Digital Marketing Manager

Specialization: Influencer Marketing, Social Media & E-Commerce Demand Generation

Company: Mehta Cosmetics Private Limited

Location: Naraina, Recent Delhi, Delhi, India

Department: Digital Marketing

Reporting To: Senior Manager - Marketing

Experience: 4–6 years

Industry Preference: Cosmetics, Beauty, Skincare, Haircare, Personal Care, FMCG or D2C

1. Role Objective

Mehta Cosmetics Private Limited is looking for a hands-on Digital Marketing Manager to drive consumer awareness, product discovery, demand generation, and online sales through influencer marketing and social media initiatives.

The primary responsibility is to develop and execute influencer and social media campaigns that generate consumer interest in the company's products and support sales across Amazon, Flipkart, Myntra, and Meesho. The candidate will work closely with the E-Commerce Head and marketplace teams to identify priority products, coordinate content and creator collaborations, and measure campaign impact on brand engagement, marketplace traffic, product demand, and sales.

2. Key Responsibilities

A. Influencer Marketing and Creator Partnerships — Primary Responsibility

- Develop and execute influencer marketing strategies for the company's cosmetics and personal care portfolio.
- Identify and onboard relevant beauty influencers, skincare and haircare creators, makeup artists, micro-influencers, regional creators, and UGC creators.
- Evaluate creators based on audience demographics, engagement quality, authenticity, content relevance, reach, and cost-effectiveness.
- Maintain an influencer database covering contact details, audience profiles, commercials, performance history, and collaboration status.
- Manage the complete campaign lifecycle, including creator discovery, outreach, negotiation, product seeding, briefing, content approvals, publishing, and reporting.
- Plan product-focused campaigns around launches, hero SKUs, seasonal promotions, marketplace sale events, and business priorities.
- Prepare influencer briefs covering product USPs, demonstrations, key messages, campaign objectives, and calls to action.
- Develop creator programmes using paid collaborations, barter campaigns, product gifting, affiliate partnerships, and performance-linked arrangements.
- Repurpose influencer content for social media and, where permitted, paid advertisements and other marketing materials.
- Track views, reach, engagement, cost per view, cost per engagement, link clicks, coupon redemptions, and attributable sales wherever measurable.

B. Social Media Marketing and Brand Community Building — Primary Responsibility

- Manage and grow the company's social media presence, particularly on Instagram, Facebook, and YouTube.
- Develop monthly content strategies and calendars aligned with product priorities, consumer trends, and e-commerce objectives.
- Plan and publish reels, short-form videos, product demonstrations, educational content, beauty tips, consumer testimonials, creator collaborations, and promotional content.
- Monitor emerging beauty trends, content formats, audio trends, creator-led formats, and competitor activities.
- Translate product features and benefits into engaging consumer-focused content that builds awareness, consideration, and purchase intent.
- Coordinate with graphic designers, video editors, creators, agencies, and internal teams for timely content production and publishing.
- Develop campaigns around product launches, hero products, festivals, occasions,



and marketplace promotions.
- Manage comments, messages, community interactions, and relevant consumer feedback.
- Create content addressing consumer needs, product usage, benefits, concerns, and differentiating features.
- Track performance and optimize creative formats, hooks, messaging, publishing frequency, and calls to action.
- Build a reusable library of high-performing content for organic social media, influencer amplification, and marketplace marketing.

C. Marketplace Demand Generation and Sales Support

- Work with the E-Commerce Head and marketplace teams to understand sales targets, priority SKUs, inventory availability, product margins, promotional plans, and business challenges.
- Execute influencer and social media campaigns to generate consumer interest in products listed on Amazon, Flipkart, Myntra, and Meesho.
- Align campaigns and content calendars with marketplace sale events, product launches, promotions, and seasonal opportunities.
- Identify suitable creators and content formats for different product categories, price points, and consumer segments.
- Coordinate marketplace links, affiliate links, trackable URLs, campaign-specific coupons, and other purchase pathways wherever available.
- Identify products requiring stronger awareness, improved consideration, or additional demand generation.
- Support marketplace teams with creator content, product videos, testimonials, promotional creatives, and other assets that improve product discovery and conversion.
- Explore opportunities to amplify high-performing influencer content through paid social advertising, subject to objectives and approvals.
- Monitor campaign-related marketplace traffic, sessions, sales uplift, coupon redemptions, and other available indicators of business impact.
- Maintain an integrated calendar connecting influencer activities, social media content, and marketplace promotions.
- Share campaign insights with marketplace teams to improve future promotions, product prioritization, and consumer communication.

D. Content Strategy, Creative Development and Copywriting

- Develop creative concepts and content ideas for cosmetics and personal care products across social media and influencer channels.
- Write influencer briefs, captions, reel scripts, promotional copy, campaign messages, and calls to action.
- Translate product benefits, ingredients, usage instructions, and differentiators into clear, engaging consumer communication.
- Coordinate with design and video production teams to create high-quality, platform-specific assets.
- Maintain consistency in brand voice, visual identity, product claims, and communication guidelines.
- Maintain an organized library of creator assets, campaign creatives, scripts, product demonstrations, and approved brand material.

E. Performance Measurement and Campaign Optimization

- Define campaign objectives and KPIs in consultation with the E-Commerce Head and marketplace teams.
- Track influencer reach, video views, engagement rates, cost per view, cost per engagement, link clicks, and content output.
- Measure social media growth, reach, engagement, content effectiveness,



and audience response.
- Track attributable sales, affiliate performance, coupon redemptions, marketplace traffic, and campaign-period sales changes wherever data is available.
- Use UTM parameters, trackable links, coupon codes, and other available mechanisms to improve attribution.
- Prepare weekly and monthly reports covering campaigns, expenditure, deliverables, performance, and key learnings.
- Identify high-performing creators, content formats, products, and messaging approaches.
- Recommend improvements in creator selection, campaign execution, content strategy, and budget allocation based on performance data.

F. Budget, Vendor and Cross-Functional Management

- Prepare influencer and social media campaign budgets aligned with approved business objectives.
- Negotiate creator fees and coordinate with agencies, production partners, and marketing vendors.
- Monitor campaign expenditure, invoices, deliverables, content usage rights, and timelines.
- Coordinate with marketplace managers, product teams, design teams, and the E-Commerce Head to align campaigns with business priorities.
- Maintain campaign trackers, creator databases, content calendars, budget sheets, and performance reports.
- Ensure campaigns comply with applicable advertising disclosure requirements and approved product claims.

3. Technical Skills Required

Influencer Marketing

- Expertise in influencer discovery, outreach, negotiation, campaign execution, and performance reporting.
- Understanding of micro-influencer, macro-influencer, affiliate, barter, product-seeding, and UGC programmes.
- Ability to evaluate audience relevance, engagement quality, content authenticity, and commercial value.
- Experience managing multiple creators and campaigns simultaneously.

Social Media Marketing

- Strong working knowledge of Instagram, Facebook, and YouTube.
- Proficiency in content calendar planning, reels strategy, community management, and social media analytics.
- Understanding of short-form video, content hooks, consumer engagement, and platform-specific creative formats.
- Ability to convert product benefits into compelling consumer communication.

4. Qualification and Experience

- Graduate degree in Marketing, Mass Communication, Business Administration, or a related discipline.
- 3–6 years of relevant digital marketing experience, with substantial hands-on exposure to influencer marketing and social media management.
- Experience in cosmetics, beauty, skincare, haircare, personal care, FMCG, D2C, or consumer brands is strongly preferred.
- Demonstrable experience managing influencer campaigns from creator identification through performance reporting.
- Practical experience planning social media content and managing content production and publishing.
- Experience supporting e-commerce or marketplace-led consumer brands is preferred.

5. Ideal Candidate Profile The ideal candidate is creative, analytical, commercially aware, and comfortable managing end-to-end influencer and social media campaigns. They should be able to identify relevant creators, develop compelling product-focused content, coordinate multiple stakeholders, manage budgets, and use performance data to improve results.

The candidate must understand how influencer marketing and social media can contribute to brand awareness, product discovery, consumer consideration, and marketplace sales, while working collaboratively with the E-Commerce Head and marketplace teams to achieve business objectives.

📌 Digital Marketing Manager (New Delhi)
🏢 Mehta Cosmetics
📍 New Delhi