Content Lead

Plntd; Dubai; On-site; AED 167,000 - 279,000; Full time

Job summary

Plntd in Dubai is seeking an experienced content lead to own the end-to-end video production process. You will ideate, script, brief, shoot, edit, and publish weekly reels and ad variations while maintaining Plntd’s visual style.

Responsibilities include planning shoots with freelancers, directing on set when needed, and building a reusable B-roll library. You’ll analyze metrics to guide future content and collaborate with Lana on ads.

Qualifications

• 3+ years creating short-form video content for a brand, creator, or agency.
• Proficient in CapCut, Premiere or DaVinci for fast, clean edits.
• Ability to write hooks and scripts and explain why they work.
• Brief and direct shoots with freelancers, even if you aren’t behind the camera.
• Understand what paid media needs from creators and formats.
• Read analytics and adjust content strategy accordingly.

Responsibilities

• Own content output end to end: ideation, planning, scripting, and shot lists.
• Brief freelancers and plan shoot days; coordinate with Lana for ads.
• Edit all organic reels (target 3 per week) and adapt for ads; organize library.
• Publish, caption, and ensure consistent tone and quality.

Skills

Video editing

Script writing

Storytelling

Analytics interpretation

Freelancer coordination

Content planning

Tools

CapCut

Premiere

DaVinci Resolve

Job description

A bit about Plntd

Plntd is a plant brand in Dubai. We sell mainly through our own site (Plntd.ae). We sell plants and

pots. The pots, we make inhouse.

Content is the front door of the brand. It’s how people find us on Instagram and it’s what feeds our

paid ads on Meta.

Right now almost every video we put out, I shoot, write and edit myself. That’s the bottleneck. This

role exists to remove it.

What the job actually is

You’d own our content output end to end.

Not scheduling posts. Owning the whole thing that turns an idea into a published video or an ad, every week, without me in the loop for production.

In practice that means:

1. Pre-production

• Have a deep understanding of our visual direction and creative goals.
• Manage our idea bank (2–4 week content plan) based on these goals
• Plant for the shoots (with freelancers) to execute on these ideas: write the scripts and shot lists. Every piece should adhere to our creative goals, and have a clear structure (hook, reason to hold attention, etc).
• Plan to make the most out of the videographers’ days: i.e. getting as much Broll as possible to fill our content bank.
• Coordinate with Lana to make sure shots we need for ads are worked into production as well.

2. Production: getting it made

• Brief and direct freelance videographers on shoot days, roughly one a week or one a fortnight
• Plan shoot days so we get a lot out of them. Several scripted pieces plus a growing library of B- roll each time. This can also include BTS shots
• Shoot simple things yourself on a phone/camera when a full shoot day isn’t worth it.
• Keep the footage library organised so clips are easy to find and reuse in the future.

3. Editing and shipping

• Edit all our organic reels. Target is 3 a week. CapCut, Premiere is okay. Ideally, DaVinci.
• Viedographers are expected to do edits based on their shots, but we canalso need to do editing on top of that, in hour, to make use of our library.
• Cut ad variations from the same footage (different hooks, lengths, formats) and hand them to Lana on a schedule
• Make sure everything looks and sounds like Plntd. Captions, music, tone
• Publish and schedule, write the captions and on-screen text

4. Analytics/looking at the numbers

• Sit with me once a week and go through retention on what we shipped. Hook rate, hold rate, where people drop
• Use that to decide what we do more of and what we stop

What I’d hope to see in the first 90 days

• 3 organic reels a week, consistently, made without me beyond the weekly review
• A steady flow of ad variations going to Lana every week
• A tagged, reusable B-roll library building up from each shoot day
• A written-down content system. Idea bank, plan, brief, shoot, edit, publish, review

The experience I think it needs

• 3+ years making short-form video for a brand, a creator or an agency, where you owned the result and not just the execution
• Editing experience in at least one proper tool. Fast, clean, comfortable with vertical, captions, sound and pacing. This is learneable.
• You can write hooks and scripts, and you can walk me through why they worked
• You’ve briefed and directed a shoot before, even if someone else held the camera
• You understand what a paid media person needs from you and why
• You read the analytics and change what you do because of them

Nice to have

• You’ve built a content process at a small brand rather than inherited one
• You actually like plants, interiors or home. Not a requirement, but it helps
• Basic camera and lighting

What this role isn’t

• A social media coordinator who schedules posts and replies to comments. Community management isn’t this
• A pure editor waiting for footage and a brief
• A videographer who needs someone else to decide what to shoot