Social Media Manager (Organic) - AI Content Creator for Scandinavian Footwear Bran

We're a fast-growing DTC footwear brand selling footwear to Sweden, Norway and the UK. Our customers are 50+ - real people with real foot problems, not a fashion crowd.

All of our content is created with AI. Not because it's cheap, but because when it's done properly it's better and faster than a photoshoot. "Done properly" is the entire job.

The role

You own our organic social presence end to end: concepts, content creation, posting, stories — and the conversation that happens underneath it. You're not executing someone else's brief. You come up with the ideas, build the calendar, produce every asset, and you're the voice that talks to our audience every day.

What you'll do

Content

Develop organic content concepts and angles that actually stop the scroll for a 50–70 year old audience
Create all images and videos using AI tools (Google Flow, Higgsfield / Seedance, and whatever else you're strong in)
Plan and publish daily posts and stories across our channels
Maintain a consistent content calendar so we're never scrambling
Track what performs, iterate, and bring us new ideas every week

Community

Reply to comments and DMs on our organic posts, twice daily
Own the comment sections on our paid ads — this is high volume and it directly affects sales. A hesitant 65-year-old asking about sizing under an ad is a customer we win or lose depending on whether you answer
Hide or delete spam, scam links and competitor hijacking
Turn positive comments into conversations, and handle negative ones calmly and publicly without getting defensive
Escalate order-specific issues (tracking, returns, exchanges, complaints) to our customer support team instead of answering them yourself
Flag recurring questions and objections to us — they're free market research and they feed our next content and ads

Language — read this before you skip it

Most of our comments and DMs come in Swedish and Norwegian. You are not expected to speak these languages. We run a translation workflow with AI tools and provide approved reply templates, exactly as our support team does. What we need from you is the discipline to use that workflow properly every single time and to keep the brand voice consistent — warm, plain-spoken, never salesy, never talking down to older people.

What we care about most — read this part twice

Two things matter more than everything else combined:

Hyper-realism. Our content must look like it was shot on a real camera by a real person. Documentary and candid, realistic mixed lighting, natural imperfection. No AI glow, no rim light, no golden-hour haze, no plastic skin, no bokeh sparkle. If it looks "AI-generated," it's a failed asset.
100% product accuracy. Our shoe must be our shoe in every single frame. Correct sole, correct stitching, correct lacing, correct colorway, correct logo placement. Not "close enough." One wrong detail and the asset is unusable, because our customers notice and our brand loses credibility.

We do not want AI slop. We'd rather publish two perfect assets a week than twenty mediocre ones. If your instinct is to accept the first generation and move on, this role isn't for you.

You must have

Several years of hands-on social media management experience, ideally for an e-commerce or DTC brand
Deep, current, practical experience with AI image and video generation — specifically Google Flow / Veo, Higgsfield, Seedance, and similar
Proven ability to hold product consistency across generations using reference images, multi-angle references and start frames
Strong prompt-writing skills and the patience to regenerate 30 times to get one usable shot
Real community management experience, including handling negative comments on paid ads
A genuine eye for what looks real vs. what looks fake
Native or near-native written English
Reliable internet and a computer that can handle video work
The ability to work independently and hit your posting and reply schedule without being chased

Nice to have

Experience marketing to an older demographic
Basic video editing (cuts, captions, pacing)
Experience with footwear, health, wellness or comfort products
Familiarity with Meta Business Suite, NapoleonCat, Agorapulse or similar moderation tools
Familiarity with ElevenLabs or similar voice tools

Hours, pay and setup

2–4 hours per day, Monday–Friday, including two daily passes through comments and DMs. The better and faster you work, the fewer hours you need — we pay for output, not for hours logged.
You set your own fixed working hours, but you commit to them and tell us in advance if they change.
Long-term position with room to grow as the brand expands into new markets.
You get access through Meta Business Suite with your own account and assigned permissions — we never share passwords, and you never need to handle ours.
We provide the AI tools you'll need, a full asset library of product references, and reply templates.
Day-to-day communication over WhatsApp.
First week is a paid trial at full rate, so we both find out quickly if it's a fit.

How to apply

Use the subject line: REALISM — [Your Name]

Applications without this subject line are deleted unread.

In your application, include:

Your portfolio. Links to social accounts you've managed and AI content you've personally created. Show us your best hyper-realistic work. This is the single most important part of your application — a strong portfolio beats a strong CV every time.
Which AI tools you use and what you use each one for.
A short answer to this: How do you keep a physical product looking 100% identical across dozens of AI-generated images and video clips? Give us your actual workflow, not a general answer.
A comment under one of our ads says: "Looks like cheap Chinese junk, my friend ordered and never got them." Write your public reply, in English, exactly as you'd post it.
Three organic content ideas for a barefoot shoe brand selling to 60-year-old Scandinavians. Rough ideas are fine — we want to see how you think.


We reply to every serious application. Generic copy-paste applications get ignored.