Role OverviewThis role sits at the intersection of creative content and paid performance. You will own the brand's organic social presence while simultaneously running and optimising performance marketing campaigns to drive measurable growth. The ideal candidate must be equally comfortable planning content with our Social Media Agency and analysing a Meta Ads dashboard. Key Responsibilities Social Media Management

• - Own the day-to-day management of Brand's social media accounts, primarily Instagram, while keeping an eye on YouTube Shorts, Facebook, and LinkedIn.
• - Plan, schedule, and publish content that aligns with campaign calendars and brand priorities.
• - Manage the monthly content calendar.
• - Respond to comments, DMs, and community interactions to maintain an active, engaged brand presence.
• - Monitor brand mentions and relevant conversations to identify opportunities for engagement and amplification.

Content Creation

• - Ideate and develop original content concepts for campaigns, product posts, activations, and brand storytelling.
• - Independently, or with agency support, shoot and edit short-form video content, including Reels, behind-the-scenes footage, and event highlights.
• - Create static and motion graphics using tools like Canva or the Adobe Suite.
• - Repurpose ATL and BTL campaign assets for digital platforms by adapting visuals, messaging, and formats for organic and paid placements.

Performance Marketing - Paid Social & Digital Ads

• - Plan and manage paid campaigns across Meta Ads (Instagram & Facebook) and, where relevant, Google Ads and YouTube.
• - Build and manage campaign structures, including ad sets, audience targeting, and budgets.
• - Monitor daily campaign performance, identify underperforming ad sets, and make real-time optimisations to improve metrics like ROAS, CPM, CPC, and CPL.
• - Manage monthly paid media budgets, track spending, and ensure campaigns remain within allocated limits.
• - Coordinate with the team on campaign objectives (such as awareness, engagement, lead generation, or conversions) and align the paid strategy accordingly.
• - Stay up-to-date on Meta Ads updates, algorithm changes, and emerging formats (like Advantage+ and Reels ads) and proactively apply them.

Analytics & Reporting

• - Track and report on weekly and monthly organic and paid performance metrics, including reach, impressions, engagement rate, follower growth, ad spend, ROAS, CPL, CTR, and conversions.
• - Utilise Meta Business Suite, Google Analytics, and platform-native dashboards to surface insights and patterns (Google Analytics is not mandatory).
• - Translate data into clear, actionable recommendations for the team, explaining what the numbers mean and what steps to take next.
• - Assist in the creation of campaign-level reports.

Influencer & Digital Campaign Support

• - Support influencer identification and coordination for campaign-specific collaborations, ensuring the content aligns with brand guidelines and paid amplification goals.
• - Collaborate with the team to create comprehensive pre-, during, and post-campaign content plans for on-ground events and activations.
• - Identify opportunities to boost high-performing organic content through paid amplification.

AI Integration & Tools

• - Actively use AI tools (such as ChatGPT, Claude, or similar) to assist in content ideation while strictly maintaining the brand voice.
• - Utilise AI-powered image and video tools (like Adobe Firefly, Canva AI, or CapCut AI) to support visual content creation, quick edits, and asset generation.
• - Leverage Meta's AI-powered advertising features.
• - Use AI tools for social listening, trend spotting, and competitor analysis to inform content strategy.
• - Apply AI-assisted analytics tools to quickly surface patterns in performance data across organic and paid channels.
• - Stay current on emerging AI tools relevant to marketing and proactively bring adoption recommendations to the manager.

On-Ground Presence at Events & Activations

• - Attend brand events, activations, sampling drives, and sponsorships as required; this is a field-facing role, not just a desk job.
• - Lead real-time content capture at activations by directing photo and video shoots, coordinating with hired photographers, and ensuring key moments are captured.
• - Publish stories, live updates, and Reels from the ground during events to maximise real-time engagement and visibility.
• - Coordinate with the on-site team to ensure digital coverage aligns with the activation plan.

Requirements

• - A Bachelor's degree in Marketing, Mass Communication, Business, or a related field.
• - 2-4 years of hands-on experience in both social media management and performance/digital marketing; candidates with only organic or only paid experience will not be considered.
• - Proven experience independently managing Meta Ads campaigns, with the ability to show past campaign results (such as improvements in ROAS, CPL, or CTR) being a distinct advantage.
• - Proficiency in Meta Business Suite and Meta Ads Manager.
• - Working knowledge of Google Ads and Google Analytics is considered a strong advantage.
• - Hands-on experience with photography and video editing, including proficiency in Reels editing, CapCut, Adobe Premiere, or similar software.
• - Proficiency in Canva and/or Adobe Creative Suite for creating visual assets.
• - Comfort with data and the ability to read dashboards, spot trends, and draw insights independently without needing hand-holding.
• - An interest in sports, fitness, and active lifestyle culture is a strong advantage.
• - Knowledge of the Mumbai and Pune markets is an advantage.
• - Application Requirement: You must share your social media handles, a content portfolio, and at least one paid campaign case study.

experience

6