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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.