Social Media Growth Strategist

Company Description Marketing Lab is a team of unconventional, creative marketers based in Kolkata, focused on practical, results-driven digital marketing. The company values experimentation, data-backed decisions, and delivering measurable value to clients. Marketing Lab rejects unnecessary jargon and focuses on strategies that directly impact growth. Team members are encouraged to think independently, challenge assumptions, and prioritize impact over appearances.
Experience: 2+ years
We're looking for a Social Media Growth Strategist who understands that social media is not just about posting consistently, making reels, or coming up with content ideas. It's about understanding what makes people stop scrolling, watch, engage, follow, share, and eventually become customers.
The Role: We Want a Growth Thinker
Let's be clear about what we're looking for.
We are NOT looking for someone who can simply brainstorm content ideas, prepare a content calendar, coordinate with a designer, and ensure posts go live on time.
We are looking for someone who can take a social media account, understand where it stands today, identify what's holding it back, and build a strategy to grow it.
Someone who constantly asks:
Why is this account not growing despite posting regularly?
Why did one reel get 500,000 views while another barely reached 2,000?
What are competitors doing differently that we can learn from?
Which content formats are driving reach, shares, saves, profile visits, and followers?
How do we turn one successful piece of content into a repeatable growth system?
What should we stop doing, what should we double down on, and what should we experiment with next?
We want someone who can think, analyse, experiment, execute, and take ownership of the growth numbers.
Key Responsibilities:
1. Own Social Media Growth Strategy
Take complete ownership of growing social media accounts across Instagram, YouTube, and other relevant platforms.
Audit existing accounts to identify gaps in content, positioning, audience engagement, reach, and follower growth.
Develop platform-specific growth strategies based on the brand, audience, competition, and business objectives.
Build clear monthly growth plans with measurable targets for reach, engagement, profile visits, followers, and other relevant metrics.
Identify the right content mix, formats, themes, and publishing frequency for each account.
2.Use Data to Make Better Content Decisions
Analyse content performance at the individual post and account level.
Understand metrics such as reach, watch time, retention, shares, saves, engagement rate, profile visits, and follower conversion.
Identify patterns behind high-performing and underperforming content.
Develop hypotheses, run experiments, and use results to continuously improve the content strategy.
Move beyond vanity metrics and understand which content attracts the right audience and contributes to brand growth.
3.Build a Repeatable Content Growth Engine
Develop content pillars, recurring series, platform-native formats, and creative concepts that can be scaled.
Study trends, competitors, audience conversations, and platform behaviour to identify growth opportunities.
Understand hooks, storytelling, pacing, retention, shareability, and the psychology behind content consumption.
Create repeatable frameworks from successful content rather than relying on random viral hits.
Explore founder-led content, UGC, educational content, entertainment-led content, community-building formats, and other relevant approaches.
4.Drive Strategy Through Execution
Translate strategy into actionable briefs, scripts, content calendars, and production plans.
Work closely with copywriters, designers, video editors, creators, and account managers to get content made and published.
Review creative output critically and ensure every piece of content has a clear objective.
Track content performance after publishing and use insights to brief the next iteration.
Stay hands-on throughout the process instead of treating strategy as a document that someone else has to execute.
5.Own Growth Experiments and Continuous Improvement
Test different hooks, formats, storytelling styles, lengths, posting patterns, and creative approaches.
Develop a structured experimentation roadmap for every account.
Identify opportunities to improve organic distribution, audience retention, community engagement, and follower conversion.
Build playbooks documenting what works, why it works, and how it can be replicated.
Stay updated on platform changes and emerging content formats without blindly following every trend.
6.Collaborate With the Wider Marketing Team
Work with performance marketing teams to identify opportunities to repurpose high-performing organic content into paid ads.
Align social media strategy with brand positioning, campaign objectives, launches, and business goals.
Present performance reports that explain not just what happened, but why it happened and what should happen next.
What We're Looking For
2+ years of experience in social media strategy, organic growth, content strategy, or a similar role.
A proven track record of growing social media accounts, preferably on Instagram and YouTube.
Strong analytical thinking and the ability to derive actionable insights from content performance data.
A deep understanding of short-form video, hooks, storytelling, retention, shareability, and audience behaviour.
The ability to connect creative thinking with measurable outcomes.
A test-and-learn mindset: you form hypotheses, run experiments, analyse results, and iterate.
Strong communication skills and the ability to brief and guide creative teams.
A high degree of ownership, curiosity, and willingness to get into the details.
Comfort working across multiple brands, categories, and business objectives in an agency environment.
What Will Make You Stand Out
You have personally grown an account from a small following to a meaningful audience and can explain how you did it.
You can show before-and-after account metrics and explain the decisions that drove growth.
You understand why some content gets distributed widely while other content doesn't.
You can look at an underperforming account and identify specific opportunities within the first hour.
You can distinguish between a video that gets views and a video that attracts the right audience.
You have built repeatable content formats or series that consistently generate results.
You have examples of experiments that failed, what you learned, and how you adapted.
You use analytics to challenge assumptions rather than simply validate creative opinions.
How Success Will Be Measured
Your performance will be evaluated on your ability to drive sustainable, measurable growth, including:
Growth in relevant followers and the rate of follower acquisition.
Improvement in non-follower reach and content discovery.
Watch time and audience retention on video content.
Shares, saves, meaningful engagement, and profile visits.
Conversion of reach and profile visits into followers.
Consistency of successful content formats and improvement in overall account performance.
Quality of experimentation, insights, and strategic recommendations.
Contribution to the brand's broader marketing and business objectives.
Targets will be defined account by account, considering the starting point, category, audience, and available resources. We care about meaningful growth, not inflated numbers.
The Kind of Person Who Will Thrive Here
You are curious about why content works. You study social media accounts even when nobody asks you to. You notice patterns others miss. You don't blame an algorithm when a post underperforms — you investigate what could have been better.
You enjoy both the creative and analytical sides of social media. You can come up with an idea, explain why it should work, brief the team to execute it, study the results, and improve the next iteration.
Most importantly, you don't measure your work by how many posts went live. You measure it by how much the account grew and what you learned along the way.

Work arrangement
No