Location: Remote

Team: English - Social Media

Experience: 6+ years

Reporting to: Director – Social Media Content & Growth

About The Better India The Better India is a purpose-driven media platform telling stories of people, ideas and initiatives creating positive change across India.

Our stories live across platforms, formats and communities — and social media is a critical part of how those stories reach people, spark conversations and create impact.

We’re looking for a Senior Manager – Social Media to help shape what that looks like next.

About The Role

This isn't a role where you'll simply be handed a content calendar and asked to make sure posts go out on time.

We’re looking for someone with a strong creative instinct and a deep understanding of social media — someone who can look at a story and immediately see its potential: What is the hook? Who will care? What makes this worth sharing? Which platform does it belong on? How can we tell it differently?

You will work closely with the Director – Social Media, Content & Growth to bring together creative thinking, storytelling, platform strategy, experimentation and execution.

You’ll help shape the social identity of The Better India — creating content that people want to watch, read, share and talk about, while staying rooted in the stories and impact that define TBI.

What You’ll Do

Shape the creative direction for social

- Bring a strong creative lens to TBI’s social media presence across platforms.
- Identify stories, ideas and conversations that are relevant to our audience and aligned with TBI’s purpose.
- Develop fresh ways of packaging and presenting stories so that they work natively on social platforms.
- Push beyond predictable formats and encourage experimentation with new ideas, formats and storytelling approaches.
- Develop strong creative instincts around hooks, headlines, formats, visual storytelling and platform-specific content.

Build a strong social storytelling engine

- Work closely with editorial and content teams to identify stories with strong social potential.
- Understand the difference between a good story and a good social story — and know how to bridge the two.
- Translate complex or nuanced stories into accessible, engaging and compelling social content without losing their essence.
- Stay closely connected to news, culture, conversations and emerging trends to identify opportunities for TBI.




- Follow stories as they develop and identify opportunities to build timely content around them.

Lead social strategy and distribution

- Develop and execute social media strategies that grow TBI’s reach, engagement and impact.
- Ensure compliance with platform rules and algorithm changes.
- Understand how different platforms work and how audience behaviour differs across them.
- Use platform data, audience insights and performance analytics to inform content decisions.
- Balance evergreen storytelling with timely, reactive and trend-led content.
- Continuously test, learn and iterate across formats, platforms and ideas.

Lead and develop

- Provide direction, mentorship and constructive feedback to the social media team.
- Work closely with the Director – Social Media, Content & Growth on priorities, content direction and planning.
- Create an environment where people are encouraged to bring ideas, experiment and challenge conventional ways of doing things.
- Help the team connect the why behind the work with the day-to-day execution.

Use data without losing the creative instinct

- Track performance across social platforms and identify what is working, what isn't and why.
- Translate analytics into actionable content and strategy recommendations.
- Keep an eye on platform changes, emerging formats, AI tools and new technologies that can improve the way we create and distribute content.
- Experiment with recent tools and workflows to make the team more effective.

What we’re looking for You could be a journalist, social media strategist, digital storyteller, content leader, creative producer — What matters most is that you:

- Have 6+ years of experience working in social media, digital content, journalism, media or a closely related space.
- Have a deep understanding of how social platforms work and what makes content succeed on each of them.
- Have a strong creative instinct and can come up with ideas, not just execute them.
- Have a genuine passion for stories, news, people and the internet.




- Know how to spot a story before it becomes obvious.
- Can turn an idea into a compelling social-first narrative.
- Have excellent written and spoken English.
- Are comfortable working across multiple formats, platforms and priorities.
- Have a good visual/design sense and understand what makes content visually compelling.
- Are highly proactive and take complete ownership of your work.
- Are comfortable working with data and using insights to make better creative decisions.
- Enjoy experimenting with new formats, tools, technologies and ways of working.
- Have experience managing, mentoring or guiding a team — or have demonstrated the ability to grow into a people-leadership role.

The kind of person who will thrive here You’re someone who can spend the morning discussing why a story matters, the afternoon analysing why a Reel underperformed, and the evening sending the team a completely new idea worth trying tomorrow. You’re curious about what people are talking about, what they’re watching, what they’re sharing and why.

You don't wait for a brief to tell you what to do. You see an opportunity and bring it to the table.

You care about the craft of storytelling, but you also care about the numbers. You can defend a creative idea with conviction, while being equally willing to change your mind when the data tells you something new.

Most importantly, you understand that at TBI, social media isn't just a distribution channel — it is one of the ways our stories create impact.

What Success Looks Like

- Stronger reach and engagement across TBI's social platforms.
- Consistently high-quality, creative and platform-native storytelling.
- A stronger pipeline of social-first ideas and formats.
- Greater impact and discoverability for TBI's stories.
- A creatively driven, well-supported social function that is constantly experimenting.
- Increased adoption of new tools, technologies and approaches to content creation and distribution.
- A clear understanding of what works for TBI's audiences — and a willingness to keep evolving it.

Why this role matters The Better India has no shortage of stories worth telling. The opportunity is to tell them in ways that make people stop, care, share and act. If you’re someone who loves stories, understands the internet and is constantly asking “What if we tried it this way?” — we’d love to hear from you.

📌 Senior Social Media Manager (India)
🏢 The Better India
📍 India