Social Media Executive

Work Schedule: [5/6 days per week, Aura Centre + Work From Home]

Location: Aura Centre + Work From Home

Salary per year - 2.5 lakhs to 3.5 lakhs depending on relevant experience

Skills needed: Content Creation & Video Editing.Storytelling & Copywriting, Audience Understanding & Empathy, Social Media & Content Strategy, Creativity & Brand Sense

Role OverviewThe Social Media Associate will own Aura's day-to-day content presence across Instagram, WhatsApp, and LinkedIn, along with contributing to the upcoming Aura podcast. The role is responsible for turning real client stories, program moments, and lived experience into warm, authentic content that resonates with pre-conception, prenatal, and postnatal moms — never generic brand-speak or a hard sell.

The Social Media Associate will plan and produce a steady content calendar that balances education, storytelling, community engagement, and promotion, ensuring every piece of content feels distinctly Aura: real, empathetic, and grounded in the pregnancy and postpartum journey.

The role will also support content tied to Aura's programs and workshops, and will report on content performance and campaign results to management.

1. Content Creation●   Script, storyboard, and edit short-form video content (Reels) with strong hooks and clear calls-to-action tied to Aura's programs (e.g. Prenatal Fitness, workshops).

●   Produce carousels, static posts, and other Instagram formats that feel warm and on-brand rather than promotional.

●   Write captions and copy that speak specifically to a pre-conception, prenatal, or postnatal mom — not a generic wellness audience.

●   Source and edit content from raw footage (client sessions, workshops, program moments) into polished, authentic pieces.

●   Ensure all visual creative is clean, purposeful, and consistent with Aura's brand identity.

2. Content Strategy & Planning●   Build and maintain a weekly/monthly content calendar, balancing prenatal content, postnatal content, education, storytelling, engagement, and promotional posts.

●   Plan each piece of content by format (Reel / carousel / static), audience (prenatal / postnatal / both), and goal (awareness / engagement / conversion).

●   Avoid one-note or push-heavy weeks — ensure a natural mix that keeps the community engaged without feeling like a constant sales pitch.

●   Track content performance and adjust the calendar based on what resonates with the Aura Moms community.

3. Community & Channel Management●   Manage Aura's Instagram presence day to day: posting, community replies, and DMs.

●   Adapt tone naturally across channels — Instagram, WhatsApp, and LinkedIn — while staying true to Aura's warm, non-preachy voice.

●   Monitor engagement and respond to comments and messages in a timely, empathetic manner.

●   Flag any sensitive client interactions or concerns to management promptly.

4. Podcast & New Format Support●   Contribute episode pitches for the Aura podcast, identifying topics and guest types that would resonate with the prenatal or postnatal audience.

●   Develop social media repurposing plans for podcast content — clips, quote cards, audiograms, and similar formats.

●   Support production coordination for podcast-related content as needed.

5. Brand & Storytelling●   Ensure every piece of content feels like Aura — warm, real, and grounded in lived experience, not brand-speak.

●   Source and shape real client stories (with consent) into content that makes a mom stop scrolling and genuinely feel something.

●   Maintain a consistent, recognizable brand voice across all content and formats.

6. Reporting & Coordination●   Track and report on content performance: engagement, reach, and conversions to Aura's programs.

●   Coordinate with the Program Executive and trainers to source content opportunities from live sessions, workshops, and client milestones.

●   Share regular updates with management on content calendar status and campaign results.

What We're Looking ForBased on Aura's evaluation standards for this role, the ideal candidate demonstrates:

CriterionWhat we look forBrand fitContent that feels like Aura — warm, real, non-preachy, and rooted in the pregnancy or postpartum world.Audience empathyAbility to write specifically for a pre-conception, prenatal, or postnatal mom — not just a general wellness audience.StorytellingAbility to make a mom stop scrolling and genuinely feel something.Design senseVisual creative that is on-brand, clean, and purposeful.Strategy clarityClear logic behind each content choice — not just filling a calendar slot.Channel fluencyTone that adapts naturally across Instagram, WhatsApp, and LinkedIn.OriginalityFresh ideas, not templates or clichés borrowed from other wellness brands.