Social Media Content Specialist

The Social Media Content Specialist role is a key member of the integrated marketing team. This role is responsible for combining the content experience across both original content and paid social media channels.

This role serves as the bridge between brand storytelling and paid media content. The Social Media Content Specialist will own the creative brief process for paid campaigns, maintain the content calendar, and strengthen performance across both channels.

Integrated Content Planning & Calendar Management:

• Own and maintain a content calendar that includes both organic posts and paid social campaigns.
• Flag content intended for paid promotion and coordinate timing across channels.
• Collaborate with all stakeholders across marketing, creative, and franchise operations to ensure content aligns with campaign objectives, brand moments, and product launches.

Paid Social Creative Briefing:

• Serve as the bridge between original content and execution by developing clear, detailed briefs for social campaigns.
• Communicate campaign objectives into actionable direction for content production. These responsibilities include:
• Develop written briefs that specify messaging, format, platform requirements, and visual direction.
• Ensure all paid creative assets are on-brand and align with the broader content calendar.
• Manage the review and approval of creative assets with the Performance Media Manager.

Organic Content Creation & Publishing:

• Develop content across all social media channels, maintaining brand voice and consistency.
• Oversee scheduling and publishing using social media tools, with a focus on timing and brand alignment.
• Stay up to date with evolving platforms and trends.

Performance Analytics & Reporting:

• Create performance reports across both organic and paid social channels.
• Establish a framework that tracks reach, engagement, content performance, and paid creative effectiveness. These responsibilities include:
• Deliver regular performance recaps.
• Identify performance trends including what formats, messages, and visuals are resonating across both paid and organic placements.
• Translate data into clear, actionable recommendations for future content planning and creative briefing cycles.
• Report on creative and content performance.

Franchise Content Support & Enablement:

• Act as a resource for franchise locations navigating local social media content needs.
• Develop toolkits, templated frameworks, and governance guidelines that support local teams to maintain brand consistency across all locations.

Community Engagement & Social Listening:

• Maintain an active presence in brand social communities by monitoring and responding to comments and messages.
• Monitor social media for brand mentions, sentiment trends, competitive activity, and platform developments.
• Summarize findings into observations that help content planning and decisions.

Influencer Coordination & Management:

• Partner with influencer agencies to plan, coordinate and manage opportunities.
• Ensure influencer content is on brand and connects with brand campaigns.
• Review, recommend, and coordinate with potential influencers.

Assistance with Agency Management:

• Act as a connection point between social media and creative agencies
• Prioritize and determine key opportunities for the brand that can help meet overall department goals.
• Lead communication and meetings with agencies.
• Build and strengthen the relationship between agencies and brands.