Social Media & Creative Manager to Founder (Aimee Smale)

Location: London or Dubai (travel required)

Type: Full-time

About the Role

This is not a traditional social media role.

You will work directly alongside Aimee Smale, founder of Odd Muse, to build and scale her personal brand ecosystem across Instagram, TikTok, and Substack.

This role sits at the intersection of content, strategy, and growth. You will be responsible not only for executing content, but for understanding what works, why it works, and how to do more of it.

You must be highly organised, commercially aware, and analytical - someone who can plan ahead, capture moments in real time, and continuously optimise performance.

Key Responsibilities

1.⁠ ⁠Founder Content Strategy & Planning

•⁠ ⁠Own and execute a multi-platform content strategy across Instagram, TikTok, and Substack

•⁠ ⁠Build and maintain a rolling 4–6 week content calendar

•⁠ ⁠Translate Aimee's life, schedule, and key moments into strategic content opportunities

•⁠ ⁠Ensure a strong mix of:

  * Founder storytelling

  * Lifestyle and life dump content

  * Business insights

  * Community-led content and engagement

2.⁠ ⁠Forward Planning & Content Maximisation

•⁠ ⁠Proactively plan content around:

  * Work trips (China, NYC, London, etc.)

  * Podcast relaunch and episodes

  * Brand milestones and launches

•⁠ ⁠Create structured content plans for key moments, including:

  * Shot lists

  * Platform-specific outputs

  * Weekly rollout plans

•⁠ ⁠Ensure every key moment is fully maximised across platforms

3.⁠ ⁠Content Creation & Execution

•⁠ ⁠Film and capture high-quality, on-brand content

•⁠ ⁠Edit short-form video for TikTok and Reels

•⁠ ⁠Assist with:

  * Weekly vlogs

  * Behind-the-scenes content

  * Podcast filming and cutdowns

•⁠ ⁠Maintain a strong visual identity and high taste level aligned with Aimee's brand

4.⁠ ⁠Analytics, Insights & Optimisation

•⁠ ⁠Track and report on content performance across all platforms

•⁠ ⁠Identify:

  * What content drives growth

  * What converts to engagement and audience loyalty

  * What formats and styles are performing best

•⁠ ⁠Provide weekly insights and recommendations:

  * What to double down on

  * What to stop

  * New opportunities to test

•⁠ ⁠Use data to continuously refine and evolve strategy, balancing insight with instinct

5.⁠ ⁠Brand Deals & Commercial Integration

•⁠ ⁠Manage and coordinate brand partnerships

•⁠ ⁠Oversee:

  * Scheduling

  * Deliverables

  * Filming and execution

•⁠ ⁠Ensure all brand integrations feel natural, elevated, and on-brand

•⁠ ⁠Support Aimee in maximising commercial opportunities without compromising content quality

6.⁠ ⁠Substack & Long-Form Content Support

•⁠ ⁠Support the planning and execution of weekly Substack content

•⁠ ⁠Assist with:

  * Structuring ideas

  * Aligning themes across platforms

•⁠ ⁠Ensure cohesion between long-form and short-form content

7.⁠ ⁠Podcast Content & Relaunch Support

•⁠ ⁠Maximise output from the Pretty Busy podcast

•⁠ ⁠Plan:

  * Pre-launch content

  * Weekly episode rollout

  * Clip strategy across platforms

•⁠ ⁠Ensure each episode generates consistent, high-performing multi-platform content

8.⁠ ⁠Organisation & Systems

•⁠ ⁠Own scheduling and publishing across all platforms

•⁠ ⁠Maintain clear systems for:

  * Content planning

  * Asset management

  * Deadlines and deliverables

•⁠ ⁠Bring structure and organisation while allowing for flexibility and real-time content

Who We're Looking For

•⁠ ⁠Experience working with founders, influencers, or personal brands

•⁠ ⁠Strong understanding of content strategy and platform growth

•⁠ ⁠Highly organised with exceptional forward-planning ability

•⁠ ⁠Analytical mindset - comfortable using data to drive decisions

•⁠ ⁠Strong filming and editing skills

•⁠ ⁠Commercial awareness - understands how content translates into revenue

•⁠ ⁠Proactive, fast-paced, and solutions-oriented

•⁠ ⁠High taste level - understands brand, luxury, and storytelling

•⁠ ⁠Discreet and professional - comfortable working closely in a founder-led environment

What Success Looks Like

•⁠ ⁠Consistent, high-quality content output across all platforms

•⁠ ⁠Clear visibility on what's working (and why)

•⁠ ⁠Strong, sustained audience growth

•⁠ ⁠Fully maximised content from key moments (trips, podcast, launches)

•⁠ ⁠Seamless execution of brand deals

•⁠ ⁠A structured, scalable content system

Why This Role is Different

This is an opportunity to build a founder-led media brand from the inside.

You won't just be posting content - you'll be:

•⁠ ⁠Shaping a personal brand

•⁠ ⁠Driving growth through insight

•⁠ ⁠Turning everyday moments into scalable content