Social Media Manager

Role Overview

• Own the Great Lakes Wellness social voice across platforms including Instagram, TikTok, YouTube, and emerging channels.
• Concept, create, and publish original, platform-native content (short-form video, static, stories, captions) that feels timely, human, and on-brand.
• Translate brand pillars and product benefits into relatable, entertaining, and educational content.
• Act as a brand steward—ensuring consistency in tone, messaging, and visual identity across all social touchpoints.
• Develop and manage the organic social content calendar aligned with brand initiatives, launches, and cultural moments.
• Drive organic growth and engagement through strong storytelling, trend participation, and audience-first thinking.
• Monitor performance metrics (engagement, reach, follower growth, saves, shares) and continuously optimize content based on insights.
• Identify opportunities to test new formats, content styles, and platform features to improve performance.
• Stay deeply immersed in social trends, creator culture, platform updates, and emerging conversations.
• Proactively identify relevant trends and quickly adapt them in a way that feels authentic to the GLW brand.
• Serve as an internal expert on what’s happening now—and what’s next—on social media.
• Engage with the GLW community through comments, DMs, and ongoing conversation to build trust and loyalty.
• Partner closely with Influencer, Brand Marketing, Creative, and Performance teams to ensure alignment and amplification across channels.
• Support influencer and creator content by identifying strong organic moments that can be repurposed or boosted.
• Collaborate with Product and Brand teams to support launches, campaigns, and key moments on social.
• Work with Creative partners to ensure content execution is efficient, on-brief, and optimized for social platforms.
• Provide social insights and learnings to inform broader marketing and brand strategy.

Requirements

• Bachelor’s degree in Marketing, Communications, or a related field preferred.
• 3–5+ years of experience managing social media for a consumer brand; CPG, wellness, or lifestyle brands strongly preferred.
• Proven experience creating your own content, especially short-form video (TikTok / Reels / Shorts).
• Deep understanding of social platforms, algorithms, trends, and best practices.
• Strong copywriting skills with an instinct for tone, humor, and cultural relevance.
• Data-informed mindset with the ability to interpret performance metrics and apply learnings quickly.
• Highly organized with strong project management and calendar planning skills.
• Comfortable working in a fast-paced, high-growth environment where social moves quickly.