Influencer Marketing & UGC Manager (FMCG – Spices, Seasonings & Food Category)

Position Title

Influencer Marketing & UGC Manager

Department

Marketing & Brand Management

Reporting To

Head – Marketing / Brand Manager

Location

Mumbai

Role Purpose To develop and execute influencer marketing and User-Generated Content (UGC) strategies that drive brand awareness, consumer engagement, product trials, and sales for the company's spices, seasonings, herbs, masalas, recipe mixes, and food products. The role will focus on building partnerships with food influencers, chefs, home cooks, nutritionists, recipe creators, and lifestyle content creators while creating a strong community of brand advocates.

Key Responsibilities

Influencer Marketing Strategy

- Develop and implement influencer marketing campaigns aligned with brand objectives and product launches.
- Identify, recruit, and manage food bloggers, culinary creators, chefs, nutritionists, home chefs, mom influencers, and lifestyle creators.
- Build a robust network of micro, macro, and celebrity influencers within the food and FMCG ecosystem.
- Plan influencer collaborations for product launches, festive campaigns, recipe challenges, and seasonal promotions.
- Negotiate commercials, contracts, deliverables, and campaign timelines with influencers and agencies.

UGC (User-Generated Content) Strategy
- Design and execute UGC programs encouraging consumers to create recipes and content using company products.
- Develop campaigns around cooking challenges, recipe contests, festive cooking initiatives, and customer testimonials.
- Curate and repurpose high-performing UGC across digital platforms, websites, e-commerce channels, and marketing materials.
- Ensure all UGC aligns with brand guidelines and legal compliance requirements.

Content & Campaign Management
- Collaborate with culinary chefs, content creators,



and agencies to create engaging recipe-based content.
- Manage content calendars for influencer and UGC campaigns.
- Oversee creation of reels, recipe videos, product demonstrations, cooking tutorials, and short-form content.
- Coordinate product seeding and sampling activities with influencers and creators.
- Ensure timely execution of campaigns across Instagram, YouTube, Facebook, and emerging social platforms.

Brand Building & Community Engagement
- Strengthen brand presence within food and cooking communities.
- Build relationships with food enthusiasts, culinary schools, chefs, and recipe creators.
- Drive consumer engagement through interactive campaigns and community initiatives.
- Monitor customer conversations and social sentiment related to the brand.

Analytics & Performance Tracking
- Track influencer and UGC campaign performance through KPIs and ROI metrics.
- Analyze engagement, reach, impressions, conversions, website traffic, and sales impact.
- Prepare monthly dashboards and campaign performance reports.
- Use insights to optimize future influencer and content strategies.

E-commerce & Sales Support
- Collaborate with Modern Trade, E-commerce, and D2C teams to support promotional campaigns.
- Drive product discovery and conversion through influencer-led content.
- Track campaign impact on marketplace and website sales performance.

Agency & Budget Management
- Manage influencer marketing budgets effectively.
- Coordinate with influencer agencies, content production houses, and creative partners.




- Ensure cost-effective execution and maximum ROI from influencer collaborations.

Key Performance Indicators (KPIs)
- Influencer Campaign ROI
- Reach & Impressions
- Engagement Rate
- UGC Content Volume
- Video Views & Watch Time
- Creator Retention Rate
- Website Traffic Generated
- Product Trial & Sampling Conversions
- E-commerce Sales Contribution
- Cost Per Engagement (CPE)
- Share of Voice (SOV)
- Brand Mentions

Qualification
- Bachelor's Degree in Marketing, Mass Communication, Digital Media, Hospitality, Culinary Arts, or related field.
- MBA/PGDM in Marketing preferred.

Experience
- 4–8 years of experience in Influencer Marketing, Social Media Marketing, Content Marketing, or Digital Brand Management.
- Prior experience in FMCG Food, Spices, Seasonings, Packaged Foods, Beverages, D2C Food Brands, or Consumer Goods preferred.

Required Skills
- Influencer Marketing & Creator Management
- UGC Strategy Development
- Social Media Marketing
- Food & Culinary Content Creation
- Campaign Planning & Execution
- Digital Analytics & ROI Measurement
- Negotiation & Vendor Management
- Content Calendar Management
- Consumer Engagement & Community Building
- Meta, Instagram, YouTube & Creator Platforms
- E-commerce Marketing Understanding

Preferred Industry Exposure
- Spices & Seasonings
- Masalas & Herbs
- Packaged Foods
- FMCG Food & Beverages
- D2C Food Brands
- Culinary & Recipe-Based Brands

Preferred Creator Categories
- Food Bloggers
- Home Chefs
- Professional Chefs
- Recipe Creators
- Nutritionists & Dieticians
- Mom Influencers
- Lifestyle Influencers
- Regional Food Creators

Experience Range: 4–8 Years

Key Expertise

Food Influencer Marketing | UGC Campaigns | Recipe Content Strategy | Culinary Creator Management | FMCG Brand Building | Social Media Growth | E-commerce Conversion

📌 Influencer Specialist (Mumbai)
🏢 Keya Foods International
📍 Mumbai