Senior Manager, Social Media

Who You Are:

You're a social media expert who deeply understands how to build and engage an audience over time. You are equal parts strategist, editor, and creator, with a deep understanding of platform dynamics and a sharp instinct for what makes content break through. You will own the end-to-end social ecosystem, from high-level strategy to day-to-day execution, while building a distinct, aspirational, and highly engaging brand voice across Instagram, TikTok, YouTube, and Substack. You're a modern, editorially driven social media leader, who can lead our presence on Instagram and TikTok by bringing a media-first mindset to how we show up, tell stories, and build audience. This role is ideal for someone with a background in media, publishing, or content platforms who understands how to create programming, not just posts.

 

 

 

The Task At Hand:

As Senior Manager of Social, you will own both strategy and execution, shaping a distinct voice and point of view while building a cohesive, always-on content engine. You’ll think like an editor-in-chief: developing content pillars, setting the narrative agenda, and ensuring everything we publish is timely, relevant, and culturally resonant. At the same time, you’ll operate as a creator with hands-on ideation, scripting, and content production, with a strong instinct for what performs on Instagram and TikTok. You will lead with an editorial lens balancing planned content with reactive, real-time storytelling and build repeatable formats and series that drive consistency and audience loyalty. This role sits at the intersection of brand, content, and culture, partnering closely with marketing and creative teams to ensure social is not just a channel, but a core storytelling platform for the brand.

 

 

In This Role, You Will:

Social Strategy & Growth

• Lead the overarching social strategy, driving engagement, audience growth, and brand affinity across all channels
• Define content pillars and platform-specific approaches rooted in both performance and brand storytelling
• Translate business objectives into social-first initiatives that build “brand heat” and cultural relevance
• Lead internal social team, as well as Brand and E-comm teams and external resources to develop cohesive assets that complement each other across platforms and work together to tell a story.
• Content Development & Storytelling
• Concept and execute bite-sized, editorial-style content that educates and entertains
• Develop content spanning product storytelling and broader childhood nutrition topics
• Create highly shareable and saveable content tailored for busy parents
• Lead the development of episodic, “lean-in” content across formats including short-form video, long-form video, and carousel storytelling
• Work closely with PR and Content Manager to guide and produce Founder-specific content, and strategize how those narratives fit into the bigger picture of our brand storytelling
• Collaborate with Partnership and Influencer Manager to select and direct Influencers that help amplify our brand story and content pillars

Art Direction & Aesthetic Ownership

• Partner closely with the VP of Creative + Community to define and evolve the brand’s social aesthetic
• Ensure a cohesive, elevated, and platform-native visual identity across all channels
• Art direct internal designers and external collaborators to maintain a best-in-class, social-first creative standard

Team Leadership & Collaboration

• Build, lead, and mentor a network of internal and external creators
• Provide clear creative direction to ensure consistency in tone, voice, and visual execution
• Collaborate cross-functionally with E-commerce, Marketing, and Creative teams

Performance & Optimization

• Partner with the E-commerce team to align content with SEO and GEO strategies
• Analyze performance metrics and translate insights into actionable optimizations
• Present strategy, execution, and performance insights to stakeholders, including quarterly business reviews