SMM & CONTENT MANAGER

Company Description

Culinara is a Ukrainian foodtech startup born from researching real everyday user pains. We discovered that the question “what should I cook today?” has turned into a chaotic process consisting of dozens of fragmented steps — from finding a recipe to getting ingredients delivered. That’s why we are creating Culinara as an ecosystem that covers the entire user journey.

Culinara offers 1,200+ recipes to explore, filtered by calories, cuisine, prep time, or vibe. Learn from local chefs and bartenders who reveal their secrets to simple, beautiful, soul-satisfying meals. Please note that currently, our app and content are available only in Ukrainian.

Within the first year, the product gained over 150,000 downloads, demonstrated high conversion rates, and secured initial partnerships with top Ukrainian brands and retailers. The next ambition is international expansion into Tier 1 & Tier 2 markets.

We are looking for someone who is ready to grow with us and, in the future, lead the SMM/Content direction as we scale.

Culinara has been recognized with:

• Bronze IAB MIXX Awards — for launching a new app

• Ukrainian Design: The Very Best Of — in the Digital Design & Apps Design category

• Shortlisted IAB MIXX Awards Ukraine — in the Digital Strategy category

• Shortlisted IAB MIXX Awards Europe — in the Digital Product & UX Design category

Requirements

SMM (60%)

• Managing social media: Instagram, TikTok, YouTube Shorts, Facebook

• Building the SMM strategy for Ukraine, followed by expansion into Tier 1 & Tier 2 markets next year

• Planning and publishing content, maintaining a consistent posting rhythm

• Community management: comments, DMs, feedback, audience interaction

• Working with bloggers and UGC creators (search, briefs, coordination)

• Testing new formats

• Content analytics: reach, ER, CTR

• Synchronization with the performance team on creatives and messaging

Content Management (40%)

• Writing texts: descriptions, hooks, captions, mini-scripts

• Preparing content packages from shoots: photos, short-form videos

• Coordinating with chefs, the production team, and editors

• Maintaining the content calendar and structuring the content library

• Creating rubrics, storylines, and format series

• Ensuring content quality according to Culinara’s tone of voice

• Participating in the creation of blogs, articles, and partner materials (as needed)

Requirements

• 2–3+ years of experience in SMM or content marketing

• Understanding of trends, native platform behavior, and storytelling

• Experience working with influencers and UGC creators

• Readiness to work in the dynamic environment of a startup

• Copywriting skills + ability to work with video content

• Analytical thinking: ability to interpret data and optimize content

• Experience in food/lifestyle/mobile apps is a plus

What We Offer

• The opportunity to grow into Head of SMM/Content during international scaling

• A role in one of the most ambitious foodtech projects in Ukraine

• Direct involvement with professional chefs and the MasterChef community

• A dynamic, fast-paced environment without bureaucracy

• Direct influence on the brand, communication, and product development

• A team that operates like a startup and thinks with a product mindset