CBS-BMC -Brand and Marketing - Thought Leadership and Insights - social media -Assistant Director-IC
EY · Kochi
At EY, you’ll have the chance to build a career as unique as you are, with the global scale, support, inclusive culture and technology to become the best version of you. And we’re counting on your unique voice and perspective to help EY become even better, too. Join us and build an exceptional experience for yourself, and a better working world for all.
Discipline-Brand and Marketing
Role Type-Thought Leadership & Insights - Social Media – Manager - Assistant Director
The opportunity
As a Thought Leadership & Insights - Social Media – Manager – Assistant Director, you will play a strategic role within the EY organization’s Brand Marketing and Communication team, shaping how the EY organization’s leaders show up in the market through insight led, reputation building social media, thought leadership and insights. You will lead the development of cohesive, data informed content strategies that position senior leaders as trusted voices and strategic advisors across priority markets and accounts.
This role sits at the intersection of social listening, insight generation, storytelling and brand governance. You will translate market signals, industry conversations, and EY intellectual capital into compelling narratives that resonate with priority audiences—while safeguarding the brand, voice, and reputation.
Operating as a trusted advisor to senior leaders, you will guide them through ambiguity, competing priorities, and sensitive market moments, helping them engage credibly and consistently across social and digital platforms. You will also play a key role in orchestrating social media and thought leadership initiatives, working closely with global, regional, and creative teams to deliver measurable impact.
Your key responsibilities
- Insight discovery and social intelligence
- Lead social listening and multi‑source signal scanning across industry trends, leader networks, media narratives, and competitor activity
- Synthesize weak and strong signals into timely, insight‑driven points of view relevant to EY’s strategic priorities
- Leverage EY proprietary research, market intelligence, and AI‑enabled tools to uncover differentiated insights
- Thought leadership and content strategy
- Define and drive social media and thought leadership strategies aligned to Brand, Marketing, and business priorities
- Shape cohesive editorial narratives across leaders, themes, and markets to ensure consistency and clarity of the brand’s point of view
- Translate complex business, technical, and regulatory topics into clear, compelling, and audience‑relevant content
- Executive social presence and advisory
- Act as a strategic advisor to senior leaders on executive social presence, voice, and positioning
- Develop leader personas, content arcs, and engagement strategies tailored to individual expertise and market relevance
- Confidently challenge and reframe leader messaging where required, balancing authenticity with brand and reputational considerations
- Content creation and delivery
- Serve as lead writer and editor for social media and thought leadership content, ensuring quality, insight, and consistency
- Create first‑cut and final content across formats, including executive briefs and talking points, LinkedIn posts and articles, blogs, web articles, presentations, and multimedia assets
- Support leaders with content for the EY organization and third‑party events, including presentations and speaking points
- Measurement, performance, and optimization
- Define and track meaningful engagement and influence metrics beyond vanity measures
- Translate performance data into actionable insights and impact narratives for leaders and stakeholders
- Continuously refine content strategies based on analytics, audience response, and market feedback
- Governance, risk, and quality control
- Ensure all content aligns with brand, tone of voice, and editorial standards
- Apply strong judgment around sensitive topics, regulatory considerations, and reputational risk
- Operate within a mandatory human‑in‑the‑loop model, with clear governance and approval workflows
- Program and stakeholder management
- Establish and deepen strategic connections with clients’ priority audiences, ensuring leader positioning and messaging resonate with target stakeholders across markets, sectors, and buying stages. Identify, curate, and shape insight‑led topics and narratives that address client pain points, emerging market trends, and regulatory or business inflection points, with clear potential to generate commercial conversations. Partner closely with Clients & Industries (C&I) and account teams to align content, thought leadership, and campaigns with account priorities, growth strategies, and active opportunity pipelines. Proactively translate audience engagement and content performance into demand signals, supporting the identification, acceleration, and creation of new business opportunities for leaders. Act as a strategic connector between leader agendas, audience insights, and account‑level opportunities, enabling timely access to pipeline movement and whitespace opportunities. Support leaders in leveraging thought leadership and platform presence (e.g., LinkedIn, events, campaigns) as a business development enabler, not just a brand‑building activity. Collaborate with C&I and marketing teams to ensure follow‑through on opportunities, including tagging, tracking, and handoff of demand signals into account planning and pursuit activities.
- Continuously assess audience response, market relevance, and opportunity conversion to refine topic strategy and optimize future content and engagement efforts.
- Project‑manage end‑to‑end delivery of flagship thought leadership and social media programs
- Coordinate with global, regional, and service‑line teams to align content pipelines and priorities
- Manage external agencies and vendors where required
- Capability building and leadership
- Mentor and guide junior team members, setting high editorial and strategic standards
- Contribute to the development of playbooks, frameworks, and best practices for social media and thought leadership
- Stay abreast of external best practices and emerging platform trends, bringing innovation back into the team
Skills and attributes for success
This role requires a blend of strategic thinking, marketing mindset, editorial excellence, and executive level stakeholder management. You bring the confidence to advise senior leaders, the curiosity to mine insights from complexity, and the discipline to deliver high quality work in a fast paced environment.
Key skills required to excel in this role:
- Digital marketing acumen
- Exceptional editorial, thought leadership writing skills and strong attention to detail
- Strong organizational and project management skills
- Ability to analyze and interrogate data to unearth one-of-its-kind stories
- Ability to critically assess business/technical content and translate into digestible, insightful content relevant for specific audiences
- Comfortable and confident engaging with senior stakeholders
- Skilled at planning and executing content across a variety of channels and formats in support of campaign objectives
To qualify for the role, you must have
- Bachelor’s or master’s degree in Journalism, Communications, Marketing, or a related discipline
- 10–14 years of experience in thought leadership, content strategy, or social media‑led marketing roless
Ideally, you’ll also have
- Experience working in professional services or B2B environments
- Exposure to media relations or executive communications
Technologies and tools
- Proficiency in Microsoft Word, Excel, PowerPoint and PDF tools
- Experience with project management tools and structured delivery methods
- Working knowledge of AI and LLM‑enabled research, listening, or content tools
What we look for
- Strategic curiosity, creative problem solving skills, high levels of resourcefulness
- Strong editorial judgment and commercial awareness
- Commitment to continuous learning and innovation in the age of AI
- Ability to manage multiple stakeholders and priorities simultaneously
- Collaborative mindset with the confidence to lead and influence
- Team player with the ability to build strong, trusted relationships with leaders, vendors, colleagues and internal clients across functions and geographies
What we offer
EY Global Delivery Services (GDS) is a dynamic and truly global delivery network. We work across six locations – Argentina, China, India, the Philippines, Poland and the UK – and with teams from all EY service lines, geographies and sectors, playing a vital role in the delivery of the EY growth strategy. From accountants to coders to advisory consultants, we offer a wide variety of fulfilling career opportunities that span all business disciplines. In GDS, you will collaborate with EY teams on exciting projects and work with well-known brands from across the globe. We’ll introduce you to an ever-expanding ecosystem of people, learning, skills and insights that will stay with you throughout your career.
- Continuous learning: You’ll develop the mindset and skills to navigate whatever comes next.
- Success, as defined by you: We’ll provide the tools and flexibility, so you can make a meaningful impact, your way.
- Transformative leadership: We’ll give you the insights, coaching and confidence to be the leader the world needs.
- Diverse and inclusive culture: You’ll be embraced for who you are and empowered to use your voice to help others find theirs.
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