Social Media Manager

## About Nakshathra Gold & Diamonds

Nakshathra Gold & Diamonds is one of the fastest-growing jewellery retail brands in the region, with *9 showrooms across India* and a wider network of *30+ showrooms spanning India and the GCC*. Built on customer trust, craftsmanship and a powerful digital presence, Nakshathra has grown significantly through social media, jewellery-focused video content, lightweight and diamond collections, 18K and 22K jewellery, bridal collections and showroom-led marketing.

The brand is backed by strong in-house resources — including *five dedicated videographers in India, an established **performance marketing team, **Brand Ambassador Shamna, and the active leadership of **Founder & Managing Director Shanavas*.

We are now looking for a *Social Media Manager – India* to take complete ownership of social media strategy, content direction and measurable performance across our India business.

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## Role Overview

This is a *strategy and leadership role — not a basic social media posting position.*

The Social Media Manager will own the end-to-end social media ecosystem for Nakshathra's 9 India showrooms: strategy, content planning, creative direction, publishing, platform growth, content quality and measurable business performance. You will decide *what* content gets created, *which showroom* produces it, *what* the videographers shoot, *how* the content looks, *where* it is published, *when* it goes live — and how all of it translates into showroom footfall, customer enquiries and sales across diamond, 18K and 22K categories.

## Key Responsibilities

### 1. Social Media Strategy

- Build the overall social media strategy for the India business, aligned to real business objectives — footfall, enquiries and category sales

- Create annual, quarterly and monthly social media plans

- Develop platform-specific strategies across *Instagram, Facebook, YouTube, LinkedIn* and other relevant platforms

- Define content frequency, posting times, and the daily / weekly / monthly content mix

- Build structured audience-growth plans and improve brand visibility

- Shape a *premium yet approachable* jewellery brand presence

### 2. Content Pillars & Content Mix

Design and maintain a balanced content framework — no random posting. Core pillars include:

- *Product content:* jewellery product reels, diamond jewellery, 18K lightweight jewellery, 22K jewellery, bridal jewellery, chains and bangles, new arrivals, daily-wear collections, wedding collections

- *Trust content:* customer reactions, customer testimonials, showroom experience videos

- *Education:* jewellery knowledge, buying guidance, category education

- *Campaigns:* offers, festival campaigns, seasonal content, trend-based reels

- *People content:* salesperson presentation videos, Founder content, Brand Ambassador content, behind-the-scenes

- *Local content:* showroom-specific and regionally relevant content

### 3. Videographer Direction (5 In-House Videographers)

- Prepare weekly and monthly shoot plans with clear content briefs and shot lists

- Assign showroom-wise content requirements and ensure every showroom submits regular content

- Review raw footage; guide product angles, customer reaction formats and testimonial structures

- Guide mobile videography and CapCut-based reel production

- Review editing quality and maintain consistent visual standards

- Track videographer productivity and continuously improve content quality and turnaround speed

### 4. Social Media Calendar & Publishing

- Build and run a structured monthly content calendar across all pages

- Schedule posts, stories, reels and videos; manage approvals; ensure timely publishing with zero content gaps

- Own captions, hashtags, thumbnails and calls-to-action

- Plan campaign launches, product launches, festival schedules and showroom-specific content in advance

### 5. Jewellery Category Marketing

- Build differentiated content strategies for *diamond jewellery, 18K lightweight jewellery, 22K jewellery, bridal and wedding collections, daily-wear collections, and machine-made chains and bangles*

- Drive new-arrival promotions and give visibility to high-margin, priority and slow-moving categories

- Work with sales and product teams to understand which categories need more push

- Generate category-wise enquiries and build customer education around each category

### 6. Showroom-Level Social Media System (9 India Showrooms)

- Set showroom-wise content targets with weekly contribution requirements

- Drive customer reaction videos, product videos, testimonials, local offer videos, local influencer content and showroom experience videos from each branch

- Track branch participation; follow up with weak-performing branches

- Plan localised content that supports footfall for each showroom

### 7. Brand Ambassador Content — Shamna

- Build a monthly content calendar for Brand Ambassador *Shamna*

- Plan jewellery presentation videos, product styling videos, bridal content and trust-building content

- Direct campaign shoots, festival shoots and premium brand films

- Plan live sessions and educational content, coordinating with creative and videography teams

### 8. Founder Branding — Shanavas

- Plan and produce Founder content for *Shanavas*: jewellery knowledge, customer trust, business leadership, entrepreneurship, company growth stories and brand vision

- Develop social media reels and personal-brand content that strengthens the Nakshathra brand

### 9. Audience Growth & Community Engagement

- Grow meaningful reach and engagement; build a strong jewellery community

- Monitor comments and DMs; identify customer questions and convert FAQs into content

- Run interactive stories, polls, Q&A content and live sessions

- Analyse customer feedback and monitor brand reputation

- Route leads promptly to online sales teams or showrooms; ensure timely responses

### 10. Performance Marketing Coordination

- Work with the existing Meta Ads and Google Ads teams

- Identify high-performing organic content and convert winning content into paid creatives

- Approve creative formats and support lead-generation campaigns

- Understand and review: cost per lead, qualified enquiries, conversion rate, customer acquisition cost, ROAS, campaign revenue and showroom-visit enquiries

You do not need to personally run every ad — but you must understand creative and campaign performance deeply.

### 11. Trend & Competitor Monitoring

- Track regional and national jewellery competitors, plus fashion, luxury and social media trends

- Identify content opportunities and adapt trends without diluting brand quality

- Avoid blind copying; develop original, ownable content formats

### 12. Content Quality & Brand Control

- Maintain premium visual standards: correct logo usage, jewellery colour accuracy, consistent fonts and design style

- Review scripts and captions; prevent misleading claims and protect brand reputation

- Ensure consistency across all pages; block low-quality or random content

### 13. Analytics & Reporting

Prepare weekly and monthly reports covering: posts, reels and stories published; reach, engagement and follower growth; video views, watch time and completion rate; saves and shares; customer enquiries, product enquiries, showroom-visit enquiries and content-linked leads; best- and weak-performing content; showroom participation; videographer productivity; paid-content performance; and category-wise content performance.

*Every report must drive better decisions for the next cycle.*

### 14. Team Leadership

Coordinate or manage: Social Media Coordinators, Videographers, Video Editors, Content Writers, Graphic Designers, the Performance Marketing Team, Community Management and Showroom Marketing Champions.

Responsibilities include task allocation, daily follow-up, weekly reviews, monthly targets, quality control, training, accountability, deadline management and team performance tracking.

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## Key Performance Indicators (KPIs)

- Consistency of the content calendar and content output

- Measurable improvement in content quality and brand consistency

- Growth in meaningful reach, engagement and follower base

- Growth in customer enquiries, product enquiries and showroom-visit enquiries

- Reels watch time and video completion rate

- Showroom participation across all 9 branches

- Videographer productivity and content turnaround speed

- Campaign execution speed and content-led leads

- Founder-content and Brand Ambassador content performance

- Quality of coordination with sales and performance marketing teams

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## Candidate Profile

*Required Experience*

- 5–8 years in social media, content strategy or digital marketing

- Minimum 2–3 years in a team-lead or managerial role

- Proven experience with consumer-facing brands

- Strong hands-on experience with Instagram Reels and short-form video

- Experience directing videographers, editors, designers and writers

- Experience with multiple branches or retail locations preferred

- Strong analytics understanding and excellent communication and coordination skills

*Preferred Industry Background*

Jewellery | Fashion | Luxury Retail | Beauty | Lifestyle | Premium Consumer Brands | Multi-Location Retail | Mall-Based Retail | D2C Brands

*Education*

- Bachelor's or postgraduate qualification in Marketing, Media, Mass Communication, Advertising, Digital Marketing or a related field

- A strong portfolio and relevant experience may be considered in place of a postgraduate qualification

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## Required Skills

Social media strategy · Content-calendar planning · Instagram Reels & short-form video · Creative briefing · Mobile videography understanding · CapCut awareness · Content writing & caption review · Team coordination · Social media analytics · Community engagement · Influencer marketing · Campaign planning · Brand communication · Performance marketing understanding · Strong English (Malayalam preferred)