Social Media Lead

Finolex Industries (FIL); Pune District; On-site; INR 1,500,000 - 1,900,000; Full time

Job summary

Finolex Industries (FIL) in Pune, India, seeks a dynamic marketing professional to lead social media strategy and content management across LinkedIn, Instagram, YouTube, and other platforms. You will own monthly content calendars aligned with corporate priorities and leadership communications while ensuring brand voice and consistency.

You will coordinate with ATL, PR, and integrated marketing teams; manage community engagement, respond to audiences, and escalate reputational issues.

Qualifications

• 4-10 years of experience in Community Management or social media marketing.
• Proven track record of managing multiple social media accounts.
• Strong understanding of brand management across digital channels.
• Proficiency in creating high-quality content for varied audiences.

Responsibilities

• Own and manage the organization's social media presence across LinkedIn, Instagram, YouTube, and other platforms.
• Develop structured monthly content calendars aligned with priorities and leadership communications.
• Write, review, refine, and approve captions, post copies, announcements, and leadership communications.
• Coordinate social media with ATL, PR, and integrated marketing campaigns.
• Monitor comments and engagement; respond professionally; escalate sensitive issues.
• Serve as the primary interface for PR agency coordination and media materials.

Skills

Social media strategy

Content management

Community management

Stakeholder engagement

PR coordination

Media relations

ATL planning

Campaign analytics

Job description

Roles and Responsibilities :

• 1. Social Media Strategy & Content Management

  • Own and manage the organization's social media presence across:
    • LinkedIn
    • Instagram
    • YouTube
    • Other relevant platforms as required
  • Develop structured monthly content calendars aligned with:
    • Corporate priorities
    • Leadership communication
    • Business milestones
    • CSR initiatives
    • Key announcements and campaigns
  • Write, review, refine, and approve:
    • Captions
    • Post copies
    • Announcements
    • Corporate messages
    • Leadership communications
  • Ensure all social communication reflects organizational values, tone, and brand personality.
  • Plan content proactively while maintaining flexibility for time-sensitive communication.
  • Coordinate social media activities with ATL, PR, and broader integrated marketing campaigns.

• 2. Community Management & Stakeholder Engagement

  • Monitor comments, messages, and engagement across social platforms regularly.
  • Respond to audience queries, feedback, and comments in a professional and timely manner.
  • Follow defined communication protocols for external engagement.
  • Escalate sensitive, ambiguous, or reputational issues to relevant stakeholders.
  • Maintain discipline regarding public responses versus issues requiring internal resolution.
  • Foster positive audience engagement while protecting organizational reputation.

• 3. Public Relations & Media Relations

  • Serve as the primary marketing interface for PR agency coordination.
  • Support the development and dissemination of:
    • Press releases
    • Media notes
    • Corporate announcements
    • Leadership communications
    • CSR-related communications
  • Coordinate media outreach initiatives and interview opportunities.
  • Manage media requests in consultation with senior stakeholders.
  • Ensure message consistency, factual accuracy, and clarity across all external communications.
  • Track, maintain, and report on media coverage and mentions.
  • Build and nurture constructive relationships with journalists, editors, and media stakeholders.
  • Support proactive storytelling and effective reputation management initiatives.

• 4. ATL Campaign Planning & Execution

  • Plan, coordinate, and execute ATL campaigns across approved channels including:
    • Print
    • Outdoor
    • Radio
    • Other mass or semi-mass media as required.
  • Translate annual brand and campaign priorities into structured ATL plans.
  • Ensure ATL activities are timely, relevant, and aligned with broader marketing and business objectives.
  • Balance continuity branding with campaign-specific communication.
  • Ensure ATL communication supports long-term brand-building objectives while delivering campaign outcomes.

• 5. Media Planning, Buying & Deployment Oversight

  • Act as the primary marketing owner for media planning, buying, and execution in collaboration with media agencies.
  • Review and guide media plans to ensure:
    • Appropriate channel selection
    • Optimal geographic spread
    • Effective visibility without wastage
  • Oversee release schedules, insertions, and on-ground media execution.
  • Track media deployment and campaign effectiveness.
  • Ensure coordination between ATL media releases and other communication efforts including BTL, PR, social media, and digital platforms.

• 6. Annual Media Tie-Ups & Strategic Partnerships

  • Identify, negotiate, and manage annual and long-term media partnerships with key publications, platforms, and media properties.
  • Ensure media associations contribute to sustained brand visibility rather than fragmented exposure.
  • Monitor and evaluate the effectiveness of media partnerships.
  • Serve as the single point of accountability for institutional media relationships.
  • Build and maintain long-term relationships with media stakeholders and industry influencers.

• 7. Creative Services & Brand Custodianship

  • Act as the brand custodian for all ATL, social media, PR, and mass communication initiatives.
  • Review and approve:
    • Concepts
    • Layouts
    • Scripts
    • Artworks
    • Digital creatives
    • Final communication outputs
  • Ensure:
    • Brand tone consistency
    • Visual identity adherence
    • Messaging clarity
    • Alignment with established brand guidelines
  • Protect and strengthen long-term brand positioning.
  • Prevent dilution of brand identity through inconsistent or fragmented communication.

• 8. Creative Agency & Production Management

  • Manage creative agencies, production partners, PR agencies, and communication vendors.
  • Develop clear and structured briefs.
  • Review proposals, creative concepts, and execution plans.
  • Control revision cycles and approval processes.
  • Ensure delivery against timelines, quality standards, and project objectives.
  • Maintain strong professional agency relationships while retaining strategic decision-making internally.

• 9. Creative Systems, Templates & Asset Governance

  • Develop and maintain standardized templates for recurring communication requirements.
  • Build and manage centralized repositories for:
    • Master creatives
    • ATL artworks
    • Campaign assets
    • Digital communication assets
    • Corporate communication content
  • Ensure version control, governance, and accessibility for internal stakeholders.
  • Enable communication scale and consistency across campaigns, geographies, and business units.

• 10. Integrated Campaign Management

  • Work closely with:
    • BTL & Trade Marketing teams
    • Social Media & PR teams
    • Digital Marketing teams
    • Dealer Engagement teams
    • Leadership stakeholders
  • Ensure integrated and coordinated campaign delivery across all touchpoints.
  • Align ATL, PR, social media, digital, and on-ground communication.
  • Avoid duplication, message conflicts, inconsistent branding, or timing mismatches.
  • Drive omnichannel communication effectiveness and consistency.

• 11. Reporting, Analysis & Governance

  • Track social media performance indicators including:
    • Reach
    • Engagement
    • Follower growth
    • Platform performance
  • Monitor PR outcomes including:
    • Media coverage
    • Sentiment analysis
    • Share of voice
    • Publication quality
  • Evaluate campaign and media partnership effectiveness.
  • Prepare monthly and periodic reports summarizing:
    • Activities undertaken
    • Business impact and outcomes
    • Media performance
    • Communication effectiveness
    • Risks, insights, and recommendations
  • Ensure adherence to internal approval processes and documentation standards.
  • Maintain governance and communication discipline across all external-facing initiatives.

Job Requirements :

• 4-10 years of experience in Community Management or related field (Social Media Marketing).
• Proven track record of success in managing multiple social media accounts simultaneously.
• Strong understanding of brand management principles and ability to apply them effectively across different digital channels.
• Proficiency in creating high-quality content (text posts, images, videos) for various audiences.