Social Media Management · Kathmandu, Nepal
Apechhaya
Thapa
Six-plus years building the social presence of Nepali brands — from momo houses to vineyard resorts, kombucha startups to jewelry houses. Currently taking on new freelance partnerships.
"Your business belongs in your hands. Getting it in front of the right people belongs in mine."
in Social
The Byline
Feeds into storefronts, followers into customers.
Apechhaya Thapa has spent the last six-plus years as the quiet engine behind some of Nepal's most recognizable local brands. Her work spans nearly every corner of the country's retail and hospitality economy — heritage rice mills and energy drink startups, boutique vineyards and momo houses, jewelry counters and cosmetics lines.
She works close to the ground: understanding what a business actually sells, who its real customer is, and what that customer wants to see before they buy. No templates borrowed from someone else's industry — every account is built around the brand it belongs to.
The Journey
From intern to the person 20+ people report to.
A degree in IT, a dream in social media
A bachelor's degree in IT gave her the technical grounding, but the dream was always social media. She started right at the bottom — as a social media intern, learning every platform from the inside out.
Years of outworking the algorithm
What followed were years of quietly refining the craft — studying platforms on weekends, thinking through client accounts during festivals and holidays, treating "off hours" as more hours to learn. It wasn't glamorous, but it was consistent. It earned her a promotion to assistant manager.
Moving on to move up
Rather than settle into a title, she changed companies to push her skills further — taking on more ownership and a heavier workload than the role technically asked for, purely to grow faster.
Social media manager, freelance and independent
She has since led teams of 20-plus people to deliver client work across food, beauty, travel and retail, and now works independently — freelancing directly for businesses who want the same results without hiring a full in-house team.
"Now I want to help the businesses who have no idea how social media works — and get them in front of the customers they're already meant to have."
Apechhaya's Mission, TodayYou only worry about the work in front of you.
Reaching the people who need to see it — that's her job.
— How Apechhaya Describes the Job
What keeps her going, six-plus years in, is simple: the smile and the thank-you from a client watching their business finally take off.
What She Does
A full social operation, not just a posting schedule.
Strategy & Positioning
Auditing what a brand already has and shaping a content direction that fits how its actual customers scroll, search and shop.
Content & Creative Direction
Planning, styling and producing posts, reels and campaigns that look native to the platform and unmistakably like the brand.
Community & Growth
Managing the inbox, the comments and the algorithm — turning casual followers into people who actually walk in and buy.
Reporting & Partnership
Straightforward monthly check-ins on what worked, what didn't, and where next quarter should go. No jargon, no guesswork.
The Approach
Case notes, by category.
Every industry scrolls differently. Here's how the approach shifts across the kinds of brands she works with most.
Most food and drink accounts default to plated-product shots that all end up looking the same.
Build a rhythm around what's actually different — how it's made, who's behind the counter, what a regular orders every single time.
Trust matters more than reach when the product touches someone's skin or sits in their jewelry box.
Close-up product storytelling and real customer moments — a feed people are comfortable buying from without seeing it in person first.
A resort or travel brand is selling a feeling before it's selling a room.
Content built around the experience of being there — the arrival, the view, the quiet — not just the property itself.
Everyday products — appliances, motors, apps — can feel like a spec sheet instead of something useful.
Translate features into everyday use-cases people already recognize from their own homes and routines.
Selected Clients
The Roster
17 brands, six-plus years
Behind The Scenes
Follow the journey.
Day-to-day work, platform experiments, and an honest look at what building a social media career in Nepal actually looks like.
TikTok
Quick behind-the-scenes clips and platform experiments as they happen.
@apechhayathapa FBUpdates, client wins, and a closer look at the person behind the roster.
Apechhaya Thapa IGThe full journey — lessons learned, day-to-day SMM life, and what it took to get here.
@my.smm.journeyCurrently Available
Let's get your business seen.
Open for new freelance partnerships — whether that's a single campaign, a full account handover, or an ongoing monthly retainer.
thapaapechhaya@gmail.com