Social Media & Content Marketing Specialist

Job Title: Social Media & Content Marketing Specialist

Department: Marketing

Location: Meluha International School, Hyderabad

Employment Type: Full-Time

Job Summary

Meluha International School, Hyderabad, is seeking a creative, strategic, and results-driven Social Media & Content Marketing Specialist to strengthen the school's digital presence, build brand credibility, and drive admissions through impactful storytelling and community engagement.

The Social Media & Content Marketing Specialist will be responsible for developing and executing comprehensive social media strategies across multiple platforms, creating compelling content that resonates with both parents and students, managing the school's online communities, and supporting admissions marketing initiatives. The role requires a strong understanding of the education sector, long-consideration purchase journeys, and the ability to translate the school's academic excellence, student experiences, and campus culture into engaging digital content.

The ideal candidate should possess hands-on experience in content strategy, social media management, copywriting, campaign planning, analytics, and creative collaboration. This position requires an innovative professional who can independently manage social media operations while working closely with the admissions, academic, marketing, and leadership teams to strengthen the institution's reputation and increase admissions enquiries.

Key Responsibilities

1. Social Media Strategy & Brand Positioning

• Develop and execute comprehensive social media strategies aligned with the school's branding and admissions objectives.
• Define content pillars that support every stage of the admissions journey, including:
• Brand Awareness
• Trust Building
• Academic Excellence
• Parent Confidence
• Admissions Conversion
• Develop annual, quarterly, and monthly content calendars aligned with the school's academic and admissions calendar, including:
• Admissions Campaigns
• Open House Events
• Academic Sessions
• Board Results
• Sports Day
• Annual Day
• Cultural Events
• Student Achievements
• Graduation Ceremonies
• Create platform-specific content strategies tailored for:
• Instagram
• Facebook
• LinkedIn
• YouTube
• WhatsApp
• Maintain a consistent institutional brand voice that is:
• Warm, trustworthy, and informative for parents.
• Aspirational, engaging, and student-focused for prospective learners.
• Ensure all communication reflects the school's vision, values, and educational philosophy.

2. Content Creation & Storytelling

• Develop engaging, high-quality content showcasing the school's academic excellence, campus life, faculty, student achievements, and institutional culture.
• Curate authentic "Day in the Life" content featuring classrooms, laboratories, sports facilities, performing arts, cultural activities, residential life, and student experiences.
• Transform academic accomplishments into engaging digital stories, including:
• Board Examination Results
• Olympiad Achievements
• University Placements
• International Programmes
• Student Competitions
• Alumni Success Stories
• Build and maintain a structured content repository featuring:
• Parent Testimonials
• Student Testimonials
• Teacher Spotlights
• Campus Tours
• Student Takeovers
• Leadership Messages
• Develop dedicated content series highlighting the school's signature programmes, including:
• International Curriculum
• STEM Education
• Sports Academies
• Arts & Performing Arts
• Leadership Programmes
• International Exchange Opportunities
• Clubs and Co-curricular Activities
• Repurpose long-form content from events, webinars, seminars, and admissions sessions into engaging:
• Instagram Reels
• YouTube Shorts
• Facebook Videos
• LinkedIn Articles
• Carousel Posts
• Write compelling captions, scripts, campaign copy, and storytelling content aligned with institutional objectives.

3. Social Media Platform & Community Management

• Manage the school's day-to-day social media presence across:
• Instagram
• Facebook
• LinkedIn
• YouTube
• Schedule, publish, and monitor content across all digital platforms.
• Manage online communities through timely responses to comments, messages, and enquiries.
• Develop and implement social engagement campaigns that encourage admissions enquiries through comment and direct message automation.
• Monitor brand sentiment and professionally respond to queries regarding admissions, curriculum, campus facilities, student safety, transport, and fee-related concerns.
• Encourage and curate User Generated Content (UGC) from students, parents, alumni, and faculty while ensuring appropriate permissions and brand compliance.
• Monitor social media trends and recommend innovative content ideas aligned with institutional goals rather than generic viral content.

4. Cross-Functional Collaboration

• Collaborate closely with the Admissions and Counselling teams to identify common parent concerns and convert them into informative content.
• Work alongside academic departments to showcase classroom innovation, teaching methodologies, and student achievements.
• Coordinate with the Digital Marketing and Performance Marketing teams to align organic content with paid advertising campaigns.
• Convert high-performing organic content into paid campaign assets while leveraging campaign insights to refine future content strategies.
• Brief and coordinate photographers, videographers, graphic designers, and external creative agencies for institutional campaigns, campus events, and recurring content production.
• Collaborate with the Website & SEO Team to repurpose testimonials, FAQs, blogs, and informational content across both website and social platforms for improved digital visibility.

5. Performance Monitoring & Optimisation

• Monitor and analyse key social media performance metrics including:
• Engagement Rate
• Reach
• Impressions
• Follower Growth
• Video Views
• Saves
• Shares
• Click-Through Rates
• Admissions Enquiries Generated
• Conduct monthly content audits to identify content that generates meaningful engagement and admissions enquiries.
• Perform A/B testing on content formats including:
• Reels
• Carousel Posts
• Static Creatives
• Short Videos
• Long-form Videos
• Prepare comprehensive monthly performance reports with actionable insights and recommendations.
• Continuously optimise content strategies based on audience behaviour, admissions cycles, platform updates, and emerging social media trends.

Qualifications

• Bachelor's Degree in Marketing, Mass Communication, Journalism, Digital Marketing, Media Studies, Public Relations, Business Administration, or a related field.
• Relevant certifications in Social Media Marketing, Digital Marketing, Content Marketing, Branding, or Marketing Analytics will be an added advantage.

Experience

• 3–5 years of hands-on experience managing social media for brands with long decision-making cycles such as educational institutions, healthcare, real estate, hospitality, or premium consumer brands.
• Experience developing content strategies that support brand awareness, trust-building, and lead generation.
• Experience in educational institutions, EdTech organisations, or parenting-focused brands will be highly preferred.
• Experience working with leadership teams and managing institutional branding initiatives will be an added advantage.

Required Skills & Competencies

Technical Competencies

1. Social Media Management

• Instagram Marketing
• Facebook Marketing
• LinkedIn Marketing
• YouTube Channel Management
• Meta Business Suite
• Social Media Scheduling Tools
• Community Management
• Social Listening

2. Content Marketing

• Content Strategy
• Storytelling
• Copywriting
• Campaign Planning
• Editorial Calendar Management
• Brand Positioning
• Short-form Video Strategy
• Content Repurposing

3. Creative Tools

• Canva
• Adobe Creative Suite (Basic)
• CapCut
• Adobe Premiere Pro (Basic)
• Figma (Basic)
• AI Content Creation Tools

4. Analytics & Marketing

• Meta Insights
• LinkedIn Analytics
• YouTube Studio Analytics
• Google Analytics 4 (GA4)
• Campaign Performance Analysis
• Social Media Reporting
• A/B Testing
• Performance Optimisation

Behavioural Competencies

• Exceptional storytelling and creative thinking abilities.
• Excellent written and verbal communication skills.
• Strong organisational and project management capabilities.
• High attention to detail and brand consistency.
• Strategic mindset with a strong understanding of audience behaviour.
• Ability to manage multiple campaigns simultaneously.
• Collaborative approach with cross-functional teams.
• Adaptability to changing social media trends and platform updates.
• Strong interpersonal skills with a customer-centric mindset.
• High level of professionalism, accountability, and integrity.

Key Performance Indicators (KPIs)

• Growth in social media engagement across all platforms.
• Increase in follower base and audience reach.
• Growth in admissions enquiries generated through organic social media.
• Improvement in content saves, shares, comments, and community engagement.
• Timely execution of the annual content calendar.
• Performance of campaign-specific content during admissions cycles.
• Growth in user-generated content and community participation.
• Quality and consistency of institutional branding across platforms.
• Monthly performance reporting accuracy and actionable insights.
• Contribution towards overall admissions and brand awareness objectives.

Working Conditions

• Full-time position based at Meluha International School, Hyderabad.
• Close collaboration with the Admissions, Academic, Marketing, Residential, and Leadership teams.
• Active involvement in school events, campus activities, admissions campaigns, photography and videography sessions, and institutional branding initiatives.
• Flexibility to support weekend events, admissions programmes, annual celebrations, and promotional campaigns whenever required.

Career Progression Path

Social Media & Content Marketing Specialist → Senior Social Media Strategist → Digital Marketing Manager → Head of Marketing & Communications → Director – Marketing & Brand Strategy

About Meluha International School

Meluha International School, Hyderabad, is committed to nurturing innovation, creativity, and excellence in education while fostering a collaborative and student-centric environment. We empower our professionals with opportunities to lead impactful marketing initiatives, build meaningful community engagement, and contribute to the institution's long-term vision of academic excellence, global citizenship, and continuous growth.