Social Media Manager

Essential Functions

• Lead the development and execution of comprehensive, multi-platform social media strategies for paid and organic social aligned with brand and consumer pillars.
• Own content calendars and oversee content development across platforms to ensure consistency, integration with marketing campaigns, and alignment with seasonal priorities.
• Identify emerging trends, platform innovations, and competitive insights to continuously evolve strategy.
• Collaborate with SEO Strategist to integrate SEO and social search strategy into content planning, ensuring content is optimized for discoverability via platform search, hashtags, keywords, and emerging search behaviors.
• Manage and optimize the social media budget, including organic boosts, creator investments, tools, and platform testing.

Content Direction and Cross-Functional Collaboration

• Provide strategic direction for content development, partnering with internal consumer and market activation teams and providing support as needed to B2B and recruitment teams to bring campaigns to life and optimized for engagement and searchability.
• Develop campaign concepts, briefs, and messaging frameworks that guide creative execution.
• Ensure all content aligns with brand standards and complies with legal and regulatory requirements.
• Serve as a key cross-functional leader, collaborating with creative, legal, merchandising, and external partners.

Performance & Optimization

• Define KPIs and success metrics tied to brand awareness, engagement, and business impact.
• Analyze performance data and deliver actionable insights and recommendations to marketing team leadership.
• Lead testing strategies (A/B, formats, platforms) to continuously improve performance.
• Conduct competitive and internal brand performance analysis to uncover insights and opportunities.
• Partner with SEO Strategist and paid media agency to align organic and paid social strategies.

Platform & Tool Management

• Own relationships with social platform representatives and third-party tools (e.g., Hootsuite, Cohley).
• Evaluate and implement new tools, technologies, and partnerships to enhance capabilities.
• Oversee Social Studio organization and governance to ensure alignment with sales and marketing initiatives.

Influencer & UGC Management

• Lead influencer and UGC strategies, including vendor selection, contract management (in partnership with procurement), briefs, and performance tracking.
• Partner with Social Media Content Coordinator and Marketing Managers on creator selection, approvals, and campaign integration.

Team Leadership

• Provide guidance, mentorship, and oversight to social media content coordinator and agency partners.
• Foster a collaborative, high-performance culture focused on innovation and continuous improvement.