Job Description
Brand Management
- Ensuring incremental engagement rate across platforms (likes, comments, shares, saves)
- Taking care of the quality of interactions (relevant comments, genuine queries, positive conversations)
- Growing meaningful engagement versus passive reach
- Reducing irrelevant or spam interactions
- Building strong content resonance aligned with Tata Capital's brand tone and values
- Responsible for month-on-month growth in followers across platforms
- Making sure that there is relevance of audience aligned to Tata Capital's target segments
- Maintaining a Healthy follower-to-engagement ratio
- Ensuring low incidence of fake, spam, or inorganic followers
Audience Growth and Quality
- Responsible for month-on-month growth in followers across platforms
- Making sure that there is relevance of audience aligned to Tata Capital's target segments
- Maintaining a Healthy follower-to-engagement ratio
- Ensuring low incidence of fake, spam, or inorganic followers
- Ensuring that there is consistency in audience growth trends
Content Performance
- Ensuring high reach and impressions per post and per content format
- Working towards getting high and incremental video views, watch time, and completion rates for video content
- Leading the performance of key content pillars and campaign themes - for regular as well as dark - product posts
- Being hands-on with the reports, partnering with the agencies on a weekly basis to monitor performance and work towards improving the same
- Being proactive with ideas, content strategies, content formats and trends to ensure that the content is not just performing but also benefitting the brand in newer ways month-on-month basis
ORM
- Making sure the segregation of Overall sentiment analysis (positive, neutral, negative) is done optimally by the ORM agency
- Ensuring high quality and tone of brand mentions and conversations around the brand
- Keeping an eye and consistently proposing new ideas to improve the brand's share of voice versus competitors and category benchmarks
- Reduction in negative or misleading narratives
- Maintaining the perception of Tata Capital as a trusted, transparent financial brand
Employee Engagement Initiatives
- Act as the primary point of coordination between:
- Internal Teams
- Agencies and Production Houses
- Senior leadership and top management
- Make sure there are consistent employee engagement initiatives taken on a monthly basis and the social media handles of the brand reflect the strong and positive culture of Tata Capital
Timely and Compliant Execution
- Adherence to approved content calendars and publishing timelines
- Compliance with brand guidelines, legal, and regulatory requirements
- Zero non-compliance incidents, escalations, or post-publish corrections
- Proper approvals and documentation maintained for all content
- Responsible handling of comments, queries, and sensitive conversations
Campaign impact
- Social media contribution to brand-led and integrated campaigns
- Engagement and reach uplift during campaign periods
- Performance against defined campaign objectives and benchmarks
- Consistency in amplifying key campaign narratives
- Support to larger brand goals such as awareness, trust, and recall
AI-Know-how
- Working knowledge of AI tools for content ideation, caption refinement, competition analysis, performance analysis, and reporting
- Ability to use AI-driven insights to improve engagement, content formats, posting time, campaign ideas and audience relevance
- Responsible and ethical use of AI in line with Tata Capital's brand, data privacy, and regulatory guidelines
- Reduction in the present cost to the dept. By utilizing AI in social media initiatives
- Continuous upskilling on emerging AI tools and platforms relevant to social media and digital marketing
Compliance and Processes
- Ensure all digital assets, content, and campaigns adhere to lending regulations and internal compliance standards
- Establish clear processes, documentation, and review mechanisms with legal and compliance teams
- Track performance across channels and initiatives, translating data into actionable insights
- Supervise coordination with the security partner to identify, report, and support takedown of fraudulent domains and impersonating social media handles, ensuring timely monitoring, evidence sharing, progress tracking, and stakeholder communication to protect brand integrity.
- Turnaround time for legal and compliance approvals without impacting go-live timelines
- Audit readiness and accuracy of documentation
Campaigns and Projects
- Strong understanding of digital marketing, social media content and social media paid marketing
- Proven ability to manage multiple agencies and external partners
- Excellent stakeholder management and communication skills
- Ability to operate in a fast-paced, regulated environment
- Strategic mindset with strong execution capability
- Ability to independently own and drive initiatives end-to-end
- Proactiveness in identifying optimisation and innovation opportunities
- Quality of decision-making backed by data and business impact
- Mentorship and guidance provided to internal teams and agency partners
- Ensure all marketing and digital initiatives comply with regulatory, legal, and brand guidelines
- Present project updates, insights, and performance metrics to top management
- Timely delivery of projects across social media headers
- Quality of collaboration measured through internal stakeholder feedback
- Cost optimisation and budget adherence across agency and vendor engagements
- Clear documentation, governance, and escalation management
- Liaison with senior leadership and top management
