Social Media Lead

Company: WTF Global Pvt. Ltd.

Location: Mumbai

Role: Social Media Lead

Type: Full-time | In-office

Experience: 4–6 years

About WTF:

WTF is a new-age media company building the New India through sharp content, strong community, and cultural relevance. We create narratives that speak to India’s digitally native, ambitious youth, blending authenticity, humour, and fresh perspectives across social platforms, podcasts, IPs, and brand collaborations. From founder stories to culture-shaping conversations, WTF is redefining how modern media is built and scaled.

About the Role:

We’re looking for a hands-on Social Media Manager who can think strategically and execute relentlessly. This role owns WTF’s social presence end-to-end, from content strategy and calendars to copy, growth experiments, and performance tracking. You’re as comfortable building a monthly plan as you are writing a killer hook, analysing dashboards, or tweaking formats to improve reach. If you understand how content, culture, and algorithms work together and know how to scale pages, not just post on them- this role is for you.

What You’ll Do:

Strategy & Planning:

• Own WTF’s overall social media strategy across platforms (Instagram, LinkedIn, YouTube, Meta, X, and emerging channels)
• Build and manage content calendars, balancing planned content with real-time moments
• Define content pillars, formats, and IPs that align with brand goals and growth targets

Content &Copy:

• Lead conceptualisation and copywriting across formats- statics, carousels, reels, captions, scripts, and voiceovers
• Ensure all content is platform-native, on-brand, and built to perform
• Guide video storytelling- strong hooks, narrative flow, and clear CTAs

Execution & Collaboration:

• Shoot content and work closely with the designer and editor to bring ideas to life
• Content scheduling, publishing, and quality control
• Support social execution for key WTF IPs, podcasts, and WTF Off-Grid events

Growth & Performance:

• Track performance across platforms using dashboards and insights tools
• Monitor metrics like reach, engagement, watch time, CTR, saves, and shares
• Run growth experiments (formats, timings, hooks, thumbnails, CTAs) and iterate based on data
• Optimise discovery through captions, hashtags, tags, thumbnails, and SEO best practices

Community & Culture:

• Oversee community engagement- comments, DMs, conversations
• Stay ahead of trends, algorithm shifts, and platform updates
• Share learnings, insights, and opportunities with the wider team