About Pine Labs:

Pine Labs is the commerce OS for the Global South, payments infrastructure, embedded credit, prepaid solutions, and developer-grade APIs across markets where scale and speed aren't optional. We operate across 30+ social handles, six platforms, and a brand that's in the middle of sharpening everything it says and how it says it.

We're looking for someone who can hold both ends of the job: the architecture (what we say, where, and why) and the execution (what goes out on Tuesday). Someone who thinks in audiences, not just feeds.

What you'll do:

Strategy:

- Own Pine Labs' social media architecture across platforms - LinkedIn, Instagram, X, YouTube - including handle consolidation, audience segmentation, and channel-level content strategy

- Develop and maintain platform-specific content strategies aligned to brand verticals: In-Store, PLO, Prepaid, Credit+, Setu, and corporate/brand

- Define audience segments by vertical and platform - enterprise merchants, developers, fintech community, investors, SMBs - and shape content to each

- Build and manage the content calendar: monthly themes, campaign beats, product launches, industry moments, and evergreen programming

- Partner with PMMs, agencies and the creative team to translate GTM briefs into social content plans with clear objectives and KPIs

- Identify trends, platform shifts, and algorithm changes early - and brief the team before the moment passes

Execution:

- Drive day-to-day publishing across handles: scheduling, asset coordination, and real-time responses along with ORM Team where needed

- Collaborate with the creative team and agencies on content development: brief clearly, review critically, and maintain brand voice across all output

- Run community management: monitor engagement, flag opportunities, and ensure the brand never goes dark when something relevant happens

- Track performance across platforms: reach, engagement, follower quality, share of voice, and translate data into actionable decisions

- Own the monthly social performance report: what worked, what didn't, and what's changing

- Manage relationships with platform teams (LinkedIn, Meta, Google) and coordinate with agency or freelance support where needed

What we're looking for:

Must-have:

- 5-7 years of social media experience, with a mix of strategy and hands-on execution - not one or the other

- Deep platform fluency: LinkedIn, Instagram, X, and YouTube; knows the native formats, algorithms, and audience behaviours on each

- Proven ability to build and manage content calendars at scale, across multiple brands or verticals simultaneously

- Data-literate: comfortable with platform analytics, can interpret performance and make recommendations without waiting to be asked

- Strong editorial instinct: can spot a weak brief, a tone-deaf caption, or a missed opportunity before it goes live

- Stakeholder management: able to take inputs from product, brand, and leadership without letting the feed become a committee output

- High ownership: runs the calendar without being chased, and flags risks early

Nice to have

- Experience in fintech, B2B SaaS, or developer-facing brands

- Familiarity with social listening and analytics tools (Sprinklr, Brandwatch, Hootsuite, or equivalent)

- Experience managing paid social in coordination with a performance team

- Understanding of creator and influencer partnerships in a B2B context

- Comfort with AI tools for content ideation, scheduling, and performance analysis