• Develop and execute a holistic organic social strategy across current and emerging platforms (Instagram, TikTok, Pinterest, etc.) • Own platform-specific content calendars aligned with brand priorities, launches, and the broader marketing roadmap • Concept, plan, and execute social-first campaigns, product launches, and seasonal moments • Ensure consistency of brand voice, tone, and visual identity across all social touchpoints • Actively manage and engage our social community by responding to comments, DMs, mentions, and tags in a timely, authentic way • Serve as the primary point of contact for inbound social inquiries, escalating to Customer Service, Marketing, or PR as needed • Foster meaningful two-way conversations that strengthen loyalty and advocacy • Identify ongoing and campaign-specific content needs (evergreen, launch, editorial, UGC, trend-led) • Collaborate closely with Creative and Marketing teams to plan and execute photo and video shoots • Brief and commission content from internal teams and external creators as needed • Edit and adapt content across formats and platforms; occasionally create lightweight content to fill calendar gaps • Manage the merchandising and promotion of TikTok Shop in partnership with Operations • Develop and maintain a TikTok Shop content and promotion calendar with clear KPIs • Track and report on performance, identifying opportunities to improve conversion and engagement • Partner with the Influencer Marketing Manager to plan creator-led social campaigns, develop briefs, and select creators • Collaborate with PR and Marketing on brand partnerships, giveaways, and collaborative moments • Analyze UGC and creator performance in partnership with the Influencer team • Track and analyze organic and boosted content performance across core KPIs (reach, engagement, traffic, conversion) • Deliver monthly performance reports highlighting insights, trends, competitive context, and recommendations • Stay up to date on platform updates, algorithm changes, and cultural trends; proactively test new formats and tactics • Propose new social initiatives tied to major launches, seasonal moments, or cultural opportunities