Job Purpose

The Social Media Manager is responsible for developing, implementing and managing the company’s social media strategy to increase brand awareness, drive engagement and support commercial objectives across our platforms. This role oversees content planning, community engagement, performance reporting and day-to-day channel operations to ensure consistent, on-brand communications that comply with regulatory and company standards.

Key Responsibilities

Strategy & Planning

• Develop and implement a cohesive social media strategy aligned with marketing and business objectives, including channel selection, tone of voice and content pillars.

• Create and maintain an annual and quarterly content calendar, ensuring timely execution of campaigns, product launches and promotional activity.

• Recommend and test new formats, features and channels to optimise reach, engagement and conversion.

Content Creation & Asset Management

• Produce and commission high-quality written and visual content tailored to platform best practice, working with internal creative and external suppliers where required.

• Ensure content is on-brand, accurate, compliant with legal/regulatory requirements and scheduled in line with the content calendar.

• Maintain an organised asset library and document content approvals, versions and usage rights.

Community & Channel Management

• Manage day-to-day channel operations including publishing, moderating comments, responding to enquiries and escalating issues to relevant teams.

• Foster positive community engagement, monitor sentiment and act proactively to protect brand reputation.

• Implement moderation guidelines and ensure consistent application across platforms.

Performance Measurement & Reporting

• Define KPIs and track channel performance using analytics tools; produce accurate and timely reports for stakeholders.

• Identify trends, opportunities and areas for optimisation; present actionable recommendations to improve reach, engagement and conversion.

• Validate data integrity and ensure reporting aligns with internal measurement standards.

Campaigns & Paid Social

• Collaborate with the paid media team to plan and optimise social advertising campaigns, including audience definition, creative tests and budget allocation.

• Monitor paid campaign performance and provide input to maximise return on investment and campaign effectiveness.

Stakeholder Coordination

• Work closely with marketing, product, customer support and legal/compliance teams to ensure aligned messaging and swift resolution of issues.

• Lead regular channel reviews and present performance insights, risks and plans to senior stakeholders.

Risk, Compliance & Brand Safety

• Ensure all social activity complies with regulatory requirements, advertising guidelines and internal policies.

• Identify and escalate brand safety or reputational risks promptly, providing clear facts and recommended actions.

• Support audits and provide evidence of content approvals, moderation logs and campaign documentation when required.

Skills & Competencies

Core Competencies

• Strong understanding of social media platforms, content formats and community management best practice.

• Experience with social analytics, reporting and data-driven optimisation.

• Ability to plan and execute cross-channel content and paid social activity.

• Excellent written and verbal communication skills with high attention to detail.

Behavioural Attributes

• Proactive and organised with strong project management and prioritisation skills.

• Calm and decisive under pressure; able to manage sensitive or escalated situations professionally.

• Collaborative and comfortable working with multiple stakeholders across disciplines.

Experience & Qualifications

• 3+ years’ experience managing social media for consumer or B2B brands, preferably within regulated industries or highly governed environments.

• Proven experience in content planning, community management and performance reporting.

• Familiarity with social management and analytics tools (e.g. native platform analytics, social schedulers, reporting platforms).

• Strong editorial instincts and demonstrable portfolio of social work or campaign examples.