Lead - Social Media & Online Reputation Management - Insurance

Role Overview:

The position is with an Insurance Company looking for a Lead for Social Media & Online Reputation Management (ORM) based in Mumbai.

Social Media Responsibilities:

• Define and lead the overall social media strategy across Instagram, LinkedIn, YouTube, Facebook, X, and emerging platforms.
• Build platform-specific growth plans with clear audience, content, engagement, and business objectives.
• Create and scale social media channels, content properties, and repeatable formats from scratch.
• Own the social content calendar across brand, product, topical, educational, cultural, campaign-led, and engagement-led content.
• Lead the development of reels, carousels, long-form videos, shorts, explainers, lives, creator-led content, moment marketing, memes, polls, and other platform-native formats.
• Ensure every piece of content has a clear job - build trust, drive engagement, simplify products, grow community, support campaigns, or move business metrics.
• Drive both organic growth and paid social amplification across platforms.
• Work with media and performance teams to identify what content should be boosted, which audiences to target, and how to optimise paid social outcomes.
• Understand and track key metrics including reach, impressions, engagement rate, follower growth, saves, shares, video views, watch time, CTR, CPL, CPM, CPV, leads, conversions, and audience quality.
• Build sharp dashboards and reports that convert social media performance into clear insights and action points.
• Use analytics to identify what is working, what is not, and what needs to change across content, formats, platforms, targeting, and messaging.
• Track competitors, category conversations, cultural trends, platform updates, and best-in class social playbooks.
• Build and manage communities by engaging meaningfully with audiences, customers, creators, partners, and brand advocates.
• Identify and manage relevant creators, influencers, experts, and collaborators for social first campaigns.
• Work closely with internal teams including brand, product, sales, customer service, PR, legal, compliance, media, and leadership.
• Manage agencies, freelancers, creators, platform partners, and production teams to deliver high-quality work at speed.
• Set up strong processes for briefing, ideation, approvals, publishing, performance reviews, and optimisation.
• Maintain the brand voice across platforms while ensuring content feels human, useful, topical, and native to each platform.
• Stay hands-on when needed - whether that means writing a caption, sharpening a hook, reviewing a script, fixing a calendar, decoding a trend, or improving an underperforming post.

Online Reputation Management (ORM) Responsibilities:

• Define and lead the overall ORM strategy across social media platforms, review platforms, app stores, search, forums, communities, and other public digital touchpoints.
• Build a structured ORM framework for customer complaints, queries, appreciation, misinformation, sensitive issues, escalations, and crisis situations.
• Develop response playbooks, escalation matrices, tone-of-voice guidelines, turnaround time standards, and issue-resolution workflows.
• Monitor brand sentiment, conversation themes, complaint patterns, recurring issues, campaign reactions, competitor mentions, and reputational risks.
• Work closely with customer service, legal, compliance, PR, product, operations, and leadership teams to ensure quick, accurate, empathetic, and responsible responses.
• Manage high-pressure digital situations with calm judgment, speed, and brand sensitivity.
• Ensure ORM responses are human, helpful, brand-safe, compliant, and aligned with the company's tone.
• Track ORM metrics including sentiment, response time, resolution time, complaint volume, escalation volume, closure quality, recurring themes, negative conversation spikes, and platform-wise issue trends.
• Convert ORM data into actionable business insights for internal teams.
• Create regular ORM dashboards and leadership reports highlighting risks, trends, escalations, learnings, and recommended actions.
• Manage ORM agencies, social listening partners, response teams, and internal stakeholders to ensure smooth daily operations.
• Set up governance and review processes for high-risk responses, sensitive customer cases, legal/compliance issues, and crisis moments.
• Identify early warning signals and proactively flag reputation risks before they become larger issues.
• Build a system where ORM is not just reactive customer handling, but a strategic source of customer intelligence and brand trust.

Requirements:

• 5+ years of hands-on experience managing social media platforms. Experience in BFSI / Insurance sector is an added advantage.
• Experience using social media analytics tools and the ability to tweak marketing strategies based on findings.
• Creative skills for contributing new and innovative ideas.
• Ability to create cutting-edge social media and digital marketing content & proofreading ability.
• Experience with social advertising platforms such as LinkedIn, Facebook, Twitter & YouTube.
• Experience with website content management is an added advantage.