RRiya · Social Media Manager
Open for retainers & freelance · Bodhgaya, India

I turn scroll-stop content into booked revenue.

I'm Riya, a Social Media Manager for real estate & lifestyle brands. I run the strategy, the Meta Ads, the creative, and the creator collabs — end to end.

See growth case studies Download CV
Trusted by real estate & lifestyle teams. Built one brand's marketing function from zero.
● LiveVastu Vihar · Insights
Reach
1.4M
+62%
Engagement
9.4%
+3.1pp
CPL
₹38
−47%
Bookings
+23%
YoY
Manoj Tiwary live
5.2× reach lift
FEATURED
0.0M+

Meta Ads impressions delivered

0%

Instagram follower growth (2.8K → 15.8K)

+0%

Apartment bookings YoY

1st

Marketing hire — built the function from zero

META ADS★INSTAGRAM GROWTH★INFLUENCER COLLABS★REAL ESTATE★REELS & SHORT-FORM★PERFORMANCE MARKETING★CONTENT STRATEGY★SEO COPYWRITING★META ADS★INSTAGRAM GROWTH★INFLUENCER COLLABS★REAL ESTATE★REELS & SHORT-FORM★PERFORMANCE MARKETING★CONTENT STRATEGY★SEO COPYWRITING★
Brands & teams

Shipped across real estate, editorial & live.

A short list of the brands and publications whose work I've owned end-to-end — strategy, creative, and media.

VV
Vastu Vihar
Real Estate · Bodhgaya
HCO
HCO Real Estate
Dubai Housing
PMN
PMN Patralok
News
GT
Ganga Times
News · Bihar
TC
Technoculture
Building Center
MT
Manoj Tiwary
Brand ambassador · Bhojpuri star
VV
Vastu Vihar
Real Estate · Bodhgaya
HCO
HCO Real Estate
Dubai Housing
PMN
PMN Patralok
News
GT
Ganga Times
News · Bihar
TC
Technoculture
Building Center
MT
Manoj Tiwary
Brand ambassador · Bhojpuri star
MT
Manoj Tiwary
Brand ambassador · Bhojpuri star
TC
Technoculture
Building Center
GT
Ganga Times
News · Bihar
PMN
PMN Patralok
News
HCO
HCO Real Estate
Dubai Housing
VV
Vastu Vihar
Real Estate · Bodhgaya
MT
Manoj Tiwary
Brand ambassador · Bhojpuri star
TC
Technoculture
Building Center
GT
Ganga Times
News · Bihar
PMN
PMN Patralok
News
HCO
HCO Real Estate
Dubai Housing
VV
Vastu Vihar
Real Estate · Bodhgaya
How I help the brand to grow

My strategy & execution approach.

I approach social media as a full-funnel growth system — where organic content builds demand, and paid media converts it into measurable business results.

01

Content built on audience psychology

Content isn't random or trend-driven alone — it's rooted in what the audience feels, needs, and responds to.

  • Hook-based scripting to stop the scroll
  • Strong storytelling to retain attention
  • Trend adaptation at the right time, not blindly
  • Platform algorithm understanding to maximise reach
Every piece of content is designed to perform — not just exist.
02

Consistent organic engine as the foundation

I build a strong organic presence before scaling with ads. Organic, for me, isn't vanity — it's data + trust building.

  • High-frequency, high-quality posting cadence
  • Testing multiple formats — UGC, trends, informative, meme, property reels
  • Identifying what content drives engagement and saves
Higher engagement signals, sharper audience understanding, and warmer audiences ready for retargeting.
03

Performance marketing backed by insights

Meta Ads aren't isolated campaigns — they're an extension of organic learnings.

  • Targeting based on real audience behaviour
  • Continuous testing of creatives and formats
  • Weekly optimisation and performance reviews
  • Scaling only high-performing campaigns
  • Reducing budget wastage through better ad-set structuring
More leads without more budget, lower cost per lead, and ROI that compounds.
04

Creator-led growth strategy

Collaborations are a performance channel, not a branding line item.

  • Creators selected on audience relevance, not just followers
  • Content that feels native and engaging
  • Influencer content reused inside ads for stronger relatability
Reach beyond the existing audience, better engagement and conversions, and real actions — clicks, visits, inquiries.
05

Full-funnel conversion thinking

I don't stop at reach or engagement — I focus on outcomes. The system connects Content → Engagement → Retargeting → Leads.

  • Multiple ad formats — lead, WhatsApp, calling campaigns
  • Branch-wise tracking for cleaner attribution
  • Gradual budget scaling for stability
06

Continuous experimentation & expansion

I actively test and expand channels to avoid dependency on a single platform.

  • YouTube content for long-term visibility
  • Google Ads for diversified lead sources
  • Informative content to build trust and authority
The shift
From influencer collaboration to influencer marketing.

A one-off reel is a collab. A planned funnel — talent picked for audience fit, content reused inside ads, retargeting layered on viewers — is marketing. That's the shift I run.

See it in a case study
Stack

The tools, channels & craft I work with.

A working stack — not a list. These are the platforms, software and frameworks I use day-to-day to ship campaigns.

Paid & Performance

Meta Ads ManagerGoogle AdsFunnel ArchitectureA/B Creative TestingROAS Tracking

Content & Creative

Adobe Premiere ProAdobe PhotoshopCorelDRAWCanvaReels & Short-form Video

Strategy & Brand

Content CalendarsInfluencer MarketingIntegrated Marketing CommsBrand Voice & ToneLive Event Coverage

Writing & SEO

Long-form ContentSEO-driven CopywritingEditorial ResearchAd CopywritingStorytelling Frameworks
Certifications
Formally trained in the fundamentals.
Fundamentals of Social Media AdvertisingIntegrated Marketing CommunicationBasic Elements of Design
Growth case studies

Real campaigns. Real metrics.

Each of these is a working playbook I can run again. Click through for the goal, strategy, execution and results.

Vastu Vihar (Technoculture Building Center)
Real Estate · Bodhgaya, India🏢
Jun 2024 – Present

Vastu Vihar (Technoculture Building Center)

Meta AdsInstagramInfluencerReal Estate
Goal

Build a digital marketing function from scratch and turn social media into a primary booking channel for premium apartments.

Strategy
  • Mapped the buyer journey (awareness → site visit → booking) and built a content pillar for each stage.
  • Structured Meta Ads with separate prospecting and retargeting campaigns; weekly creative refresh cadence.
  • Locked an organic content calendar around amenities, location proof, and resident stories.
Execution
  • Designed and shipped 120+ ad creatives — graphics, video edits, and copy — using Photoshop and Canva.
  • Coordinated influencer collaborations including a live event with Bhojpuri star Manoj Tiwary as brand ambassador.
  • Tracked spend, CTR, CPL and ROI weekly in Excel + Meta Ads Manager dashboards.
Results
6.7M+
Meta Ads impressions
+23%
Apartment bookings YoY
464%
Instagram followers (2.8K → 15.8K)
1st
Marketing hire — owned the full stack
Want a deeper walk-through?
Discuss this playbook
Vastu Vihar × Manoj Tiwary
Celebrity Activation · Live Event🎤
2024

Vastu Vihar × Manoj Tiwary

InfluencerLive EventInstagramReels
Goal

Use a celebrity/influencer activation with brand ambassador Manoj Tiwary to spike brand authority and capture qualified leads from a single live event or reel.

Strategy
  • Built a 360° pre-event content arc — teaser reels, countdown stories, and a paid awareness push.
  • Designed live-day capture playbook for behind-the-scenes reels and stage clips, repurposable for 2 weeks post-event.
  • Layered retargeting ads on event viewers to push site-visit bookings.
Execution
  • Coordinated talent, video crew, and on-stage segments. Captured 40+ short-form assets in a single day.
  • Pushed reels and carousels across the 14-day post-event window to maintain reach.
Results
5.2x
Reach lift vs. baseline (event week)
40+
Short-form assets produced from one day
2 wks
Sustained content runway post-event
Want a deeper walk-through?
Discuss this playbook
Vastu Vihar — Organic Instagram Engine
Real Estate · Organic Growth📈
2024 – 2025

Vastu Vihar — Organic Instagram Engine

InstagramReelsOrganic
Goal

Grow a real-estate Instagram from a cold 2.8K base into a brand-defining channel without relying on giveaways.

Strategy
  • Anchored content on three pillars: amenity walk-throughs, location-as-lifestyle, and resident proof.
  • Posted 4–5x per week with ruthless format testing — reels for reach, carousels for save rate.
  • Hooked every reel in <1.5s; doubled down on top-quartile formats each month.
Execution
  • Wrote, shot, edited and scheduled in-house — Premiere Pro for cuts, Canva for graphics.
  • Maintained reply-within-an-hour DM SLA to convert engagement to site visits.
Results
15.8K
Followers (from 2.8K)
464%
Net follower growth
4–5x/wk
Consistent publishing cadence
Want a deeper walk-through?
Discuss this playbook
Dubai Housing (HCO Real Estate)
Premium Housing · Content & SEO✍️
Mar – Jun 2024

Dubai Housing (HCO Real Estate)

SEOLong-formReal Estate
Goal

Produce high-volume, search-ready editorial content for a premium UAE housing portfolio.

Strategy
  • Built a daily research → outline → publish workflow to hit 3+ long-form articles a day.
  • Aligned every article to a buyer-intent keyword and a clear CTA.
Execution
  • Wrote 60+ long-form (1000+ words) property pieces over the internship.
  • Standardised an SEO checklist — H-tags, internal links, meta — for every brief.
Results
60+
Long-form articles published
3/day
Sustained publishing pace
100%
SEO-checklist compliance
Want a deeper walk-through?
Discuss this playbook
Receipts

The dashboards behind the numbers.

Stylised reconstructions of the live Meta Ads Manager and Instagram Insights views I report from each week.

f
Meta Ads Manager
Vastu Vihar · Last 12 months
Live data
Impressions
0.0M
+218%
CPL
₹0
−47%
ROAS
0.0×
+1.9×
Daily impressions↗ trending up
JanAprJulOctNow
💡
Creative refresh
Weekly bottom-30% rotation kept CPL falling for 9 straight weeks.
🎯
3-layer funnel
Prospecting → 1% lookalike → lead-form remarketing.
●
Instagram Insights
@vastuvihar · Last 12 months
Public account
Followers
0.0K
from 2.8K · +0% net growth
Reach
0.0M
+62%
Engagement
0.0%
+3.1pp
Saves
0.0K
+512%
🎬
Reels-first
70/30 reels-to-carousels mix. Hook standard < 1.5s.
🗣️
Resident-told stories
UGC out-performed brand-shot video on watch-time by ~2×.
Reels

Flip through the scroll-stop reel.

Live Instagram reels arranged in depth. Tap a side reel, swipe, or use the arrow keys to bring it to the front.

FeaturedInstagramInstagram Reel

Vastu Vihar — featured reel

Hero reel for @vastuvihar_official — the one I'd pitch first in a pitch deck.

Open on Instagram
01
06
Track record

From newsroom to growth marketing.

Editorial roots, performance-marketing instincts. Each role added a layer to how I run social today.

  1. Social Media Manager
    Vastu Vihar (Technoculture Building Center Pvt. Ltd)
    Bodhgaya, India
    Jun 2024 — Present
    • Built the brand's digital marketing function from scratch as the company's first hire in this role.
    • Delivered 6.7M+ impressions on Meta Ads and lifted apartment bookings 23% YoY.
    • Grew Instagram from 2.8K to 15.8K followers (+464%) with a research-led content calendar.
    • Owned creator partnerships, including live event coverage with Bhojpuri star and brand ambassador Manoj Tiwary.
    • Tracked spend, CTR, CPL and ROI weekly in Excel + Meta Ads Manager.
  2. Content Writer Intern
    Dubai Housing (HCO Real Estate)
    New Delhi, India
    Mar 2024 — Jun 2024
    • Published 3+ long-form (1000+ word) articles daily on premium housing projects.
    • Built an SEO research workflow that kept every article keyword- and intent-aligned.
  3. Journalism Intern
    PMN Patralok
    Remote
    Jan 2024 — Mar 2024
    • Researched and wrote breaking news + features on regional and social-media topics.
    • Sharpened editorial judgement and reporting under daily deadlines.
  4. Content Writer
    Ganga Times
    Gaya, Bihar (Remote)
    Jun 2023 — Mar 2024
    • Wrote and published news features for a regional outlet — early proof of editorial range.
Education
B.A. Mass Communication & Journalism
Doon Business School, Dehradun
2021 — 2024
Class 12 (Humanities) — 92%
Delhi Public School, Gaya
2018 — 2020
Press & features

Events, by-lines & brand mentions.

A short list of public-facing work — live activations, published features, and editorial bylines.

🏏
Event2024

Live coverage with Bhojpuri star Manoj Tiwary at Vastu Vihar

Vastu Vihar · Live Event
✍️
ArticleMar — Jun 2024

60+ long-form features for premium UAE housing

HCO Real Estate · Dubai Housing
📰
ArticleJan — Mar 2024

Breaking news & social-media-trend reporting

PMN Patralok
🗞️
Feature2023 — 2024

Regional news features

Ganga Times · Gaya, Bihar
What people say

Reviews from the people I work with.

01 / 03·Social proof
“Riya took our Instagram from a side project to our most reliable lead source. She thinks like a marketer, not just a content creator.”
PL
Project Lead
Vastu Vihar
Booking 2 retainer slots · 2026

Let's build your next quarter.

Tell me what you're working on. I reply within 24 hours with a two-week starter plan — no decks, just direction.

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The brief
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Emailriya.rohini.2003@gmail.comWhatsApp+91 62042 69516LinkedInriya-rohini-b4b51b248Call+91 62042 69516
Bodhgaya, India·IST · replies within 24h·Grab the CV first