Role : Brand Marketing Content & Community Manager
Location : Mumbai
Job Responsibilities
Content Strategy & Execution
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Design the annual content strategy and editorial architecture (pillars, themes, series, and tent-poles) grounded in pet parent and vet insights.
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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.
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Own the rolling 90 day content calendar across Instagram, YouTube, Meta, and owned properties (website, CRM).
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Brief, manage, and quality assure agencies/creators; run a structured creative production workflow (brief concept pre prod edit QA publish).
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Develop platform native formats (short form video, reels, carousels, lives, long form explainers, expert Q&As) with strong hooks and retention logic.
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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
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Build and manage multi tier influencer programs: vets/KOLs, pet trainers, nutrition creators, micro communities of pet parents , and UGC advocates.
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Design advocay journeys (identify recruit brief co create amplify measure retain)
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Foster online and offline community engagement through storytelling, experiences, and platform innovation.
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Collaborate with internal stakeholders to integrate community feedback into campaigns and innovation.
Cross-Functional Collaboration
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Work closely with Brand & ICP Manager & Digital Media team to co-develop integrated campaigns and content assets.
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Work with CRM & Data teams to align content with lifecycle journeys (onboarding, breed/age nutrition tips, reminders) and leverage 1P data ethically.
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Interface with Vet Marketing/Scientific Comms to validate educational claims and secure expert participation.
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Collaborate with Performance Marketing/ Retail Media & E-commerce teams for content that supports PDPs, retail media, and social commerce pilots.
Brand Experience
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Own key community-led brand experiences and events (meet ups, expert workshops, adoption drives) that bring the brand purpose to life.
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Translate global assets into contextually relevant activations for Indian pet parents and vet professionals.
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Develop Events / Brand Experience Playbook in partnership with the regional team and local brand and ICP manager to amplify brand experience across digital platforms.
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Ensure consistent storytelling across on ground and digital; capture content for evergreen and always on use.
Performance Management
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Measurement, Budget & Compliance (within the above responsibilities)
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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.
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Run monthly performance reviews; publish dashboards with insights and next step actions (what to scale, fix, or stop).
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Own content & influencer budgets; forecast, track ROI/ROMI, and optimize allocations by pillar, creator tier, and platform.
Job Specifications /Qualifications
Educational Qualifications & Professional Experience
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Masters Degree in Marketing / Communication / Journalism
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7+ years of experience in content marketing, brand storytelling or brand development for digital first brands
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Strong track record of managing social first campaigns, community building, digital advocacy/influencer marketing & multi-platform content strategies
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Prior experience in FMCG / Petcare / D2C Nutrition & Wellness brands in agencies or inhouse creative / content / brand development teams
Professional Skills
Content Strategy & Creation
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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.
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End-to-end content ownership: Ability to translate brand strategy and campaign briefs into compelling storytelling across channels (owned, earned, paid).
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Prior experience of running multi platforms digital advocacy and influencer marketing campaigns
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Skilled supervising writing, editing, and storytelling for different formats (short-form, video, blogs, reels, carousels, newsletters)
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Editorial planning: Proficient in structuring long-term content calendars, including big campaign beats and always-on editorial tracks.
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Audience-first mindset: Understands different consumer cohorts and tailors content style and messaging to their platform behaviors and needs.
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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
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Deep understanding of content formats and best practices across
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Instagram, Facebook, YouTube,
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WhatsApp/CRM channels (for direct community engagement)
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Blog or owned platforms (like Shopify, WordPress, etc.)
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Community building: Understands how to drive meaningful conversations with followers, advocates, and pet parents through interactive and helpful content.
Campaign Execution
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Brief writing & creative direction: Can write strong creative briefs for agencies or in-house teams and provide feedback across content iterations (copy, video, static).
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Cross-functional collaboration: Works seamlessly with brand managers, designers, digital media teams, and vet/technical experts to build credible and engaging content.
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Influencer integration: Experienced in working with creators and influencers from briefing to reviewing content, aligning narratives with brand tone and regulatory guidelines.
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Content production: Coordinates/supervises shoot schedules, understands timelines and dependencies, and ensures timely delivery of high-quality assets.
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Familiarity with content planning tools (e.g., Trello, Airtable, Notion) is a bonus.
Data & Performance Orientation
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Data-literate: Familiar with tools like Meta Business Suite, Google Analytics, and Instagram Insights to track engagement, reach, and conversion metrics.
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Insight-driven iteration: Uses performance data to improve future content plans including frequency, formats, and platform allocation.
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Reporting: Able to package insights into monthly or campaign-level reports with actionable recommendations.
Project Management
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Calendar discipline: Manages detailed editorial timelines, balancing BAU and campaign needs while accounting for review loops and platform schedules.
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Multi-project juggling: Efficiently handles multiple briefs, stakeholders, and agency/vendor partners without missing quality or deadlines.
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Compliance-aware: Understands internal (brand, legal, vet) and external (platform, regulatory) content review processes and manages accordingly.
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Documentation & archiving: Maintains strong documentation of content assets, briefs, versions, and legal sign-offs.
