Social Media Manager

About the role

We're looking for a Social Media Manager who's equal parts creative, data-driven and strategic- someone who can run a full program, lead a small internal team, and manage an agency.

Responsibilities

• Own social strategy across Instagram and TikTok - balancing long-term brand building with real-time cultural moments
• Build and manage the content calendar end-to-end: planning, scheduling, and maintaining a consistent cadence across campaigns, product launches, and cultural moments
• Stay ahead of algorithm shifts, platform updates, and competitive movements and act on them quickly when it matters
• Create a visual social strategy in partnership with creative/agency: repeatable visual formats that instantly signal “this is Tower 28” even without a logo
• Own content ideation and execution across TikTok, Reels, Stories, and IG Feed— in partnership with creative
• Lead campaigns, product drops, and brand initiatives to be social-first, inclusive of visual strategy and narratives that stop the scroll, drive engagement and high entertainment
• Day to day management of platforms including posting, scheduling and light community management when needed
• Shoot and edit content yourself when the moment calls for it — at events, activations, or when speed matters more than production
• Manage and develop two direct reports: a Video Content Producer (Coordinator level) and summer intern
• Own the agency relationship for owned channel content: creative briefing, product coordination, creative production and approvals
• Manage incoming social requests from retail and paid social: briefing the team or agency as needed and ensuring deliverables stay on track and on brand
• Set a high bar for the team: provide clear direction, real feedback, and develop their skills over time
• Keep a pulse on conversations happening across beauty, culture, and adjacent spaces and show up in them thoughtfully on behalf of the brand
• Engage with relevant brand, creator, and cultural content in a way that builds awareness and reflects our personality
• Monitor social performance against established KPIs, providing input and recommendations as strategy evolves
• Analyze campaign performance and generate regular reports, translating data into clear, actionable insights for the team and leadership
• Provide ongoing recommendations to optimize content, engagement, and growth across channels
• Bring audience signals and cultural observations back to the business to inform content, product, and brand decisions

Requirements

• 4+ years managing social for a beauty, fashion or lifestyle brand, with real, measurable growth to show for it
• Deep platform fluency on TikTok and Instagram: the algorithm, the formats, how people actually consume content
• A genuine understanding of beauty and skincare: The trends, the products, the ingredients, and what moves consumers
• Experience managing direct reports and/or agency partners
• Proficiency with social analytics tools (Dash Social, Nectar AI and similar tools) and social creative tools (Figma, Canva, CapCut)
• The organizational skills to hold a lot without dropping anything

Qualifications

• A plus if you can shoot and edit, not just direct

Skills

• Point of view
• Storytelling
• Organizational skills
• Creative problem solving
• Ownership
• Cultural awareness
• Building

Benefits

Salary Band: $90,000-115,000 USD