Senior Manager – Social Media
Organisation: Magic Bus India Foundation
Function: Marketing & Communications
Reports to: Deputy General Manager
Location: Mumbai (travel to programme locations as needed)
Employment type: Full-time
About Magic Bus India Foundation
Magic Bus India Foundation is a non-profit that works with young people from underserved communities, using a sport-based, activity-led approach to help them move from poverty to sustainable livelihoods. 
Role Purpose
We are looking for a hands-on, strategic Senior Manager – Social Media to own and grow Magic Bus's presence across all social media platforms. You will shape the organisation's social voice, lead content and community strategy, run data-driven campaigns, manage our newsletters, and build our employer brand, so that Magic Bus is seen as a trusted, youth-relevant and purpose-driven organisation, and an employer of choice in the development sector.
Key Responsibilities
1. Social Media Strategy & Leadership
- Develop and execute an integrated, multi-platform social media strategy aligned with Magic Bus's brand, programme priorities, fundraising goals and youth outreach objectives.
- Define platform-specific roles, tone and content mix for Instagram, Facebook, X (Twitter), LinkedIn, YouTube, WhatsApp (channels/communities), Threads, Snapchat and emerging platforms.
- Maintain an annual content calendar tied to campaigns, key days, programme milestones and fundraising cycles.
- Lead, mentor and review the work of internal team members, agencies, freelancers and creators.
2. Content & Storytelling
- Oversee ideation and production of high-quality, ethical, impact-led content: short-form video/Reels/Shorts, carousels, long-form video, podcasts, live sessions, memes and trend-led posts.
- Ensure all storytelling upholds child safeguarding, consent, dignity and data-protection standards.
- Adapt content for multiple languages and regional audiences, especially for youth communities.
- Work with programme, fundraising, partnerships and HR teams to turn field stories, data and case studies into compelling content.
3. Trends, Platforms & Innovation
- Track and evaluate emerging platform features, algorithm changes, formats, audio/meme trends and cultural moments, and apply them quickly and responsibly.
- Experiment with AI-assisted content workflows, social search/SEO, community-led formats, UGC and creator collaborations.
- Build and manage influencer, creator and youth-ambassador partnerships aligned with Magic Bus values.
4. Community Management & Reputation
- Lead community engagement and moderation, with clear response protocols and escalation processes.
- Set up social listening to monitor sentiment, conversations and risks; manage crisis and sensitive-issue communication in coordination with leadership.
- Build engaged communities of supporters, volunteers, alumni and youth.
5. Paid Social & Campaigns
- Plan and manage paid social campaigns for awareness, lead generation, donor acquisition, volunteering and youth programme enrolment.
- Optimise budgets, targeting, creatives and A/B tests to improve cost-efficiency and conversion.
- Collaborate with fundraising and programme teams on integrated campaigns, including peak giving periods.
6. Analytics & Reporting
- Define KPIs and dashboards across reach, engagement, follower growth, video performance, traffic, conversions, donations and cost per acquisition.
- Use native analytics and tools (e.g., Meta Business Suite, LinkedIn Analytics, YouTube Studio, Google Analytics/GA4, social listening and scheduling tools) to produce regular insights and recommendations.
- Present monthly and quarterly performance reports to leadership with clear learnings and next steps.
7. Newsletters & Email Communication
- Own the newsletter strategy for supporters, donors, partners, alumni and employees: audience segmentation, editorial planning, design, copy and scheduling.
- Track open rates, click-through rates, list growth and conversion, and run continuous optimisation and testing.
- Ensure consistency between newsletter content and social/website messaging.
8. Employer Branding & Talent Attraction
- Build and execute the employer branding strategy in partnership with HR, positioning Magic Bus as an employer of choice.
- Create content around culture, careers, employee stories, leadership voices, life at Magic Bus and open roles, especially on LinkedIn, Instagram and YouTube.
- Drive employee advocacy programmes and support recruitment campaigns, campus outreach and talent communities.
- Support the careers page, Glassdoor/LinkedIn company page and other employer-brand touchpoints.
9. Governance, Brand & Budgets
- Ensure brand consistency, tone of voice and compliance with organisational guidelines, FCRA/legal requirements, platform policies and safeguarding norms.
- Create and maintain social media policies, playbooks, templates and guidelines for internal teams and regional offices.
- Manage budgets, vendor and agency contracts, and tool subscriptions.
Qualifications & Experience
- Experience: 8–12 years in social media communications. Experience in non-profit, social impact, education, youth or consumer brands is a strong advantage.
- Education: Bachelor's degree in Communications, Marketing, Journalism, Media or a related field. A Master's degree or digital marketing certifications are an advantage.
Skills & Competencies
Technical
- Deep, current knowledge of all major platforms (Instagram, Facebook, LinkedIn, X, YouTube, WhatsApp, Threads, Snapchat) and their algorithms, formats and best practices.
- Strong command of analytics, reporting and social listening tools, with the ability to turn data into decisions.
- Proven experience with paid social, email/newsletter platforms (e.g., Mailchimp, HubSpot or similar), scheduling tools and CMS.
- Working knowledge of video/graphic editing tools (Canva, CapCut, Adobe Creative Suite) and AI-assisted content tools.
- Understanding of SEO, social search and website-to-social integration.
Strategic & Creative
- Strong storytelling, copywriting and editorial judgement in English and Hindi; additional regional languages are a plus.
- Sharp pulse on youth culture, trends and digital behaviour.
- Ability to build campaigns from insight to execution to measurement.
Leadership & Behavioural
- Excellent stakeholder management across programme, fundraising, HR, partnerships and leadership.
- Strong team leadership, agency management and mentoring skills.
- Calm, sound judgement in sensitive and crisis situations.
- Genuine commitment to Magic Bus's mission, with sensitivity to child protection and ethical storytelling.
Key Performance Indicators
- Growth in audience, engagement and video reach across priority platforms
- Campaign outcomes: leads, donations, volunteer sign-ups, youth enrolments
- Newsletter growth, open and click-through rates
- Employer brand metrics: careers-page traffic, applications from social, LinkedIn followers and engagement
- Timely, high-quality delivery of the content calendar and reporting
- Brand safety, safeguarding compliance and quality of crisis response.
Interested candidates can reach out to vishal.shikhare@magicbusindia.org 
