Job Purpose
This role is responsible for leading the social media & content strategy for Asian Paints along with digital-first content initiatives and branding campaigns. Primary focus will be on driving the content ambition for Asian Paints across critical platforms by bringing in the new age partnerships across content, data, influencers & technology.
Business objectives
- Strategic Planning - Working on AOPs, creation of content brand strategy and setting the right KPIs. Once locked, ensuring the progress and achievement of aligned strategic areas
- Drive the content & audience ambition for Asian Paints – Includes running influencer campaigns at scale, new age content ideation & dissemination strategy, topicals, etc.
- Campaign Management - Creation and execution of social campaigns, launch brand campaigns and execute an always-on multi-platform strategy for the brand. Execute video-first digital branding campaigns - ensure high reach, efficient CPVs and a 360-degree digital campaign execution
- Analytics - Break up campaign performances, insights mining and implement learnings for future campaigns. Set up the social measurement analytics piece for category
- Measurement and Reporting - Measure KPIs, measure effectiveness, Social media growth. Creation of detailed reports mid & post campaign and measuring ROI from campaigns driven
- Digital IPs - Work on creating as well as taking forward digital digital IPs. Responsible for better effectiveness, innovation and digital PR for the campaigns – WTHI / St+Art etc.
- ORM - Lead the ORM efforts for the brand. Set up processes, reporting, tracking and analyzing of the ORM strategy. Ensure a healthy TAT and be responsible for maintaining a high positive sentiment throughout the year
- Content Partnerships - Suggest and execute beneficial and innovative content partnerships in the social and digital space
- Influencer Marketing - Responsible for identifying influencers-based campaigns, getting the best deliverables from them, execution of influencer campaigns and tracking ROI from the campaigns
- Digital Literacy - Responsible for educating brand teams and internal stakeholders of all things social and digital
- Driving the technology ambition – bringing in new set of partners & nurturing fresh partnerships that influence work. AI / Content / Influencers / Data / Measurement.
- Agency and Partner Management - Work closely with our platform partners - Google and Meta, nurture relationships and develop new strategies basis brand requirement. Work and maintain healthy relationships with the agency partners and ensure on-time completion of work, increase efficiencies and maintain team morale
