Brand Comm and Social Media Manager

Job Description

Associate Manager Brand Communication & Social Media
Role Overview

The Associate Manager Brand Communication & Social Media will be responsible for designing and executing afull-funnel content and social media strategyfor The Panel Station (TPS). This role combinescontent strategy, content development, agency management, influencer partnerships, and performance-driven social media marketingto drivepanelist recruitment, activation, and retention. The candidate will act as a bridge betweenbrand communication and growth, ensuring all content initiatives deliver measurable business outcomes.

Key Objectives

1. Content Strategy & Funnel Development

- Design and execute a funnel-based content plan (awareness consideration registration retention).
- Ensure all content directly supportspanel 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 aCo-Create Whats Nextbrand.
- 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-endcontent marketing lifecyclefor TPS (ideation creation distribution measurement).
- Allsocial media handlesandcommunity touchpointsfor TPS.
- Management ofexternal agencies, freelancers, and influencer partners.
- Collaboration withpanel acquisition, nurturing, and retention teamsto 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 asCo-Create Whats Next.

Candidate Profile

- 46 years of experience incontent marketing, social media, or brand communication, ideally inconsumer internet, market research, or panel/community-based businesses.
- Strong experience incontent funnel planningandgrowth-oriented campaigns.
- Hands-on ability to create/write/edit content across formats.
- Proven track record inagency/vendor management.
- Exposure tosocial media paid advertisingand influencer collaborations.
- Analytical mindset with experience inGA4, social analytics tools, and content performance tracking.

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