Social Expert & Content Creator (Senior Manager)

23andMe is seeking an experienced, highly creative, self-starter individual to resource, build and create content for 23andMe and Lemonaid Health social media channels. Working to create best-in-class multi-channel content, breakthrough creative and leveraging both established and emerging platforms, this individual will build social media activities to help engage new and existing customers in ways that ultimately drive acquisition.

The ideal candidate will be able to think big, create, execute and develop content across different social media channels to generate advocacy and engagement. This individual will actively seek to raise the bar for creative development and execution within the social media space. The ideal candidate will be a combination of a content creator, editor and activist. You know how to build, source, be scrappy and pull in expertise as needed.

Who We Are

Since 2006, 23andMe’s mission has been to help people access, understand, and benefit from the human genome. We are a group of passionate individuals pushing the boundaries of what’s possible to help turn genetic insight into better health and personal understanding.

What You’ll Do

Reporting into the Chief Brand Officer, you will develop and lead a team that can create and implement highly shareable content that is educational, creative, attention-getting and on-brand. You will be expected to work closely with internal product science, research, education and other key stakeholders, including external agencies. This role will ensure that social media content is effectively integrated into brand marketing and paid media efforts, as well as leverage any potential earned and owned media opportunities. 

You will work with key social media platforms such as Facebook, YouTube, Instagram, TikTok, X, as well as seek out and develop new and emerging platforms that can help us grow our customer base and brand. They will have a track record of developing highly creative social media marketing campaigns and will have demonstrated the ability to think big and implement innovative ideas in ways that create significant social sharing and PR attention. 

They will have a thorough understanding of the capabilities of social media and its ability to connect with a wide range of audiences, and how to use those capabilities to develop a range of strategies and content forms that social media users want to share with their networks. They will formulate and implement best-practices, mechanisms and measurement tools that provide enhanced opportunities to engage audiences and leverage the benefits of individual social media platforms, while demonstrating the ability to understand how social media activities can be integrated and activated through other traditional marketing activities in any given campaign or activity. 

Working collaboratively with the 23andMe media, PR, brand and advertising teams, this individual will build and lead a small social group of content creators, freelancers and small agencies that will harness the users, technology and the creative power of social media to efficiently and effectively build the next generation of engagement with our brand.

The ideal candidate will offer a unique blend of creative instincts, scrappy content creation, social media marketing and community collaboration with 23andMe scientists, clinicians, employees and customers.

• You are your own content machine and you love to own the voice, development and content creation of social media engagement with customers and the public - and the associated budget across campaigns and channels.
• Provide inspirational and creative and thought leadership on ways to reach and gain attention of new and existing target audiences.
• Skilled at participating in, and leading, strategic discussions both internally and externally.
• Work with agencies, publishers, platforms (directly and indirectly) and other partners with the goal to find fast, creative and efficient ways to build, execute and measure innovative social media marketing plans that connect with customers, maximize engagement and create sharing, talk value and advocacy.
• Lead the development and direct the implementation of a wide range of content forms, including video, text, still imagery, animation, live action and other content forms that best utilize the technology available on any given social media/digital platform.
• Work collaboratively with 23andMe teams across business units to develop and execute creative ideas, plans and strategies.
• Develop partnerships and productive working relationships with product science teams, Therapeutics, PR and other related stakeholders to build/leverage content opportunities and integrate into strategic and tactical planning.
• Manage teams that plan and execute campaigns, on time, on budget, to