Function:<\/b> Content / Growth / PR
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The role in one line:<\/b> You own LumaLabs/Glowvé's entire public face \u2014 organic content, ad creative direction, influencer relationships, and PR \u2014 and you lead the creative team that executes it.
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Context:<\/b> We are building a skincare brand that needs to earn trust before it earns sales. The brands we benchmark against \u2014 Accufix, Organic Traveller, Connatural \u2014 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.
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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 \u2014 organic post, ad, influencer collab, PR moment \u2014 is on brand, on strategy, and moving the needle.
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What you'll own:<\/b>
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Content Strategy & Direction<\/i>
<\/p>- Define LumaLabs/Glowvé's content strategy \u2014 what we say, how we say it, how often, and on which platform
<\/li> - Build and own the monthly content calendar across Instagram and TikTok
<\/li> - Brief graphic designers and video editors on every piece of content \u2014 concept, hook, format, tone, visual direction
<\/li> - Ensure all content is education\-first \u2014 teaching the audience about their skin, ingredients, and why our products work before asking them to buy
<\/li> - Maintain and protect LumaLabs/Glowvé's brand voice across every piece of content that goes out
<\/li><\/ul>Ad Creative Input<\/i>
<\/p>- Identify which organic content has the potential to become a paid ad \u2014 brief the marketing team on hooks, formats, and angles worth testing
<\/li> - Suggest new ad creative concepts based on what's working organically and what's trending
<\/li> - Review ad creatives before launch \u2014 flag anything that feels off\-brand or weak on hook
<\/li><\/ul>Influencer & PR<\/i>
<\/p>- Identify and vet micro to mid\-tier skincare influencers in Pakistan \u2014 Lahore and Karachi first
<\/li> - Own the outreach, briefing, negotiation, and relationship management end to end
<\/li> - Structure influencer deals \u2014 discount codes, commission, deliverables, timelines
<\/li> - Track influencer performance \u2014 which partnerships drove traffic, conversions, and community growth
<\/li> - Identify PR opportunities \u2014 skincare features, founder stories, editorial placements, podcast appearances
<\/li><\/ul>Team Management<\/i>
<\/p>- Manage and brief graphic designers and video editors
<\/li> - Review all creative output before it goes live \u2014 nothing goes out without your approval
<\/li> - Build a creative system so the team can produce at volume without quality dropping
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Requirements<\/h3>
Must have:<\/b>
<\/p>- 3+ years in content, brand, or marketing \u2014 with at least some team leadership experience
<\/li> - Has managed or briefed graphic designers and/or video editors before
<\/li> - Deep understanding of Pakistan's skincare or lifestyle consumer \u2014 knows what Accufix, Organic Traveller, and Connatural are doing and why it works
<\/li> - Has run influencer campaigns end to end \u2014 not just found influencers, but briefed, tracked, and reported on them
<\/li> - Thinks in campaigns, not just posts \u2014 understands how content connects to brand building and sales
<\/li> - Strong opinion on what a winning hook looks like and why
<\/li><\/ul>Strong plus:<\/b>
<\/p>- Has grown a brand's social presence organically with measurable results
<\/li> - Has pitched and secured PR placements for a consumer brand in Pakistan
<\/li> - Experience working at or with a skincare, beauty, or personal care brand
<\/li> - Has built a content system or SOP that a team can follow
<\/li> - Understands how organic content feeds into paid ad creative
<\/li><\/ul>What this role is not:<\/b> 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.
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