1. Role Overview:

Aachi Group of Companies is seeking an experienced, strategic, and creative General Manager - Social Media & Digital Marketing to lead the group's social media strategy, digital brand presence, and online engagement initiatives across its diverse business verticals.

The role will be responsible for building a strong and differentiated digital identity for each business while establishing a cohesive group-level presence. The incumbent will drive brand storytelling, moment marketing, digital campaigns, influencer collaborations, consumer engagement, and innovative marketing initiatives that strengthen brand awareness, relevance, and business growth.

The ideal candidate will combine strategic leadership with creative execution, possess a strong understanding of evolving digital trends, and have the ability to manage multiple brands across diverse industries.

2. Key Responsibilities:

A. Group-Level Digital & Social Media Strategy:

- Develop and implement a comprehensive social media and digital marketing strategy aligned with the group's business objectives.

- Establish a strong digital presence across all business verticals, including FMCG, retail, food and hospitality, education, and other group businesses.

- Define platform-specific strategies for Instagram, Facebook, YouTube, LinkedIn, and other relevant digital channels.

- Build differentiated brand positioning, content pillars, communication guidelines, and digital calendars for each business.

- Ensure consistency in brand identity while tailoring communication to the target audience of each business.

B. Content Strategy & Brand Storytelling:

- Lead the development of compelling, innovative, and audience-centric digital content.

- Drive content creation across reels, short-form videos, campaigns, static creatives, stories, and other emerging formats.

- Develop impactful brand narratives that communicate product value, brand heritage, customer experiences, and business milestones.

- Collaborate with internal teams, creative agencies, production partners, and business stakeholders to deliver high-quality content.

- Ensure content quality, brand alignment, and timely execution across platforms.

C. Moment Marketing & Digital Innovation:

- Identify and capitalise on trending topics, cultural moments, festivals, current events, and relevant online conversations.

- Develop timely, creative, and brand-relevant moment marketing campaigns to increase visibility, engagement, and shareability.

- Establish a proactive trend-monitoring and rapid-response content process.

- Experiment with emerging content formats, digital platforms, AI-enabled creative tools, and innovative marketing approaches.

- Develop distinctive digital initiatives that help the group's brands remain culturally relevant and competitive.

D. Campaign Management & Consumer Engagement:

- Conceptualise and execute integrated digital campaigns for product launches, seasonal promotions, festivals, events, and business initiatives.

- Drive influencer marketing, creator partnerships, user-generated content, and community-building initiatives.

- Strengthen online brand communities through meaningful engagement and audience interaction.

- Coordinate with sales, marketing, retail, e-commerce, and business teams to align digital campaigns with commercial priorities.

- Identify opportunities to improve customer acquisition, brand consideration, footfall, enquiries, and conversions through digital channels.

E. Performance Marketing & Analytics:

- Monitor social media performance and digital campaign effectiveness using relevant analytics tools.

- Define KPIs for reach, engagement, audience growth, video views, website traffic, leads, conversions, and other business-relevant outcomes.

- Analyse campaign performance and audience insights to continuously improve content and channel strategy.

- Oversee social media advertising and paid digital campaigns in coordination with performance marketing specialists.

- Prepare periodic performance dashboards and management reports, highlighting results, insights, opportunities, and corrective actions.

F. Team Leadership & Stakeholder Management:

- Build, lead, and mentor a high-performing social media and digital marketing team.

- Define roles, responsibilities, workflows, approval processes, and performance expectations.

- Manage creative agencies, influencers, vendors, and external marketing partners.

- Work closely with business heads and functional teams to understand business priorities and translate them into effective digital initiatives.

- Establish group-wide social media governance, brand guidelines, content approval mechanisms, and escalation protocols.

G. Online Reputation & Brand Governance:

- Monitor online conversations, brand mentions, customer feedback, and emerging reputation risks.

- Establish protocols for community management, customer responses, and escalation of sensitive issues.

- Ensure timely and appropriate communication during customer concerns, negative publicity, or potential brand reputation incidents.

- Maintain compliance with platform policies, advertising standards, applicable regulations, and brand communication guidelines.

3. Educational Qualifications:

- Bachelor's degree in Marketing, Mass Communication, Advertising, Business Administration, or a related discipline.

- Postgraduate qualification in Marketing, Digital Marketing, or Management will be an added advantage.

4. Experience & Competencies:

- 15+ years of relevant experience in social media, digital marketing, brand communications, or integrated marketing, with demonstrated leadership experience.

- Experience managing social media and digital campaigns for multiple brands, business units, or diverse product categories.

- Proven track record of developing successful digital campaigns and building meaningful online brand engagement.

- Strong understanding of social media platforms, content trends, digital analytics, influencer marketing, and paid media.

- Experience leading creative teams, agencies, and cross-functional stakeholders.

- Excellent communication, presentation, planning, and stakeholder management skills.

- Strong creative judgement, strategic thinking, data-driven decision-making, and execution capabilities.