Mars International - Manager - Brand Marketing/Content & Community

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 (short-form video, reels, carousels, lives, long-form 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