Earthy Goods
Communication & Social Media Team Leader
Company Website: www.earthygoods.co.in
Company Background
Earthy Goods was set up after its founding members discovered incredible village based entrepreneurs making quality, natural, handcrafted products, but with enormous marketing challenges, while traveling to villages around India. The founders set up Earthy Goods as a social business to bring a wide range of high quality, ethically sourced, natural, handcrafted products from India’s villages to urban markets by using fair and ethical trade practices with their partners.
Marketed under the ‘Earth Store’ label, the products include natural food, handcrafted body care and limited edition craft products. These products are made with traditional wisdom, the finest natural ingredients and local skills. The products positively impact complex urban lifestyles and also support local village economies. In a small way, they make a big difference to the lives of the people who make them.
Role Description
Earthy Goods is looking to leverage the web to reach out and build an active online community of consumers who believe in making positive choices in the products they buy. The key channels to build this online community include:
- The website (www.earthygoods.co.in)
- The Earthy Goods blog
- The on-line store for the label “Earth Store”
- An intelligent presence on Facebook
- Permission based e-mail marketing
- Effective search engine optimization (SEO)
- Specific in-bound marketing tie-ups with other socially responsible on-line communities
Earthy Goods plans to build a community of 30,000 members over a period of 12 months. Campaigns would be devised specifically around:
- The on-line store
- The launch of an ethical gifting range for the holiday season
- The Earthy Goods responsible consumption drive
Key Responsibilities
Develop and execute the corporate communication strategy for Earthy Goods and its foundation including:
- Creating engaging and interactive content for the website, blog and other social media channels
- Executing campaigns that lead traffic to the on-line and flagship store
- Increasing the involvement of donors, potential investors and other socially conscious businesses on topical issues
- Building a presence and increasing participation in related communities and discussion boards
Create and execute an end consumer target driven marketing campaign for the on-line Earth Store that includes:
- Evocative stories of products and small producers who are a part of their network
- Engaging campaigns on ethical sourcing, handcrafted products and people positive products that are interactive and participative
- Sharing product stories and thematic promotions through Facebook & Twitter
- Building an aggressive, permission based email marketing plan that elicits large referrals
- Developing positive product and people stories that generate regular PR for the brand
Deliver effective co-branded marketing partnerships with other ethical/socially conscious brands on-line and off-line
- Identify key customer facing brands that would be potential partners for co-branded promotions for products sourced by Earthy Goods
- Devise co-branded promotion ideas
- Pitch to brand teams of selected brands
- Sign-up and support campaign execution
Qualifications
- A minimum of 4-5 years of relevant experience in brand communication and/or marketing of consumer products
- Demonstrable experience of using social media to increase brand salience and sales
- Strong written communication skills
- Working knowledge of HTML and design packages like InDesign and Illustrator
- Strong written and verbal communication skills
- Ability to work in a fast-paced, unstructured environment
Logistics
- This role is based out of New Delhi, India
- Travel may be required to visit both Earthy Goods store as well as rural villages from which products are sourced
