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

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