About the job

We at Pine Labs are looking for those who share our core belief - "Every Day is Game day". We bring our best selves to work each day to realize our mission of enriching the world through the power of digital commerce and financial services.

Role Purpose

Pine Labs is the commerce OS for the Global South, payments infrastructure, embedded credit, prepaid solutions, and developer-grade APIs across markets where scale and speed aren’t optional. We operate across 30+ social handles, six platforms, and a brand that’s in the middle of sharpening everything it says and how it says it.

We’re looking for someone who can hold both ends of the job: the architecture (what we say, where, and why) and the execution (what goes out on Tuesday). Someone who thinks in audiences, not just feeds.

Responsibilities we entrust you with

Strategy

• Own Pine Labs’ social media architecture across platforms — LinkedIn, Instagram, X, YouTube — including handle consolidation, audience segmentation, and channel-level content strategy

• Develop and maintain platform-specific content strategies aligned to brand verticals: In-Store, PLO, Prepaid, Credit+, Setu, and corporate/brand

• Define audience segments by vertical and platform — enterprise merchants, developers, fintech community, investors, SMBs — and shape content to each

• Build and manage the content calendar: monthly themes, campaign beats, product launches, industry moments, and evergreen programming

• Partner with PMMs, agencies and the creative team to translate GTM briefs into social content plans with clear objectives and KPIs

• Identify trends, platform shifts, and algorithm changes early — and brief the team before the moment passes

Execution

• Drive day-to-day publishing across handles: scheduling, asset coordination, and real-time responses along with ORM Team where needed

• Collaborate with the creative team and agencies on content development: brief clearly, review critically, and maintain brand voice across all output

• Run community management: monitor engagement, flag opportunities, and ensure the brand never goes dark when something relevant happens

• Track performance across platforms: reach, engagement, follower quality, share of voice, and translate data into actionable decisions

• Own the monthly social performance report: what worked, what didn’t, and what’s changing

• Manage relationships with platform teams (LinkedIn, Meta, Google) and coordinate with agency or freelance support where needed

What we’re looking for

Must-have

• 5–7 years of social media experience, with a mix of strategy and hands-on execution — not one or the other

• Deep platform fluency: LinkedIn, Instagram, X, and YouTube; knows the native formats, algorithms, and audience behaviours on each

• Proven ability to build and manage content calendars at scale, across multiple brands or verticals simultaneously

• Data-literate: comfortable with platform analytics, can interpret performance and make recommendations without waiting to be asked

• Strong editorial instinct: can spot a weak brief, a tone-deaf caption, or a missed opportunity before it goes live

• Stakeholder management: able to take inputs from product, brand, and leadership without letting the feed become a committee output

• High ownership: runs the calendar without being chased, and flags risks early

Nice to have

• Experience in fintech, B2B SaaS, or developer-facing brands

• Familiarity with social listening and analytics tools (Sprinklr, Brandwatch, Hootsuite, or equivalent)

• Experience managing paid social in coordination with a performance team

• Understanding of creator and influencer partnerships in a B2B context

• Comfort with AI tools for content ideation, scheduling, and performance analysis

What we're building

Pine Labs has a social presence that spans platforms, geographies, and product verticals. What we're doing now is sharpening it: tighter strategy, clearer audiences, and a point of view on what this brand should stand for in public.

That's where this role comes in.

We're building a creative function that treats social media as a brand-building discipline, not a content treadmill. That means going deeper where it counts, making deliberate choices about what Pine Labs says and where it shows up, and building a feed that earns attention from the people who actually matter to our business, not just the people who are already following us.

If you've spent years watching enterprise brands underinvest in social strategy and over-index on volume, this is the chance to do it differently. With a brand that's genuinely interesting, in a category that's moving fast, at a scale that makes the work matter.