Social Media Manager

About Lovegrass

Lovegrass started with a simple question:

Why should Ethiopia export raw ingredients and import poverty?

We’re a small, growing food brand making teff-based foods in Ethiopia and sharing them with the world. Our mission is to keep value where it’s grown, to prove that great food, creativity, and quality can come straight from Ethiopia on its own terms.

We work directly with farmers and pay them more than anyone else in the country for their produce. We hire locally, invest in modern facilities, and build everything from the ground up: from milling and packaging to design and storytelling. The goal isn’t just to make good food; it’s to build a fairer system where farmers earn more, families eat better, and pride stays rooted where it belongs.

We’re now selling in Ethiopia, the UK, and expanding into the EU. Many of our customers today are part of the Ethiopian and East African diaspora, people who already know and love teff. The next step is to introduce teff to a wider audience: conscious consumers across Europe who care about what they eat and where it comes from.

Every decision we make is about showing that excellence can grow here and travel anywhere without losing its soul.

Because what grows here should rise here.

The Challenge

We’ve built a powerful story, but now the world needs to see it.

We’re looking for a Social Media Manager & Content Producer who can turn the Lovegrass mission into authentic, visually compelling content that connects people to what we do and why we do it.

This is a hands-on creative role. You’ll be concepting, filming, editing, and posting content across platforms, especially short-form video, to share the journey from Ethiopian farms to global tables.

There’s no big agency team or content studio here (yet). You’ll be the creative engine that helps build that from the ground up, bringing your ideas to life behind the camera, and sometimes in front of it too.

Over the coming months, we’ll also be building a small creative support team in Ethiopia to assist with editing, posting, and production. You’ll play a key role in helping shape and guide that team as it develops, working with the COO and Marketing Manager to ensure consistency and quality across the board.

If you’re looking for creative ownership, freedom, and purpose, and you’re ready to grow fast in a fast-moving environment, you’ll fit right in.

What You’ll Be Doing

1. Create & Produce Content

• Concept, film, and edit short-form video (Reels, TikTok, YouTube Shorts).
• Capture product, recipe, and lifestyle photography.
• Confidently appear on camera as a presenter or storyteller, and direct others behind the camera when needed.
• Plan and manage small shoots, handling lighting, setup, and composition.

2. Manage Social Channels

• Schedule, publish, and optimise posts for reach and engagement.
• Write captions and craft engaging copy that brings our tone of voice to life.
• Monitor engagement, respond authentically, and build community.
• Track performance and identify content trends.

3. Collaborate & Support

• Work closely with the Marketing Manager and founders to align creative output with strategy.
• Share content ideas inspired by social trends and audience insights.
• Collaborate with creatives in Ethiopia (video, design, PPC) for joint storytelling.
• Capture ad-hoc moments during events, production, or travel that bring our audience closer to the brand.

4. Develop Brand Storytelling

• Help define and evolve Lovegrass’s visual identity and tone online.
• Keep content authentic, consistent, and aligned with our mission.
• Experiment, learn, and refine creative approaches as we grow.

5. Grow With the Brand

• As the team expands, help build creative systems and workflows.
• Assist the COO and Marketing Manager in managing and mentoring the Ethiopia-based creative team.
• Oversee quality and ensure consistency across all content produced.
• Over time, move towards leading creative direction and supporting new team members in the UK and Ethiopia.

Who You Are

• A creative doer who loves making things: filming, editing, and storytelling.
• Confident both behind and in front of the camera.
• Experienced in producing short-form content for TikTok, Instagram, or YouTube.
• Skilled in editing tools such as CapCut, Final Cut, or Premiere.
• Organised, adaptable, and self-motivated. You take initiative and get things done.
• Curious about food, culture, and people, with a natural eye for story and detail.
• Excited by the idea of working in a small, ambitious, purpose-driven company.

Why You’ll Love Working Here

• You’ll be the creative heartbeat of a purpose-led food brand.
• You’ll see your work make a real impact, from farmers in Ethiopia to customers across Europe.
• You’ll have genuine freedom to experiment and grow your skills.
• You’ll work directly with founders and shape the brand’s creative direction.
• You’ll join a small, passionate international team that values creativity, authenticity, and purpose.

The Details

• 💰 Salary: £40k-£50k
• 📍 Location: London (Hybrid)
• 🕒 Hours: Full-time
• 🧭 Reports to: COO (working closely with Marketing Manager, founders, and creative teams in the UK and Ethiopia)
• 🌍 Collaboration: UK & Ethiopia-based creative teams

How to Apply

We’re not looking for a social media “manager” in the traditional sense.

We’re looking for a creative maker who loves the craft of storytelling, believes in purpose-driven business, and wants to help share a new African food story with the world.

Please send us a thoughtful cover letter and your CV, focusing on why you would want to work with us, how you think you could bring value, what you expect from us, and what a role like this would bring to you and your career.