content buckets * Editorial themes * Series concepts * Repeatable templates Posting Strategy: Recommend: * Posting cadence * Platform mix * Launch rhythm * Pre-launch strategy * Launch week plan * First 3 months after launch Creative Direction: Help define: * Hooks * Scroll-stopping openings * Viral angles * Content frameworks * Caption direction We're much more interested in *why* content works than simply copying trends. Long-Term Collaboration After the initial strategy work, we'd love to continue working together on a monthly basis to: * Review performance * Refine content direction * Brainstorm new concepts * Plan launches * Review upcoming campaigns * Guide the Community Manager * Keep the content fresh as the brand evolves Think of this role as an ongoing strategic advisor rather than a day-to-day executor. Budget: Phase 1: Strategy & consultancy project Fixed fee: $575 Ongoing collaboration: Up to $600/month Total budget: up to $1,100, covering the initial strategy workshop and the first month of ongoing strategic collaboration. The scope can increase or decrease over time depending on the hours required and the stage of the business. We're flexible. Ideal Profile: * Few years in content strategy, creative strategy or social strategy * Strong portfolio of consumer brands * Excellent understanding of TikTok and Instagram * Strong design sensitivity * Understands Gen Z culture and specific hooks * Passionate about beautiful products and branding Bonus if you: * are based in Europe * love matcha or specialty coffee * collect beautiful objects * are obsessed with interiors, ceramics or industrial design About us: We're a young German startup based in Nuremberg, Germany. Our founder is French. Our collaborators are spread across Europe and beyond. We work remotely, move fast, care deeply about design, and genuinely enjoy building things together. If you love beautiful objects, internet culture and building brands from scratch, we'd love to hear from you. Applications without relevant background won't be considered.