Role Overview

Lead and manage the organization's brand communication, ATL campaigns, media partnerships, public relations, social media presence, and reputation management across FIL and MMF. Drive integrated communication strategies that strengthen brand visibility, stakeholder engagement, and corporate reputation.

Key Responsibilities:

1. Social Media Strategy & Content Management

Own and manage the organization's social media presence across:

LinkedIn

Instagram

YouTube

Other relevant platforms as required

Develop structured monthly content calendars aligned with:

Corporate priorities

Leadership communication

Business milestones

CSR initiatives

Key announcements and campaigns

Write, review, refine, and approve:

Captions

Post copies

Announcements

Corporate messages

Leadership communications

Ensure all social communication reflects organizational values, tone, and brand personality.

Plan content proactively while maintaining flexibility for time-sensitive communication.

Coordinate social media activities with ATL, PR, and broader integrated marketing campaigns.

2. Community Management & Stakeholder Engagement

Monitor comments, messages, and engagement across social platforms regularly.

Respond to audience queries, feedback, and comments in a skilled and timely manner.

Follow defined communication protocols for external engagement.

Escalate sensitive, ambiguous, or reputational issues to relevant stakeholders.

Maintain discipline regarding public responses versus issues requiring internal resolution.

Foster positive audience engagement while protecting organizational reputation.

3. Public Relations & Media Relations

Serve as the primary marketing interface for PR agency coordination.

Support the development and dissemination of:

Press releases

Media notes

Corporate announcements

Leadership communications

CSR-related communications

Coordinate media outreach initiatives and interview opportunities.

Manage media requests in consultation with senior stakeholders.

Ensure message consistency, factual accuracy, and clarity across all external communications.

Track, maintain, and report on media coverage and mentions.

Build and nurture constructive relationships with journalists, editors, and media stakeholders.

Support proactive storytelling and effective reputation management initiatives.

4.



ATL Campaign Planning & Execution

Plan, coordinate, and execute ATL campaigns across approved channels including:

Print

Outdoor

Radio

Other mass or semi-mass media as required.

Translate annual brand and campaign priorities into structured ATL plans.

Ensure ATL activities are timely, relevant, and aligned with broader marketing and business objectives.

Balance continuity branding with campaign-specific communication.

Ensure ATL communication supports long-term brand-building objectives while delivering campaign outcomes.

5. Media Planning, Buying & Deployment Oversight

Act as the primary marketing owner for media planning, buying, and execution in collaboration with media agencies.

Review and guide media plans to ensure:

Appropriate channel selection

Optimal geographic spread

Effective visibility without wastage

Oversee release schedules, insertions, and on-ground media execution.

Track media deployment and campaign effectiveness.

Ensure coordination between ATL media releases and other communication efforts including BTL, PR, social media, and digital platforms.

6. Annual Media Tie-Ups & Strategic Partnerships

Identify, negotiate, and manage annual and long-term media partnerships with key publications, platforms, and media properties.

Ensure media associations contribute to sustained brand visibility rather than fragmented exposure.

Monitor and evaluate the effectiveness of media partnerships.

Serve as the single point of accountability for institutional media relationships.

Build and maintain long-term relationships with media stakeholders and industry influencers.

7. Creative Services & Brand Custodianship

Act as the brand custodian for all ATL, social media, PR, and mass communication initiatives.

Review and approve

Concepts

Layouts

Scripts

Artworks

Digital creatives

Final communication outputs

Ensure

Brand tone consistency

Visual identity adherence

Messaging clarity





Alignment with established brand guidelines

Protect and strengthen long-term brand positioning.

Prevent dilution of brand identity through inconsistent or fragmented communication.

8. Creative Agency & Production Management

Manage creative agencies, production partners, PR agencies, and communication vendors.

Develop clear and structured briefs.

Review proposals, creative concepts, and execution plans.

Control revision cycles and approval processes.

Ensure delivery against timelines, quality standards, and project objectives.

Maintain strong professional agency relationships while retaining strategic decision-making internally.

9. Creative Systems, Templates & Asset Governance

Develop and maintain standardized templates for recurring communication requirements.

Build and manage centralized repositories for:

Master creatives

ATL artworks

Campaign assets

Digital communication assets

Corporate communication content

Ensure version control, governance, and accessibility for internal stakeholders.

Enable communication scale and consistency across campaigns, geographies, and business units.

10. Integrated Campaign Management

Work closely with

BTL & Trade Marketing teams

Social Media & PR teams

Digital Marketing teams

Dealer Engagement teams

Leadership stakeholders

Ensure integrated and coordinated campaign delivery across all touchpoints.

Align ATL, PR, social media, digital, and on-ground communication.

Avoid duplication, message conflicts, inconsistent branding, or timing mismatches.

Drive omnichannel communication effectiveness and consistency.

11. Reporting, Analysis & Governance

Track social media performance indicators including:

Reach

Engagement

Follower growth

Platform performance

Monitor PR outcomes including

Media coverage

Sentiment analysis

Share of voice

Publication quality

Evaluate campaign and media partnership effectiveness.

Prepare monthly and periodic reports summarizing:

Activities undertaken

Business impact and outcomes

Media performance

Communication effectiveness

Risks, insights, and recommendations

Ensure adherence to internal approval processes and documentation standards.

Maintain governance and communication discipline across all external-facing initiatives.

📌 Social Media Lead (Pune)
🏢 Finolex Industries (FIL)
📍 Pune