Social media marketing specialist who joins organic content and paid social to one set of numbers
I run social media marketing as one system: organic content plans for Instagram, Facebook, YouTube and LinkedIn, plus paid social and retargeting that push the posts and offers worth paying for. Creative is tested, tracking is set up properly, and results are reported as enquiries, bookings or sales, not just likes. I work remotely from India and you own every account.
What you get
- Account audit
- profiles, pages, tracking and lead routing reviewed, with a prioritised fix list.
- Platform plan
- which networks to use, why and what to skip.
- Content calendar
- pillars, formats and dated post ideas with calls to action.
- Creative briefs
- written briefs and references for designers, editors or creators.
- Ad copy
- hooks, captions and calls to action for tests, written in your tone.
- Campaign build
- paid social campaigns with audiences, placements and budgets documented.
- Tracking set-up
- Pixel, Conversions API, GA4 events and UTM naming that match your goal.
- Retargeting audiences
- lists built from visitors and engagement, with exclusions.
- Monthly report
- spend, results, best creatives and next tests.
What I do as a social media marketing specialist
I plan, direct and measure social media for businesses that want customers rather than followers. The work covers Meta (Facebook and Instagram), YouTube and LinkedIn: deciding which platforms suit your buyers, building a content plan, briefing and testing creative, running paid social campaigns and retargeting, and reporting what the activity produced. My background is paid media, with 12+ years of experience and $400K+ in monthly ad spend managed across 500+ brands, so I look at every post and ad with its cost and its result in mind.
I am direct about the shape of the service. I specialise in strategy, creative direction, ad management and measurement. If your plan needs heavy video production, photography or a daily community desk, I brief and direct that work and you or a creator you hire carries it out, rather than my claiming a production studio I do not run.
Organic content and social media optimisation (SMO)
Organic social works when it gives people a reason to follow, save, reply or enquire. I begin with your customers' questions, objections and proof points, then build content pillars around them: educational posts, before-and-after or case material you have permission to use, short-form video, behind-the-scenes, reviews and offers. Each pillar has a purpose, a format and a call to action, so the calendar is a plan and not a pile of random posts.
Social media optimisation is the tidy-up that makes profiles work harder: a clear bio, a working link, pinned posts, highlights, consistent names and handles, a profile that says what you do within a few seconds, and tracked links so visits from each platform show up in GA4. I also set up reply handling, so enquiries arriving as comments or direct messages are answered quickly and logged, instead of lost.
Paid social: Meta, YouTube and LinkedIn
Organic reach alone is rarely enough to build a steady pipeline, so I pair it with paid social. On Meta I build campaigns for lead generation, messaging, traffic and sales, including catalogue and Advantage+ set-ups for shops, with audience, placement and budget choices explained to you in plain words. On YouTube I run video and Demand Gen style campaigns, and on LinkedIn I run lead-generation campaigns where the audience justifies the higher click cost.
I use organic posts as a testing ground. A post that earns saves and replies is a cheap signal about which message, image or hook to put money behind. Where it makes sense, the same angle is tested across several creatives, and I stop what is not working and give the budget to what is. I never promise a cost per lead or a sales figure in advance, because they depend on your offer, price, market and follow-up speed.
Tracking, retargeting and the audit I find most often
Social reporting is often the weakest part of a marketing setup. In audits I commonly find a Meta Pixel firing twice, no Conversions API, form leads that never reach the CRM, a conversion counted for every page view, and campaigns judged on reach because nothing deeper is measured. I fix this first: Meta Pixel and Conversions API with event deduplication, GA4 and Google Tag Manager events, UTM tagging, call tracking where phone enquiries matter, and a clear definition of a lead.
With clean data, retargeting becomes useful: people who watched a video, visited a service page or started a form can be shown a relevant reminder or offer, with sensible frequency limits so you are not chasing the same person forever. Audience lists are built from your own visitors and customer data where consent and platform policy allow.
- Meta Pixel and Conversions API with deduplicated events
- UTM tagging and GA4 reports by platform, campaign and creative
- Lead forms or landing pages connected to your CRM or WhatsApp
- Retargeting audiences with frequency caps and exclusions for existing customers
Creative testing and ad copy
Creative decides most of what a social ad costs. I write the hooks, copy and calls to action, brief designers and video editors with clear references, and set up structured tests: one variable at a time where the budget allows, such as the opening line, the image, the offer or the format. Results are read against the cost of a real enquiry, not against clicks.
Sector rules matter. Healthcare, finance and some other categories face restrictions on what a platform allows in ad copy, imagery and targeting. I have worked on healthcare and wellness accounts for years and write within those rules, but I recommend you check regulated claims with your own legal or compliance adviser.
Working together and reporting
I work remotely from India with clients in many time zones, with a weekly or fortnightly call, a shared planning board and a monthly report. Social accounts, ad accounts, pages and assets stay in your name; I am added as a partner or user and can be removed at any time.
Reports show spend, reach, clicks, enquiries or sales, cost per result, the best and worst creatives, and what I changed. They also state what is still unclear. I can run the paid side only, plan and direct content only, or manage both together.
How the work runs
- 01
Audience and goal
A call and review of your accounts to agree who you want to reach, what counts as a lead or sale, and which platforms deserve effort.
- 02
Account and tracking audit
A read-only check of profiles, pages, ad accounts, Pixel, Conversions API, GA4 and lead routing, with fixes in priority order.
- 03
Content plan
Content pillars, formats, a posting rhythm and a calendar, with the call to action for each type of post.
- 04
Creative and copy
Briefs, hooks, captions and ad copy, reviewed with you before anything goes live.
- 05
Paid launch and testing
Campaigns, audiences and budgets set up, creative tests started, and spend and results checked every few days.
- 06
Retargeting and follow-up
Audiences built from visits and engagement, plus a routine for answering comments, messages and leads quickly.
- 07
Monthly review
A report on results, the creative that worked, what I changed and what we test next.
Tools and proof
- Tools
- Meta Ads Manager, Meta Business Suite, YouTube Ads, LinkedIn Campaign Manager, Google Analytics 4, Google Tag Manager, Meta Pixel and Conversions API, Figma
- Ad spend managed
- $400K+ a month across 500+ brands, including paid social on Meta, YouTube and LinkedIn.
- Experience
- 12+ years in performance marketing, starting with digital marketing for 50+ Indian brands.
- Social scope
- Meta, Instagram, YouTube and LinkedIn: creative briefing, short-form content, paid amplification and retargeting.
- Lead cost
- Funnel and page changes that cut cost per lead by up to 40% for clients.
Questions about social media marketing (SMM, SMO and paid social)
It depends on where your buyers spend time and what you can maintain. Local services and shops usually start with Instagram and Facebook, B2B firms with LinkedIn, and video-friendly brands with YouTube. I recommend a short list and say what to leave out.
I plan, brief and direct creative, write copy and review the results. Filming and design are done by your team, a creator or a videographer you hire. Putting a clear brief in front of them is where I add the most value.
By enquiries, bookings or sales with a cost per result, tracked through Meta Pixel, Conversions API, GA4 and UTM tags. Reach and likes are shown as context, but they do not decide whether a campaign is working.
No. Results depend on your offer, price, creative and how fast you reply to enquiries. I commit to the work and to honest reporting, and I do not buy followers or run engagement tricks that inflate numbers.
Yes. Paid media is my main discipline. I run Meta campaigns for leads, messages and sales, plus YouTube and LinkedIn when they fit, and I use organic posts to test which messages deserve budget.
I have worked with healthcare, wellness and clinic accounts for years and I write within platform policies. For medical, financial or legal claims I recommend your own compliance adviser reviews the wording before it is published.
You do. I am added as a partner, admin or user and can be removed whenever you choose. Content, audiences, creative and reports belong to you.
Social media marketing specialist by country and city
- Social media marketing specialist in AhmedabadAhmedabad firms usually pay by NEFT, RTGS or cheque against a GST invoice, with UPI for smaller sums. Traders and manufacturers pay close attention to the GSTIN and invoice format, and some deduct TDS before paying a professional fee, so I suggest agreeing these points in the quote.
- Social media marketing specialist in BangaloreBangalore companies usually pay by bank transfer (NEFT or RTGS) against a GST invoice, and funded start-ups often follow a purchase-order or vendor-onboarding process with TDS deducted at source. It saves time to confirm the invoice details and payment schedule in writing at the start.
- Social media marketing specialist in ChennaiChennai firms typically pay professional fees by NEFT or RTGS, and UPI for smaller amounts. Manufacturers and exporters expect a GST invoice with the supplier's GSTIN, and some deduct TDS at source, so invoicing details are best agreed in the written quote.
- Social media marketing specialist in DelhiDelhi businesses typically pay professionals by bank transfer (NEFT or RTGS) and use UPI for smaller sums. Traders and companies expect a GST invoice with the supplier's GSTIN, and some deduct TDS before paying a technical or professional fee, so those details are best settled in the quote.
- Social media marketing specialist in GurgaonGurgaon companies, especially larger corporates, usually pay professional fees by NEFT or RTGS after vendor onboarding, against a GST invoice with the supplier's GSTIN. TDS is commonly deducted at source and payment follows an agreed credit period, so these terms are best written into the quote.
- Social media marketing specialist in HyderabadHyderabad companies mostly pay professional fees by NEFT or RTGS, with UPI for small amounts. IT and pharma buyers usually expect a GST invoice and a vendor form, and many deduct TDS before payment, so I suggest agreeing these details at the quote stage.
- Social media marketing specialist in KolkataKolkata businesses mostly pay by NEFT, RTGS or cheque to a bank account, with UPI for smaller sums. Traders and companies expect a GST invoice with the supplier's GSTIN, and some deduct TDS, so I suggest settling invoicing details in the quote.
- Social media marketing specialist in MumbaiMumbai companies commonly settle professional fees by NEFT or RTGS to a bank account, with UPI used for smaller amounts. Registered businesses expect a GST invoice, and many corporate and financial-services clients deduct TDS before paying, so it helps to agree the invoicing details in the quote.
- Social media marketing specialist in NoidaNoida firms usually pay professional fees by NEFT or RTGS, and by UPI for smaller amounts, against a GST invoice. Companies with vendor processes may pay after a credit period and deduct TDS, so the invoicing terms are best written into the quote.
- Social media marketing specialist in PunePune businesses commonly pay by NEFT or RTGS against a GST invoice, and manufacturing and IT buyers often work through a vendor registration and purchase order, with TDS deducted at source. Agreeing the invoice details and the payment schedule in the quote avoids delays later.
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Need social media marketing (SMM, SMO and paid social)?
Tell me the goal and the market; you get a plain answer and a fixed quote, usually within one working day.
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