Job Description

HEAD – SOCIAL MEDIA

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Organization: Lovely Professional University (LPU)

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Location: Jalandhar, Punjab

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Experience: 12–20 Years

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Employment Type: Full-Time

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About the Role

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Lovely Skilled University (LPU) is seeking an experienced and strategic Head – Social Media to lead the University‘s social media strategy, digital presence, content ecosystem, audience engagement, and online brand reputation.

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The role requires a senior digital leader who can combine strategic thinking, creative storytelling, data-driven decision-making, platform expertise, and strong team leadership to build a high-impact social media presence across multiple platforms.

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The incumbent will work closely with senior leadership, Marketing, PR, Admissions, Creative, Digital Marketing, and other stakeholders to strengthen LPU‘s digital visibility and engagement.

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Key Responsibilities

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1. Social Media Strategy & Leadership

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- Develop and execute a comprehensive social media strategy aligned with LPU‘s institutional and brand objectives.
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- Establish platform-wise strategies for Instagram, Facebook, LinkedIn, YouTube, X, and other relevant platforms.
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- Build annual, quarterly, and campaign-level social media plans.
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- Define content pillars, audience segments, communication themes, and platform-specific objectives.
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- Lead the evolution of LPU‘s social media presence with a strong focus on brand visibility, engagement, reach, and audience growth.
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2. Content Strategy & Storytelling

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- Lead the development of engaging and high-quality text, video, reels, graphics, carousels, campaigns, and interactive content.
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- Create compelling narratives around LPU‘s academics, research, innovation, achievements, placements, student life, faculty, alumni, events, and leadership.
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- Develop content strategies tailored to different audience segments including students, parents, alumni, faculty, industry, and prospective students.
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- Ensure consistency in brand voice, visual identity, messaging, and communication standards.
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3. Social Media Campaigns

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- Conceptualize and lead high-impact organic and integrated social media campaigns.
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- Develop campaigns around admissions, institutional achievements, rankings, events, student success, research, placements, festivals, and major university initiatives.
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- Collaborate with Marketing, PR, Creative, Admissions, and Digital teams for integrated campaigns.
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- Evaluate campaign performance and continuously optimize content and communication strategies.
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4. Video & Creative Content Leadership

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- Drive a strong video-first social media strategy, including short-form videos, reels, interviews, documentaries, event coverage, and leadership content.
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- Guide creative teams in developing platform-specific visual content.
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- Ensure content is innovative, relevant,



timely, and aligned with current digital trends.
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- Encourage experimentation with emerging formats, technologies, and social media trends.
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5. Leadership & Executive Profiling

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- Develop and execute social media strategies for senior leadership and institutional personalities.
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- Create thought-leadership content, leadership videos, posts, interviews, and campaign narratives.
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- Strengthen the digital presence and professional positioning of key institutional leaders.
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- Ensure leadership communication remains authentic, consistent, and aligned with institutional positioning.
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6. Audience Engagement & Community Management

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- Develop strategies to increase meaningful audience engagement and community growth.
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- Monitor comments, messages, mentions, reviews, and conversations across platforms.
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- Establish effective protocols for responding to audience queries and reputation-sensitive conversations.
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- Identify audience insights and trends to improve content and engagement strategies.
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7. Social Listening & Reputation Management

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- Monitor social media conversations, trends, mentions, sentiment, and emerging issues.
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- Identify potential reputation risks and coordinate appropriate responses with PR and leadership teams.
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- Establish social listening and monitoring mechanisms to provide actionable insights to management.
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- Track competitor and industry activity to identify relevant opportunities and emerging trends.
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8. Analytics, Performance & ROI

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- Establish clear social media KPIs and performance benchmarks.
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- Track and analyse reach, impressions, engagement, follower growth, video views, watch time, traffic, leads, conversions, and campaign performance.
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- Develop monthly and quarterly performance reports for senior management.
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- Use data and audience insights to continuously optimize content, campaigns, and platform strategies.
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- Translate social media analytics into actionable business and communication insights.
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9. Team & Agency Management

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- Lead, mentor, and develop a high-performing social media team comprising content, creative, video, design, copywriting, and community management professionals.
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- Define roles, responsibilities, goals, workflows, and performance expectations.
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- Manage external agencies, creators, influencers, production partners, and vendors.
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- Ensure timely delivery of high-quality content and campaigns.
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10. Cross-Functional Collaboration

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- Work closely with Marketing, PR, Digital Marketing, Admissions, Branding, Creative, Corporate Relations, Events, and senior leadership.
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- Integrate social media with broader brand, marketing, PR, and institutional communication initiatives.
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- Build a unified digital communication ecosystem across functions.
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Key Performance Indicators

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- Social media reach and engagement
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- Organic audience and follower growth
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- Video views, watch time, and completion rates
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- Content performance and engagement rate
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- Campaign reach and effectiveness
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- Website/social traffic generated
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- Leads and conversions attributable to social initiatives
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- Brand visibility and digital share of voice
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- Leadership and institutional profile growth
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- Community engagement and response effectiveness
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- Social sentiment and reputation indicators
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- Team productivity and campaign delivery
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Ideal Candidate Profile

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- 12–20 years of progressive experience in Social Media, Digital Marketing, Brand Communication, Content, or a related field.
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- Proven experience in a senior social media leadership role managing large-scale brands or institutions.
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- Strong understanding of major social platforms and their evolving algorithms, formats, and audience behaviour.
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- Demonstrated expertise in social media strategy, content marketing, video content, digital storytelling, and community building.
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- Strong understanding of social media analytics, performance metrics, and data-driven optimization.
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- Experience managing large creative and social media teams and external agencies.
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- Strong understanding of brand communication, reputation management, and integrated marketing.
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- Excellent communication, presentation, storytelling, and stakeholder-management skills.
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- Strong creative thinking combined with commercial and analytical understanding.
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- Ability to operate effectively in a fast-paced, high-visibility environment.
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Educational Qualification

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Bachelor‘s or Master‘s degree in Marketing, Mass Communication, Journalism, Digital Marketing, Advertising, Media, Communications, or a related discipline.

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Core Competencies

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Social Media Strategy | Digital Brand Building | Content Strategy | Video & Reels | Digital Storytelling | Social Analytics | Community Management | Social Listening | Brand Reputation | Campaign Management | Leadership Profiling | Influencer Marketing | Team Leadership | Agency Management | Integrated Communications

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Interested Candidates

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Interested candidates may share their updated resume along with Current CTC, Expected CTC, and Notice Period at:

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[email protected]

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Join Lovely Professional University (LPU) and lead the next generation of digital storytelling, engagement, and brand communication.

📌 HEAD - SOCIAL MEDIA (Chamiara)
🏢 Lovely Professional University
📍 Chamiara