Head of Content

Head of Content – Pencilight & Raffinata

Cairo, Egypt · Full-time · Reports to the Chief Growth Officer

Who we are

Pencilight was founded in 2020 by a designer who believed that light can do more than fill a room, it can make it beautiful. Today we are a team of 60, designing and making decorative lighting in Egypt. Our Cartouche collection won Gold at the Cairo Design Award, we lit 300 hotel rooms in four weeks, and millions saw us on Shark Tank Egypt. And we are just getting started. Our ambition is to build an iconic design brand from Egypt that stands alongside the best in the Middle East and Europe. We hold ourselves to two standards - beauty in everything we design, and respect for the people and partners who make it possible. If you want your work to shape a brand at the moment it becomes one, we'd love to meet you.

Discover our world: pencilight.com · raffinata.store

The role

You will turn our brand, our collections and our stories into content that makes people want to live with our light. Reporting to the Chief Growth Officer, you will own content end to end for two brands: Pencilight, our design-led premium lighting brand, and Raffinata, our sister brand of home accessories. You will lead our two in-house designers and work with our production agency, our performance marketing agency, and our product and e-commerce teams.

What you'll do

Plan and create

• Build and run the monthly content calendar for both brands across social media, the website and campaigns, aligned with business priorities, product launches and content pillars.

• Apply and evolve our tone of voice and visual guidelines across all channels (social media, website, showrooms, etc), and keep the two brands clearly distinct.

• Write campaign concepts, captions, scripts and creative briefs for organic content, Reels, Stories and ads.

Lead the team

• Oversee in-house designers - set priorities, review their output, and make sure quality is consistent and work is delivered on time.

Produce and direct

• Brief, direct and review our production agency, photographers, videographers and freelancers, so that output is on brand every time.

• Produce simpler content in-house, using our showroom for quick shoots, product details and everyday storytelling.

• Plan larger shoots with the product and design teams, so samples and assets are ready on time.

• Use AI tools to speed up and improve the work, from ideation and copy drafts to image editing, content variations and versions for different channels, while holding everything to our design standards.

Tell our story

• Turn our proof points (awards, projects, press, customer reviews and photos, our founder's design story) into content.

• Create content for our B2B audience - interior designers, architects and hospitality projects.

Website and product content

• Own all website content, both visual and written: product images, homepage and campaign banners, video, product descriptions, collection pages, About Us and B2B sections. Make sure it is created as part of each campaign and launch, not as an afterthought.

• Keep everything accurate, on brand, and easy to find through both search engines and AI assistants.

• Check product specifications with the relevant teams before anything is published, and work with e-commerce on implementation.

Learn and improve

• Work with our performance marketing agency to turn campaign needs and results into creative variations and tests.

• Review content performance monthly and use it to shape the next round.

What you bring

• 5+ years in content or creative roles for premium lifestyle, design, interiors, fashion or hospitality brands. A portfolio is required.

• Experience managing designers or a small creative team.

• A strong visual eye. You know the difference between good and beautiful.

• Strong design judgement - you can give precise feedback on layout, typography and composition, and you're comfortable making quick edits yourself in Adobe or Figma.

• Excellent writing in English and Arabic.

• Hands-on production skills - you can art direct and shoot simple content yourself.

• Experience directing agencies, freelancers and shoots.

• Practical experience with AI tools for content creation, and good judgement about when they help and when they don't.

• Comfort with SEO and GEO (generative engine optimisation), so our brands get found, and cited, wherever people search, including AI assistants like ChatGPT and Perplexity.

• Comfort with performance data (Meta, website analytics).

• Nice to have: a background in graphic design, B2B or specifier content, GCC market experience.

Why join us

We are a young dynamic company with a big belief - that a lighting brand born in Egypt can shape how the world sees design, starting here and going far beyond. Your ideas won't wait in a queue. You'll see them come to life in homes, hotels and showrooms, alongside a team that cares deeply about its craft and about each other.

If you believe beauty is worth the effort, send us your portfolio and a few lines on why this role speaks to you.

Let's light beautifully, together.