Social Media Manager / Fashion Content Strategist for Gen Z Fashion Brand

About this role

Social Media Manager / Fashion Content Strategist — Angel Ruche

*Remote (Philippines / SEA / Bali preferred) · Full-time freelance · Long-term*

Angel Ruche is a romantic, feminine, Gen Z fashion brand with a global, US-led customer base. We're looking for a Social Media Manager / Content Strategist to help us grow, sharpen our content direction, and build a stronger content system. This is a long-term freelance role, not a one-off project. We want someone who takes ownership, thinks creatively, and genuinely understands fashion culture.

Non-negotiable: you live and breathe Western Gen Z fashion and internet culture. You understand coquette, balletcore, pink pilates princess, and the clean aesthetic from the inside, not from a trend report. You know Pinterest, TikTok, and Instagram fashion culture deeply. You get the cultural canon (Clueless, Legally Blonde, Barbie, the whole teen-movie and rom-com universe), you understand meme culture, and you know *why* someone emotionally attaches to a fashion brand. If this isn't you, this role won't work.

What you'll do

• Plan weekly content for Instagram, TikTok, and Pinterest
• Write captions, hooks, and short-form video concepts in strong, natural English
• Create filming briefs for our Hong Kong studio team
• Study what's working, explain why it works, and turn that into a repeatable system
• Reply to comments in our warm, premium brand voice
• Find creators and content partners who genuinely match our aesthetic
• Stay organized in Notion, communicate in Slack

You're a fit if you

• Write beautifully and naturally in English
• Can analyze content, not just copy trends
• Have worked on social for a fashion, beauty, or lifestyle brand
• Are comfortable working with a Hong Kong-based team and AI tools (we're an AI-first company)
• Are genuinely immersed in fashion and aesthetics yourself

You're not a fit if you're a generic social admin, need the founder to hand you every idea, or are resistant to AI...