Job Description

The Social Media Manager will be responsible for developing and executing an always-on social media and content strategy for a leading FMCG / D2C consumer brand. The role will focus on building strong brand relevance through engaging content, creator collaborations, digital campaigns, new brand properties, and social-first storytelling.

The position requires someone who can independently lead campaigns, understand consumer behaviour and cultural trends, manage influencer relationships, and use data to continuously improve social media performance. The role will work closely with the Senior Brand Manager, marketing and in-house production teams, sales teams, Q-commerce partners, and other internal stakeholders.

Key Responsibilities

1. Content Strategy & Planning

• Build and execute a dynamic social media calendar aligned with brand objectives.
• Develop an always-on content strategy across key social platforms.
• Plan content around brand campaigns, product launches, festivals, cultural moments, and consumer trends.
• Coordinate with internal production teams and external content partners for timely execution.
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2. Brand Storytelling & Content Creation

• Develop new social media IPs and refresh existing brand properties.
• Bring the brand proposition alive through consumer stories, product narratives, behind-the-scenes content, and culturally relevant storytelling.
• Translate creative and abstract briefs into impactful social-first campaigns.
• Develop content that drives brand awareness, engagement, and relevance. 
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3. Campaign Management

• Lead end-to-end execution of digital and social media campaigns.
• Drive digital amplification of on-ground activations and retail events.
• Develop campaigns around new product launches and key festivals.
• Monitor campaign performance and identify opportunities to improve reach and engagement. 
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4. Influencer & Creator Management

• Identify, brief, and manage influencers and content creators.
• Build strong relationships with relevant creators across different audience segments.
• Develop creator-led campaigns and collaborations aligned with brand objectives.
• Manage mega, macro, and nano influencer partnerships.
• Ensure creator content remains relevant, engaging, and consistent with the brand. 
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5. Community Management

• Monitor the brand's social media communities and conversations.
• Drive timely and relevant engagement with consumers.
• Identify emerging trends and cultural opportunities.
• Maintain a strong pulse on the evolving social media landscape.
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6. Performance & Reporting

• Track key social media and campaign KPIs.
• Analyse performance data and provide actionable insights.
• Recommend improvements to content strategy and campaign deployment.
• Use Excel and data management tools to support performance reporting and decision-making. 
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7. Cross-functional Collaboration

• Work closely with marketing, in-house production, sales, Q-commerce partners, and operations teams.
• Coordinate with external agencies, creators, influencers, and other partners.
• Ensure social media initiatives are aligned with broader brand and business objectives. 
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Qualifications & Experience
 

• Bachelor's Degree in Marketing, Communications, Media Studies, or a related field.
• 3–5 years of experience managing social media for consumer brands.
• Experience in FMCG, D2C, F&B, or new-age consumer brands preferred.
• Proven experience in running successful digital campaigns and managing influencer/content creator relationships.
• Candidates from agencies may also be considered, provided they have significant experience directly managing corporate/consumer brand accounts.
• Strong understanding of Meta, YouTube, X, LinkedIn, and other key social platforms.
• Experience with Meta Business Suite and Google Analytics is preferred. 
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Technical & Functional Skills
 

• Social Media Strategy
• Content Strategy & Planning
• Social Media Campaign Management
• Brand Storytelling
• Influencer Marketing
• Creator Management
• In-house Content Creation & Curation
• Trendspotting
• Cultural Relevance
• Community Management
• Digital Campaigns
• Meta Business Suite
• Google Analytics
• Excel & Data Management
• Performance Reporting
• Consumer Brand Marketing

In-house content creation, trendspotting, mega/macro/nano influencer management, strategic thinking, written and visual communication, agility, ownership, and data orientation.
 

Key Competencies
 

• Creative Thinking
• Social-First Mindset
• Strategic Thinking
• Brand Understanding
• Strong Written & Visual Communication
• Trend Awareness
• Influencer Relationship Management
• Data-Driven Decision Making
• Ownership & Accountability
• Agility & Adaptability
• Collaboration
• Execution Excellence