Social Media Strategist

About The Core

The Core is a women-first movement platform built for how women actually live — designed around strength, longevity and recovery rather than aesthetics or weight loss. We build for the woman who has ever felt disconnected from her body: the postnatal mother rebuilding, the marathon runner with poor posture, the yoga teacher wanting deeper core strength, the 24-year-old just starting her lifelong practice.

We are led by a 3-2-1 method — three days of strength, two days of Pilates form, one day of breath — and delivered through a mobile-first product that meets women where they are, at every stage of their lives.

We are entering commercial launch in November 2026 with a four-city roadshow, a subscription-first product, and a growing community of 880+ pilot members. We're building for real scale, and we're hiring the people who will get us there.

The founders

Rashi Menda — Founder

Rashi leads product, brand, community and long-term strategy. She founded The Core after motherhood — when she couldn't find a movement philosophy in India that prioritised strength, recovery, and longevity over aesthetics. Her conviction is that women deserve intelligent movement built specifically for their bodies, not adapted from programmes built for men.

Issa — Head of Movement, Co-founder

Issa leads training and methodology. Based between NYC and London, with a decade specialising in new mothers, athletes, and women returning to their bodies. She co-created The Core Method — the 3-2-1 approach that anchors every session — and owns all content, session design, and community programming.

Our vision

Within twelve months, we will be the brand a woman thinks of first when she thinks about movement in India. Not a fitness app. Not a workout library. The category-defining voice for how women in India move, recover, and reconnect with their bodies at every stage of their lives — prenatal, postnatal, rebuilding, active, advanced.

We are building The Core as a cult brand — the way Peloton built identity, the way Strava built community, the way Duolingo built consistency — but wrapped in a warm, editorial, women-first aesthetic for a demographic no global fitness brand has ever spoken to directly.

The role

We are building The Core to be a cult brand — the kind of brand a woman would recognise in a single scroll, quote in conversation with her friends, and defend as "her" brand when asked. Not because we ran clever ads, but because the brand shows up on Instagram, YouTube, LinkedIn, and every other platform she opens with something worth her attention every single time.

That's your job.

You own our full social presence across Instagram, YouTube, LinkedIn, and any platform that becomes relevant. You define the content strategy that builds brand LOVE — not just engagement, not just follower count, not just impressions. Love. The kind that turns viewers into members, members into ambassadors, and ambassadors into a cultural movement.

What you'll own

•          Brand strategy on social — Define The Core's brand voice, visual identity execution, and content pillars across every platform. Own the editorial standard end-to-end.

•          Multi-platform ownership — Own IG, YouTube, LinkedIn, and future channels (Substack, podcasts, TikTok if it becomes relevant to our audience). Different formats, different rhythms, one coherent brand.

•          Content strategy that builds love, not just engagement — Content that stops the scroll and earns the follow. Editorial, considered, warm — not trend-chasing. You know the difference between a viral post and a brand-defining one.

•          Influencer + affiliation strategy — Curate our influencer roster carefully. Right people, right voices, right values alignment. No paid-to-post desperation — real collaborations with women who genuinely believe in what we're building.

•          Editorial calendar — Weekly, monthly, quarterly content plans across platforms. Cross-tagged with our roadshow, launches, ambassador programme, and Knowledge Hub content.

•          Community engagement across platforms — Real conversations with our audience. Comments, DMs, community posts, live sessions. The brand voice is felt in the small interactions, not just the big posts.

•          Metrics that matter — Track the metrics that actually indicate brand health — not vanity metrics. Follower quality, engagement quality, saves and shares (not likes), inbound partnership requests, brand mentions in press.

Who you are

•          5+ years D2C in the right categories — You've spent 5+ years leading social for a D2C brand — specifically in skincare, wellness, nutrition, or luxury. You know what a considered brand looks like from the inside. You've built for a woman who has taste and disposable income, and you've done it in India.

•          Portfolio-first — You have a portfolio of work that shows range and taste. Not one style — many styles, always considered. When we look at what you've built, we should see the sensibility that fits The Core.

•          Networked in the right way — You have relationships with the right people — influencers, editors, photographers, content creators — and you know how to activate them without transacting them.

•          Editorial sensibility — You know the difference between a post that gets attention and a post that builds a brand. You've made both, and you have opinions about which you want to make more of.

•          Cultural fluency — You read Vogue, follow Aimé Leon Dore's IG, know who The Row is, and understand why John Derian's approach to storytelling works. If none of these references land, this isn't the role for you.

•          Genuine alignment — You believe in the mission. This is women's wellness in India — a market waiting to be defined. You want to be the one defining it.

What we offer

•          Compensation — Competitive fixed salary.

•          Foundational brand influence — You define the brand voice at the moment we launch. Everything you build becomes the standard for how The Core sounds and looks in public forever.

•          Location — Bangalore-based, with content-driven travel to shoots and events.