Senior Content & Growth Lead

About Aatm Nirbhar

Aatm Nirbhar works at the intersection of women's mobility, livelihoods, and economic empowerment. Through various, we train women in non-traditional skills and open pathways to dignified, mobility-linked work pan-India. Our strongest asset is the real stories of transformation happening on the ground — and we are now building the communication infrastructure to ensure those stories reach and shape the right audiences.

The Opportunity

This is a leadership role. You will work directly with the Founder, set the communication strategy, build and manage a small execution team, and drive audience growth across platforms. Over time, you will take ownership of performance marketing currently managed by an external agency.

This is a strategic communication and growth leadership position for someone who wants to build narrative authority for a mission-driven organisation.

What You Will Own

Content & Brand Strategy

• Define and lead the content strategy across platforms (Instagram, Linked

In, You

Tube, Whats

App)

• Build a unified brand narrative across the organisation's programs and audiences

• Develop content systems, workflows, and calendars that enable consistent, high-quality output

• Translate field insight and beneficiery stories into compelling content formats

• Own the long-term brand voice, tone, and visual identity

Team Building & Leadership

• Hire and manage a small execution team — junior content creators, field shooters, editors

• Set up clear briefs, creative direction, and feedback loops

• Work with the Communications & Impact Storytelling Lead to align growth and institutional narratives

• Manage freelancers and external production support as needed

Audience Growth

• Drive organic growth through creator-led formats, campaigns, and platform-native content

• Build audience growth systems — not just follower count, but engaged communities

• Identify growth experiments and run structured tests

Performance Marketing (Transition Ownership)

• Work alongside the existing performance marketing agency from day one

• Learn campaign logic, audience targeting, funnel structure, and optimisation levers

• Progressively take over performance marketing ownership over 3–6 months

• Manage ad budgets and report on paid performance with clarity

Who We Are Looking For

Experience

• 3–6 years in content strategy, brand communication, or digital growth

• Experience building or managing a content/creative team

• Demonstrated ability to grow audiences organically — not just manage platforms

• Exposure to performance marketing or paid media (full ownership not required on day one)

• Experience working in a startup, social enterprise, or mission-driven organisation preferred

Skills & Mindset

• Strong strategic thinker who can translate vision into content systems

• Excellent writer and communicator — in Hindi and English

• High aesthetic sensibility — understands what good content looks and feels like

• Data-informed — can read platform analytics and make decisions from them

• Builder mindset — comfortable with ambiguity, energised by building from scratch

• Collaborative — works well with a founder, a mission-driven team, and field communities

• Curious about paid media and willing to learn performance marketing on the job

Why Join Aatm Nirbhar

• Direct access and reporting to the Founder — your voice shapes decisions

• Real ownership of a communication function, not a department of one inside a large org

• Work that is anchored in genuine field impact — the stories you tell are real

• Build something that does not exist yet — this is a greenfield communication mandate

• Opportunity to grow into a Head of Communications role as the team scales

Compensation

₹12–15 LPA, depending on experience and demonstrated capability.