Marketing Generalist
1. Role & Reporting
Role Title: Marketing Generalist – Cashkr
Department: Marketing & Growth
Reports To (Primary):
Marketing Head
Works Closely With:
Performance Marketing Specialist (for ad campaigns, influencer/affiliate performance)
SEO & Content Team (for captions, scripts, blogs, landing content)
Creative Designer – Graphics & Video (for creatives & videos needed)
Social Media / Community Manager (if separate; for planning content calendar)
Data Analyst (for basic performance numbers and tracking templates)
Operations / CX Team (to align on reviews, feedback, and common customer issues)
2. Role Purpose
Execute and coordinate day-to-day marketing operations across:
Social media
Influencer & affiliate marketing
Offline branding
Campaigns & events
…so that plans made by the Marketing team actually go live on time, are tracked properly, and feedback from the market (comments, reviews, influencers, affiliates) flows back to the team.
One-line Summary
Marketing Generalist = Executes and coordinates social media, influencers, affiliates, offline branding, campaigns, and daily marketing operations.
3. Key Result Areas (KRAs)
KRA 1 – Social Media Execution & Community Handling
Ensure reels, posts and stories are posted, scheduled, and replied to daily as per the content plan, including monitoring & responding to comments, DMs and public reviews.
KRA 2 – Influencer & Affiliate Coordination
Drive influencer and affiliate workflows: discovery, outreach, coordination, deliverable collection and maintaining performance/activity trackers.
KRA 3 – Offline & On-Ground Marketing Support
Support and coordinate offline assets (posters, standees, flyers, store branding) and ensure they are installed, documented and reported.
KRA 4 – Campaign, Event & Cross-Team Coordination
Help execute campaigns by coordinating between content → design → video → performance, supporting events and making sure timelines and checklists are followed.
KRA 5 – Trackers, Organization & Reporting Hygiene
Maintain updated trackers, sheets, calendars and asset folders so that the marketing team always has clear visibility into what’s done, live, and pending.
4. KPIs (Mapped to KRAs)
No. 1 – Social Media Posting Consistency
Description:
Measures how consistently planned posts/reels/stories are actually published.
Formula:
Social Posting Consistency % =
Number of posts/reels/stories published as per plan ÷ Number of posts/reels/stories planned × 100
Target:
Aim for ≥ 90–100% adherence to weekly/monthly calendar.
Data Source:
Content calendar vs platform history (Instagram, Facebook, YouTube, etc.).
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 1, KRA 5.
No. 2 – Response & Review Handling SLA
Description:
Speed & consistency of responding to comments, DMs and reviews across channels (social media, Play Store, App Store, GMB, etc.).
Possible Metrics:
Average response time to DMs/comments within working hours
% of new reviews/comments replied to within X hours / X days
Target:
Define TAT (e.g., respond to all public comments/reviews within 24 hours on working days).
Data Source:
Platform inboxes, review platforms, manual log if needed.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 1.
No. 3 – Influencer Pipeline & Execution
Description:
Measures how well the influencer workflow is moving.
Metrics (examples):
Number of influencers researched & shortlisted per month
Number of outreach attempts and responses
Number of active collaborations (content posted as per brief) per month
Target:
Set monthly targets (e.g., X new influencers contacted, Y going live per month depending on strategy).
Data Source:
Influencer tracker sheet (status: shortlisted, contacted, negotiating, live, etc.).
Review Frequency:
Monthly.
Linked KRAs:
KRA 2.
No. 4 – Affiliate Partner Activity
Description:
Tracks whether affiliate partners are onboarded and active, even though performance is reviewed by Marketing/Performance teams.
Possible Metrics:
Number of new affiliate partners onboarded per month
Number of active affiliates (submitted links/leads/activities) per month
Share of affiliates who submit reports/forms on time
Target:
Increase active affiliates over time; ensure high submission compliance.
Data Source:
Affiliate tracker, partner forms/submission logs.
Review Frequency:
Monthly.
Linked KRAs:
KRA 2, KRA 3, KRA 5.
No. 5 – Offline Marketing Activity Completion
Description:
How often offline marketing tasks (posters, standees, branding, events) are executed on time and documented.
Metrics (examples):
Number of offline activities completed vs planned per month
% of completed activities with photo/video proof & report logged
Target:
High completion & documentation rate (e.g., ≥ 90% of planned activities executed and logged properly).
Data Source:
Offline activity report, photos, approval sheets.
Review Frequency:
Monthly.
Linked KRAs:
KRA 3, KRA 4.
No. 6 – Tracker & Calendar Hygiene
Description:
How up-to-date and usable the marketing trackers, sheets and calendars are.
Signals:
All trackers updated by agreed frequency (daily/weekly).
Minimal “missing data” or backfilling.
Calendar matches what is live & done.
Target:
Trackers should be current, not updated in bulk after delays.
Data Source:
Social media tracker, influencer tracker, affiliate tracker, offline report sheet, marketing calendar.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 5.
No. 7 – Internal Stakeholder Feedback (Marketing Team)
Description:
Measures how helpful and reliable the Marketing Generalist is for the rest of the marketing team.
Formula:
Average rating (1–5) from quarterly internal feedback survey
Target:
≥ 4/5.
Data Source:
Simple internal Google Form or feedback doc.
Review Frequency:
Quarterly.
Linked KRAs:
KRA 4, KRA 5.
5. Core Processes / SOPs Owned
The Marketing Generalist is owner / co-owner for these SOPs:
Social Media Execution & Community SOP
How to:
Receive final content (copy + creative) from the team
Schedule posts, reels, and stories across platforms
Check and respond to DMs and comments (tone, rules, when to escalate)
Daily social checklist (platform login, notifications, responses, scheduled posts check).
Reviews & Feedback Monitoring SOP
Platforms to monitor:
Social media (comments, mentions, inbox)
Play Store, App Store
Google My Business (GMB) and other review sites
How to:
Log new reviews/feedback in a tracker
Reply using approved templates and tone
Escalate serious complaints to CX / Operations.
Influencer Marketing Execution SOP
Steps:
Find and shortlist influencers (criteria: relevance, location, engagement)
Outreach template and follow-up cadence
Share briefs (goals, key points, do’s & don’ts, deadlines)
Collect deliverables and proof-of-posts (links, screenshots, insights if available)
Maintain influencer tracker (status, deliverables, dates, basic performance notes).
Affiliate Marketing Coordination SOP
Identify potential affiliate partners (platforms, individuals, websites).
The flow:
Outreach → onboarding → sharing guidelines & tracking links → collecting submissions.
Maintain affiliate tracker (partner, channel, activity, status).
Coordinate with Performance/Data/Marketing for performance summary (but not owning the analysis).
Offline Marketing & Branding SOP
Request flow for posters, standees, flyers, store branding.
Coordination with:
Creative team (for designs)
Vendors/printing partners (for production & installation).
Visit/check (if required) after installation and collect photo/video proof.
Log every activity with date, location, pictures and cost (if needed).
Campaign & Event Support SOP
How the Marketing Generalist supports campaigns/events:
Take the campaign brief → list of tasks → follow-up with content, design, video, performance.
Confirm all creatives and assets are ready before launch.
For events: assist with branding materials, coordination, on-ground logistics tasks as assigned.
Marketing Trackers & Asset Organization SOP
Standard trackers maintained:
Social media calendar & tracker
Influencer tracker
Affiliate tracker
Offline activity log
Campaign checklist/calendar
Folder structure for marketing assets:
By year → month → campaign → creatives, videos, docs
Ensure naming conventions and easy searchability.
6. Weekly & Monthly Reporting
Weekly – “Marketing Operations Weekly Snapshot”
To:
Marketing Head
Performance Marketing Specialist
Content/SEO Team
Creative Designer
Other stakeholders as required (e.g., CX for reviews summary)
Format:
Short summary (Slack / Email / Doc) + links to trackers/folders.
Includes:
Social Media:
Posts/reels/stories published vs planned.
Summary of key comments/DMs/reviews (any issues or nice highlights).
Influencers & Affiliates:
New influencers/affiliates contacted, active collaborations/live posts.
Any major deliverables received or delays.
Offline Activities:
List of offline tasks done this week (with quick status: done/pending).
Campaign & Events:
What campaigns/events were supported and their execution status.
Next Week Plan:
Important posts, collaborations, offline tasks, or events to prepare for.
Monthly – “Marketing Generalist Section in Monthly Review”
To:
CEO (high-level), Marketing Head, Performance, Content, Creative, CX, Ops.
Format:
Slides / Doc with tables and screenshots (where needed).
Includes:
Execution Overview:
Total posts/reels/stories published.
Total influencers/affiliates active.
Offline activities completed.
Community & Reviews Summary:
Volume of comments/DMs/reviews handled.
Common themes or repeated feedback worth noting.
Influencer & Affiliate Summary:
Count of collaborations, basic outcomes (posts, stories, reach/snapshots if available).
Offline & Campaign Highlights:
Key offline branding or events executed with photos.
Process & Organization:
Status of trackers and folders (any improvements made).
Top 3–5 Recommendations / Learnings:
What worked operationally (easier workflows, good partners).
What needs improvement (delays, bottlenecks, recurring issues).