Description
We're seeking an experienced and strategic Social Lead to define and scale Airbnb's local social strategy in India, focusing on Instagram and YouTube.
The role will play a critical part in defining how Airbnb establishes relevance locally. You will shape both long-term programming and short-term cultural moments - building a distinctive voice that resonates locally while aligning with global brand ambition.
This role requires a strategic thinker and strong communicator who can translate audience insights into bold creative ideas and structured plans. You will connect social audiences to Airbnb's brand and product story - turning travel inspiration into engagement, and engagement into brand love.
You understand how to harness data, cultural insight, and platform mechanics to spark ideas that travel. You are equally comfortable setting vision and rolling up your sleeves to execute.
Responsibilities:
- Define and evolve platform-specific social strategies for Instagram and YouTube in India
- Build a culture-forward programming approach that drives relevance and distinctiveness for Airbnb
- Identify and act on real-time cultural moments where the brand can show up authentically
- Establish clear creative principles that differentiate Airbnb in-feed and prevent “sea of sameness” content
- Build and lead a team of social creatives and producers to bring strategies to life through compelling, platform-native content
- Partner cross-functionally with Marketing, Comms, Product, and Regional teams to ensure social supports broader business priorities
- Work in close partnership with the comms team to amplify external consumer and lifestyle campaigns to the right audiences through authentic and engaging content
- Analyse and merchandise performance data, translating insights into ongoing optimization and sharper creative output
Your expertise:
- 12-15 years or more of experience in social media strategy and execution
- Proven track record of building impactful social strategies at both campaign and always-on programming levels
- Experience leading and developing social creative teams
- Deep expertise in Instagram and YouTube - including content formats, algorithms, and audience behavior
- Strong creative judgment with the ability to balance brand integrity and platform-native storytelling
- Excellent written and verbal communication skills
- Exceptional attention to detail and operational rigor