The role
You will run our entire short-form content engine — concept, film, edit, post, engage. You'll work in-store across our locations to capture content with our drinks, food, and team. You'll set the calendar, react to trends, and grow our community on TikTok and Reels. This is a creative, hands-on role for someone who lives on short-form video and knows how to build a brand voice.
What you'll actually do
- Plan and execute a weekly content calendar: 4–6 TikToks, 3–5 Reels, plus Stories
- Film, edit, and post content yourself (CapCut, Adobe Rush, or your tool of choice)
- Write captions, hooks, and on-screen text in our brand voice
- Track trending sounds, formats, and viral moments — translate them to cafe content
- Respond to comments and DMs across TikTok and Instagram
- Maintain our brand voice and visual consistency across every post
- Coordinate shoots with our baristas, our drinks, and our food
- Report weekly on what's working — views, follows, saves, in-store conversion
- Help with new menu and location launches.
What we're looking for
- 2–4 years owning social media content for a brand (cafe, restaurant, beauty, wellness, or DTC food brands a big plus)
- Strong portfolio of short-form video you've shot, edited, and posted yourself
- Comfortable being on camera and behind it
- You watch TikTok and Reels for fun — you know what's trending before the trend articles do
- Writes in a warm, casual, lowercase tone (we are not a corporate brand)
- Organized — can plan a month of content and execute it on schedule
- Reliable transportation — you'll drive between our 4 Bay Area locations
- Bonus: experience growing a brand from under 10K followers to over 50K
At Phin Cafe, we are passionate about crafting exceptional coffee experiences that honor the rich traditions of Vietnamese coffee while embracing modern innovation. What began as a simple goal to introduce the world to the exquisite flavors of Vietnamese coffee has grown into a community built on quality, culture, and creativity.
Our commitment to excellence starts at the source. We carefully select beans from Vietnam and beyond, then roast them fresh in the Bay Area to ensure every bag and every cup delivers peak flavor and aroma. Whether you are enjoying Phin Cafe in one of our cafés or brewing at home, you can taste the difference that freshness and care make.
But we do not stop at tradition; we elevate it. Our menu features both iconic Vietnamese classics such as phin-brewed coffee and signature egg coffee, and modern creations such as salted matcha and pandan-infused delights. Each recipe is a nod to our roots, reimagined for today’s tastes.
Phin Cafe is not just a coffee shop or a roastery. It is a gathering place. It is where friends connect, stories are shared, and moments are savored. From the farmers we partner with to the communities we serve, our mission is to bring people together through coffee.
Join us in celebrating the perfect blend of Vietnamese tradition, Bay Area craft, and modern flavor innovation in every sip, every bag, every story we share.
Phin Cafe
