Hi, we're Doonails! 💅🏼
A fast-growing beauty startup revolutionizing the manicure world. Already established as one of the leading manicure brands in Germany and Europe, we successfully expanded into the US market six months ago. With innovative products, a vibrant community, and a strong presence both in our online shop and with leading retail partners, we bring studio-quality manicures straight to your home, easy, fast, and stylish.
And this is exactly where YOU come in.
As our Social Media & Content Manager US (m/f/d), you'll be the face and voice of Doonails on TikTok and Instagram in the US market. You build our community from the ground up, bring our nail products into cultural conversations, and turn followers into fans. 🚀
Your Role & Impact ⚡️
You take full ownership of Doonails' TikTok and Instagram presence in the US. You develop the content strategy, produce videos yourself as an on-camera talent, and grow our community with a mix of creative instinct and strategic thinking. Together with our German Socials team, you will exchange trends, adapt proven formats for the US audience, and ensure a cohesive global brand identity.
You're the person who makes Doonails feel native to the US market, not a European brand trying to fit in.
Your Core Responsibilities 👩💻👨💻
Build and lead Doonails' US TikTok channel end-to-end: content strategy, posting calendar, community growth, and TikTok Shop. This is your channel to own.
Produce TikTok videos independently as an on-camera talent: trends, tutorials, product demos, Get-Ready-With-Me, and behind-the-scenes content. No director, no extensive setup.
Together with our German Socials team, you will exchange successful formats, bounce creative ideas off each other, and adapt global trends specifically for the US market.
Spot and quickly adopt platform trends, sounds, and formats relevant to the beauty and nails niche on TikTok and Instagram before they peak.
Build and maintain relationships with US creators and micro-influencers for collaborations, cross-promotions, and community growth.
Support TikTok Shop with content and community management, including weekly creator calls and Discord-based community building (Creator House format).
Track and analyze performance across both channels (views, engagement, follower growth, TikTok Shop sales, Story engagement rate) and continuously optimize your content strategy based on data.
TikTok Strategy & Growth
On-Camera Content Creation
Instagram Management
Trend Monitoring & Fast Execution
Creator & Influencer Relationships
TikTok Shop & Community Education
Performance Analysis & Optimization
What You'll Bring to the Table 🤝
Proven TikTok track record: You've built a brand or channel on TikTok before. You can show us growth numbers, engagement data, and ideally a brand you took from unknown to notable.
Strong on-camera presence: You're naturally charismatic, relatable, and comfortable in front of a camera. You know when to talk, when to let the product shine, and how to keep viewers watching.
US cultural fluency: You understand US creator culture, humor, trends, and platform mechanics natively. This isn't something we can train from Munich.
Content strategy mindset: You don't just post, you build. You think in formats, series, and platform-native storytelling that compounds over time.
Self-starter, no hand-holding needed: You can hit the ground running without extensive onboarding. You bring your own creative direction, propose your own formats, and don't wait to be briefed.
Beauty or lifestyle background: You've worked for or alongside consumer brands in beauty, wellness, or lifestyle and understand the category and its audience.
- Communication: Excellent English skills, written and verbal
Your Perspective 📈
You're building Doonails in the US from the ground up, one of the most exciting markets for D2C beauty right now
This is your channel to own. The strategy, the voice, the growth. It's yours to shape
As the US market grows, so does your role. We see this evolving into a broader US brand leadership position
You work directly with the founding team and are a key strategic voice in how Doonails shows up in America
What We Offer 💖
💸 Competitive pay, tailored to your qualifications and experience
🤝 A true ownership role with a high degree of trust and room to shape things your way
📈 Growth potential: take on responsibility and bring your ideas directly to the table
🥳 Team Events across Europe: Because a strong team is everything to us!
Ready? We can't wait to meet you! ✨
Skills Required
- Proven TikTok track record with growth and engagement metrics
- On-camera content creation experience (able to produce videos independently)
- US cultural fluency and native understanding of US creator culture
- Content strategy mindset (formats, series, platform-native storytelling)
- Self-starter who can work with minimal onboarding
- Experience working with beauty, wellness, or lifestyle consumer brands
- Excellent English communication skills, written and verbal
- Experience building and managing creator/influencer relationships
- Experience with TikTok Shop and community-building platforms (e.g., Discord)
- Ability to track and analyze social performance metrics and optimize content
- Ideally: took a brand or channel from unknown to notable (case study or examples)
What We Do
Doonails is a nail beauty brand offering at-home manicure solutions and products. The company develops innovative nail designs intended to bring salon-quality results directly into customers’ homes, combining a digital online shop with a community and leading retail partners. Its range is positioned as practical, creative, and easy-to-use, helping customers achieve stylish manicures quickly and conveniently. The brand focuses on making professional-looking nail care accessible for home users.
