Content & Social Director (Social-First)
Barcelona | Full-Time | Drowsy
About Drowsy Drowsy is a fast-growing beauty & wellness brand building a new category around sleep, ritual, and modern self-care.
We’re not just building a product brand — we’re building a cultural brand.
Social is one of our most important channels — not just for distribution, but for shaping how the brand lives, feels, and spreads.
The Role This is not a typical “Head of Social” role.
You will build and lead Drowsy’s content engine — turning the brand into a high-output, culturally relevant presence across Instagram, TikTok, and beyond.
You will define how Drowsy shows up, what it’s known for, and how content scales.
What You’ll Own Content Direction & Brand Expression
Define how Drowsy shows up on social — tone, formats, identity
Develop distinct, repeatable content formats and series
Ensure everything feels culturally sharp, elevated, and on-brand
Content System & Output
Build a content engine capable of producing high-quality content daily
Create a fast feedback loop to test, learn, and scale what works
Build and lead a small, high-performing content team
Develop a scalable creator ecosystem (UGC + influencers)
Ensure creators produce content aligned with Drowsy’s brand and formats
Turn creators into a consistent source of high-performing content
Performance Integration
Work closely with paid media to identify and scale winning creatives
Balance brand-building with performance-driven content
Use data to inform decisions without losing creative instinct
You’ve helped grow social accounts significantly — and can prove it with clear metrics (e.g. follower growth, reach, engagement, revenue impact)
You understand how to create content that people actually want to watch and share
You have strong instincts for short-form video (hooks, pacing, retention)
You care deeply about brand, aesthetic, and cultural relevance
You can move fast without losing quality
You are happy to appear in content when needed (talking head, street-style, or brand-led formats)
You understand how to communicate naturally and confidently on video
You can help bring a human face and voice to the brand
You are analytical and performance-driven
You can clearly explain why content performs or doesn’t perform
You use data (hooks, watch time, engagement, conversions) to inform decisions
You can manage creators, freelancers, and collaborators
Built a content function or team from scratch
You care about creating a brand people recognise instantly
Drowsy develops a clear, recognisable social identity
We produce high-quality content consistently and at scale
We establish repeatable formats that drive performance
Social becomes a core driver of brand growth and relevance

2–3 content formats you’ve created (or would create) and why
~ A short paragraph on how you’d turn Drowsy into a high-performing social brand