Sr. Social Media Marketing

Established in 2021, Independence Pet Holdings is a corporate holding company that manages a diverse and broad portfolio of modern pet health brands and services, including insurance, pet education, lost recovery services, and more throughout North America.

We believe pet insurance is more than a financial product and build solutions to simplify the pet parenting journey and help improve the well-being of pets. As a leading authority in the pet category, we operate with a full stack of resources, capital, and services to support pet parents. Our multi-brand and omni-channel approach include our own insurance carrier, insurance brands and partner brands. 

Pets Best, a subsidiary of IPH, offers pet insurance and wellness plans for dogs and cats in every state. Founded in 2005 with a mission to provide access to comprehensive animal healthcare at an affordable price, Pets Best delivers flexible coverage, an easy claims process, and excellent customer service.  

Job Location: Remote

Pets Best is seeking a Social Media Marketing Manager to build and lead our organization’s comprehensive social media program. This is a foundational, hands-on role responsible for designing the end-to-end social strategy across brand awareness, community engagement, demand generation, customer care, and social listening/response. This role requires a strategic, analytical, and creative marketer with deep expertise in developing social programs from the ground up, shaping our social media vision, infrastructure, processes, governance, content engine, and KPIs—ultimately maturing social into a high-performing, full-funnel marketing function.

Job Description/Key Responsibilities:

• Social Media Strategy & Framework Development

  • Build the enterprise-wide social media strategy, including channel roles, audience segmentation, content pillars, publishing cadence, and measurement framework.

  • Develop a cross-funnel approach that supports brand awareness, community building, engagement, conversion, and retention.

  • Establish the governance model (policies, workflows, R&R’s, escalation paths).

  • Recommend tools and platforms needed for publishing, analytics, monitoring, and customer care.

• Content Development & Channel Management

  • Create and manage an integrated content calendar aligned to marketing campaigns, product launches, and company initiatives.

  • Write, edit, and produce compelling social-first content across formats (copy, short-form video, graphics, paid social assets).

  • Optimize each channel for best practices across LinkedIn, Facebook, Instagram, TikTok, YouTube, X/Twitter, Reddit, and emerging platforms.

  • Maintain brand voice consistency while adapting messaging appropriately by channel and audience.

• Brand Building & Community Development

  • Grow brand presence and visibility by cultivating authentic, two-way engagement with target audiences.

  • Develop a community strategy that fosters conversation, advocacy, and loyalty.

  • Identify partnerships, influencers, and UGC opportunities to increase reach and credibility.

• Demand Generation & Performance Marketing Alignment

  • Collaborate with demand gen, digital, and product marketing teams to design full-funnel paid + organic social campaigns.

  • Build reporting to track contribution toward pipeline, lead quality, CAC, and conversions.

  • Optimize targeting, messaging, and creative to drive measurable business outcomes.

• Social Listening, Customer Care & Crisis Management

  • Implement a social listening framework to monitor brand sentiment, competitive signals, and emerging issues.

  • Develop and oversee first-response guidelines for customer inquiries, complaints, and escalations.

  • Partner with Customer Experience, PR/Communications, and Legal on issue management and crisis communication protocols.

  • Ensure consistent and timely responses to social inquiries, working cross-functionally as needed.

• Measurement, Analytics & Continuous Optimization

  • Establish KPI architecture spanning awareness, engagement, community growth, lead generation, and customer satisfaction.

  • Produce dashboards and executive reporting that clearly communicate performance and insights.

  • Continuously test and iterate creative, messaging, and formats based on data.

• Cross-Functional Collaboration & Leadership

  • Serve as the organization’s social media su