Social Media Marketing Executive

Company: Soul & Scents
Location: Borivali east, Mumbai
Employment Type: Full-Time, In-Office
Experience: 2- 5 Years

About the Role

Soul & Scents is looking for a creative, commercially aware and highly proactive Social Media Marketing professional who can take ownership of the brand's presence across social platforms.

We are not looking for someone whose role is limited to scheduling posts.

The ideal candidate should understand brand building, content strategy, social media trends, consumer behaviour and digital marketing, and should be able to convert business and marketing objectives into engaging social media communication.

You will work closely with the content writer, graphic designer, performance marketing team and founders to build a strong and consistent digital presence for the brand.

Key Responsibilities

Social Media Strategy

- Develop and execute the monthly and quarterly social media strategy and content calendar.
- Plan content around product launches, collections, festivals, gifting occasions, campaigns and brand-building initiatives.
- Define the right mix of reels, static posts, carousels, stories, UGC, educational content, product content and promotional communication.
- Identify opportunities to build stronger brand awareness, engagement and consideration.
- Ensure that every piece of content has a clear purpose rather than posting simply to maintain frequency.

Content Planning & Execution

- Conceptualise engaging ideas for Instagram reels, posts, stories and campaigns.
- Develop detailed briefs for graphic designers, content writers, photographers and videographers.
- Coordinate content creation from idea to final execution and publishing.
- Plan hooks, formats, references, visual directions and storytelling concepts.
- Participate actively in product and lifestyle shoots and help develop shot lists and content requirements.
- Repurpose content intelligently across different platforms and formats.
- Maintain consistency in the brand's visual identity and tone of communication.

Reels & Short-Form Content

- Strong understanding of Instagram Reels and short-form video content.
- Identify relevant trends without blindly following every trend.
- Conceptualise scripts, hooks, transitions, product demonstrations and storytelling formats.
- Work with creators or internal teams to execute video concepts.
- Understand what makes users stop, watch, engage, save and share.

Influencer & Creator Marketing

- Identify relevant influencers, creators and UGC creators aligned with the brand.
- Coordinate collaborations,



product seeding and barter/paid partnerships.
- Create clear influencer briefs and communication guidelines.
- Track deliverables and campaign performance.
- Build an ongoing database of creators suitable for different campaigns and product categories.

Community Management

- Monitor comments, DMs, mentions and customer interactions.
- Ensure timely and appropriate responses while maintaining the brand's tone.
- Identify recurring customer questions and insights that can be converted into future content.
- Proactively engage with relevant communities, creators and conversations.

Campaign & Performance Collaboration

- Work closely with the performance marketing team to identify high-performing organic content that can be adapted into advertisements.
- Understand the difference between content created for engagement, brand awareness and conversion.
- Assist in developing creative concepts for Meta campaigns.
- Review ad performance insights to understand which hooks, messages and creatives resonate with customers.
- Continuously use performance data to improve future content.

Analytics & Reporting

- Track key social media metrics including:

- Reach
- Engagement
- Follower growth
- Video views
- Watch time
- Saves
- Shares
- Profile visits
- Website clicks
- Content performance

- Prepare monthly performance reports with insights and recommendations, not simply numbers.
- Identify the best-performing formats, themes and campaigns.
- Continuously test and improve the content strategy based on performance.

Trend & Competitor Research

- Stay updated with social media trends, platform updates, emerging formats and creator trends.
- Regularly analyse competitors and robust consumer brands.
- Identify new content opportunities relevant to the fragrance, home, beauty, lifestyle and gifting categories.
- Bring fresh campaign and content ideas proactively rather than waiting for briefs.

Skills Required

- 2-5 years of hands-on experience managing social media for consumer brands.
- Strong understanding of Instagram and Meta platforms.
- Excellent understanding of social media content strategy.
- Strong creative thinking and visual sensibility.




- Ability to conceptualise campaigns and content independently.
- Understanding of brand positioning and communication.
- Experience working with graphic designers, content writers and video teams.
- Good understanding of influencer and creator marketing.
- Ability to read and interpret social media analytics.
- Basic understanding of Meta advertising and performance marketing is highly preferred.
- Excellent communication, coordination and organisational skills.
- Ability to manage multiple campaigns and deadlines simultaneously.
- Comfortable using AI tools for research, ideation, scripting and content planning while maintaining originality and brand relevance.

What We Are Looking For

We want someone who looks at the Soul & Scents Instagram page and constantly thinks:

What can we do next that will make this brand more interesting, more recognisable and more engaging?

The right person should:

- Think like a marketer, not just a social media coordinator.
- Understand why certain content performs and why other content doesn't.
- Be highly creative and full of ideas.
- Understand that trends should be adapted to the brand not copied blindly.
- Have solid aesthetic judgement.
- Understand consumer behaviour.
- Be proactive and comfortable taking ownership.
- Be organised enough to manage calendars, creators and campaigns simultaneously.
- Be commercially aware and understand that social media ultimately needs to contribute to brand growth and business growth.

Preferred Background

Candidates with experience working with D2C, beauty, fragrance, fashion, lifestyle, home dcor, FMCG or consumer brands will be preferred.

Agency candidates who have independently managed strong consumer brands are also welcome.

Portfolio Requirement

Candidates must share examples of social media accounts, campaigns or brands they have previously managed.

The portfolio should ideally demonstrate:

- Social media strategy
- Reels / short-form content
- Campaign concepts
- Content calendars
- Influencer collaborations
- Brand communication
- Organic growth
- Performance improvements

We are looking for someone who can show what they personally contributed to the accounts they managed not simply provide links to agency clients.

Success in This Role

Success will not be measured simply by the number of posts published.

It will be measured by the quality of ideas, consistency of execution, improvement in engagement, audience growth, stronger brand recall and the ability to create content that people genuinely want to watch, save, share and eventually buy from.

📌 Social Media Marketing Specialist (Mumbai)
🏢 I B
📍 Mumbai