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.