Lead, Social Media - Analytics & Strategy

Kulfi Collective

Role   Lead, Social Media - Analytics & Strategy
Reporting to   VP Creative Strategy
Type   Full-Time
Location   Worli, Mumbai  (Hybrid)

THE KIND OF WORK YOU'LL SHAPE
Most social strategy at agencies runs on instinct. Most social data sits in a folder. Here, they're the same job. You'll build the social strategies brands run on, and the measurement that tells us whether they're working, so what creative makes next is grounded in how people actually behave on social media.

THE ROLE
This is a 50:50 role: half social strategy, half social analytics. You live and breathe social, you can build a brand's social strategy from the ground up, and you have the analytical rigour to prove (or disprove) that it's working.
You'll lead the Analysis block: the full data-to-insight-to-strategy funnel across campaigns, social planning and platform strategy, for every brand we work with. AI agents produce the first cut of our reports. You validate the quality, then turn that output into insight-led recommendations you present directly to brand and creative teams.
You'll work day-to-day with the Strategy team, closely with the Intelligence team as the two functions converge, and with brand and creative teams across Kulfi.

WHAT YOU'LL DRIVE
Social strategy (content + platform)

• Develop social positioning, strategic territories, audience personas, content pillars and channel roles, aligned to brand and business objectives
• Translate audience and cultural insights into clear social strategies that help brands build distinctive social presences
• Know how content travels across social, and suggest content systems (IPs, formats, editorial approaches) in creative briefs
• Keep a working understanding of key platforms (Instagram, YouTube, Reddit and emerging channels): algorithms, search, formats and shifting audience behaviour
• Bring a working understanding of the creator economy

Measurement, social listening and optimisation

• Own performance reporting for key Kulfi retainers across organic social, paid, creator campaigns and always-on activity
• Define the metrics, benchmarks and reporting frameworks for each retainer account
• Design and run social listening across brands, categories, creators and audiences: set up the queries and categories, and track how conversations shift over months, not just a single moment
• Run platform research that shapes how strategy teams and clients think
• Source and build the data you need, rather than waiting for a clean dataset to arrive
• Validate AI-generated first cuts of reports, then turn them into a clear point of view: what happened, what drove it, and what to do next
• Deliver outputs in brief-ready form, not raw data dumps, and present them directly to brand and creative teams

Social analytics products (KulfiOS)

• Work with Engineering and the KulfiOS Transformation team to build social analytics products: reporting dashboards, listening reports and campaign analysis tools
• Define requirements, validate outputs and spot recurring analytical workflows that can be automated
• Train KulfiOS on how the Analysis function works, so the product gets sharper with every account
• Make sure what we build solves real team needs and gets adopted across Kulfi. A tool that sits unused has not been built

WHAT MAKES THIS ROLE DIFFERENT

• You’re leading a function, the shape of the Analysis block over the next two years is yours to define
• The product you build internally becomes  client offering over time
• You’ll work directly with VP Creative Strategy, Strategy leads, and clients, often on different briefs at the same time

WHO YOU ARE

• 4-6 years in social strategy, data strategy, analytics or insights at a creative agency, media company or platform
• You've built social strategies (positioning, pillars, personas, channel roles) that brands actually ran
• You own reporting, social listening and platform research. None of the three is someone else's job
• You've done the data-gathering yourself, and now move faster by directing AI tools in your own workflow, not just reading AI-scored outputs
• You pull from a wide range of data sources, and build a data base proactively when one doesn't exist
• You can explain the difference between an observation, a pattern and an insight, and show it with your own work
• You break an ambiguous problem into smaller questions and build the methodology to answer them, rather than running an inherited template
• Fluent with social listening tools (Brandwatch, Sprinklr, Talkwalker or equivalents) and platform analytics across Meta Ads, YouTube and Instagram
• Can build a measurement approach from scratch: the right metrics, benchmarks and the narrative that makes the data usable
• Have presented data-backed findings in a client room and run that room, without a strategist needing to translate
• Genuine interest in building tools, not just using them. You know what can be automated and what can't