Social Media Manager - Apna

Apna; Bengaluru; On-site; INR 1,800,000 - 2,400,000; Full time

Job summary

Apna is seeking a Social Media Manager to own the brand presence across major platforms and to be the visible face of the brand on camera. You will write copy, build strategy, and manage production pipelines, ensuring high-output, high-ownership delivery.

Location: Bengaluru (WFO - Onsite). 4–6 years of experience required in social media or brand roles within startups or high-growth environments. Strong cross-platform fluency and AI-enabled workflows are essential.

Qualifications

• 4-6 years of experience in social media, content, or brand communication preferably brand-side in a startup or high-growth environment.
• Demonstrated cross-platform fluency across at least 5 of the platforms and know the distinct mechanics of each.
• Strong copywriting ability across formats: captions, scripts, campaign copy, and platform-native content.
• Proven on-camera presence (comfortable presenting, hosting, and fronting brand content).
• Proven AI fluency - you have a daily working stack and can explain where it accelerates output.
• Ability to manage high content volume across parallel workstreams without dropping quality.
• Deep familiarity with Indian internet culture and platform trends.
• Use AI tools (Claude, ChatGPT, CapCut AI, or equivalent) as a daily part of the creative workflow.

Responsibilities

• Own content strategy and day-to-day execution across all platforms.
• Manage each platform distinctly with different tone and distribution logic.
• Plan and maintain content calendars with a minimum of 4 weeks of live inventory.
• Write platform-native copy across formats: Reels, carousels, static posts, Stories, threads, long-form.
• Drive organic reach, follower growth, and engagement with high-quality content.
• Amplify campaigns, product launches, and business moments across channels.
• Track weekly performance per platform and translate data into content decisions.

Skills

Social media

Content

Brand communication

Copywriting

On-camera presence

AI fluency

Content production

Indian internet culture

Tools

Claude

ChatGPT

CapCut AI

Job description

About Company

Founded in 2019, apna is India’s largest professional networking and jobs platform for >250M members of India’s rising working class. Our mission is to connect people to opportunities and help reduce the skill and employment gap.

We help candidates build their digital professional identities, find the best-fit hyperlocal jobs, grow their network, and learn new skills to grow their careers. Employers can find the best talent and hire for over 70 different roles in < 48 hours.

Having raised $190+ million from marquee investors like Insight Partners, Tiger Global, Lightspeed India, Sequoia Capital, Rocketship.vc and Greenoaks Capital, Apna is on a mission to enable livelihoods for billions in India.

Role Summary

We are looking for a Social Media Manager to own Apna's brand presence across Instagram, YouTube, LinkedIn, Facebook, X, Reddit and to be the visible face of that brand on camera.

This is a high-ownership, high-output role. You will write the copy, build the strategy, run the production pipeline, show up on screen, and be accountable for performance across every platform. You will also support lifecycle and campaign communication when the brand needs it.

The bar isn't someone with good instincts. It's someone who has turned those instincts into a repeatable system and can perform in front of a camera with the same confidence they bring to a brief.

Location: Bengaluru (WFO - Onsite | DD Office)

Requirement: 1

Function: Brand & Marketing

Experience: 4-6 years

Why This Role Matters

This role has real creative ownership, direct business impact, and a brand POV to build

75%: Social Media Strategy & Execution

• Own content strategy and day-to-day execution across the platforms
• Manage each platform distinctly with different tone, different content grammar, different distribution logic
• Plan and maintain content calendars with a minimum of 4 weeks of live inventory at all times
• Write platform-native copy across all formats: Reels, carousels, static posts, Stories, threads, long-form
• Drive organic reach, follower growth, and engagement through consistent, high-quality content
• Amplify campaigns, product launches, and business moments across social channels
• Track weekly performance per platform; translate data into content decisions, not just reports

Platform Intelligence

• Maintain a working, documented understanding of how each platform's algorithm and distribution logic operates and update it as platforms evolve
• Know the content grammar of each platform specifically: Reddit's upvote triggers, Instagram's save/share weighting, LinkedIn's dwell time signals, YouTube's watch time and click-through mechanics, X's reply-driven distribution, Facebook's community vs. feed dynamics
• Build and maintain a content pattern library: hooks, structures, formats, and engagement triggers you can articulate and replicate, not just feel

On-Camera & Video

• Serve as the on-camera face of the brand across social content, product videos, campaign shoots, and office content
• Write video concepts and full scripts for brand, campaign, and social formats
• Coordinate and participate in in-house video shoots end to end
• Host events, live brand moments, and activations on camera and on stage when required
• This is not occasional. If being on camera is uncomfortable, this role isn't the right fit.

(25%) Business Partnering & Collaboration

• Support lifecycle communication (WhatsApp, email) when campaigns or business priorities require it for enterprise accounts

What We're Looking For

• 4-6 years of experience in social media, content, or brand communication preferably brand-side in a startup or high-growth environment
• Demonstrated cross-platform fluency across at least 5 of the platforms in scope you can speak to the distinct mechanics of each, not just the aesthetics
• Strong copywriting ability across formats: captions, scripts, campaign copy, and platform-native content
• Proven on-camera presence (comfortable presenting, hosting, and fronting brand content)
• Proven AI fluency - you have a daily working stack and can explain exactly where it accelerates your output and where it doesn't
• Ability to manage high content volume across parallel workstreams without dropping quality
• Deep familiarity with Indian internet culture and how trends travel differently across platforms
• Use AI tools (Claude, ChatGPT, CapCut AI, or equivalent) as a daily part of the creative and production workflow

Success Metrics — First 90 Days

• Baseline performance benchmarks established across all platforms
• Content calendar live with minimum 4 weeks of planned inventory
• Engagement rate improved 30 % against prior 90-day period on primary platforms

Success Metrics — Month 6

• At least 30% of monthly content is proactive (trend-led, newsjacked, or culturally driven vs. purely planned)
• Measurable improvement in at least one depth metric per platform: saves, shares, watch time, or profile visits from organic content
• A documented content framework, platform-specific voice guide, and performance tracking log that the team can use independently