About the Role

Outlet Mall of India is looking for a dynamic, digitally native and highly organised Social Media & Influencer Marketing Manager to lead the brand’s social media presence and influencer/creator ecosystem.

This is a hands-on, end-to-end role responsible for both social media and influencer marketing. You will own social strategy, content planning, community management, influencer identification, creator partnerships, campaign execution, on-ground activations and performance analysis.

The ideal candidate understands how brands build communities and conversations online and is equally comfortable developing content strategies, briefing creative teams, identifying the right influencers, negotiating with talent managers, managing creator shoots and visits, analysing performance and presenting recommendations to senior management.

You will work closely with Brand, Creative, Content, Influencer, PR, Events and Performance Marketing teams to ensure social and influencer marketing work as one integrated marketing channel.

Key ResponsibilitiesSocial Media Strategy & Content

- Own and execute OMI’s social media strategy, with a strong focus on Instagram and short-form video.
- Develop monthly, weekly and campaign-specific content calendars.
- Identify relevant content territories, formats, trends and cultural moments.
- Work with creative teams to develop strong, social-first ideas and provide clear creative briefs.
- Oversee content from ideation and production to approvals, publishing and optimisation.
- Provide inputs on Reels, carousels, stories, captions, hooks, CTAs and platform-specific execution.
- Monitor competitors, trends and audience behaviour to continuously improve the social strategy.

Community Management
- Manage OMI’s online community across comments, DMs, mentions, tags and reviews.
- Identify consumer conversations and insights that can inform marketing.
- Drive opportunities for UGC, customer stories, visitor participation and organic conversations.
- Ensure the brand maintains a responsive and relevant social presence.

Influencer & Creator Marketing This is a core part of the role. The candidate will be responsible for managing OMI’s influencer marketing function end-to-end.

- Develop and execute OMI’s influencer and creator marketing strategy.
- Build and maintain a strong network of influencers, creators,



talent managers and agencies.
- Identify creators across fashion, lifestyle, food, travel, family, entertainment, shopping and regional content.
- Evaluate influencers based on audience relevance, engagement, credibility, content quality, geography and brand fit — not just follower count.
- Identify the right creators for specific campaigns, audiences and objectives.
- Manage influencer campaigns from creator selection and briefing through negotiation, execution, approvals and reporting.
- Negotiate commercials, deliverables, timelines, usage rights and campaign terms within approved budgets.
- Build long-term relationships with relevant creators and talent managers.
- Manage influencer visits, shoots, launches, events, festivals and on-ground activations.
- Ensure creator content feels authentic and native to the creator’s audience.
- Track influencer deliverables, payments, usage rights and campaign commitments.

Integrated Campaigns
- Develop integrated social and influencer campaigns around launches, festivals, events, offers, tenant brands and shopping moments.
- Connect brand content, influencer content, UGC, community engagement and paid amplification.
- Develop campaigns that generate conversations and engagement rather than simply increasing the number of posts.
- Work with PR, Events, Creative and Performance Marketing teams to maximise campaign impact.

Trends & Social Listening
- Stay updated on emerging social trends, content formats, creators, memes, audio, cultural moments and platform changes.
- Identify relevant trends and opportunities for OMI to participate in.
- Bring proactive social and creator opportunities to the marketing team.

Reporting & Analytics
- Track and analyse social media and influencer campaign performance.
- Evaluate content, creators, formats, engagement, reach and audience quality.
- Identify what is working, what is not and why.
- Track influencer ROI and assess creators for potential long-term partnerships.




- Monitor competitor activity and category benchmarks.
- Prepare monthly and campaign-level reports with clear insights and recommendations.
- Present findings to the Marketing Head and Brand team and recommend improvements to content, creator selection, campaigns and budgets.

Cross-functional Collaboration
- Work closely with Creative, Brand, Performance Marketing, PR, Events and Tenant Marketing teams.
- Translate marketing objectives into effective social and influencer campaigns.
- Coordinate with internal teams and external partners to ensure timely and high-quality execution.

What We’re Looking For
- 4–6 years of experience in social media, influencer marketing, digital marketing, content marketing or brand marketing.
- Demonstrated experience independently managing both social media and influencer marketing campaigns.
- Strong understanding of Instagram, Facebook, YouTube, LinkedIn and short-form video platforms.
- Strong knowledge of Instagram Reels and creator-led content.
- Hands-on experience with social media publishing and analytics platforms.
- Experience with influencer discovery, creator management and campaign analytics platforms is an advantage.
- Strong understanding of influencer commercials, negotiations, deliverables and usage rights.
- Good working knowledge of Google Analytics 4, Looker Studio and Excel/Google Sheets.
- Understanding of UTM tracking, campaign links, influencer codes and other attribution methods.
- Experience with Canva, CapCut, Adobe Creative Suite or similar tools is an advantage.
- Strong communication, negotiation, relationship management, presentation and project management skills.
- Highly organised, proactive and comfortable working in a fast-paced environment.
- Strong understanding of social culture, trends and what makes content genuinely engaging.

What Success Looks Like The successful candidate will build a social and creator ecosystem that makes Outlet Mall of India relevant, engaging, distinctive and commercially meaningful — while building robust creator relationships and campaigns that drive genuine audience engagement.

If you are someone who understands both social media and influencer marketing, knows what makes content work and can take an idea from strategy to execution, we’d love to hear from you.

📌 Social Media & Influencer Marketing Manager (Mumbai)
🏢 Outlet Mall of India
📍 Mumbai