Social Media & Content Manager for a specialty coffee app (Instagram & TikTok)

We're a specialty coffee app on iOS and Android. Users scan a coffee bag and get a brewing recipe calibrated to that specific bean and their grinder. We're at an early stage on social. There's no established audience, posting rhythm, or content strategy yet. What we do have is a defined brand voice and a blog we manage in-house. We're looking for one person to take ownership of our Instagram and TikTok and grow them from the ground up. To be upfront about the scope: this is a build-from-scratch role. There's no playbook or asset library to inherit. You would set the direction, produce the content, and grow the channels through steady testing. It suits someone who works independently and brings their own judgment. If you need daily direction, it won't be the right fit. Responsibilities: - Own and grow our Instagram and TikTok. We measure success by reach, follower growth, saves, and app installs. - Set the content direction and posting cadence, then refine it based on what performs. - Produce content end to end: native short-form reels and feed posts or carousels, created within our brand voice and visual identity (both provided). - Manage the community: respond to comments and DMs, and engage daily with relevant coffee accounts. - Identify and reach out to micro-influencers in the specialty coffee space. - Send a monthly report on performance and what you'd adjust next. A recurring format we value is the product loop: the bag scan, the recipe, the grind setting, the brew, and the cup. Kept simple and native, it shows what the app does and holds attention to the end. A few points to set expectations: - This is a behind-the-scenes role. You won't appear on camera. - Blog and SEO writing are handled in-house and sit outside this role. - Our audience knows specialty coffee well, and generic lifestyle content does not perform with them. Real familiarity with home brewing or grinders is a strong advantage. - Our brand voice is precise and has firm rules: no hype language, no em dashes, plain and specific. We provide the full guide and expect it to be followed. How we'd start: a paid test project where you deliver a short two-week content plan, one reel, and one carousel. If it's a good fit, we move to an ongoing monthly retainer on a part-time basis. Content is approved before publishing for the first few weeks; after that, you'd have direct access. To apply, please share an account you've grown with before-and-after numbers, two or three reels and a couple of carousels you produced yourself, and a brief note on your background with coffee. We value a strong portfolio over a cover letter.