Senior ORM Specialist | To THE New

TO THE NEW; Dadri; On-site; INR 900,000 - 1,500,000; Full time

Job summary

TO THE NEW is seeking an experienced ORM Manager to lead day-to-day online reputation management across social media, reviews, forums and other digital channels. You will oversee listening, response management, escalations, and reporting while mentoring the ORM team and ensuring adherence to TATs and quality standards.

The role requires managing high-volume conversations, translating listening data into actionable insights, and coordinating with cross-functional teams during campaigns and

Qualifications

• 47 years of experience in ORM, social listening, or related role.
• Proven track record managing ORM/social listening teams.
• Strong understanding of sentiment analysis and escalation handling.
• Excellent written and verbal communication to handle sensitive conversations.
• Strong stakeholder and client management skills.

Responsibilities

• Lead end-to-end ORM operations across social channels and review platforms.
• Monitor brand mentions, conversations, reviews, and emerging issues.
• Identify high-risk or potentially viral conversations and ensure timely escalation.
• Oversee sentiment tracking and shifts in brand perception.
• Ensure adherence to TATs, SLAs, quality standards, and escalation protocols.
• Provide oversight during campaigns, product launches, or high-volume periods.
• Mentor ORM team and conduct regular quality checks on responses.

Skills

ORM expertise

Social listening

Stakeholder management

Communication skills

Tools

Locobuzz

Brandwatch

Job description

Role Overview:

We are looking for an ORM Manager to lead the day-to-day management of Online Reputation Management (ORM) for our clients/brands. The role will be responsible for overseeing social listening, online conversations, customer reviews, response management, escalations, reputation-risk identification, reporting, and client communication.

The ideal candidate should have strong experience in managing high-volume online conversations, handling sensitive customer issues, and translating social listening data into actionable insights. The role will also involve managing and mentoring the ORM team and ensuring adherence to response TATs, SLAs, and quality standards.

Key Responsibilities:

ORM & Reputation Management

• Lead end-to-end ORM operations across social media, review platforms, forums, and other relevant digital channels.
• Oversee monitoring of brand mentions, customer conversations, reviews, complaints, and emerging reputation issues.
• Identify and proactively flag high-risk, sensitive, or potentially viral conversations and ensure timely escalation.
• Oversee sentiment tracking across positive, negative, and neutral conversations and identify shifts in brand perception.
• Monitor platforms including Facebook, Instagram, Google Reviews, YouTube and other relevant channels.
• Develop and maintain appropriate response and escalation frameworks for different types of customer conversations.
• Ensure adherence to agreed TATs, SLAs, response quality, and escalation protocols.
• Provide oversight during campaigns, product launches, festivals, crises, or other high-volume periods.

Team Management

• Manage and mentor a team of ORM Consultants/Executives responsible for monitoring and responding to online conversations.
• Allocate workloads and ensure adequate coverage across platforms and shifts.
• Conduct regular quality checks on responses, sentiment tagging, escalations, and ticket closures.
• Identify training requirements and coach the team on response quality, tone of voice, escalation protocols, and platform best practices.
• Establish SOPs and continuously improve ORM processes and workflows.

Client & Stakeholder Management

• Act as the primary ORM point of contact for clients and internal stakeholders.
• Conduct regular reviews with clients to share ORM performance, key trends, reputation risks, customer pain points, and actionable insights.
• Coordinate with client teams such as Customer Service, Marketing, Brand, PR, Product, and Operations for complaint resolution and escalations.
• Ensure timely communication of critical issues and recommend appropriate action based on the severity and potential impact.
• Manage expectations around response timelines, escalation processes, and issue resolution.

Insights & Reporting

• Oversee preparation of daily, weekly, and monthly ORM reports covering:
  • Brand mentions and conversation volumes
  • Sentiment trends
  • Response and resolution metrics
  • TAT/SLA performance
  • Escalations and critical issues
  • Platform-wise performance
  • Recurring customer complaints
  • Emerging trends and reputation risks
• Go beyond reporting metrics by identifying key customer and brand insights from online conversations.
• Identify recurring customer pain points and work with relevant stakeholders to recommend corrective actions.
• Track competitor conversations and broader category trends where relevant.

Tools & Technology

• Manage and leverage ORM/social listening platforms such as Locobuzz and Brandwatch.
• Use dashboards and social listening tools to identify trends, spikes in conversation volume, sentiment changes, and potential reputation risks.
• Leverage AI tools such as ChatGPT, Gemini, Claude, or similar platforms to improve response drafting, conversation summarisation, sentiment analysis, trend identification, and reporting efficiency.
• Explore opportunities to automate repetitive ORM processes and improve team productivity.

Required Skills & Experience:

• 47 years of experience in ORM, social listening, social media, digital customer experience, or a related role.
• Prior experience managing an ORM/social listening team is preferred.
• Hands-on experience with Locobuzz and/or Brandwatch.
• Strong understanding of social listening, sentiment analysis, response management, escalation handling, and reputation management.
• Excellent written and verbal communication skills with the ability to handle sensitive customer conversations appropriately.
• Strong stakeholder and client management skills.
• Ability to identify potential reputation risks and make sound escalation decisions.
• Strong analytical skills with the ability to interpret large volumes of online conversations and derive meaningful insights.
• Good working knowledge of Google Sheets/Excel, dashboards, and reporting tools.
• Comfortable using AI tools to improve ORM workflows and productivity.
• Ability to manage multiple brands, platforms, priorities, and high-volume situations simultaneously.
• Willingness to work in shifts/weekends when required to ensure ORM coverage.

Preferred Experience:

• Experience managing ORM for large, multi-location or high-volume consumer brands.
• Experience in beauty, wellness, healthcare, retail, hospitality, BFSI, e-commerce, or other customer-facing categories.
• Experience handling reputation-sensitive or potentially viral issues and coordinating cross-functional escalations.
• Experience working in an agency environment, managing multiple clients or brands.
• Strong understanding of social media trends, online communities, and evolving consumer behaviour.