Social Media and Content Manager

Company: Pinnacle Growth Consulting (for its client Patanjali / Tourbro)

Location: Aerocity, Delhi

Employment Type: Full-time

About Tourbro (Patanjali Group)

Tourbro is a travel venture from the house of Patanjali, focused on spiritual and wellness travel experiences rooted in culture and nature. The brand is being built from the ground up, with a strong emphasis on storytelling, community, and high-quality content across social platforms.

Role Overview

We are looking for a creative, strategy-led, and execution-focused Social Media Manager to build and scale Tourbros social presence. This role will own social strategy and content planning, manage end-to-end execution across Instagram/YouTube (and other relevant platforms), coordinate production and creators, drive community growth, and track performance insights. In addition, this role will support website/app content updates and ensure consistency of brand messaging across owned channels.

Key Responsibilities

1) Social Strategy & Content Planning

Own Tourbros social media strategy aligned to brand and business goals

Define content pillars, platform strategy (IG/YouTube/LinkedIn as applicable), tone of voice, and storytelling frameworks

Build and manage weekly/monthly content calendars; plan seasonal, launch, and theme-led content

2) Content Development & Production Coordination

Create detailed briefs for creatives (design, video, copy) and coordinate timelines, approvals, and revisions

Drive production workflows: shoots, creators, asset management, thumbnails, captions, and publishing readiness

Ensure content quality, brand consistency, and timely delivery across channels

3) Publishing & Community Management

Oversee posting cadence and publishing hygiene (captions, hashtags, tags, links, geo-tags, highlights)

Build and engage the community through comments/DMs, UGC, polls, Q&As, collaborations, and response SLAs

Escalate leads/priority conversations to the relevant team and maintain follow-ups

4) Influencer & Creator Management

Identify, onboard, and manage creators/influencers aligned to Tourbros brand and campaigns

Negotiate deliverables (where applicable), manage approvals, track posting schedules, and maintain a creator database

Monitor creator performance and share learnings for future collaborations

5) Website, App & Overall Content Management

Coordinate and manage content updates across Tourbros website and app (banners, landing pages, package descriptions, FAQs, blog/updates as applicable)

Ensure consistency of messaging, tone, and brand guidelines across all owned channels (social, website, app, email/WhatsApp assets where applicable)

Maintain a single source-of-truth content repository (copy bank, creatives, versioning, approvals) and ensure content hygiene

Work with product/tech/design teams to implement content changes, QA pages, and ensure timely publishing

6) Content Asset Management & Content Ops

Own content asset management: organize and maintain a structured library of raw footage, edited files, thumbnails, brand templates, and final creatives

Ensure proper naming conventions, version control, approvals, and archival across Drive/DAM/folders

Build and maintain reusable content systems (copy bank, hashtag bank, hook bank, creative templates) to speed up execution

Coordinate timely handovers between creators, editors, designers, and publishing to avoid bottlenecks

7) Performance Tracking & Optimization

Track weekly/monthly metrics (reach, engagement, follower growth, views, saves/shares, click-outs where applicable)

Use insights to optimize content formats, hooks, storytelling, posting cadence, and community strategy

Coordinate with performance marketing teams to align organic social with ongoing PPC/campaign priorities (as applicable)

8) Cross-Functional Collaboration

Work closely with brand, business, design, video, and agency partners to align messaging and execution

Drive execution discipline: ownership, timelines, trackers, and delivery follow-ups

Requirements

59 years of experience in social media management, content marketing, or integrated marketing (consumer brand/agency preferred)

Strong understanding of Instagram and YouTube-first content (Reels/Shorts), trends, and platform best practices

Ability to plan content strategy, write strong briefs, and coordinate production (design/video/copy) end-to-end

Hands-on experience in community management and engagement-led growth

Comfortable managing content across multiple owned channels (social + website/app); basic CMS familiarity is a plus

Strong content operations mindset: content calendars, trackers, asset libraries, and version control

Data-driven mindset: comfortable with insights dashboards and performance reporting

Excellent communication, stakeholder management, and high ownership mindset

Preferred (Good to Have)

Experience in travel, lifestyle, wellness, hospitality, D2C, FMCG, or consumer internet brands

Basic video editing/production awareness (tool familiarity like Canva/Premiere/CapCut is a plus) and a strong copy sense

Experience managing influencer budgets, contracts, and ROI tracking

Exposure to PR coordination and narrative-building

Experience with CMS tools (e.g., WordPress, Webflow, Shopify, or in-app CMS) is a plus

Experience working with asset management systems (Drive/DAM) and content versioning best practices