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Job Description

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 TPSs positioning as a Co-Create Whats 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 TPSs 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 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.