AM- Brand Comm and Social Media

Associate Manager – Brand Communication & Social Media

Role Overview

The Associate Manager
– Brand Communication & Social Media will be responsible for designing and executing a full-funnel content and social media strategy for The Panel Station (TPS). This role combines content strategy, content development, agency management, influencer partnerships, and performance-driven social media marketing to drive panelist recruitment, activation, and retention. The candidate will act as a bridge between brand communication and growth, ensuring all content initiatives deliver measurable business outcomes.

Key Objectives

• 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.
• Content Creation & Scale
• Develop high-quality, platform-relevant content assets.
• Manage and recruit content agencies to produce scalable assets (blogs, videos, creatives, campaigns).
• 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.
• Brand Communication
• Strengthen TPS's positioning as a "Co-Create What's Next" brand.
• Ensure consistent messaging across content, social, and influencer channels.
• Performance & Optimization
• Track content and campaign performance across channels.
• Run content gap analyses, optimize distribution, and refine strategy based on insights.
• Ownership AreasEnd-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 TPS's panelists across regions.

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

Accountabilities (KPIs)

Panel Recruitment Metrics

• Achieve X% increase in monthly registrations from content-led campaigns.
• Target CPL (cost per lead) from social media/influencers below benchmark.
• Content Performance
• % increase in organic traffic driven by content.
• Blog/article/video engagement rate (avg. time on page, CTR, shares).
• Social Media Metrics
• Growth in followers and engagement rate (likes, shares, comments, saves).
• Reach, impressions, and traffic conversions from paid campaigns.
• Influencer Program ROI
• % contribution of influencer-led campaigns to traffic/panel recruitment.
• Number of influencer collaborations per month
• Brand Health Metrics
• Consistency of brand voice across campaigns.
• Improvement in recognition of TPS's positioning as "Co-Create What's Next."

Candidate Profile

4–6 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.