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Brand Marketing Content & Community Manager; Royal Canin; Mumbai

Brand Marketing Content & Community Manager; Royal Canin; Mumbai

ConfidentialMumbai, India
9 days ago
Job description

Job Description

Role : Brand Marketing Content & Community Manager

Location : Mumbai

Job Responsibilities

Content Strategy & Execution

  • Design the annual content strategy and editorial architecture (pillars, themes, series, and tent-poles) grounded in pet parent and vet insights.
  • Translate global narratives into locally relevant stories; Create local content that maintains the Royal Canin tone of voice and care mission across all touchpoints and builds brand trust and engagement.
  • Own the rolling 90‑day content calendar across Instagram, YouTube, Meta, and owned properties (website, CRM).
  • Brief, manage, and quality‑assure agencies / creators; run a structured creative production workflow (brief → concept → pre‑prod → edit → QA → publish).
  • Develop platform‑native formats (short‑form video, reels, carousels, lives, long‑form explainers, expert Q&As) with strong hooks and retention logic.
  • Data Driven Content Effectiveness - Conduct A / B testing on hooks, thumbnails, copy, CTAs, and posting times; implement a learning agenda each quarter.

Digital Advocacy, Community & Influencer Engagement

  • Build and manage multi‑tier influencer programs : vets / KOLs, pet trainers, nutrition creators, micro communities of pet parents , and UGC advocates.
  • Design advocay journeys (identify → recruit → brief → co‑create → amplify → measure → retain)
  • Foster online and offline community engagement through storytelling, experiences, and platform innovation.
  • Collaborate with internal stakeholders to integrate community feedback into campaigns and innovation.

    • Cross-Functional Collaboration

  • Work closely with Brand & ICP Manager & Digital Media team to co-develop integrated campaigns and content assets.
  • Work with CRM & Data teams to align content with lifecycle journeys (onboarding, breed / age nutrition tips, reminders) and leverage 1P data ethically.
  • Interface with Vet Marketing / Scientific Comms to validate educational claims and secure expert participation.
  • Collaborate with Performance Marketing / Retail Media & E-commerce teams for content that supports PDPs, retail media, and social commerce pilots.

    • Brand Experience

  • Own key community-led brand experiences and events (meet‑ups, expert workshops, adoption drives) that bring the brand purpose to life.
  • Translate global assets into contextually relevant activations for Indian pet parents and vet professionals.
  • Develop Events / Brand Experience Playbook in partnership with the regional team and local brand and ICP manager to amplify brand experience across digital platforms.
  • Ensure consistent storytelling across on‑ground and digital; capture content for evergreen and always‑on use.

    • Performance Management

  • Measurement, Budget & Compliance (within the above responsibilities)
  • Define success metrics per objective : reach, ER by reach, saves / shares, watch time / retention, VTR, community growth & active rate, sentiment, CAC support, and assisted conversions.
  • Run monthly performance reviews; publish dashboards with insights and next‑step actions (what to scale, fix, or stop).
  • Own content & influencer budgets; forecast, track ROI / ROMI, and optimize allocations by pillar, creator tier, and platform.

    • Job Specifications / Qualifications

    Educational Qualifications & Professional Experience

  • Masters Degree in Marketing / Communication / Journalism
  • 7+ years of experience in content marketing, brand storytelling or brand development for digital first brands
  • Strong track record of managing social first campaigns, community building, digital advocacy / influencer marketing & multi-platform content strategies
  • Prior experience in FMCG / Petcare / D2C Nutrition & Wellness brands in agencies or inhouse creative / content / brand development teams

    • Professional Skills

    Content Strategy & Creation

  • Strategic thinking : Can build quarterly or monthly content plans aligned to broader brand objectives, product launches, advocacy pillars, and engagement goals. Strong grasp of brand tone of voice and tonality.
  • End-to-end content ownership : Ability to translate brand strategy and campaign briefs into compelling storytelling across channels (owned, earned, paid).
  • Prior experience of running multi platforms digital advocacy and influencer marketing campaigns
  • Skilled supervising writing, editing, and storytelling for different formats (short-form, video, blogs, reels, carousels, newsletters)
  • Editorial planning : Proficient in structuring long-term content calendars, including big campaign beats and always-on editorial tracks.
  • Audience-first mindset : Understands different consumer cohorts and tailors content style and messaging to their platform behaviors and needs.
  • Tone of voice mastery : Can establish and maintain a consistent brand voice across varied content types — from emotional storytelling to scientific / nutritional facts.

    • Platform Expertise

  • Deep understanding of content formats and best practices across
  • Instagram, Facebook, YouTube,
  • WhatsApp / CRM channels (for direct community engagement)
  • Blog or owned platforms (like Shopify, WordPress, etc.)
  • Community building : Understands how to drive meaningful conversations with followers, advocates, and pet parents through interactive and helpful content.

    • Campaign Execution

  • Brief writing & creative direction : Can write strong creative briefs for agencies or in-house teams and provide feedback across content iterations (copy, video, static).
  • Cross-functional collaboration : Works seamlessly with brand managers, designers, digital media teams, and vet / technical experts to build credible and engaging content.
  • Influencer integration : Experienced in working with creators and influencers — from briefing to reviewing content, aligning narratives with brand tone and regulatory guidelines.
  • Content production : Coordinates / supervises shoot schedules, understands timelines and dependencies, and ensures timely delivery of high-quality assets.
  • Familiarity with content planning tools (e.g., Trello, Airtable, Notion) is a bonus.

    • Data & Performance Orientation

  • Data-literate : Familiar with tools like Meta Business Suite, Google Analytics, and Instagram Insights to track engagement, reach, and conversion metrics.
  • Insight-driven iteration : Uses performance data to improve future content plans — including frequency, formats, and platform allocation.
  • Reporting : Able to package insights into monthly or campaign-level reports with actionable recommendations.

    • Project Management

  • Calendar discipline : Manages detailed editorial timelines, balancing BAU and campaign needs while accounting for review loops and platform schedules.
  • Multi-project juggling : Efficiently handles multiple briefs, stakeholders, and agency / vendor partners without missing quality or deadlines.
  • Compliance-aware : Understands internal (brand, legal, vet) and external (platform, regulatory) content review processes and manages accordingly.
  • Documentation & archiving : Maintains strong documentation of content assets, briefs, versions, and legal sign-offs.

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    Skills Required

    Project Management, community building, editorial planning, Campaign Execution, Content Production

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