Social Marketing Manager

Role:  Social Marketing Manager

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. You have deep analytical expertise and experience setting up processes to escalate potential brand risks and respond swiftly and thoughtfully to topics that are important to them. You’ll deepen brand engagement, elevate our social presence, drive positive brand sentiment and engagements for the creator audience.You’ll also work with the other teams on proactive and reactive social listening and issue management. 

The role is cross-functional and international - you’ll work with local, regional (APAC) and global YouTube product marketing managers as well as local XFN teams (e.g. partnerships, legal, comms, policy). You’ll provide frequent and clear analysis to management allowing the organization to develop a strong grassroots understanding of what our creators care about. You will be a part of the YouTube APAC Social Marketing Team and will work closely with the YouTube India social media lead.

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 and 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 clear strategy to deliver optimal creativity and innovation. 

• Social Insights: Partner Insights & Analytics team and analytics agencies to 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 and learnings
  • 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:

• Bachelor’s degree or equivalent work experience.6+ years experience.
• Experience in planning, executing and optimizing social media and influencer marketing campaigns or programs
• Experience in working with social media, influencer and content production agency partners
• Excellent English written and oral communication skills. Fluency in Hindi and knowledge of 1-2 other Indian regional languages is an added advantage. 
• Understanding of YouTube’s ecosystem (user, creator, advertiser) and multi-format product (long form, short-form, streaming)
• Good record of creativity and data driven optimization, ideally in social media marketing (experience using Sprinklr or BrandWatch is a plus). 
• Understanding of Social Media best practices and campaigns in India, and the best Social brands and agencies. 
• Understanding of the Indian creator ecosystem across platforms. Understanding of the APAC and global creator ecosystems is a bonus. 
• Understanding of content production and the best in class agencies in the market for each. 
• Experience in social analytics, knowledge of social media monitoring and listening tools – have built and maintained processes to proactively and reactively manage audience sentiment across social platforms.
• Demonstrated strong performance in prior roles, with independence, strong sense of ownership  and ability to form own point of view and recommendations
• Ability to operate and find answers/develop solutions in ambiguity and in a very fast paced environment. 
• Outstanding written and oral communication skills. 
• Strong experience in working with statistical analysis and data mining software is a plus.
• 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: 17504

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