Social Media Manager

The Social Media Manager is responsible for leading the day-to-day management and delivery of social media across the brand portfolio, ensuring that broader brand and digital strategies are translated into effective, well-coordinated social activity.

The role owns social media planning and calendars, campaign roll-out, influencer management and community management, working closely with the Brand, PPC and Content teams to ensure activity is aligned, delivered effectively and continuously optimised against agreed objectives.

While the role does not produce content directly, it plays a key role in shaping what is required from the Content team. This includes developing clear briefs, coordinating content requirements and timelines, managing the social calendar, and using platform and campaign performance to inform and improve future activity.

Duties and Responsibilities:

• Develop, maintain and manage monthly social media calendars across the relevant brands and platforms, based on agreed brand and digital strategy.
• Coordinate the day-to-day execution of social media campaigns, promotions, launches, competitions, partnerships and always-on activity.
• Work closely with the content and creative teams to brief required content, communicate platform needs, manage deadlines and ensure assets are ready for scheduled activity.
• Ensure social content is correctly scheduled and published across platforms, with appropriate copy, tagging, links, calls to action and campaign mechanics.
• Work closely with the PPC / performance media team to coordinate paid support behind social campaigns, including boosting requirements, audiences, campaign timing, creative requirements and optimisation opportunities.
• Oversee and Manage influencer and creator activity
• Maintain strong working relationships with influencers, creators, agencies, platform partners and other social media suppliers.
• Manage and oversee the Community Managers, including workload allocation, response standards, tone of voice, escalation processes and quality of community engagement.
• Ensure Community Managers respond consistently and appropriately across social platforms, and that customer issues or reputational risks are escalated to the correct teams quickly.
• Identify recurring themes, customer sentiment, questions and issues from community management and feed these insights back into the marketing, content and customer care teams.
• Monitor day-to-day platform performance and identify content, posts or campaigns that require additional support, optimisation or adjustment.
• Track social trends, competitor activity, platform changes and relevant cultural moments, recommending opportunities to the wider marketing team.
• Prepare regular social media performance reports covering reach, engagement, follower growth, video performance, traffic, campaign performance, community sentiment and influencer results.
• Use performance data to recommend practical improvements to upcoming calendars, content briefs, paid support and influencer activity.
• Manage social media and influencer budgets within agreed parameters and ensure spend is accurately tracked.
• Ensure all social media activity follows brand guidelines, platform best practice, campaign requirements and internal approval processes.
• Coordinate with brand, CRM, customer care, operations and other internal teams where social campaigns or community conversations require cross-functional support.

COMMUNITY MANAGEMENT

• Directly manage and support the Community Managers responsible for day-to-day engagement across social platforms.
• Set clear response standards, tone-of-voice guidelines, escalation procedures and turnaround expectations.
• Review the quality of responses and ensure communities are actively managed rather than simply monitored.
• Ensure complaints, sensitive issues and potential reputational risks are escalated appropriately.
• Identify opportunities for proactive engagement that can strengthen brand personality and community connection.
• Compile recurring community themes and sentiment into useful insights for the broader marketing and customer care teams.

Requirements:

• Relevant qualification in Marketing, Communications, Digital Marketing or a related field.
• Proven experience managing social media for established consumer-facing brands, ideally within retail, QSR, FMCG or an agency environment.
• Strong hands-on understanding of Meta, TikTok, Instagram, YouTube, X and other relevant social platforms.
• Experience building and managing social media calendars across multiple campaigns or brands.
• Good understanding of paid social and how organic content works alongside PPC and performance media.
• Demonstrated experience managing influencers and creator campaigns.
• Experience managing or supervising Community Managers or social media teams.
• Strong understanding of online community management, customer engagement and escalation processes.
• Confident working with platform analytics and turning performance data into practical actions.
• Excellent planning, organisation, briefing and stakeholder-management skills.
• Strong attention to detail and the ability to manage multiple brands, campaigns and deadlines in a fast-paced environment.