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
- Robust 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 [email protected]

📌 Social Media Manager (Navi Mumbai)
🏢 Magic Bus India Foundation
📍 Navi Mumbai