Social Media Manager - Job Description

Location: BKC, Mumbai

Department: Marketing / Brand

Experience: 4-6 Years

Reporting To: Sr. Brand Manager

Brand: Outlet Mall of India

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 creator ecosystem.

This is a combined role responsible for building OMI's social media presence while developing and

managing its influencer and creator marketing initiatives. The individual will own the function

end-to-end from developing the social media strategy and content calendar to managing content

execution, community engagement, influencer identification, creator partnerships, campaign

execution and performance analysis.

The ideal candidate should have a strong understanding of how brands build communities and

conversations on social media and should be equally comfortable developing a content strategy,

briefing a creative team, identifying the right influencer for a campaign, negotiating with a talent

manager, managing a shoot or creator visit, analysing performance and presenting recommendations

to senior management.

This person will be an important link between the Brand, Creative, Content, Influencer, PR, Events

and Performance Marketing functions, ensuring that OMI's social and creator ecosystem works as

one integrated marketing channel.

Role Overview

The Social Media & Influencer Marketing Manager will be responsible for making Outlet Mall of

India's social presence relevant, engaging, distinctive and commercially meaningful.

The role requires a combination of strategic thinking and hands-on execution. The individual should

be capable of independently managing the day-to-day social media function while also developing

larger social and influencer-led campaigns around launches, festivals, shopping moments, events,

offers, tenant brands and brand-building initiatives.

The individual will be expected to understand the OMI consumer, identify what is culturally and

digitally relevant to them and translate those insights into content and creator partnerships that

people genuinely want to consume and engage with.

Key Responsibilities

Social Media Strategy

- Own the overall social media strategy for Outlet Mall of India across relevant platforms, with a

strong focus on Instagram and short-form video.

- Develop a clear content and platform strategy aligned with OMI's larger marketing objectives. This

includes defining the role of each platform, identifying relevant content territories, establishing

content formats and determining the right balance between brand communication, shopping, offers,

experiences, food, events, tenant brands, entertainment, trends, community content and creator-led

storytelling.

- The role will also be responsible for continuously evolving the social strategy based on changing

consumer behaviour, platform trends, competitor activity and content performance.

Content Planning & Calendar Management

- Own the monthly, weekly and campaign-specific social media calendar and ensure that the brand

maintains a consistent and purposeful content pipeline.

- The individual will work closely with the Creative Lead and Creative Producer to convert marketing

objectives and content opportunities into strong social-first ideas. They should be able to identify

what needs to be communicated, recommend the appropriate format and provide a transparent creative

brief to the internal team or external partners.

- The candidate will also be expected to proactively identify opportunities around festivals, cultural

moments, shopping occasions, new store launches, events, tenant promotions, food and beverage

launches and trending conversations rather than relying only on the existing marketing calendar.

Social Media Content & Execution

- Oversee the complete lifecycle of social content—from ideation and briefing to production,

approvals, publishing and post-publication optimisation.

- The individual should understand what makes a strong Reel, carousel, static post, story or

short-form video and should be able to provide meaningful inputs on hooks, storytelling, visual

treatment, captions, CTAs and platform-specific execution.

- They will coordinate with the Creative Lead, Creative Producer, designers and video editors to

ensure content is delivered on time and to the expected creative standard.

- The role will also require the candidate to independently identify when a piece of content needs to

be changed,



improved or repurposed based on platform behaviour and performance.

Community Management & Social Listening

- Take ownership of OMI's relationship with its online community.

- Monitor comments, DMs, mentions, tags, reviews and conversations around the brand and ensure

that the brand maintains a responsive and relevant presence.

- The individual should be able to identify recurring consumer questions, concerns and conversations

and convert these observations into useful inputs for the marketing team.

- They will also be responsible for identifying opportunities to encourage user-generated content,

visitor participation, customer stories and organic conversations around Outlet Mall of India.

Influencer Marketing

Influencer Strategy

- Own the influencer and creator marketing strategy for OMI and integrate it into the larger social

media and campaign strategy.

- Develop a creator ecosystem across relevant categories such as fashion, lifestyle, food, travel,

family, entertainment, shopping, regional content and local creators.

- The candidate should be able to evaluate creators beyond follower count by considering audience

relevance, engagement quality, content style, geography, credibility, brand fit and their ability to

influence consumer behaviour.

Creator Identification & Relationship Management

- Build and maintain a strong database of relevant creators, talent managers and influencer agencies.

- The individual will be responsible for continuously discovering emerging creators as well as

maintaining relationships with established creators who can become long-term partners for the

brand.

- They should be able to identify the right creator for the right objective rather than using the same

pool of influencers for every campaign.

Influencer Campaigns

- Manage influencer campaigns from strategy and creator selection through briefing, negotiation,

content production, approvals, publishing and evaluation.

- The individual will develop influencer briefs that provide sufficient direction while allowing creators

to retain their own voice and authenticity.

- They should be capable of developing creator campaigns that feel native to the creator's content

rather than appearing as straightforward advertisements.

Influencer Negotiation & Budget Management

- Manage influencer commercials, negotiations, deliverables, timelines and usage rights within

approved campaign budgets.

- The candidate should understand creator pricing and commercial structures and be able to

negotiate effectively while maintaining long-term relationships.

- They will also maintain proper documentation of campaign commitments, deliverables, payments

and usage rights.

Influencer Events & On-ground Activations

- Manage creator participation in OMI's store launches, events, festivals, food experiences, shopping

campaigns and other on-ground initiatives.

- This includes creator selection, invitations, briefing, coordination, on-ground management, content

requirements and post-event amplification.

- The individual should be able to think beyond "getting influencers to attend" and develop an overall

creator experience that naturally generates strong social content.

Integrated Social & Influencer Campaigns

- A critical responsibility of this role will be to ensure that social media and influencer marketing

operate as one integrated ecosystem.

- For major campaigns, the individual should be able to build a journey where the brand's own

content, creator content, UGC, community participation and paid amplification reinforce one

another.

- The candidate should be able to think through how a campaign can move from a brand idea to

creator participation, consumer interaction, organic conversation and continued social amplification.

- The objective is to create campaigns that generate conversation rather than simply generating

posts.

Trend & Cultural Monitoring

- The individual will be expected to maintain a strong pulse on social culture and emerging digital

behaviour.

- This includes monitoring new content formats, creator trends, platform changes, memes, audio

trends, cultural moments and conversations that could be relevant to OMI.





- The candidate should have strong judgement around which trends are worth participating in and

which are not appropriate for the brand.

- They should proactively bring relevant opportunities to the marketing team rather than waiting for

a trend to become mainstream.

Reporting, Analysis & Insights

- The Social Media & Influencer Marketing Manager will be responsible for turning social and

influencer performance into actionable marketing intelligence, rather than simply preparing periodic

performance reports.

- The individual will analyse the performance of individual content pieces, content formats,

campaigns, platforms and creators to understand what is driving meaningful audience response and

what is not.

- They will identify patterns across content for example, whether certain hooks, topics, storytelling

formats, creator profiles or visual treatments consistently perform better—and use these findings to

influence future content planning.

- For influencer campaigns, the individual should evaluate whether the selected creators actually

delivered against the campaign objective and whether the audience quality, content quality and

engagement justified the investment. They should also compare creator performance over time and

build an understanding of which creators are worth developing into longer-term brand partners.

- The role will require regular analysis of competitor activity and category benchmarks to understand

how OMI is performing within the broader social landscape and where there are opportunities to

differentiate.

- Monthly and campaign-level reports should therefore include what happened, why it happened,

what was learned and what should be done differently next time.

- The individual will be expected to present these findings to the Marketing Head and Brand team

and translate them into recommendations for content strategy, creator selection, campaign planning

and budget allocation.

Cross-functional Collaboration

- The Social Media & Influencer Marketing Manager will work closely with the Creative Lead and

Creative Producer to ensure that social content is strategically relevant and creatively strong.

- They will collaborate with the Brand Manager on campaign calendars and communication priorities,

with the Performance Marketing Manager to identify content that can be amplified through paid

media, with the PR team to extend media moments into social conversations and with the Events

team to build social and creator strategies around on-ground experiences.

- The individual will also work closely with the tenant marketing team to identify opportunities for

store launches, brand collaborations and tenant-led content.

Required Experience & Skills

- The candidate should have 4-6 years of experience in social media marketing, influencer marketing,

digital marketing, content marketing or brand marketing, with demonstrable experience managing

both social media and influencer campaigns.

- They should have a solid understanding of Instagram, Facebook, YouTube, LinkedIn and short-form

video platforms, with particularly strong knowledge of Instagram Reels and creator-led content.

- The candidate should have hands-on experience with social media management, publishing and

analytics platforms such as Meta Business Suite, Instagram Insights, Facebook Insights, YouTube

Studio/YouTube Analytics and LinkedIn Analytics.

- Knowledge of social media management and listening platforms such as Sprout Social, Hootsuite,

Buffer, Later or similar tools will be preferred.

- For influencer marketing, familiarity with influencer discovery, creator management and campaign

analytics platforms such as CreatorIQ, Traackr, Aspire, Winkl, Qoruz, One Impression or similar

platforms will be an advantage.

- Strong working knowledge of Google Analytics 4, Google Looker Studio and Excel/Google Sheets is

expected for analysing and presenting campaign performance.

- The candidate should also be comfortable using UTM tracking, campaign links, influencer codes and

other attribution mechanisms wherever relevant to understand the contribution of social and creator

campaigns.

- Experience with Canva, CapCut, Adobe Creative Suite or other basic content creation/editing tools

will be an advantage, as the candidate should be able to make basic edits, create quick social assets

or communicate effectively with the creative team.

- Strong written and verbal communication, relationship management, negotiation, presentation,

project management and organisational skills are essential.

Pay: ₹700,000.00 - ₹900,000.00 per year

Benefits:

- Paid sick time
- Paid time off

Work Location: In person

📌 Social Media Manager (India)
🏢 Outlet Mall of India
📍 India