Senior Social Media Specialist

Job Title: Senior Social Media Specialist

Department: Marketing

This role is responsible for owning the end-to-end social media strategy, content architecture, and performance optimization across all platforms. You will translate brand and campaign direction into platform-native content that drives engagement, growth, and brand relevance across TikTok, Facebook, LinkedIn, YouTube, X, and Instagram.

This role is positioned to:

• Own social media content strategy and planning across all platforms
• Define how content behaves differently across TikTok, LinkedIn, X, YouTube, Facebook and Instagram
• Improve content performance through structured experimentation and optimization
• Build a scalable social media content system (not just campaigns)
• Strengthen brand storytelling through platform-native thinking
• Ensure social media aligns with broader brand, campaign, and business objectives

Key Responsibilities

1. Content Strategy & Planning Ownership

• Own weekly and monthly social media content planning
• Translate brand campaigns into platform-specific content directions
• Define content pillars, messaging frameworks, hooks, and narrative structures per platform
• Ensure content is adapted natively for TikTok, LinkedIn, X, Facebook and Instagram
• Build scalable content systems and frameworks for recurring execution

2. Platform Strategy & Channel Differentiation

• Define the role of each platform in the overall brand ecosystem
• Ensure each platform has a distinct content strategy and purpose
• Identify new formats and trends per platform

3. Creative Direction, Content Review & Quality Gate

• Review and refine content before publishing (strategic + performance lens)
• Ensure messaging, hooks, and formats align with platform behaviour
• Improve content clarity, engagement potential, and storytelling strength
• Provide direction to wider team for revisions and improvements
• Set visual + narrative direction (not only hooks and messaging)
• Define what good content looks like for the brand
• Guide tone, humour, personality, and brand voice evolution

4. Performance Optimisation & Experimentation

• Analyse content performance across platforms (engagement, reach, saves, shares, watch time)
• Drive continuous optimisation based on data insights
• Run structured content experiments (hooks, formats, posting times, creative styles)
• Identify high-performing content patterns and scale them
• Reduce underperforming content through iteration and testing cycles

5. Social Media Systems, Risk & Technical Architecture

• Set up and maintain social media technical architecture across platforms
• Ensure account health, safety, and platform compliance
• Understand and mitigate platform risks (account restrictions, content flags, algorithm shifts)
• Support basic paid media coordination and organic-to-paid funnel alignment
• Understand user journey mapping across social platforms (awareness → engagement → conversion)
• Ensure tracking structure is in place for performance measurement and attribution

6. Growth & Distribution Strategy

• Improve how content is distributed, not just created
• Source and secure collaborations (KOLs, partners, repost ecosystems)
• Create cross-platform amplification strategy

7. Crisis & Reputation Monitoring

• Monitor brand sentiment shifts early
• Flag risks (negative narratives, misinformation, backlash)
• Work with brand/PR on response strategy
• Maintain social listening hygiene

8. Cross-Functional Coordination

• Work closely with Brand, Campaign, Education, Partnerships, and KOL teams
• Translate business and campaign objectives into social-first execution plans
• Ensure alignment between social content and broader marketing initiatives
• Provide strategic input into campaigns and brand initiatives

Core Competencies

• Strong understanding of platform-native content behaviour
• Analytical mindset with strong performance interpretation skills
• Ability to turn campaigns into structured content systems
• Strong editorial judgment (hooks, storytelling, messaging clarity)
• Understanding of social media algorithms and growth mechanics
• Basic knowledge of paid media and content amplification strategy
• Strong cross-functional communication and coordination