Social Media Manager for walking tour app

Social Media Manager & Brand Identity Designer
Walking tour app in Genoa, Italy — Instagram, organic only
About the project
ZenaWalk is a webapp offering self-guided audio walking tours of Genoa, Italy. Users pick a
route, put on headphones and explore the city at their own pace, with no fixed schedule and no
live guide. Tours are available in Italian and English, with more languages coming soon.
• Website: zenawalk.com
• Instagram: @zenawalk.genova
We currently post on Instagram (historical Reels, static product posts, Stories), but the page
feels generic. It gets decent reach, but it doesn't clearly communicate what ZenaWalk is or why
someone should use it. We're looking for someone to build a strong, recognizable identity and
an organic strategy that promotes the product. Instagram only, no paid ads for now.
Facebook may be added later.
Our approach: authentic, not AI content
The profile must feel real and human. We don't want the polished, generic look of AI-generated
content: no AI images, no stock visuals, no templated "AI voice" captions. Content is built on
real footage of Genoa, the real app interface and a genuine, local point of view. If you rely
heavily on AI tools to produce content, this is not the right project for you.
Languages
The Instagram profile is in Italian only. The app itself is available in Italian and English, with
more languages coming soon, but all social content is written in Italian. You don't need to speak
Italian: I review and approve all copy.
What you'll do
1. Brand identity (first month)
• Audit the current profile and competitors (audio guides, self-guided tours in other cities,
travel accounts that sell well organically).
• Define ZenaWalk's positioning, target audience and tone of voice.
• Create a visual identity for Instagram: grid style, Canva templates for Reels covers, posts
and Stories, Highlight covers and the bio.
• Define the color palette and typography. Nothing is fixed yet: I'm open to updating the
website too if we find the right colors, so the palette should work on both Instagram and
zenawalk.com.
• Deliver a short brand guide document that anyone could follow.
2. Strategy and editorial calendar (monthly)
• Propose content pillars and posting frequency, with clear goals: followers, link clicks,
email sign-ups.
• Deliver a monthly calendar with dates, format, topic and goal of each piece, aligned with
new tour launches every two weeks.
• Include content that shows the product in use, not just history or curiosities.
• Plan Stories as a path toward the link in bio.
• Tell me in advance which footage to shoot on location.
3. Organic growth
• Find and pitch Instagram Collabs with local and travel pages.
• Scout travel creators and micro-influencers for free-tour-for-content exchanges.
• Optimize hashtags, captions and keywords for Instagram search.
4. Production and publishing
• Edit Reels (CapCut) with branded subtitles, and design posts in Canva.
• Draft captions and scripts; I review and approve all copy before publishing.
• Schedule and publish via Meta Business Suite.
5. Reporting
• Monthly report on what worked, link clicks, sign-ups and next steps.
What I provide
Raw footage filmed on location, app access and screenshots, and review and approval of all
copy.
Requirements
• Proven experience building brand identity for Instagram accounts (please share
examples).
• Experience in organic growth, ideally in travel, tourism or B2C apps.
• A portfolio showing authentic, non-generic content.
• Strong Canva and CapCut skills.
• Fluent English; Italian is a plus but not required.
• Able to work asynchronously with Italy time zone overlap for occasional calls.
Paid test task
Shortlisted candidates will complete a paid test:
1. A one-page diagnosis of the current ZenaWalk profile: what's generic, and what identity
you would build.
2. A two-week content calendar with a short rationale for each post