Brand Content Manager

Function: Content / Growth / PR

The role in one line: You own LumaLabs/Glowvé's entire public face — organic content, ad creative direction, influencer relationships, and PR — and you lead the creative team that executes it.

Context: We are building a skincare brand that needs to earn trust before it earns sales. The brands we benchmark against — Accufix, Organic Traveller, Connatural — built their communities through education-first, human-first content and smart influencer relationships. That is the playbook. You are the person who runs it and leads the people who produce it.

This is not an execution role. You think in campaigns, brief creatives, direct video editors and graphic designers, and make sure everything that goes out — organic post, ad, influencer collab, PR moment — is on brand, on strategy, and moving the needle.

What you'll own:

Content Strategy & Direction

• Define LumaLabs/Glowvé's content strategy — what we say, how we say it, how often, and on which platform
  
• Build and own the monthly content calendar across Instagram and TikTok
  
• Brief graphic designers and video editors on every piece of content — concept, hook, format, tone, visual direction
  
• Ensure all content is education-first — teaching the audience about their skin, ingredients, and why our products work before asking them to buy
  
• Maintain and protect LumaLabs/Glowvé's brand voice across every piece of content that goes out
  

Ad Creative Input

• Identify which organic content has the potential to become a paid ad — brief the marketing team on hooks, formats, and angles worth testing
  
• Suggest new ad creative concepts based on what's working organically and what's trending
  
• Review ad creatives before launch — flag anything that feels off-brand or weak on hook
  

Influencer & PR

• Identify and vet micro to mid-tier skincare influencers in Pakistan — Lahore and Karachi first
  
• Own the outreach, briefing, negotiation, and relationship management end to end
  
• Structure influencer deals — discount codes, commission, deliverables, timelines
  
• Track influencer performance — which partnerships drove traffic, conversions, and community growth
  
• Identify PR opportunities — skincare features, founder stories, editorial placements, podcast appearances
  

Team Management

• Manage and brief graphic designers and video editors
  
• Review all creative output before it goes live — nothing goes out without your approval
  
• Build a creative system so the team can produce at volume without quality dropping
  

Must have:

• 3+ years in content, brand, or marketing — with at least some team leadership experience
  
• Has managed or briefed graphic designers and/or video editors before
  
• Deep understanding of Pakistan's skincare or lifestyle consumer — knows what Accufix, Organic Traveller, and Connatural are doing and why it works
  
• Has run influencer campaigns end to end — not just found influencers, but briefed, tracked, and reported on them
  
• Thinks in campaigns, not just posts — understands how content connects to brand building and sales
  
• Strong opinion on what a winning hook looks like and why
  

Strong plus:

• Has grown a brand's social presence organically with measurable results
  
• Has pitched and secured PR placements for a consumer brand in Pakistan
  
• Experience working at or with a skincare, beauty, or personal care brand
  
• Has built a content system or SOP that a team can follow
  
• Understands how organic content feeds into paid ad creative
  

What this role is not: This is not a social media executive who posts and replies. This is not a graphic designer. This is a brand thinker who leads creative people, owns the public face of LumaLabs/Glowvé, and connects content strategy directly to growth.