Job Summary The Social Media Specialist – YouTube will be responsible for developing and executing Origin Nutrition's YouTube content strategy, growing the channel, increasing brand awareness, and creating engaging content that connects with our target consumers.

The ideal candidate should understand YouTube trends, content creation, storytelling, YouTube SEO, audience behaviour, and digital marketing and should be able to convert nutrition and product-related topics into engaging video content.

Key Responsibilities

1. YouTube Content Strategy

- Develop and execute Origin Nutrition's YouTube content strategy.
- Plan and manage a monthly and weekly YouTube content calendar.
- Develop content ideas around:
- Plant-based protein
- Protein and nutrition education
- Fitness and active lifestyles
- Healthy eating
- Recipes and meal ideas
- Product usage and benefits
- Consumer FAQs
- Nutrition myths and facts
- Lifestyle and wellness
- Create content concepts for YouTube long-form videos and YouTube Shorts.
- Identify trending topics and formats relevant to Origin Nutrition's target audience.
- Develop strong video hooks, titles, descriptions, CTAs, and content narratives.

2. Content Creation & Execution

- Coordinate with the video editor, designer, marketing team, and internal stakeholders to execute content.
- Manage the content creation process from concept development to publishing.
- Develop creative briefs for videos, thumbnails, reels, and other digital assets.
- Work with internal teams to ensure accurate communication of product and nutrition information.
- Ensure content is aligned with Origin Nutrition's brand identity and communication guidelines.
- Coordinate with influencers, creators, fitness professionals, and other relevant partners for content collaborations.

3. YouTube SEO & Channel Growth





- Optimize videos for YouTube search and organic discovery.
- Conduct keyword and competitor research.
- Optimize:
- Video titles
- Descriptions
- Tags and hashtags
- Thumbnails
- Playlists
- Video metadata
- Develop strategies to improve views, watch time, audience retention, CTR, engagement, and subscriber growth.
- Continuously test different content formats, topics, thumbnails, titles, and posting schedules.

4. FMCG & Product Marketing

- Develop engaging content to increase awareness of Origin Nutrition products.
- Communicate product features, usage occasions, ingredients, and nutritional positioning in a consumer-friendly manner.
- Support product launches, campaigns, offers, and seasonal marketing initiatives through YouTube.
- Develop content that connects Origin Nutrition products with real-life consumer needs and lifestyle occasions.
- Collaborate with the marketing team to integrate YouTube into wider FMCG brand campaigns.

5. Analytics & Performance

- Monitor and analyse YouTube Studio and YouTube Analytics regularly.
- Track key metrics including:
- Views
- Watch time
- Average view duration
- Audience retention
- Click-through rate
- Subscriber growth
- Engagement
- Traffic sources
- Prepare regular performance reports and insights.
- Identify high-performing content and replicate successful formats.
- Recommend improvements based on audience behaviour and performance data.

6. Social Media Integration

- Repurpose YouTube content into Instagram Reels, short-form videos,



and other social media formats.
- Coordinate with the broader social media team to maintain consistent brand communication.
- Identify opportunities to cross-promote YouTube content across Origin Nutrition's digital channels.

Required Skills

- 2–4 years of experience in YouTube, social media, digital marketing, content marketing, or brand marketing.
- Hands-on experience managing or growing a YouTube channel.
- Strong understanding of YouTube Studio and YouTube Analytics.
- Valuable knowledge of YouTube SEO and content optimization.
- Strong understanding of social media trends and audience behaviour.
- Excellent content ideation and storytelling skills.
- Ability to write engaging titles, captions, descriptions, hooks, and CTAs.
- Strong communication and coordination skills.
- Data-driven approach to content creation and optimization.
- Ability to manage multiple projects and meet deadlines.

Preferred Skills

- Experience in FMCG, food, nutrition, fitness, health, wellness, or D2C brands.
- Experience creating content for protein, sports nutrition, fitness, or healthy lifestyle brands.
- Knowledge of nutrition and fitness content is an advantage.
- Experience with influencer and creator collaborations.
- Basic knowledge of video editing and graphic design tools.
- Experience with YouTube Shorts and short-form content.
- Understanding of performance marketing and digital campaigns is an added advantage.

Key Performance Indicators (KPIs)

- YouTube subscriber growth
- Monthly video views
- Watch time
- Average view duration
- Audience retention
- Click-through rate
- Engagement rate
- Organic channel growth
- YouTube Shorts performance
- Content publishing consistency
- Brand/product reach
- Performance of product and campaign-related content

📌 Social Media Specialist – YouTube (Chennai)
🏢 Origin Nutrition
📍 Chennai