Job purpose: Lead and drive Drishti IAS’s digital video and social media ecosystem by formulating and executing high-impact strategies across YouTube and major social platforms to build engagement, growth, brand visibility, and innovation across YouTube, Instagram, Facebook, LinkedIn, X (Twitter), Snapchat, Threads, and emerging media.

Primary responsibilities:

• Develop and implement a unified YouTube and social media strategy aligned with marketing and brand objectives.

• Oversee all YouTube channels (IAS, PCS, CUET, CLAT, etc.) for strategic growth, optimized publishing, and performance tracking.

• Lead organic and paid initiatives across Instagram, Facebook, LinkedIn, X, Snapchat, Threads, and other upcoming platforms.

• Drive content innovation via shorts, reels, live sessions, explainers, and collaborations to maximize reach and learner engagement.

• Analyze platform data and insights to guide strategy, improve ROI, and identify emerging digital opportunities.

• Collaborate with Academics, Marketing, Tech, and Creative for cross-platform alignment and brand consistency.

• Build, mentor, and manage a high-performing digital content team (strategists, editors, community managers).

• Ensure consistent brand voice and communication across social touchpoints.

• Track competitors and industry trends to identify best practices and innovations.

• Represent digital initiatives in leadership meetings and align with organizational goals.

Specific knowledge and skills:

• In-depth understanding of YouTube/social algorithms, SEO, and content analytics.

• Proven ability to scale multi-channel, multilingual video ecosystems.

• Strong grasp of digital storytelling, brand communication, and audience psychology.

• Hands-on with YouTube Studio, Google Analytics, Meta Business Suite, Sprout Social, TubeBuddy/VidIQ.

• Excellent leadership, analytical, and cross-functional coordination skills.

• Strong written and verbal communication with a creative outlook.

• Familiarity with emerging digital trends, AI-driven tools, and new media platforms.

Major KRAs:

• Growth in subscribers, followers, and engagement across platforms.

• Improvement in watch time, reach, and audience retention.

• Successful integration of multi-platform content and campaigns.​

• Data-driven content performance and ROI improvement.​

• Strengthened brand positioning and digital thought leadership.​

• Team efficiency and creative output quality.​

Qualification and experience:

• Minimum qualification: Graduate.

• Preferred qualification: MBA or Master’s in Marketing, Digital Media, or Business Management.

• Minimum experience: 8–10 years in Digital Marketing, YouTube Strategy, or Social Media Leadership, including 3+ years in a senior management role.

• Relevant experience: EdTech, media, or large content-led organizations preferred.

• Target organizations: Leading EdTech firms, digital media houses, or content marketing agencies.