The role needs to go well beyond conventional Online Reputation Management or responding to social media complaints. 1. Role objective To systematically strengthen FNP's reputation by improving ratings and reviews, increasing authentic positive customer advocacy, ensuring timely complaint resolution, and converting negative customer experiences into opportunities to rebuild trust and loyalty. The person should be responsible for measuring, monitoring, managing and continuously improving the reputation of FNP across the organization. 2.

Key responsibilities
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Job Description
A. Ratings & Reviews Management Own the monitoring and improvement of ratings, reviews and customer sentiment across all relevant platforms, including:
- Google Business Profiles and Google reviews for individual FNP stores and locations
- Apple App Store and Google Play Store
- Trustpilot, MouthShut, ConsumerComplaints and other consumer review platforms
- Zomato, Swiggy, Blinkit and other quick-commerce/marketplace platforms where FNP products are listed
- FNP website, product pages, app and customer testimonials
- Glassdoor, AmbitionBox, Indeed and other employer reputation platforms, working closely with HR
- NPS, CSAT, customer surveys and other feedback channels, working with CX
- Other emerging platforms where the brand is mentioned, reviewed or rated The objective is to build a consolidated view of all ratings, track trends, identify problem areas and proactively improve them. B. Social Listening & Complaint Response Management
- Monitor complaints, mentions and conversations across Instagram, Facebook, LinkedIn, X, YouTube, Reddit and other relevant platforms.
- Ensure timely acknowledgment, appropriate responses, escalations and resolution of customer complaints.
- Coordinate with Customer Service, Operations, Retail, Marketplace, Product, Technology and other teams to drive closure.
- Personally track high-impact, sensitive, viral or potentially damaging complaints.
- Identify recurring complaints and work with respective teams to eliminate their root causes.
- Develop standard response frameworks and escalation protocols. C. Customer Advocacy & Positive Reputation Building This is one of the most important parts of the role.
- Build structured programmes that encourage genuine customers to share authentic reviews and testimonials.
- Identify opportunities to turn dissatisfied customers into satisfied, returning customers and, where possible, voluntary brand advocates.
- Improve the volume, recency and quality of reviews across platforms.
- Work with Marketing, CRM,



Retail and Customer Service to build automated, platform-compliant review collection journeys.
- Develop initiatives to showcase genuine customer success stories, testimonials and positive experiences.
- Identify and amplify positive brand mentions through appropriate marketing channels. The focus should be on creating more genuine positive customer experiences and making these experiences more visible, rather than artificially influencing ratings. D. Reputation Intelligence & Insights
- Develop a consolidated ORM dashboard covering all major platforms, ratings, sentiment, complaints and resolution performance.
- Track reputation trends by platform, city, store, product category and business channel.
- Conduct regular competitor reputation benchmarking against IGP, FlowerAura, Winni and other relevant players.
- Identify emerging issues before they become larger reputation problems.
- Provide actionable insights to Product, Operations, Category, Retail and Customer Experience teams.
- Establish a regular reputation review with key stakeholders. E. Organization-wide Reputation Ownership This role will not be restricted to Marketing. It will need to work closely with:
- Customer Service – complaints, escalation and closure
- Operations – delivery failures, service quality and recurring issues
- Retail – store-level ratings and customer experience
- Hyperlocal/Marketplaces – product ratings and marketplace feedback
- Product & Technology – app reviews, technical issues and UX feedback
- Category – product quality, packaging and product-related feedback
- HR
- employer ratings and employee feedback platforms
- Marketing & CRM – testimonials, advocacy and review generation
- PR/Legal
- sensitive public complaints and reputation risks The person will own the reputation improvement agenda, while the respective functions will remain accountable for fixing the underlying issues. 3. KRAs & KPIs for Performance Management KRA Weightage Key measurable KPIs Ratings & Review Improvement 25% Improvement in ratings across priority platforms; reduction in 1–2-star review share; improvement in store/product rating performance Complaint Response & Resolution 20% Response SLA adherence,



resolution TAT, escalation closure, repeat complaint reduction Customer Advocacy & Positive Reviews 20% Growth in authentic review volume, testimonial generation, review invitation conversion, post-recovery satisfaction Reputation Monitoring & Insights 15% Platform coverage, reporting accuracy, dashboard adoption, identification and closure of recurring reputation issues NPS, CSAT & Sentiment Improvement 10% Improvement in customer sentiment, NPS/CSAT action tracking, reduction in negative sentiment Cross-functional Improvement & Governance 10% Root-cause corrective actions implemented, stakeholder reviews, critical escalation effectiveness 4. Initial Targets
- 100% coverage of identified priority reputation platforms.
- 95%+ response SLA adherence for actionable public complaints.
- 100% tracking and escalation of high-severity reputation issues.
- A measurable improvement in ratings on priority platforms, with specific targets based on current scores and review volumes.
- 25–30% growth in authentic review volume over the established baseline, subject to platform rules and invitation eligibility.
- A measurable reduction in recurring complaint categories.
- Monthly reputation scorecard and competitor benchmarking.
- Quarterly improvement in customer sentiment and service recovery outcomes. We should define separate targets for different platforms rather than one blanket rating target, since review volumes and current rating levels will differ significantly. 5. Candidate Profile

Experience:
Ideally 4–7 years in ORM, digital customer experience, reputation management, social listening, customer advocacy or service excellence. Preferred background:
- E-commerce/D2C businesses
- Consumer internet companies
- Quick-commerce and food delivery platforms
- Hospitality, travel and service businesses
- Large consumer brands managing reputation across multiple touchpoints Key

skills:
- Solid analytical and dashboarding capabilities
- Understanding of ORM, social listening and review management platforms
- Excellent written communication and customer empathy
- Experience managing complex escalations
- Strong ability to coordinate across functions and influence without direct authority
- A proactive, problem-solving and outcome-oriented approach We should preferably look for someone who has demonstrably improved ratings, reduced complaint resolution times or built customer advocacy programmes, rather than someone whose experience is limited to responding to comments.

📌 Lead ORM (Gurugram)
🏢 FNP
📍 Gurugram