Job Title: Social Media Marketing Manager & Shopify Ecommerce Manager (AllRounder)
Location: India hybrid/remote possible / (let's mention other low cost asian HR regions too, Alankar)
Engagement: Freelancer (performance-based) or Fulltime (KRA-linked incentives)
Company: The Carat Lounge, Singapore. We're into Bespoke, directtocustomer fine jewellery
About The Carat Lounge
We are a young, energetic bespoke jewellery studio coowned by qualified engineers and proven entrepreneurs. We design and craft custom pieces with uncompromising quality, transparent pricing, and ethical sourcing, delivered directly to clients. This is a highownership role where you'll shape our digital presence endtoend and learn across brand, growth, product, and operations.
Role Summary
We're seeking an allrounder who can own social media and Shopify ecommerce from strategy to execution. You will keep our website and channels current daily, whether it's Black Friday, Cyber Monday, Chinese New Year, Christmas, Valentine's Day, Mother's Day, or emerging trends, and synchronize offers seamlessly across our Shopify e-commerce site and social. You'll drive paid and organic performance across TikTok, YouTube, Instagram, Pinterest, WhatsApp, Facebook, Google Ads, and Meta Ads, while improving SEO and local GEO visibility. If you're selfdriven, resultoriented, and comfortable working with KRAs and performancebased remuneration, we'd love to meet you.
Key Responsibilities
Ecommerce (Shopify) Ownership
- Own the Shopify storefront endtoend: theme updates, navigation, collections, product pages, pricing, tags, metafields, and onsite merchandising.
- Update site content daily with timely offers, banners, announcement bars, and landing pages for campaigns (e.g., Black Friday/Cyber Monday, CNY, Christmas, seasonal gifting).
- Build conversionfocused landing pages for custom services (quotations, design stages, warranties, value guarantee, production updates).
- Manage onsite promotions: discount codes, bundles, shipping rules, currency/GST accuracy, and offer synchronization with social and ads.
- Set up and optimize Shopify apps for reviews, UGC, email/SMS, search, schema, analytics, and page speed.
- Maintain PDP excellence: size guides, diamond/gem quality education, care/warranty sections, FAQs, and trust badges.
- Implement and monitor analytics: GA4, Meta Pixel, Google Tag Manager, enhanced ecommerce events (view_item, add_to_cart, begin_checkout, purchase).
Social Media Strategy & Execution
- Plan and run a unified content calendar across TikTok, Instagram, YouTube (shorts/longform), Pinterest, Facebook, and WhatsApp Broadcast/Channels.
- Create and localize content: UGC briefs, shortform video, reels, before/after, CAD to finished piece, behindthescenes craftsmanship, client stories, FAQs.
- Synchronize offers across all channels and the website; ensure message consistency and timely updates.
- Community management: respond to DMs/comments, lead qualification, appointment setting, WhatsApp followups.
- Collaborate with designers/craftsmen to surface compelling stories, progress updates, ethical sourcing, certifications (GIA/IGI), and care tips.
- Build influencer/creator partnerships; manage seeding and track attributable results.
Paid Media & Growth
- Own fullfunnel campaigns across Meta Ads and Google Ads (Search, Performance Max, YouTube), plus TikTok Ads where relevant.
- Keyword and audience strategy for custom jewellery intent (e.g., engagement rings, tennis bracelets, labgrown vs natural, Singapore geo).
- Create offer testing roadmaps (A/B): creatives, hooks, copy, landing pages, and conversion flows (quote requests, WhatsApp chats, consult bookings).
- Retargeting and CRM journeys: abandoned view/addtocart flows, postconsult nurturing, and testimonial/review requests.
SEO, Content, and Local GEO
- Technical SEO hygiene: site speed, mobile UX, Core Web Vitals, indexation, structured data (Product, FAQ, Review, Organization, LocalBusiness).
- Onpage SEO: highintent landing pages for custom categories and educational articles (e.g., metal purity, diamond 4Cs, labgrown vs natural).
- Local SEO: optimize Google Business Profile, NAP citations, location pages, local reviews strategy, and map pack rankings.
- Pinterest SEO for visual discovery; YouTube SEO for evergreen education content.
Analytics, Reporting, and KRAs
- Define and report weekly on KPIs: traffic by channel, CTR, CPC, ROAS, conversion rate, cost per qualified lead (CPL), consult bookings, quotation requests, revenue, and contribution margin.
- Build dashboards (GA4/Looker Studio) with cohort and funnel views; attribute offline conversions (studio appointments) via call tracking/UTMs.
- Implement experimentation cadence and learning logs; recommend iterative improvements to creative, targeting, and site UX.
Brand and Compliance
- Maintain The Carat Lounge's voice: expert, warm, transparent, integrityled.
- Ensure ethical and accurate claims about stones, certifications, and sourcing; adhere to advertising guidelines and platform policies.
- Safeguard client privacy; handle UGC permissions and portfolio usage sensitively.
What Success Looks Like (KRAs)
- Growth in qualified leads and studio consultations.
- Increase in conversion rate (quote requests, purchases) and ROAS within agreed CAC targets.
- Consistent, ontime campaign execution for seasonal peaks and cultural moments.
- Improved SEO rankings for priority keywords and local map visibility.
- Uplift in social engagement, UGC volume, and review count/quality.
- Site speed and Core Web Vitals meeting thresholds; reduction in dropoff on key funnels.
Skills & Experience
- About 5 years in social media and ecommerce (Shopify preferred); agency or startup experience is a plus. Strong freelancers with a proven portfolio welcome.
- Handson with Shopify themes, Liquid basics, page builders, and key apps.
- Proven track record with Meta and Google Ads; comfort with TikTok Ads and YouTube campaigns.
- Strong grasp of GA4, Tag Manager, attribution, and ecommerce event tracking.
- Content production skills: shortform video editing, basic design (Canva/Adobe), copywriting.
- SEO fundamentals: keyword research, onpage optimization, schema, internal linking.
- Organized, selfmanaged, and comfortable operating without daily supervision.
NicetoHave
- Experience in luxury/fine jewellery or highconsideration purchases.
- Understanding of diamonds/gemstones (4Cs, labgrown vs natural) and certification bodies (GIA/IGI/HRD).
- CRM/marketing automation (Klaviyo, HubSpot), WhatsApp Business API, and lightweight HTML/CSS.
Engagement & Compensation
- Freelancer: Retainer + performance incentives tied to KRAs (e.g., qualified leads, booked consults, revenue, ROAS). Clear SLAs and monthly goals.
- Fulltime: Competitive base + KRAlinked variable. Growth path to Head of Growth/Ecommerce as we scale.
How to Apply
- Send your CV/portfolio, 23 campaign examples with metrics, and a brief plan (one page) outlining your first 60day approach to:
- Refreshing the Shopify site for seasonality,
- A paid + organic launch calendar for the next 90 days,
- A measurement framework for CAC/ROAS and offline conversions.
- Email: (we'll create this email address when we're ready to recruit) | Subject: SMM + Shopify Manager
Equal Opportunity
We value diversity and welcome applicants from all backgrounds. If you're passionate about building a trusted luxury brand and eager to own outcomes, this role is for you.
Skills: shopify,seo,social media
