Associate Director, Social & Digital

Social & Digital CoE | Reporting to CMO

1. About Pine Labs and Our Ambition

Pine Labs is the Commerce OS for the Global South. Our social and digital presence is a critical extension of the Research & Content and Product Marketing narratives. We need a strong mid-level manager who can translate strategic direction into consistent, high-quality execution across platforms while also beginning to mentor junior team members.

2. About the Role

As Manager of Social & Digital, you own the day-to-day execution of Pine Labs' organic social strategy while also beginning to build and mentor a small team. You work closely with the Senior Director to bring strategic direction to life: platform-specific content strategy, community management, creator partnerships, and analytics. You ensure consistency across channels, maintain brand voice, and identify emerging opportunities in social media conversations. You begin thinking about how to build and scale a team.

You are proving that you can execute at a high level while also scaling work through others. You understand that execution at scale requires systems, processes, and mentorship. You are responsible for raising the bar of the entire social team, not just your own output.

3. Responsibility & Job to Do

Strategic Mandate:

- Execute the social and digital strategy across all platforms (LinkedIn, X, YouTube, Instagram) working and managing agency teams and collaborating with other COEs and Verticals

- Own organic social content strategy: platform-native planning, production schedules, community management

- Build and nurture relationships with creators, influencers, and community members who amplify Pine Labs' narrative

- Measure and report on social media performance: engagement, reach, sentiment, referral traffic, audience growth

- Identify emerging trends and conversations in social media; flag opportunities for Pine Labs to participate

- Manage your team and give them strategic direction

Key Responsibilities

- Manage day-to-day execution of social content across all platforms: posting schedules, quality review, community response. Managing agency relationships

- Develop platform-specific content strategies and editorial calendars

- Coordinate with Research & Content and Product Marketing to translate IP and campaign narratives into social-native formats

- Manage community: respond to comments, engage in conversations, identify and nurture brand advocates

- Track and analyze social media metrics; provide weekly/monthly reporting to Senior Director

- Own creator and influencer partnerships: identify collaboration opportunities, manage relationships, measure impact

- Managing junior team members and building social/digital capability within the CoE

- Stay current on platform algorithm changes, emerging social trends, new content formats

L5 (Manager) Framing: The Team Builder Lens

At L5, you are beginning the transition from individual contributor excellence to team leadership.

4. Minimum Qualifications

Qualification Category Requirement:

Years of Experience : 7-14 years in social media marketing, community management, or content strategy. 2-3 years in senior individual contributor or junior manager role.

Social & Digital Execution - Demonstrated success managing organic social channels at scale. Evidence of consistent, high-quality content production and community engagement.

Fintech/B2B SaaS Content - Experience creating content for B2B SaaS, fintech, or infrastructure software audiences. Understanding of developer-first, investor-facing social communication.

Analytics & Measuremen t- Comfort with social media analytics, tracking KPIs, identifying trends in data. Evidence of using data to optimize content and strategy.

Creator/Influencer Relationships - Experience identifying, pitching, and managing relationships with creators and influencers. Track record of successful collaborations.

Leadership Readiness - Evidence of mentoring junior team members or contributing to training/onboarding. Demonstrates coaching ability and desire to build team capability.