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Social Media Marketing Manager
AVM Station LLPBankura, West Bengal, India10 hours ago
Job descriptionWrite 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. 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. Translate objectives into campaigns : audiences, placements, budgets, creative variants, A / B tests. Review daily pacing, CPR / CPA / ROAS, and suggest creative / targeting iterations. Define KPI tree (Reach, ER, Saves / Shares, CTR, Leads, CAC / CPA, ROAS / MER). Weekly pulse + monthly deep-dive reports with insights, learnings, next steps. 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. Own timelines in Asana / Trello / Notion; drive cross-team delivery (design, copy, video, media). Manage creator shoots (micro-briefs, shot lists, consent, delivery). 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. 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 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. 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). 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). Review last week metrics; finalize this week’s go-lives; lock ad experiments. Client 30-min standup : priorities, offers, risks. Briefs to Creative / Video (for next week) : hooks, scripts, references, shot lists. Draft captions, hashtags, end-cards, thumbnails; internal QA. Client approvals; schedule approved posts; prep stories and WhatsApp broadcasts. Launch / optimize ads; creator follow-ups; update trackers; quick insights mail. Community responses (SLA); monitor comments / DMs; escalate leads / complaints. 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. 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). 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. 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. 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). 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. 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 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%.
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
3) Publishing & Community
4) Paid Social (with Performance Team)
5) Analytics & Reporting
6) Client Coordination
7) Project & Vendor Management
Requirements
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)
Detailed Plan of ActionA) 30-60-90 Day PlanDays 1–30 : Onboarding & Foundations
Days 31–60 : Execution & Optimization
Days 61–90 : Scale & Systemize
B) Weekly Workflow (repeatable)
Monday
Tuesday
Wednesday
Thursday
Friday
Daily
C) Client Communication Cadence
D) Approval Workflow (SOP)
1. SMM drafts calendar → internal QA (brand voice, spell, compliance).
2. Share to client (T-5 working days) with : visuals (or mockups), copy, hashtags, posting time, paid notes.
3. Client comments consolidated once → SMM resolves → V2 for sign-off (T-48 hrs).
4. Schedule in Meta Suite / LinkedIn / YT; double-check links / UTMs.
5. Maintain Approval Log (version, status, timestamp).
E) Content Production SOP
F) Community & CRM SOP
G) Paid Social SOP (with Performance)
H) Reporting Framework
I) Crisis & Compliance
J) Deliverables & SLAs (Sample)
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)
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Social Media Manager • Bankura, West Bengal, India
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