Head - Social Media

Role : Head – Social Media

Industry Preference: Luxury, premium lifestyle, fashion, watches, beauty, jewellery, hospitality or premium consumer brands

Role Overview

We are looking for a dynamic, digitally savvy and creatively driven Head – Social Media to lead the social media strategy, content direction, community engagement and performance across Ethos and its relevant brand and lifestyle platforms.

The incumbent will build a distinctive social media presence that reflects the sophistication of luxury watchmaking while remaining contemporary, culturally relevant and commercially effective.

The role requires a strong blend of luxury brand sensibility, creative storytelling, platform expertise, audience understanding, influencer marketing and data-led decision-making. The individual will lead the social media ecosystem end-to-end, partnering closely with marketing, content production, creative, CRM, e-commerce, retail and brand partners.

Key Responsibilities

A. Social Media Strategy & Brand Positioning

• Develop and execute the overarching social media strategy aligned with Ethos’s brand positioning, marketing priorities and business objectives.
• Build differentiated social media identities for Ethos, Officially Ethos and other relevant business or lifestyle platforms.
• Translate the heritage, craftsmanship, design, innovation and exclusivity of luxury watch brands into engaging digital narratives.
• Establish platform-specific strategies for Instagram, YouTube, Facebook, LinkedIn, Pinterest and emerging social platforms, based on audience relevance.

B. Content Strategy, Storytelling & Creative Direction

• Lead the development of compelling social-first content, including reels, short-form videos, carousels, stories, editorial content, interviews and campaign-led assets.
• Build content pillars across horology education, brand heritage, watchmaking craftsmanship, product discovery, collectors’ stories, luxury lifestyle, gifting, styling and retail experiences.
• Drive content innovation through creator-led storytelling, original series, episodic formats and community-driven narratives.
• Ensure content meets the visual, editorial and brand guidelines of Ethos and its international brand partners.

C. Social Media Growth & Audience Development

• Drive sustainable growth in relevant followers, reach, engagement, video views, watch time, saves, shares and qualified audience interactions.
• Build strategies to attract affluent, aspirational and horology-oriented audiences, including younger luxury consumers and emerging collectors.
• Improve content discoverability through platform algorithms, social SEO, relevant keywords, hashtags and search-led content strategies.
• Design and run rapid, structured growth experiments (A/B tests on hooks, formats, posting cadence, creatives and CTAs), scaling what works and quickly retiring what does not.
• Build growth loops and full-funnel journeys from social to website, WhatsApp, CRM and boutique appointments, using referral mechanics, lead magnets, UGC, collabs and community-led virality, without diluting brand exclusivity.
• Optimise conversion points across bio links, landing pages, social commerce and lead forms, using UTM tracking, pixels and attribution to cut cost per qualified lead.

D. Influencer, Creator & Brand Collaborations

• Develop and manage an influencer and creator strategy spanning luxury, horology, fashion, lifestyle, culture and premium consumer segments.
• Build long-term creator relationships and ambassador programmes rather than relying solely on transactional collaborations.
• Establish clear measurement frameworks for creator effectiveness, content usage rights, engagement quality and commercial impact.

E. Community Management & Consumer Engagement

• Build a strong, engaged community of luxury watch enthusiasts, collectors, prospective buyers and existing customers.
• Partner with retail, CRM and customer experience teams to route qualified product enquiries and relevant leads to the appropriate channels.
• Monitor brand sentiment, customer conversations and emerging reputational risks.

F. Campaign Management & Integrated Marketing

• Lead social media strategy for new store openings, product launches, brand campaigns, festive periods, gifting occasions, luxury events and exclusive experiences.
• Partner with the marketing and performance marketing teams to integrate organic social, paid social, influencer activity and broader digital campaigns.
• Develop social-first campaigns that complement retail activations, e-commerce initiatives, CRM programmes and offline brand experiences.

G. Social Media Analytics & Business Impact

• Establish a robust performance measurement framework covering awareness, engagement, audience quality, consideration and conversion.
• Track and analyse platform-wise performance, content effectiveness, campaign ROI and creator contribution.
• Develop monthly and quarterly dashboards for leadership, highlighting performance, insights, key learnings and corrective actions.
• Demonstrate the contribution of social media to brand salience, website traffic, store discovery and business outcomes wherever measurable.

H. Team Leadership & Operating Excellence

• Build, lead and mentor a high-performing social media team comprising relevant capabilities across strategy, content, community management, influencer marketing and analytics.
• Manage external agencies, creators, production partners and specialist vendors.
• Introduce tools and processes for social listening, content scheduling, analytics, workflow management and AI-enabled content optimisation.

Candidate Profile

Education

• Graduate or postgraduate qualifications in Marketing, Mass Communication, Digital Media, Advertising or a related discipline.

Experience

• Experience in digital marketing, social media, content or brand communications (5–12 years), including at least 3–4 years leading social media teams.
• Proven experience building and scaling social media platforms for premium, aspirational or consumer-facing brands.
• Demonstrated expertise in Instagram-first content strategy, short-form video, creator marketing and community development.
• Proven growth-hacking track record: hypothesis-led experimentation, viral and referral loops, funnel and conversion optimisation, and examples of fast, measurable audience or lead growth achieved on lean budgets.
• Hands-on familiarity with growth and analytics tools such as Meta Business Suite, GA4, social listening and scheduling platforms, and A/B testing or attribution tools.
• Experience managing agencies, production partners, budgets and cross-functional stakeholders.

WHO SHOULDNT APPLY

Note: Career stability is a mandatory screening criterion for this role. if you have been jumping roles every 2 years, this is not the place for you to interview

• Candidates must demonstrate a stable and consistent career trajectory, with a minimum tenure of 2 years with each organisation being the expected benchmark.
• Candidates with frequent job changes, repeated short tenures or a pattern of moving between organisations every few months will generally not be considered suitable.