Senior Social Media Manager

Gracious Hospitality Management is first and foremost an outstanding hospitality company that conceptualizes Michelin-starred and James Beard nominated restaurants. We focus on both passion and profitability. We are professionals committed to ensuring exceptional hospitality and service to our customers. GHM has been honored with receiving a Michelin star eight years in a row for its restaurants Piora, Cote Korean Steakhouse & COTE Miami.

As the Senior Manager of Social Media, you will lead the vision, strategy, and execution of GHM’s social and digital presence across all platforms. You will own the development of compelling, platform-native content that drives engagement, builds community, and elevates brand storytelling.

You will be responsible for end-to-end social media strategy—overseeing content planning, creation, publishing, and performance—while ensuring a cohesive and impactful brand voice across all channels. In this role, you will lead and mentor a team of social media managers and content creators, while managing external agencies and partners to deliver best-in-class, brand-defining experiences.

Partnering closely with the CEO and Director of Marketing, Communications & Partnerships, you will shape GHM’s social identity and narrative, bringing the brand to life through innovative storytelling, real-time content, and culturally relevant campaigns. As a senior leader, you will champion social-first thinking across the organization and position social media as a key driver of brand growth, customer engagement, and business impact.

 

Essential Job Duties & Responsibilities:

Social Media Strategy & Leadership

• Own and lead GHM’s social media strategy across all platforms, including Instagram, TikTok, Facebook, and emerging channels.
• Define content pillars, voice, tone, and visual identity in partnership with Marketing leadership.
• Develop and execute integrated social campaigns that drive brand awareness, engagement, and conversion.
• Establish KPIs and success metrics, translating performance data into actionable insights and strategic optimizations.
• Champion a social-first, culturally relevant approach across all marketing initiatives.

Content Creation & Production

• Oversee the full lifecycle of social content creation, with a strong emphasis on video-first storytelling.
• Lead ideation and execution of high-impact content, including Reels, TikToks, and real-time social moments.
• Direct and manage all content shoots (photo/video), including concepting, mood boards, shot lists, talent coordination, and production logistics.
• Ensure rapid, high-quality content turnaround for timely and trend-driven opportunities.
• Maintain a centralized, well-organized content library for cross-channel use (social, web, email, press).
• Define and evolve the look and feel of new brand launches and campaigns.

Team & Cross-Functional Leadership

• Lead, mentor, and develop a high-performing social media and content team.
• Act as the primary liaison between internal teams, leadership, and external creative partners.
• Foster strong cross-functional collaboration to ensure alignment across marketing, operations, and brand initiatives.
• Provide strategic direction and creative feedback to elevate content quality and consistency.

Community Engagement & Growth

• Own community management strategy, ensuring timely, brand-aligned responses across all platforms.
• Build and scale an engaged online community through proactive interaction and meaningful conversation.
• Develop and execute influencer and creator strategies to expand reach and credibility.
• Cultivate relationships with key influencers, media partners, and brand advocates.
• Drive user-generated content initiatives and amplify community voices.

Performance & Analytics

• Monitor and analyze social performance metrics, including engagement, reach, growth, and conversions.
• Develop comprehensive post-campaign reports with insights and recommendations.
• Stay ahead of platform trends, algorithm changes, and emerging technologies to inform strategy.
• Conduct competitive analysis and identify opportunities for differentiation and innovation.

Paid Social & Platform Management

• Oversee paid social strategy and execution to support key campaigns and business objectives.
• Ensure effective use of digital marketing platforms (e.g., Sprout Social, Klaviyo, Google Business, Resy, SevenRooms).
• Optimize content and campaigns for discoverability, engagement, and performance.