Role Overview:
This position will own company's digital and social media ecosystem in India. This role sits at the intersection of creative storytelling, cultural relevance, and performance-driven digital marketing, ensuring the brand remains distinctive and engaging across platforms while supporting key business objectives like customer acquisition, store launches, and frequency.
This role will be responsible for driving company's digital storytelling, social media presence, and influencer collaborations while working closely with creative and media agencies to build engaging campaigns that drive both brand love and restaurant traffic.
Key Performance Areas and Tasks:
Social Media & Content Strategy:
• Develop and lead the social media strategy for company's India across platforms including Instagram, YouTube, LinkedIn and X.
• Build engaging content calendars that reflect company's distinctive tone of voice, humour and cultural relevance.
• Ensure social media supports both brand engagement and business outcomes such as store traffic and campaign awareness.
Content Creation & Production:
• Own the planning and execution of photo and video shoots for digital campaigns and social media.
• Collaborate with creative agencies and production partners to produce high-quality visual content.
• Ensure a strong pipeline of always-on content showcasing the brand, food and culture.
Influencer & Creator Partnerships:
• Develop and execute the brand’s influencer and creator collaboration strategy.
• Identify and build long-term relationships with creators across food, lifestyle and culture.
• Drive collaborations that feel authentic to the company's brand and community.
Digital Media Planning & Performance:
• Work with the media agency to plan and manage digital advertising campaigns across social and digital platforms.
• Oversee digital media budgets, campaign execution and optimization.
• Track and report campaign performance against key metrics such as reach, engagement and traffic.
Campaign Development:
• Partner with the Head of Marketing to support development of campaign key visuals and creative assets.
• Translate campaign ideas into digital-first storytelling and content.
Agency Management:
• Lead day-to-day coordination with social, creative and media agencies.
• Ensure agency deliverables meet timelines, brand standards and campaign objectives.
• Act as the internal owner of digital strategy while agencies function as execution partners.
Store & Launch Support:
• Collaborate with the store marketing team to amplify new restaurant launches and local activations through digital and influencer campaigns.
Analytics & Insights:
• Monitor social and campaign performance to derive insights and optimize future content and campaigns.
• Provide regular reporting on metrics including follower growth, engagement, campaign reach and store traffic impact.
What Success Looks Like:
• Company's builds a distinctive and culturally relevant digital presence in India.
• Social media consistently drives engagement, brand buzz and customer interest.
• Influencer collaborations feel authentic and impactful.
• Digital campaigns effectively support store launches, product launches and brand campaigns.
• The digital ecosystem contributes to new customer trials and brand awareness.
Experience:
• 4-6 years of experience in digital marketing, social media or content-led brand roles.
• Experience with consumer brands, QSR, food, lifestyle or hospitality brands preferred.
• Strong understanding of social media culture, trends and creator ecosystems.
• Experience managing digital media campaigns and agency partnerships.
• Ability to balance creative thinking with performance-driven marketing.
• Comfortable leading content production including photo and video shoots.
• Strong project management and collaboration skills.
Shubham Vishwakarma
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