Competency:

Social Media Ownership, Digital Campaigns, Accuracy & CollaborationJob Mode:

Onsite:

ROLE PURPOSE

RightWalk has impacted 1.5M+ lives, unlocked $2.2Bn+ in public funds, and earned recognition from Ashoka, LSE, the UK Parliament and NITI Aayog. The Digital & Campaign vertical within the Strategic Communications team owns every surface on which RightWalk is encountered before anyone meets us: LinkedIn, Instagram, YouTube, the website, and the campaigns that run across them.

The Communication Manager – Digital & social media Campaigns runs that engine day to day. The role owns the publishing rhythm across channels, plans and executes digital campaigns tied to policy and programme moments, commissions and shapes video, reels and design, and keeps rightwalk.org current and credible. It is equally a channel role and a craft role: the person decides what goes out, how it looks, and what it is meant to achieve.

KEY RESPONSIBILITIES

1. Social Media Ownership — LinkedIn, Instagram, YouTube, Facebook

- Own the day-to-day management of RightWalk's social channels: planning, copywriting, publishing, community management and response.
- Define what each channel is for — LinkedIn for policy, donor and sector audiences; Instagram for human and field-level storytelling; YouTube for long-form evidence and voice — and hold that distinction in practice.
- Build and run the editorial calendar in alignment with the Institutional & Strategic role, so that publishing is planned against policy and programme moments rather than improvised.
- Manage the founders' and senior leadership's digital presence in coordination with the Head – Strategic Communication: drafting posts, shaping voice, and building visibility strategically rather than performatively.
- Grow followership and, more importantly, the quality of followership — policymakers, funders, journalists, sector leaders.

1. Digital Campaigns

- Plan and execute integrated digital campaigns around policy milestones, programme launches, reports, awareness days and fundraising moments.
- Build each campaign as a complete package: objective, audience, message, asset list, channel plan,



timeline and success measure.
- Run campaign execution end to end across organic social, website, email and partner amplification, and coordinate outreach to partner and influencer handles.
- Report on campaign performance against the stated objective and carry the learning into the next cycle.

1. Video, Reels & Design

- Commission, brief and quality-check video, reels, motion graphics, infographics and social creative — working with freelancers, agencies and, as the team grows, an in-house designer and video producer.
- Write video scripts and storyboards, and direct shoots on field visits where required.
- Maintain RightWalk's visual identity and brand consistency across every digital asset — templates, typography, colour, tone.
- Build a reusable library of footage, stills, templates and design assets so production speed does not come at the cost of quality.

1. Website & Publishing

- Own rightwalk.org: content updates, new pages, publication uploads, campaign landing pages and overall accuracy.
- Keep the site's institutional content — impact numbers, programme descriptions, leadership profiles, reports — current and aligned with the claims tracker.
- Manage basic SEO hygiene, page performance and the user journey from campaign to site to action.
- Coordinate the technical vendor relationship for the website and any digital tooling.

1. Analytics, Measurement & Digital Systems

- Track and report on channel and campaign performance: reach, engagement, audience quality, website traffic and conversion.
- Produce a regular digital performance review with recommendations that actually change the plan.
- Manage digital tools, scheduling platforms, asset management and channel access.




- Establish the practice and measurement base on which paid, SEO and funnel work will later be built by specialist hires.

1. Standards, Accuracy & Collaboration

- Work under the Head – Strategic Communications on channel strategy, creative direction and sign-off.
- Draw on the Institutional & Strategic vertical for impact stories, report content and claims; verify every figure against the claims tracker before publishing.
- Follow approval workflows for sensitive government, donor and state-facing content without exception.
- Protect RightWalk's credibility online — no exaggerated claims, no borrowed imagery without consent, and careful handling of children's and beneficiaries' identities.
- As the vertical grows, brief and supervise the designer, video producer and specialist hires added under it.

CANDIDATE PROFILE

- Experience: 5–8 years in digital communication, social media, content marketing or campaign management. Experience in a non-profit, foundation, policy organisation or a mission-led brand or agency is strongly preferred.
- Channel craft: Demonstrable ownership of LinkedIn, Instagram and YouTube for an organisation — with a portfolio that shows growth and quality, not just posting history.
- Campaign track record: Has planned and run digital campaigns from objective to reporting, and can explain what worked and what did not.
- Writing: Robust, sharp digital copywriting. Can compress a complex policy point into a post without hollowing it out.
- Visual judgement: Can brief designers and video editors well, assess creative critically, and work hands-on with standard design and editing tools.
- Website: Comfortable managing a CMS-based website independently; familiar with basic SEO and analytics.
- Data: Fluent with platform analytics and Google Analytics; uses numbers to make decisions rather than to decorate reports.
- Judgement: Understands the difference between engagement and credibility and will not trade the second for the first.
- Languages: Fluent English; working Hindi is a strong advantage for reaching Indian audiences.

Department:

Communication

📌 Communication Manager - Digital & Social Media Campaigns (Delhi)
🏢 Rightwalk
📍 Delhi