Brand Comm and Social Media Manager

Associate Manager Brand Communication & Social Media

Role Overview

full-funnel content and social media strategy

Key Objectives

1. Content Strategy & Funnel Development

• Design and execute a funnel-based content plan (awareness ? consideration ? registration ? retention).
• Ensure all content directly supports

  panel recruitment and active user growth

  .

1. Content Creation & Scale

• Develop high-quality, platform-relevant content assets.
• Manage and recruit content agencies to produce scalable assets (blogs, videos, creatives, campaigns).

1. Social Media & Influencer Marketing

• Build an integrated organic + paid social media strategy across Meta, Instagram, X, LinkedIn, YouTube, etc.
• Recruit and manage influencers to amplify reach and drive high-quality traffic.

1. Brand Communication

• Strengthen TPSs positioning as a

  Co-Create Whats Next

  brand.
• Ensure consistent messaging across content, social, and influencer channels.

1. Performance & Optimization

• Track content and campaign performance across channels.
• Run content gap analyses, optimize distribution, and refine strategy based on insights.

Ownership Areas

• End-to-end

  content marketing lifecycle

  for TPS (ideation ? creation ? distribution ? measurement).
• All

  social media handles

  and

  community touchpoints

  for TPS.
• Management of

  external agencies, freelancers, and influencer partners

  .
• Collaboration with

  panel acquisition, nurturing, and retention teams

  to align messaging with panel growth targets.

Responsibilities

• Content Funnel Strategy

  : Build monthly/quarterly content calendars mapped to recruitment and engagement funnels.

• Hands-On Content Development

  : Create blogs, posts, emailers, short-form video briefs, and campaign narratives.

• Agency Management

  : Identify, onboard, and manage agencies/freelancers for large-scale content production.

• Influencer Recruitment & Collaboration

  : Identify relevant micro- and mid-tier influencers globally, negotiate campaigns, and ensure content authenticity.

• Social Media Marketing

  :
• Scale organic presence with engaging, share-worthy content.
• Manage paid campaigns on social platforms for acquisition and engagement.

• Performance Analytics

  : Monitor traffic, CTR, CPL, engagement, DAU/MAU lift, and content ROI.

• Content Gap & Market Analysis

  : Conduct regular audits to identify what content resonates most with TPSs panelists across regions.

• Campaign Innovation

  : Launch experimental content series, user-generated content (UGC) campaigns, and influencer-led storytelling formats.

Accountabilities (KPIs)

1. Panel Recruitment Metrics

• Achieve X% increase in monthly registrations from content-led campaigns.
• Target CPL (cost per lead) from social media/influencers below benchmark.

1. Content Performance

• % increase in organic traffic driven by content.
• Blog/article/video engagement rate (avg. time on page, CTR, shares).

1. Social Media Metrics

• Growth in followers and engagement rate (likes, shares, comments, saves).
• Reach, impressions, and traffic conversions from paid campaigns.

1. Influencer Program ROI

• % contribution of influencer-led campaigns to traffic/panel recruitment.
• Number of influencer collaborations per month

1. Brand Health Metrics

• Consistency of brand voice across campaigns.
• Improvement in recognition of TPSs positioning as

  Co-Create Whats Next.

Candidate Profile

• 46 years of experience in

  content marketing, social media, or brand communication

  , ideally in

  consumer internet, market research, or panel/community-based businesses

  .
• Strong experience in

  content funnel planning

  and

  growth-oriented campaigns

  .
• Hands-on ability to create/write/edit content across formats.
• Proven track record in

  agency/vendor management

  .
• Exposure to

  social media paid advertising

  and influencer collaborations.
• Analytical mindset with experience in

  GA4, social analytics tools, and content performance tracking

  .