Social Media Manager

JOB DESCRIPTION

Social Media & Digital Marketing Specialist

Company: Adorable Vacation LLP
Location: Kolkata
Experience: Minimum 2 years
Employment Type: Full-Time
Department: Marketing & Brand Development

About the Role

We are looking for an experienced and creative Social Media & Digital Marketing Specialist to take ownership of our social media presence, paid advertising, brand promotion, and digital customer acquisition.
The ideal candidate should have at least 2 years of hands-on experience in social media marketing, particularly in running and optimizing Meta Ads (Facebook & Instagram), developing engaging content, growing social media pages, and executing campaigns that generate brand awareness and quality leads. Experience in the travel, tourism, hospitality, lifestyle, or consumer-facing industry will be an added advantage.

Key Responsibilities

1. Social Media Management

• Manage and grow the company's Facebook and Instagram presence.
• Develop and execute monthly social media strategies and content calendars.
• Plan content around travel destinations, packages, offers, festivals, seasonal campaigns, and brand stories.
• Coordinate with graphic designers, video editors, and content creators to produce high-quality content.
• Monitor social media trends, Reels formats, hashtags, sounds, and emerging content opportunities.
• Increase engagement, reach, followers, and overall brand visibility.

2. Meta Ads & Paid Marketing

• Plan, launch, manage, and optimize Facebook & Instagram (Meta) advertising campaigns.
• Handle campaigns for lead generation, brand awareness, engagement, website traffic, remarketing, and promotional campaigns.
• Conduct audience research and develop effective targeting strategies.
• Manage campaign budgets and optimize CPL, CTR, CPC, conversion rate, and ROAS.
• Test different creatives, audiences, placements, and ad copies.
• Analyze campaign performance and continuously improve results.
• Set up and monitor Meta Pixel, retargeting audiences, and relevant tracking wherever applicable.

3. Brand Promotion

• Develop strategies to strengthen the company's digital brand presence.
• Maintain consistent brand identity across social media platforms.
• Identify opportunities for collaborations with travel influencers, creators, photographers, and relevant brands.
• Develop campaigns to increase brand awareness, recall, and customer engagement.
• Monitor competitors and identify new marketing opportunities.

4. Content & Creative Strategy

• Develop concepts for Instagram Reels, Stories, Static Posts, Carousels, Promotional Creatives, Destination-Focused Content, Customer Testimonials, and Travel Inspiration Content.
• Write or coordinate engaging captions, headlines, CTAs, and ad copies.
• Work closely with the creative team to ensure content is aligned with marketing objectives.

5. Lead Generation & Performance Marketing

• Develop social media campaigns that generate qualified travel enquiries.
• Work closely with the sales team to understand lead quality and campaign performance.
• Track leads generated through different campaigns and identify high-performing sources.
• Optimize campaigns based on actual business conversions rather than vanity metrics alone.

6. Analytics & Reporting

• Prepare regular social media and digital marketing performance reports.
• Track key metrics including Reach, Engagement, Followers, Leads, Cost Per Lead, CTR, CPC, Conversion Rate, and ROAS.
• Provide actionable recommendations based on campaign data.

Required Skills & Experience

• Minimum 2 years of professional experience in Digital Marketing/Social Media Marketing.
• Strong hands-on experience with Meta Ads Manager.
• Proven experience running Facebook & Instagram paid campaigns.
• Good understanding of audience targeting, retargeting, campaign optimization, and lead generation.
• Strong knowledge of Instagram and Facebook content strategies.
• Good understanding of social media algorithms and current trends.
• Experience in developing content calendars and social media campaigns.
• Basic understanding of Google Analytics/GA4 and other digital marketing analytics tools is preferred.
• Strong copywriting and communication skills.
• Ability to analyze campaign data and make performance-based decisions.
• Creative mindset with a strong understanding of visual content.
• Ability to work independently and take ownership of marketing initiatives.

Preferred Qualifications
Candidates with experience in travel & tourism, hospitality, e-commerce, lifestyle, fashion, or other consumer-facing brands will be preferred.
Experience with the following will be an added advantage:

• Influencer marketing
• Google Ads
• SEO
• Canva/Adobe tools
• Email/WhatsApp marketing
• Marketing automation
• WordPress
• CRM and lead management systems

Who We're Looking For

• Creative and highly active on social media.
• Updated with the latest Instagram and Reels trends.
• Data-driven and performance-oriented.
• Comfortable managing advertising budgets.
• Proactive in suggesting new marketing ideas.
• Able to take ownership rather than simply execute instructions.
• Interested in building a recognizable travel brand.
• Comfortable working in a fast-paced travel business environment.
• Female candidates are preferred.

How to Apply
Interested candidates can share their updated CV along with examples of social media pages/campaigns they have managed and details of Meta Ads campaigns handled by them.
Candidates with a proven portfolio and demonstrable Meta Ads experience will be given preference.