Senior Manager - Social Media

Magic Bus India Foundation
Marketing & Communications
Location : Mumbai (travel to programme locations as needed)
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.

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.

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.

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.

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.

Community Management & Reputation

Lead community engagement and moderation, with transparent 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.

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.
Define KPIs and dashboards across reach, engagement, follower growth, video performance, traffic, conversions, donations and cost per acquisition.
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.

Newsletters & Email Communication
Ensure consistency between newsletter content and social/website messaging.

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.

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.
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.
Bachelor's degree in Communications, Marketing, Journalism, Media or a related field. A Master's degree or digital marketing certifications are an advantage.

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

Strong storytelling, copywriting and editorial judgement in English and Hindi; additional regional languages are a plus.
Sharp pulse on youth culture, trends and digital behavior.
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
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.

📌 Full Time Social Media and website Executive (Navi Mumbai)
🏢 Magic Bus India
📍 Navi Mumbai