Brand Marketing Content

Job Description:

Role : Brand Marketing Content & Community Manager

Location : Mumbai

Job Responsibilities

Content Strategy & Execution

• Design the annual content strategy and editorial architecture (pillars, themes, series, and tent-poles) grounded in pet parent and vet insights.
• Translate global narratives into locally relevant stories; Create local content that maintains the Royal Canin tone of voice and care mission across all touchpoints and builds brand trust and engagement.
• Own the rolling 90day content calendar across Instagram, YouTube, Meta, and owned properties (website, CRM).
• Brief, manage, and qualityassure agencies/creators; run a structured creative production workflow (brief concept preprod edit QA publish).
• Develop platformnative formats (shortform video, reels, carousels, lives, longform explainers, expert Q&As) with strong hooks and retention logic.
• Data Driven Content Effectiveness - Conduct A/B testing on hooks, thumbnails, copy, CTAs, and posting times; implement a learning agenda each quarter.

Digital Advocacy, Community & Influencer Engagement

• Build and manage multitier influencer programs: vets/KOLs, pet trainers, nutrition creators, micro communities of pet parents , and UGC advocates.
• Design advocay journeys (identify recruit brief cocreate amplify measure retain)
• Foster online and offline community engagement through storytelling, experiences, and platform innovation.
• Collaborate with internal stakeholders to integrate community feedback into campaigns and innovation.

Cross-Functional Collaboration

• Work closely with Brand & ICP Manager & Digital Media team to co-develop integrated campaigns and content assets.
• Work with CRM & Data teams to align content with lifecycle journeys (onboarding, breed/age nutrition tips, reminders) and leverage 1P data ethically.
• Interface with Vet Marketing/Scientific Comms to validate educational claims and secure expert participation.
• Collaborate with Performance Marketing/ Retail Media & E-commerce teams for content that supports PDPs, retail media, and social commerce pilots.

Brand Experience

• Own key community-led brand experiences and events (meetups, expert workshops, adoption drives) that bring the brand purpose to life.
• Translate global assets into contextually relevant activations for Indian pet parents and vet professionals.
• Develop Events / Brand Experience Playbook in partnership with the regional team and local brand and ICP manager to amplify brand experience across digital platforms.
• Ensure consistent storytelling across onground and digital; capture content for evergreen and alwayson use.

Performance Management

• Measurement, Budget & Compliance (within the above responsibilities)
• Define success metrics per objective: reach, ER by reach, saves/shares, watch time/retention, VTR, community growth & active rate, sentiment, CAC support, and assisted conversions.
• Run monthly performance reviews; publish dashboards with insights and nextstep actions (what to scale, fix, or stop).
• Own content & influencer budgets; forecast, track ROI/ROMI, and optimize allocations by pillar, creator tier, and platform.

Job Specifications/Qualifications

Educational Qualifications & Professional Experience

• Masters Degree in Marketing / Communication / Journalism
• 7+ years of experience in content marketing, brand storytelling or brand development for digital first brands
• Strong track record of managing social first campaigns, community building, digital advocacy/influencer marketing & multi-platform content strategies
• Prior experience in FMCG / Petcare / D2C Nutrition & Wellness brands in agencies or inhouse creative / content / brand development teams

Professional Skills

• Content Strategy & Creation
• Platform Expertise
• Campaign Execution
• Data & Performance Orientation
• Project Management