Arc education
Website:
arceducation.in
Job details:
Social Media Manager — Skincare & Beauty
Location: Delhi NCR / Hybrid
Experience: 2–5 years
Industry: Skincare / Beauty / D2C
Employment Type: Full-time
About the Role
We are looking for a Social Media Manager who thinks like a marketer, creates like a creative director, and understands skincare like a consumer.
You will manage 3–4 skincare and beauty accounts, taking ownership of their social presence from strategy and brand building to content creation, community management and performance analysis.
This is not a traditional social media scheduling role.
We want someone who understands why people buy beauty products, how brands create desire, how aesthetics influence perception, how communities are built, and how culture translates into brand equity.
You should be equally comfortable:
- Developing a monthly social strategy
- Analysing consumer psychology
- Creating a Reel concept
- Writing a strong hook
- Editing a video
- Giving feedback to a designer
- Building a visual identity
- Analysing competitors
- Responding to a customer
- Looking at performance data and deciding what to do next
Key Responsibilities1. Social Media & Brand Strategy
Own the social media strategy for 3–4 skincare/beauty brands.
- Develop monthly and quarterly social media strategies.
- Define content pillars, recurring formats and brand narratives.
- Translate broader brand positioning into social-first communication.
- Build distinct voices and personalities for each account.
- Develop content calendars based on brand objectives + consumer behaviour + cultural trends.
- Balance brand-building content with educational, entertaining, community and conversion-focused content.
- Identify opportunities for organic growth, collaborations, UGC and cultural moments.
- Ensure social media contributes to brand equity, consideration and ultimately sales, rather than focusing purely on follower growth.
2. Brand Building & Consumer Psychology
Have a strong understanding of how modern beauty brands create emotional connection and cultural relevance.
You should be able to analyse brands such as Rhode, Glossier, Summer Fridays, Rare Beauty, Drunk Elephant, The Ordinary, Fenty Beauty, Minimalist, Dot & Key, etc. and understand why their communication works.
- Understand consumer motivations, aspirations, anxieties and purchase triggers.
- Translate consumer insights into content concepts.
- Understand principles of consumer psychology, behavioural marketing and persuasion.
- Identify the emotional and functional benefits consumers are actually buying.
- Understand how desire, aspiration, belonging, trust and social proof influence beauty purchases.
- Develop content that makes consumers feel something rather than simply communicating product features.
- Understand the difference between brand building and performance marketing.
- Build distinctive brand codes that make a brand recognisable without seeing its logo.
- Understand how tone of voice, visual language, storytelling and repetition create brand memory.
3. Design Thinking & Visual Direction
Have a strong design eye and understand what makes beauty brands look premium, desirable and culturally relevant.
- Develop visual directions for campaigns and content.
- Create moodboards, visual references and creative briefs.
- Provide direction to graphic designers, photographers and videographers.
- Understand composition, typography, colour theory, hierarchy, spacing and visual balance.
- Understand how design influences perceived quality, price point and brand positioning.
- Maintain visual consistency across feeds, Stories, Reels and campaigns.
- Identify when content feels generic, overly commercial, outdated or inconsistent with the brand.
- Create social-first visual systems and recurring design formats.
- Understand premium beauty aesthetics and emerging visual trends.
- Be able to look at a blank Canva/Figma board and build a strong visual concept from scratch.
Strong aesthetic judgment is essential.
4. Content Creation & Creative Direction
You should be able to conceptualise content from idea → execution.
- Develop original Reel, carousel, Story and static content concepts.
- Write hooks, scripts, captions and CTAs.
- Create educational, entertaining, emotional and culturally relevant content.
- Develop founder-led, product-led, UGC and creator-led content.
- Build recurring content franchises that audiences recognise.
- Conceptualise shoots and provide shot lists and creative references.
- Brief photographers, videographers, designers and creators.
- Source and adapt trends without making the brand feel like it is chasing trends.
- Turn consumer questions and comments into content ideas.
- Repurpose one idea across multiple formats and platforms.
5. Video Editing
You should be hands-on with short-form video rather than completely dependent on an editor.
- Edit Instagram Reels and short-form videos.
- Understand pacing, hooks, transitions, retention and storytelling.
- Add captions, text overlays, graphics, sound effects and music.
- Understand how the first 1–3 seconds impact retention.
- Create multiple edits/variations to test hooks and formats.
- Understand basic colour correction, framing and composition.
- Use tools such as CapCut, Premiere Pro, Final Cut, VN or equivalent.
- Be comfortable editing both polished brand content and fast-moving trend content.
Advanced editing skills are a plus, but creative judgment is more important than software expertise.
6. Community Building & Social Listening
Build an actual community around the brands.
- Actively manage comments, DMs and conversations.
- Develop a distinct community-management tone of voice.
- Identify high-value conversations and consumer insights.
- Monitor skincare discussions across Instagram, Reddit, YouTube and other relevant communities.
- Track what consumers are asking, complaining about and excited about.
- Identify emerging skincare trends and consumer language.
- Build relationships with creators, skincare enthusiasts and loyal customers.
- Encourage UGC, reviews, conversations and brand advocacy.
- Turn community insights into product, content and marketing opportunities.
7. Trend & Cultural Intelligence
Be chronically online in a productive way.
- Track emerging formats, memes, sounds, creators and cultural conversations.
- Understand which trends are relevant to a particular brand and which aren't.
- Identify trends before they become completely saturated.
- Understand how trends move from TikTok → Instagram → mainstream culture.
- Analyse competitors and international beauty brands regularly.
- Create a weekly trend and opportunity report.
- Translate global trends into culturally relevant Indian content.
8. Content Performance & Analytics
You should understand why content works, not just whether it got views.
Track and analyse:
- Reach
- Engagement rate
- Shares
- Saves
- Comments
- Follower growth
- Profile visits
- Link clicks
- Reel watch time
- Retention
- Completion rate
- Content-level conversion
- UGC volume
- Community growth
Use performance data to answer:
What should we make more of?
What should we stop doing?
What is driving reach?
What is building brand affinity?
What is driving consideration?
What is actually converting?
Continuously test hooks, formats, creative styles, messaging and CTAs.
Marketing Skills We Expect
You should have a working understanding of:
- Consumer psychology
- Brand positioning
- Brand strategy
- Brand identity
- Storytelling
- Content marketing
- Social media strategy
- Community marketing
- Influencer marketing
- UGC marketing
- Cultural marketing
- Social listening
- Creative strategy
- Design thinking
- Visual communication
- Copywriting
- Conversion psychology
- A/B testing
- Marketing funnels
- Basic performance marketing concepts
- Social analytics
- Competitor analysis
Please attach portfolio along with CV
Click on Apply to know more.