Content Lead

About Plntd

Plntd is a Dubai-based plant brand specializing in selling plants and in-house manufactured pots primarily through the own website, Plntd.ae. Content serves as the key gateway for brand discovery, fueling organic reach on platforms like Instagram and supporting paid advertising efforts on Meta.

Role Overview

This position is designed to address the current bottleneck caused by the sole handling of video creation by one individual. The Content Lead will take full ownership of the content creation process, managing everything from conceptualization to delivering finalized videos or ads on a weekly cadence without needing direct involvement in production.

Responsibilities

• Pre-production: Understand the brand's visual style and creative objectives deeply.
• Oversee and maintain a 2–4-week rolling content plan (idea bank) aligned with brand goals.
• Organize shoot schedules with freelancers, developing detailed scripts and shot lists ensuring each piece has a compelling structure (e.g., an engaging hook and retention strategy).
• Optimize videographers’ shoot days to maximize capturing of B-roll footage for expanding the content library.
• Collaborate with the advertising lead (Lana) to integrate essential shots needed for ads into production workflows.
• Production: Provide clear direction and briefing to freelance videographers approximately once every one to two weeks.
• Strategically plan shoot days to produce multiple scripted pieces alongside a growing collection of B-roll, including behind-the-scenes footage.
• Shoot simpler video content independently using phone or camera when full production days aren’t warranted.
• Maintain an organized footage library ensuring clips are easily searchable and reusable.
• Editing and Distribution: Personally edit all organic reels targeting three weekly publishes using editing tools like CapCut, Premiere, or ideally DaVinci Resolve.
• Perform additional editing beyond videographer rough cuts to effectively utilize the content library.
• Create multiple ad variations from the same footage (varying hooks, lengths, and formats) and deliver to Lana according to schedule.
• Ensure all content aligns with Plntd’s aesthetic and auditory brand identity, including captions, music, and tone.
• Manage publishing, scheduling, caption writing, and on-screen text for content releases.
• Analytics and Optimization: Conduct weekly reviews focusing on viewer retention metrics such as hook and hold rates, identifying drop-off points.
• Use data insights to refine and steer content strategies, doubling down on effective formats and discontinuing underperforming ones.

First 90 Days Expectations

• Consistent delivery of three organic reels per week without requiring hands-on production input during weekly reviews.
• Regular provision of ad variations to the ads coordinator (Lana) on a set schedule.
• Development of a well-tagged and reusable B-roll footage archive from shoot days.
• Documentation of a comprehensive content workflow covering idea generation, planning, briefing, shooting, editing, publishing, and reviewing.

Required Experience and Skills

• Minimum three years producing short-form video content for brands, creators, or agencies with end-to-end ownership, not solely execution.
• Proficiency in at least one professional video editing software, demonstrating speed, precision, and comfort with vertical video formats, captions, sound mixing, and pacing. Tools mentioned include CapCut, Premiere, and DaVinci Resolve.
• Capability to write engaging hooks and scripts with a clear understanding of why they perform well.
• Experience briefing and directing shoots, even if not handling the camera personally.
• Understanding of paid media requirements and the ability to collaborate effectively with media professionals.
• Competency in analyzing video performance data and adapting strategies accordingly.

Preferred Attributes

• Experience establishing content creation processes within small brands rather than merely adopting existing systems.
• Genuine interest or appreciation for plants, interior design, or home aesthetics is beneficial but not mandatory.
• Basic knowledge of camera operation and lighting techniques.

Role Clarifications

• This position is not for a social media coordinator tasked only with post scheduling or community engagement.
• It is not a pure editor role waiting for pre-shot footage and directions.
• It is distinct from a videographer role requiring direction on what to film.