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Social Media Marketing Manager

Social Media Marketing Manager

AVM Station LLPJadavpur, West Bengal, India
15 days ago
Job description

Social Media Manager (Client-Facing)Role Summary

Own strategy → content → publishing → growth → reporting across social channels, while being the single point of contact (SPOC) for clients. You’ll translate business goals into platform-wise plans, coordinate creatives and performance teams, and drive measurable outcomes (reach, engagement, leads / sales).

Key Responsibilities1) Strategy & Planning

  • Build 90-day social strategy per brand (objectives, audiences, channel mix, content pillars, posting cadence, KPIs).
  • Create monthly content calendars with hooks, CTAs, asset specs, and targeting notes.
  • Align organic + paid + influencer + WhatsApp / CRM into one funnel.

2) Content Leadership

  • Write briefs for design / video teams : key message, references, formats (Reels, carousels, statics, stories, YT Shorts), aspect ratios, on-screen copy, VO lines.
  • Ensure brand voice, language mix (e.g., 60% Hindi / 40% English or as defined), and cultural calendar (festivals, regional days).
  • UGC and influencer coordination : shortlists, outreach, negotiation, briefs, tracking deliverables and usage rights.

    • 3) Publishing & Community

  • Own scheduling via Meta Business Suite, Creator Studio, YouTube Studio, LinkedIn, etc.
  • Comment / DM handling : set response SLAs; escalate leads / complaints to client within agreed TAT.
  • Build WhatsApp broadcast / flows (if applicable) with WATI / WhatsApp Business.

    • 4) Paid Social (with Performance Team)

  • Translate objectives into campaigns : audiences, placements, budgets, creative variants, A / B tests.
  • Review daily pacing, CPR / CPA / ROAS, and suggest creative / targeting iterations.

    • 5) Analytics & Reporting

  • Define KPI tree (Reach, ER, Saves / Shares, CTR, Leads, CAC / CPA, ROAS / MER).
  • Weekly pulse + monthly deep-dive reports with insights, learnings, next steps.

    • 6) Client Coordination

  • Run weekly standups; maintain action trackers, approval logs, risk registers.
  • Gather product inputs, offers, testimonials; align on launches / events.
  • Manage approvals and version control; set clear cut-off times to meet go-live.

    • 7) Project & Vendor Management

  • Own timelines in Asana / Trello / Notion; drive cross-team delivery (design, copy, video, media).
  • Manage creator shoots (micro-briefs, shot lists, consent, delivery).

    • Requirements

  • 3–6 years in social media or digital marketing (agency experience preferred).
  • Proven success with Instagram Reels / Shorts growth and performance-linked goals.
  • Strong copy and brief-writing skills; comfort with Hindi / English (plus regional languages a bonus).
  • Working knowledge of Meta Ads, Google UTM / GA4, Excel / Sheets, and basic Canva / Figma.
  • Excellent client communication, prioritization, and crisis handling.

    • Tools You’ll Use

    Meta Business Suite, Ads Manager, Google Sheets / Docs / Slides, GA4, Looker Studio, Trello / Asana / Notion, WATI / WhatsApp Business, Frame.io / Drive, Figma / Canva, Slack / Teams, Brand24 / Crowdtangle (or similar).

    KPIs (Role-Level)

  • Organic ER (by format), Profile growth rate, Saves / Shares per post
  • Leads / CPL or CPA (where applicable), ROAS support for paid
  • SLA adherence : publishing, responses, reports
  • Client CSAT (quarterly) and retention / upsell contribution

    • Detailed Plan of ActionA) Day PlanDays 1–30 : Onboarding & Foundations

  • Intake : brand deck, target audience, offers, competitors, past data, access to assets and ad accounts.
  • Audit : last 6 months content / performance; benchmark competitors; identify quick wins.
  • Strategy : define content pillars (e.g., Education, Proof, Product, Community, Culture / Festivals), posting cadence, language mix, and KPI targets.
  • Calendar v1 : 4 weeks with post types, hooks, captions, CTAs, asset specs, and paid support notes.
  • Set SLAs :
  • Approvals : T-48 hrs before publish
  • Comments / DMs :
  • Escalations (complaints) :
  • Tracking : create UTM template, link tracker sheet, brief templates, and an Approval Log.

    • Days 31–60 : Execution & Optimization

  • Launch calendar; integrate A / B tests (hooks, thumbnails, first 3 seconds of Reels).
  • Spin first influencer / UGC wave; set coupon codes / UTMs.
  • Start weekly pulse reports; build Looker Studio dashboard.
  • Paid alignment : 2–3 creative variants per ad set, audience buckets (Core, Lookalikes, Remarketing), and budget pacing.
  • Iterate hooks and formats based on retention graphs (3s, 6s, 50% view).

    • Days 61–90 : Scale & Systemize

  • Double-down on winning formats; produce series (episodic Reels).
  • Expand creators; introduce community features (polls, challenges, referral codes).
  • Quarterly review deck : outcomes vs targets, learnings, Q2 roadmap (new pillars, bigger collabs, production upgrades).

    • B) Weekly Workflow (repeatable)

    Monday

  • Review last week metrics; finalize this week’s go-lives; lock ad experiments.
  • Client 30-min standup : priorities, offers, risks.

    • Tuesday

  • Briefs to Creative / Video (for next week) : hooks, scripts, references, shot lists.

    • Wednesday

  • Draft captions, hashtags, end-cards, thumbnails; internal QA.

    • Thursday

  • Client approvals; schedule approved posts; prep stories and WhatsApp broadcasts.

    • Friday

  • Launch / optimize ads; creator follow-ups; update trackers; quick insights mail.

    • Daily

  • Community responses (SLA); monitor comments / DMs; escalate leads / complaints.

    • C) Client Communication Cadence

  • Weekly standup (30–45 min) : status, metrics, blockers, next week plan.
  • Monthly review (60–75 min) : full report, insights, win / loss analysis, roadmap.
  • War-room (as needed) : launches, crises, big events / festivals.

    • D) Approval Workflow (SOP)

  • SMM drafts calendar → internal QA (brand voice, spell, compliance).
  • Share to client (T-5 working days) with : visuals (or mockups), copy, hashtags, posting time, paid notes.
  • Client comments consolidated once → SMM resolves → V2 for sign-off (T-48 hrs).
  • Schedule in Meta Suite / LinkedIn / YT; double-check links / UTMs.
  • Maintain Approval Log (version, status, timestamp).

    • E) Content Production SOP

  • Brief template : Objective → Insight → Big Idea → Format → Hook (first 3 sec) → Script / Key points → On-screen text → CTA → Asset specs → References.
  • Quality checklist : brand tone, logo clear space, color / typography, captions length, subtitles, safe zones, thumbnail, rights / credits.
  • Language : specify % split and where (image copy vs caption vs VO).

    • F) Community & CRM SOP

  • DM / Comment macros for FAQs, pricing, service areas, delivery, refund, etc.
  • Lead routing : DM → lead form / WhatsApp → tag + assign to client sales within SLA.
  • WhatsApp : pre-approved templates for broadcasts, order updates, NPS, win-back.

    • G) Paid Social SOP (with Performance)

  • Objectives by funnel :
  • TOFU (Video views / Reach) → MOFU (Engagement / Traffic) → BOFU (Leads / Sales).
  • Creative matrix : at least 3 variants per ad set (different hooks / opening frames).
  • Testing order : Hook → Angle → Offer → Format → Audience.
  • Daily checks : delivery, frequency, comments, CPR / CPA; pause / scale rules documented.

    • H) Reporting Framework

  • Weekly Pulse (one-pager) : Top posts, key metrics vs last week, quick actions.
  • Monthly Report (deck) : KPI table, creatives that won / lost (why), audience insights, retention graphs, ad performance, influencer ROI, next-month plan.
  • Dashboard : Looker Studio with platform + GA4 + Ads + Shopify / Woo (if e-com).

    • I) Crisis & Compliance

  • Risk list : sensitive topics, medical / financial claims, festival / cultural sensitivity.
  • Pre-approved crisis statements; escalation ladder (SMM → Account Lead → Client POC → Legal / Founder).
  • Comment moderation rules; hide / block thresholds; screenshot + log.

    • J) Deliverables & SLAs (Sample)

  • Monthly : 12–16 feed posts (incl. 6–8 Reels), 20–30 Stories, 1 creator collab, 1 giveaway / community activation, weekly pulses, monthly report.
  • SLA : Publishing as per calendar, community replies

    • K) Onboarding Checklist (Day 1–3)

    Access to pages / ad accounts, brand guide, logo pack, product shots, testimonials, offers / calendar, competitor list, prior data, UTM rules, invoice / PO process, creator consent template.

    L) Success Metrics (90-day targets – example)

  • 25–40% Reels reach; +15–25% follower growth (quality, not vanity).
  • ER ≥ 5–7% on Reels; Saves+Shares per post up 30%.
  • CPL down 15–20% (if lead gen); ROAS up 20% (if e-com).
  • CSAT ≥ 8 / 10; on-time publishing ≥ 98%.
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    Social Media Manager • Jadavpur, West Bengal, India

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