About The Role
Were looking for a London-based freelance Founder Social & Content Lead to own the personal social presence of Susie Ma (Founder and CEO) and Carlton Connell (Managing Director). This is a hands‑on, strategic and creative role – youll shape how our two leaders show up online and produce the content that brings their stories to life week after week.
Youll work closely with both Susie and Carlton (and the wider Social team) to build a distinct voice for each, develop a clear content strategy, and execute it end‑to‑end – from ideation through to filming, editing and publishing.
Key Responsibilities
* Strategy & Planning
o Develop and maintain a full social media strategy for both profiles, including content pillars, tone of voice, messaging frameworks and audience positioning tailored to each platform and each individual.
o Monitor social, beauty, business and leadership trends, and translate relevant ones into on‑brand content opportunities.
o Set and track KPIs (reach, engagement, follower growth, saves/shares, inbound opportunities) and report on performance monthly.
* Content Production
o Produce weekly content across the channels above – Reels, TikToks, Stories, carousels, LinkedIn video and thought leadership posts.
o Film and edit content in person on a regular basis: behind‑the‑scenes, day‑in‑the‑life, product moments, office/HQ content and talking‑head formats.
o Write captions and copy in each leaders distinct voice.
o Repurpose content efficiently across platforms (e.g. one shoot feeding Instagram, TikTok and YouTube Shorts).
o Manage publishing schedules, community management and light engagement on their behalf.
* Events & Travel
o Attend and capture content at key brand events, industry events and occasional international trips (e.g. visiting charity partnerships, ambassador leadership trips and Tropic events such as TropicFest & The Glammies).
o Plan content calendars around key moments, product launches and company milestones.
* Collaboration
o Work closely with the internal Social, Brand, PR, Events and comms teams to ensure alignment with Tropics wider social & brand strategy.
o Brief and coordinate with photographers, videographers or designers where additional support is needed.
What Were Looking For
* Proven experience managing personal/founder/executive profiles on Instagram, LinkedIn and TikTok (please share examples).
* Strong strategic thinker – you can build a content plan from scratch, not just execute a brief.
* Confident shooter and editor: comfortable filming on iPhone and/or DSLR, and editing in CapCut, Premiere Pro or similar.
* Excellent copywriter with the ability to adapt voice across two very different personalities and platforms.
* Finger firmly on the pulse of social and cultural trends, particularly within beauty, wellness, sustainability and entrepreneurship.
* Highly organised, proactive and self‑sufficient – you thrive working independently and managing your own schedule.
* London‑based, with the ability to come into HQ and film with Susie and Carlton regularly.
* Comfortable being on the move: able to travel within the UK and internationally when required.
* Experience in beauty, wellness, DTC or purpose‑led brands preferred.
What We Offer
* Employment Type: Freelance, 2–3 days per week – key KPIs to be set around frequency of content & filming schedule.
* Location: London‑based (essential – regular in‑person filming required in SW London and occasionally internationally).
* Hybrid Working: London‑based, hybrid working with regular in‑person filming days.
* Salary: Competitive day rate, commensurate with experience.
* Start Date: Immediate.
Tropics Commitment to Equal Opportunities
Our team is as diverse as it is talented because at Tropic, we go the extra mile to cultivate a culture of respect and belonging. We value every candidate, respect protected characteristics and never discriminate. We also provide reasonable accommodations for applicants with disabilities at every stage of the hiring process, so if this is something you need, please let our recruitment team know at the earliest opportunity!
Ultimately, the most important thing for us is hiring the best person for the job, so we focus on skills, experience, and qualifications to ensure our process is fair and that our candidates always have a great experience with Tropic.
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