Senior Social Media Manager

About the role

This role will shape how LAKE comes to life across social platforms, translating brand strategy into content that feels thoughtful, inspiring, and distinctly LAKE.

Responsibilities

• Develop and execute a social media strategy that supports LAKE's business objectives, seasonal priorities, and long-term brand vision.
• Own and manage the social content calendar, ensuring a thoughtful balance of storytelling, product education, community engagement, and retail support.
• Partner with Commercial, Creative, eCommerce, Retail, and Customer Experience teams to bring campaigns, launches, and key brand moments to life across social channels.
• Lead the development of platform-native content that is engaging, visually compelling, and distinctly LAKE.
• Identify, cultivate, and activate creator partnerships that expand awareness, strengthen relevance, and deepen customer connection.
• Champion a consistent brand experience across all social platforms through strong storytelling, creative direction, and messaging.
• Develop strategies that grow audience, engagement, and community participation while maintaining brand integrity.
• Identify emerging platforms, trends, and cultural opportunities that keep LAKE relevant and differentiated.
• Oversee community management, ensuring thoughtful and timely engagement across social channels.
• Measure performance, derive actionable insights, and continuously optimize content, creative, and channel strategies to drive business impact.

Requirements

8+ years of social media experience, ideally within a lifestyle, fashion, luxury, or premium consumer brand. Proven success developing social strategies that drive brand awareness, engagement, audience growth, and business results. Deep knowledge of Instagram, TikTok, Pinterest, and emerging platforms, with a strong understanding of platform trends and best practices. Strong creative and editorial judgment, with the ability to shape compelling, brand-right content and storytelling. Experience leading creator and influencer partnerships from identification and relationship management through activation. Analytical mindset with the ability to translate insights into strategic recommendations and action. Excellent copywriting, communication, and stakeholder management skills. Experience building and growing community for a premium brand with a strong point of view and highly engaged customer base. Highly organized and proactive, with strong project management skills and a bias toward ownership.