Global Social Media Marketing Specialist Full Time NEW

Role Brief

The Global Social Media Specialist will own the global social media ecosystem for the brand, ensuring consistent brand storytelling at a global level while enabling region-specific relevance and execution across India, AME, Australia, Europe, North America, and SEA. This role acts as the center of excellence (CoE) for social defining strategy, governance, performance benchmarks, and regional enablement

Role & responsibilities

Global Strategy, Governance & Brand Control

• Define and execute the global social media strategy across platforms (LinkedIn, Instagram, Meta, X, YouTube, Reddit etc.)
• Create and maintain global social media playbooks, including:
• Brand voice & tone guidelines
• Visual identity and format standards
• Posting frequency & content mix
• Establish global vs regional content ownership models
• Ensure brand consistency across all regional social handles
• Own and govern LinkedIn Life as a strategic employer branding and culture channel

Global Content Framework & Editorial Planning

• Define and maintain a global content architecture, including content pillars, sub-themes, and messaging hierarchy across regions
• Establish platform-wise content frameworks (LinkedIn, Instagram, Facebook, YouTube, X) with clear objectives for each platform
• Create global content buckets (brand, product, thought leadership, customer stories, ESG, employer branding, innovation, culture) with regional customization guidelines
• Drive a balanced content mix between always-on content, campaign-led content, and moment-based storytelling
• Develop editorial guidelines covering caption structures, hooks, CTAs, hashtag strategy, and posting cadence
• Align global social content with annual marketing calendars, product roadmaps, and business priorities
• Ensure integration of social content with website, blogs, PR narratives, email campaigns, and SEO themes
• Plan and manage global content launches and thematic bursts across regions
• Enable regions with ready-to-use content kits (copy drafts, creative formats, visual templates, posting recommendations)
• Establish content approval workflows and timelines to ensure quality and governance without slowing execution
• Identify high-performing global content and define scaling and repurposing frameworks across regions and platforms
• Maintain a centralized content repository for global and regional teams to access approved assets and references

Trend Intelligence, Competitive Content Benchmarking & Innovation

• Continuously track global and regional social media trends, platform updates, algorithm changes, and emerging content formats across India, AME, Australia, Europe, North America, and SEA
• Monitor and analyze competitor and industry leader content strategies, including:
• Content themes and narratives
• Formats (video, carousel, thought leadership, short-form)
• Engagement patterns and audience response
• Conduct quarterly competitive benchmarking to identify content gaps, white spaces, and differentiation opportunities
• Pilot and test new content formats and storytelling approaches (videos, Reels, Shorts, Lives, LinkedIn Thought Leadership, employee advocacy, creator-led content)
• Recommend and implement innovation-led content experiments to improve reach, engagement, and brand recall
• Evaluate trending content through a business relevance lens to identify what can be meaningfully leveraged for ELGis brand, product storytelling, and thought leadership
• Identify opportunities to adapt trending formats (short-form video, carousels, leadership posts, storytelling threads) into ELGi-specific use cases rather than generic trend adoption
• Leverage social listening and analytics tools to:
• Understand audience conversations, interests, and pain points
• Identify which content formats, creatives, and narratives are driving engagement and resonance
• Distinguish content types that are working well for business objectives vs those underperforming
• Analyze content performance patterns across regions to determine:
• Best-performing formats by platform and market
• Creative styles (visual, technical, human-led, leadership-led) that resonate most

Community Management & Brand Reputation

• Define global community management SOPs
• Monitor brand mentions, comments, and conversations across regions
• Manage escalation workflows with PR, Corporate Comms, and Legal teams
• Support crisis communication and reputation management initiatives

Regional Enablement & Market Customization

• Act as the primary social media partner for regional marketing teams across:
• India, AME, Australia, Europe, North America, SEA
• Provide regions with: Content templates, Caption frameworks, Hashtag and keyword guidance, Creative best practices
• Review, optimize, and approve region-specific content
• Train regional teams on platform updates and best practices

Performance Measurement & Insights (Global Lens)

• Establish a standardized global measurement framework while allowing flexibility for region-specific KPIs across India, AME, Australia, Europe, North America, and SEA
• Build and maintain global and regional dashboards and Reports to provide visibility into performance trends
• Conduct monthly and quarterly performance reviews with regional teams to assess outcomes and optimization opportunities
• Translate performance data into actionable insights and recommendations for content planning, innovation, and optimization
• Measure the indirect contribution of organic social media to brand awareness, demand influence, employer branding, and community growth

Preferred candidate profile

• 5-7 years of experience managing global social media programs
• Strong understanding of regional market behavior and cultural nuances
• Expertise in social algorithms and content optimization
• Excellent storytelling, copywriting, and editorial skills
• Strong stakeholder and cross-regional collaboration capabilities

Tools & Platforms

• Meta Business Suite
• LinkedIn Page Management & Analytics
• Social listening tools(Sprout/Hootsuite/Brandwatch/Meltwater, etc.)

Good-to-Have (Additional)

• Experience in B2B / Industrial / Manufacturing / Enterprise brands
• Exposure to global brand governance
• Knowledge of paid social amplification strategies
• Experience working with regional agencies or partners