Responsibilities

• Social Media Strategy & Content Develop and execute comprehensive organic social media strategies across Facebook, Instagram, TikTok, and other relevant platforms. Own the social content strategy, editorial calendar, content pillars, and channel-specific best practices across all managed platforms. Scale and optimize Nature's Way's organic content engine to increase engagement, community growth, reach, and brand affinity. Develop and lead a comprehensive creator strategy encompassing paid influencer partnerships, affiliate marketing programs, and creator-led content. Lead the development of user-generated content (UGC), creator content, and social-first assets that resonate with target audiences. Partner with brand, ecommerce, creative, and marketing teams to ensure social content aligns with business priorities and campaign objectives. Identify and test emerging content formats, platform features, and social trends to drive innovation and performance. TikTok Shop & Social Commerce Own Nature's Way's TikTok Shop strategy and execution, ensuring alignment with broader ecommerce and brand objectives. Manage TikTok Shop performance, including sales growth, profitability, promotional planning, content integration, and P&L accountability. Collaborate with internal ecommerce and marketing stakeholders to optimize the customer journey and maximize social commerce results. Evaluate new social commerce opportunities and recommend strategies to accelerate growth. Paid Social Media Manage the paid social media budget across key platforms, ensuring efficient allocation of investment to achieve business objectives. Partner with agencies and internal stakeholders to develop, launch, optimize, and scale paid social campaigns. Monitor performance and continuously optimize audience targeting, creative approaches, channel investments, and media efficiency. Leverage testing and analytics to improve return on advertising spend (ROAS) and overall marketing effectiveness. Agency & Partner Management Lead and manage relationships with multiple external agencies, creators, and platform partners. Provide strategic direction, clear objectives, and performance expectations to agency partners while ensuring high-quality execution. Evaluate agency performance and identify opportunities for process improvements and stronger business outcomes. Collaborate cross-functionally with brand marketing, ecommerce, insights, regulatory, legal, and creative teams to ensure effective execution. Analytics, Reporting & Performance Management Establish and maintain KPI frameworks that measure social media effectiveness across awareness, engagement, commerce, and business impact metrics. Develop recurring reporting and executive-level updates that provide actionable performance insights and recommendations. Monitor platform analytics and consumer behavior trends to identify optimization opportunities. Hold ownership and accountability for achieving agreed-upon channel and business performance goals. Innovation & Emerging Platforms Evaluate opportunities to expand Nature's Way's presence into underutilized and emerging channels, including YouTube, Reddit, and future platform opportunities. Monitor social media, creator, and social commerce trends to identify new growth opportunities. Develop strategic recommendations and business cases for channel expansion and investment.

Requirements

• Undergraduate degree in Marketing, Communications, Business, Digital Media, or a related field.
• 3+ years of experience managing social media channels for a consumer brand.
• Experience developing and executing content strategies across Facebook, Instagram, and TikTok.
• Experience managing paid social media budgets and performance-driven campaigns.
• Demonstrated experience working with social media management, analytics, and reporting tools.
• Experience managing agency relationships and cross-functional stakeholders.
• Strong analytical skills with the ability to translate data into actionable insights and business recommendations.
• Excellent project management skills with the ability to manage multiple initiatives simultaneously.

Preferred

• Experience within Vitamins, Minerals & Supplements (VMS), health and wellness, or Consumer Packaged Goods (CPG) categories.
• Experience managing or supporting TikTok Shop or other social commerce platforms.
• Experience developing UGC, creator partnerships, or influencer-led content strategies.