Lead Creator Brand Social

Role: Lead: Creator Brand Social - YouTube India 

Location: Mumbai, India 

About the role:

As Social Marketing Manager for YouTube Creators in India, you will be shaping and driving the social presence of one of the most culturally significant brands of our times in a dynamic and growing region. You will be advocating and addressing its most strategic and business-critical target audience (YouTube Creators) that helps build this platform and engages its community of viewers on a daily basis.

You are obsessed about what excites YouTube creators, their pain points, and aspirations, and are able to connect the dots on the product magic and their needs. You are a constant advocate for creators – your ideas are always deeply rooted in upskilling them, what they care about, and what delights them. You look at social as a way to deepen our connection with creators, relying on data for insights that will drive measurable results. You should have experience driving social strategies and programs that have created impact on marketing and business goals.

What you will be doing:

• Always-on editorial and community management: Lead the strategies and operations of the @YouTube Creators India on Instagram on a daily basis with the help of agency partners. Elevate our always-on content and community management based on our team missions, handle strategies, and OKRs.
• Initiatives: Partner with marketing peers and leadership locally and across regions to help develop programs, campaigns, strategies, and GTM plans that deliver intended business results in line with business and campaign goals. Engage and lead social media, influencer, and content agencies to build effective campaigns for key YouTube products and campaigns targeted at casual and intentful creators, with a clear strategy to deliver optimal creativity and innovation.
• People Management: Manage and mentor a team of two, fostering a culture of best-in-class execution and meticulous attention to detail. 
• Agency Management: You will oversee social media, influencer, and content agencies to build effective campaigns for key YouTube products and campaigns targeted at casual and intentful creators, with a clear strategy to deliver optimal creativity and innovation, ensuring they adhere to operational excellence processes and deliver on-brief, on-time results.
• Social Insights: Partner with the Insights & Analytics team and analytics agencies to inform campaign plans & track and share social impact on YouTube business goals, social performance indicators to monitor the health of the YouTube creator brand in India, campaign performance reporting/learnings, and insights from YouTube social that can impact broader YouTube marketing.
• Rapid Response: Work closely with global and regional social/PR/legal/policy teams as part of a Global Rapid Response Team to put in place round-the-clock social listening/monitoring workflows and processes, proactive and reactive escalation, and management of user sentiment across social platforms.
• Operations: Support FTE in compliance with regards to the SOWs, POs, and invoices of external agency partners.

What you need to be great in this role:

• Experience: Bachelor’s degree or equivalent work experience with 6+ years of experience in planning, executing, and optimizing social media and influencer marketing campaigns or programs.
• Creator & Social Mastery: Deep understanding of the Indian creator ecosystem across platforms, YouTube’s multi-format product (long-form, short-form, streaming), and best-in-class social media campaigns. Understanding of APAC/global creator ecosystems is a bonus.
• Agency Management: Proven experience working with and leading social media, influencer, and content production agency partners.
• Solution Oriented: You are a scrappy, proactive problem-solver with a strong bias for action and a track record of making things happen in fast-paced environments.
• Analytical Expertise: Strong record of data-driven optimization and social analytics (e.g., Sprinklr, BrandWatch), with experience building processes to proactively and reactively manage audience sentiment.
• Communication Skills: Exceptional project management, written, and oral communication skills in English and Hindi. Knowledge of 1-2 other Indian regional languages is an added advantage.
• Creator Advocacy: Demonstrated strong performance in prior roles, with independence, a strong sense of ownership, and the ability to form your own point of view and recommendations to advocate for the creator community.
• AI Native: You possess a strong willingness and capability to integrate AI solutions into daily operations, continuously seeking ways to improve efficiency and work quality.
• Passion for and inquisitive about AI and new technologies
• Understanding and knowledge of AI tools is beneficial, but ability to learn and digest benefits and features of AI tools is critical

Req ID: 18894

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