Role Summary
The Social Media Lead owns the performance, direction, and growth of assigned social accounts across TikTok, Instagram, Facebook, and Snapchat. This role is accountable for audience development, engagement outcomes, creative packaging, brand voice, and team performance.
The Social Media Lead is the subject matter expert on social strategy, directly manages a small team of creators, editors, and designers, and is responsible for building a high-performing team while delivering measurable business impact across platforms.
Core Responsibilities
- Social Performance and Growth
Translate company OKRs into platform-level roadmaps and content calendars
Own audience growth, engagement rate, watch time, and retention for the assigned portfolio
Define the content mix, posting cadence, and publishing priorities per platform
Lead hook, thumbnail, caption, hashtag, and sound strategy
Identify scalable content formats and franchises within assigned brands
Develop quarterly growth plans with clear targets and checkpoints
Drive monetization across eligible platforms, managing content against ad revenue and creator program requirements to maximize payout on every eligible post.
Apply platform monetization best practices day to day, including content eligibility, ad placement or breaks, and format choices that increase RPM and revenue without hurting audience retention.
- Platform and Brand Strategy
Own social strategy tailored to each platform's format, algorithm, and audience behavior
Act as the subject matter expert on social trends, formats, and best practices, keeping the team and clients ahead of platform changes
Own brand voice and brand consistency, developing and maintaining brand guidelines and tone for each client, and ensuring every post reflects the correct voice
Translate client IP (TV and film) into platform-native concepts, recurring series, and audience narratives
Ensure strategic and brand consistency across related accounts and platforms
- Content Operations and Daily Execution
Own content calendars aligned to client priorities, release windows, and platform cadences
Oversee the full production workflow, from concept and briefing through editing, review, publishing, and community-facing follow-up
Apply and enforce brand voice, packaging, metadata, and captioning standards in day-to-day content review and approvals
Set and maintain quality standards and publishing SLAs so output stays consistent, on-brand, and on time at scale
- Team Leadership and Development
Directly manage a small team of social content creators, editors, and designers
Conduct performance reviews and regular coaching sessions
Set clear expectations and hold the team accountable to outcomes
Provide candid, constructive feedback
Balance hands-on execution with delegation, and develop future talent within the team
- Client and Stakeholder Alignment
Serve as the social point of contact for assigned Enterprise clients, presenting strategy, calendars, and performance clearly
Communicate performance narratives that connect data to decisions
Navigate high-sensitivity client and brand-safety environments when applicable
Escalate risks proactively, always paired with proposed solutions
- Decision Ownership and Compliance
Prioritize initiatives across the portfolio and balance experimentation with stability
Approve major creative and strategic shifts within the portfolio
Ensure content complies with each platform's policies and with client rights and licensing terms, partnering with rights and legal teams where needed
Align resourcing needs with Program Management
Key Performance Indicators
Audience and follower growth (MoM and YoY)
Ad revenue and RPM on monetization-eligible platforms, measured against targets.
Share of eligible content actively monetized, and revenue growth (MoM and YoY).
Engagement rate, shares, and saves against targets
Watch time and retention improvements
Brand voice and packaging consistency across the portfolio
Team engagement and retention
Execution quality and consistency across accounts
Qualifications
Required
3 to 5 years in social media, including demonstrated ownership of TikTok, Instagram, Facebook and Snapchat strategy and content
Proven experience owning and scaling ad revenue across Facebook and Snapchat, both functionally and strategically, and coaching a team to monetization targets
Track record of increasing RPM and platform payouts through content, packaging, and programming decisions
Experience managing or leading others, and readiness to step into a formal people-management role
Proven track record growing audiences and engagement, ideally in media, entertainment, or with premium IP
Strong understanding of branding and brand voice, with the ability to define, document, and enforce brand guidelines and tone across daily content and long-term strategy
Working understanding of social monetization and platform creator programs (for example TikTok, Instagram, Facebook, and Snapchat creator and rev-share programs), and how they factor into content and audience strategy
Strong editorial instincts for short-form video, including hooks, pacing, sound, and trends, and comfort giving feedback to editors and designers
Fluency with native platform tools and analytics, plus scheduling and social management platforms (e.g. Sprout Social, Later, Sprinklr, or similar)
Experience presenting strategy and performance to senior stakeholders or Enterprise clients
Strong prioritization and decision-making skills in fast-moving, ambiguous environments
Nice to Have
Experience working with TV, film, or broadcast IP, and an understanding of release windows and rights considerations
Familiarity with content localization and adapting content for multiple markets and languages
Hands-on editing skills (CapCut, Premiere, or similar) to prototype and unblock the team
Experience with project management platforms (ClickUp or similar) and AI-assisted content workflows
Experience working within an MCN, digital studio, or platform partnerships environment
Role Boundaries
This role owns social strategy, brand voice, and performance outcomes for its portfolio, and the day-to-day content operations of its team. Broader workflow systems, cross-team resourcing, and program-level client cadence are owned by Program Management, and the Social Media Lead is expected to partner closely with Program Management and the Operations and Strategy Leads and Managers.
