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Studio Content Lead
Seriously good massage for every body
Title: Studio Content Lead
Location: Across MASAJ Studios (Shoreditch, Marylebone, Islington) & our East London office
Reports to: Head of Marketing
Direct reports: None - this is an individual contributor role
Contract: Permanent
Probation period: 3 months
Works closely with: Head of Marketing, Marketing and Sales Assistant, freelance photographers, videographers and other freelance experts
Working pattern: 3 days a week. Studio + office split.
Salary: £22,500 pro rata (3 days a week)
A note from us
We started MASAJ because massage shouldn't be an annual treat. It should be part of how you live. We've grown without a heavy social presence, on instinct and word of mouth. That's worked, but we know it's not enough for what's next: 2-3 more openings by the end of 2027, and a founder story we still haven't told properly. This is a new role and a new chapter for how MASAJ shows up online. We want our Bodyworkers to be the face of MASAJ and our founders properly seen. Nobody's built this before, so you'll set the tone, the format and the cadence yourself, and get to define what this function becomes as we grow. We're looking for someone who's hands-on: shoots on their phone, edits it themselves, and has an instinct for cutting the fluff other wellness brands lean on. If that's you, we'd love to hear from you.
About MASAJ
MASAJ is London's leading massage brand, known for our seriously good Bodywork. We have three Studios across the city and a growing community of Bodyworkers (Therapists) and Hosts who deliver treatments that genuinely change how people feel. We've grown without a heavy social presence, but now is the time to ramp this up, with a plan of at least 2 more openings by the end of 2027.
Our voice, and the kind of person who'll get it
MASAJ doesn't sound like the rest of the wellness industry, and we don't want to. No soft-focus language, no manifesting, no “your journey”. We're bold, androgynous and direct. Wellness delivered simply and beautifully. That voice has to live and breathe through our social channels, which means we're looking for someone who shares the instinct for it. You roll your eyes at spa clichés. You can spot fluff in a caption and cut it. You're confident enough to say less when other brands would say more. We say Studio, not spa, clinic or parlour. Bodywork or Massage, not a treat or a pamper. Bodyworker or Therapist, not masseuse.
The Team you'll join
Scarlet Amies, Founder & CEO. Vision, brand, hospitality, growth, investors. Alice Vaughan, Founder & COO. Operations, studios, hospitality, people. Head of Marketing. You'll report directly to them. Marketing and Sales Assistant (we're hiring for this role too). You'll work closely with them on shoots, campaigns and partner content. Plus the wider central crew across guest experience, operations and bodyworker performance, and the freelance bench across paid, SEO, social and PR.
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The role
This is a new role and a new chapter for how MASAJ shows up online. The mission is simple: make our Bodyworkers the face of MASAJ and get our founders seen. You'll launch our TikTok from scratch, ramp up Instagram, and align our content with MASAJ's events and partner diary, working alongside brands who've previously included Bon Charge, Nike, Maslows, Wilderness, Heaps & Stacks, Gymshark and many more. You'll be mainly based across our Studios rather than in an office. The content that will work for MASAJ is in the room with our Bodyworkers between treatments, with our Hosts at the front of house, and with our founders, Scarlet and Alice, in their natural setting. You'll own the planning and running of your own shoots, building them around the rhythm of a busy team.
What you'll own
- Launching TikTok from zero. Build the channel from the ground up. Set the format, the tone, the cadence. Test, learn, and find what works for MASAJ specifically rather than copying the wellness playbook.
- Ramping up Instagram. Grow our IG presence with a sharper content mix, a faster posting rhythm and a clear point of view.
- Putting practitioners on camera. Build trust with our Bodyworkers and Hosts so they're comfortable being filmed. Find the natural moments. Make it easy for them to say yes.
- Getting our founders seen. Work directly with Scarlet and Alice to capture their voices, perspectives and presence in a way that builds the brand and makes them findable.
- Owning your shoots end to end. Plan, schedule around the freelance team, organise the Studio space, brief the talent, capture, edit and post.
- Directing external photographers and videographers for bigger projects. Launches, brand campaigns and large partner activations will be shot by specialists, briefed and managed by you.
- Bringing brand partnerships to life on social. Work with Bon Charge, Nike, Maslows, Wilderness, Heaps & Stacks, Gymshark and others to create content that earns its place on both their channels and ours.
- Community management. Reply to comments, DMs and tags in the MASAJ voice. Build genuine relationships. Spot the conversations that matter and connect these people with our Head of Marketing.
- Reporting on performance. Track what's working, share it clearly with the team, and use it to shape what we do next. Tie content back to the metrics that matter: bookings, memberships and partner-driven sign-ups.
- Using our brand templates and guidelines as the starting point for visual work. You won't be designing from scratch.
What's held elsewhere
So you know what this role is and isn't:
- Brand voice, strategy and budget decisions - held by the Head of Marketing and founders; you execute and bring it to life on social media.
- Paid media, SEO and email/CRM strategy - held by the Head of Marketing, you’ll support with creation and editing of ad content.
- General marketing admin, office admin and partnership logistics - handled by the Marketing and Sales Assistant, who you'll work closely with.
- Line management - this role has no direct reports.
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Who you are
- 1-2 years of in-house or agency social media experience, ideally in a brand where you've been hands-on with content creation rather than briefing it out to someone else.
- An eye for short-form video. You shoot on a phone, you edit in CapCut or InShot, and you know what a strong opening three seconds looks like.
- Confident planning and running your own shoots. You'll coordinate Therapist diaries, Studio time and founder availability.
- Comfortable being a regular presence across our Studios, around freelance Bodyworkers and Guests in a live treatment environment. You know how to read the room.
- Strong copywriter in MASAJ's tone of voice. No spa clichés.
- Curious about Bodywork and the London wellness space. You don't need to be a practitioner, but you should care about why people walk through our doors.
- Hungry. This is a role to grow into. The right person will shape MASAJ's social function as the team builds around them.
- Comfortable with guests and Bodyworkers being filmed as part of everyday Studio life, and confident handling consent sensitively.
- Right to work in the UK and willing to undergo a DBS check.
Success metrics & example KPIs
- Increase brand awareness and social reach across Instagram and TikTok.
- Improve guest retention and rebooking rates.
- Grow community engagement through saves, shares and user-generated content.
- Drive traffic and bookings from social channels and partnerships.
- Increase conversion of first-time guests into regular guests (3+ visits within 6 months).
What you'll get
- A new role you get to define, with the autonomy to do it your way.
- Direct working relationships with our founders and senior team.
- Heavily subsidised treatments as part of the gig, naturally.
- Brand partnerships with some of the most interesting names in fitness, wellness and lifestyle.
- The chance to launch a TikTok channel from scratch for a brand with a genuinely strong story to tell.
- The chance to grow this into a bigger role and more days as MASAJ opens new Studios.
How to apply
As part of your application, we want to see how you think. Your task: Guest Stories We want to hear from a real person about:
- Why do you need a massage?
- What was your MASAJ experience actually like? Create a short-form video that tells their story in a way that feels genuinely MASAJ. Think bold and human, not a polished wellness ad.
Send your video to recruitment@masaj.me via a Google Drive link, along with your CV, cover letter and links to any social content you've shot and edited yourself by 9pm on 2nd August. We're aiming to hold interviews from 5th August and would like the role filled as soon as possible.
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