Lead, Social Media - Analytics & Strategy

At Kulfi Collective, we are a diverse team of storytellers, technologists, and cultural enthusiasts who believe in the power of content to shape minds and inspire change. We are on a mission to create original and branded content that resonates with Gen Y and Gen Z audiences, merging authentic narratives with cutting-edge digital experiences.

Kulfi Collective

Lead, Social Media - Analytics & Strategy

• 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

• More about Kulfi Collective
• We are committed to building an inclusive and diverse team at Kulfi Collective. We welcome candidates from all backgrounds, and strive to create a culture that values and respects diversity.

• Want to know more about Kulfi’s incredible work, our culture, the benefits we offer, our journey and everything in between?
• Here is everything you need to know.