Senior Manager, Social & Influencer Marketing

Company Description

Simple Mills is on a mission to transform the way food is made—creating nourishing products with astounding ingredients and amazing taste. Founded in 2012 by Katlin Smith, our brand has redefined center-aisle grocery by delivering better-for-you products made with unique, nutrient-dense ingredients. Today, we’re a category leader and the #1 natural brand in multiple segments, with distribution in over 30,000 stores nationwide.

Now, as part of Flowers Foods, we’re entering an exciting new phase of growth—expanding our reach, accelerating innovation, and amplifying brand awareness, all while preserving the integrity of what makes Simple Mills special. Our commitment to using simple, high-quality ingredients ensures that every bite is both delicious and nutritious. Whether it’s watermelon seed flour in our cookies or butternut squash in our crackers, we craft our products with innovative, wholesome ingredients that deliver extraordinary taste.

Our work has been recognized by Fast Company as a Brand That Matters and a Most Innovative Company, and has been featured in Vogue, Forbes, Women’s Health, and NPR’s How I Built This. In 2024, Inc. named us one of its Best Workplaces, reflecting our dedication to fostering an inspiring and inclusive environment where passionate individuals can make a difference.

Join us as we shape the future of food. Learn more at www.simplemills.com.

Role Description

The Senior Manager, Social & Influencer Marketing will lead the strategy, execution, and performance of Simple Mills' organic social and influencer marketing programs, helping shape how the brand shows up in culture and connects with consumers across digital channels. 

This individual will develop integrated social and creator strategies that drive awareness, engagement, trial, and brand affinity, translating business priorities into culturally relevant storytelling and creator partnerships. They will oversee day-to-day management of social and influencer agencies while serving as a key thought partner to cross-functional teams including Brand Marketing, PR, Brand Partnerships, and Paid Media. 

The ideal candidate is equal parts strategist, storyteller, relationship builder, and operator. They possess deep expertise in creator culture, social platforms, and performance measurement, with the ability to turn insights into impactful content and partnerships that drive business results. 

They are deeply attuned to cultural and consumer conversations, and able to translate trends in health, wellness, and sustainability into relevant, social-native storytelling. This role reports to the Senior Director, Integrated Marketing and responsibilities will include: : 

Social Strategy & Channel Leadership  

• Shape and refine Simple Mills’ organic social strategy across Instagram, TikTok, Facebook, and LinkedIn (with Pinterest, YouTube, X, and Threads as secondary platforms). 

• Translate integrated marketing plans into platform-specific strategies, content plans, and success measures, ensuring clarity in what each channel is driving. 

• Develop TikTok Shop strategy and execution in partnership with external partners, ensuring alignment to broader social and business goals. 

• Identify and test opportunities to evolve channel approach, including new formats, tools, and platform capabilities, bringing forward data-informed recommendations. 

• Partner closely with Brand and Integrated Marketing teams to support launches, retail moments, influencers, and key initiatives. 

Influencer Marketing & Creator Partnerships 

• Lead and evolve Simple Mills' influencer marketing strategy and execution, ensuring programs align with brand and business objectives while identifying new opportunities across platforms, creator trends, and cultural moments.  

• Develop and manage a robust pipeline of creator partners across nano, micro, macro, celebrity, and expert tiers, cultivating authentic long-term relationships that drive awareness, engagement, trial, and affinity.  

• Oversee influencer campaign development from briefing through execution, creating compelling creative guidance that brings the Simple Mills brand to life through engaging, educational, and culturally relevant content.  

• Lead creator negotiations, contracting, and partnership management, securing favorable terms, usage rights, and paid amplification opportunities in collaboration with legal and external partners.  

• Manage product seeding and gifting programs to creators,