Responsibilities

• Develop and execute a holistic social media strategy aligned with overall brand and business objectives, with a focus on engaging pet owners and building brand affinity.
• Identify and capitalize on emerging social trends, platform updates, and algorithm shifts to keep the brand at the forefront of digital engagement.
• Set KPIs, track performance, and optimize content and campaigns to ensure measurable impact on engagement, audience growth, and brand awareness.
• Leverage analytics tools and platform insights to monitor performance, identify trends, and translate data into actionable recommendations for leadership and cross-functional partners.
• Own the execution and management of the social media content calendar in partnership with an external agency, providing clear direction, feedback, and strategic guidance.
• Support and create high-quality, platform-specific content (static, video, UGC, stories, etc.) that resonates with pet owners and performs well within platform algorithms.
• Film and produce social-first content, including product-focused posts and short-form video, using tools such as iPhone photography/video and lightweight design tools like Canva.
• Manage social communities and amplify user-generated content to build credibility and authenticity within the pet community.
• Collaborate closely with the influencer/creator manager and cultivate strong relationships with the online pet-loving community through thoughtful interactions and timely responses.
• Work cross-functionally with Brand, Product, E-commerce, and Customer Service teams to ensure social media supports key launches, promotions, and storytelling moments.
• Partner with performance marketing teams to align organic and paid social strategies and maximize reach and ROI.
• Manage the content review and approval process, coordinating with internal stakeholders including legal and regulatory teams to ensure all content meets compliance standards before publication.
• Conduct competitive and industry benchmarking to ensure the brand stays ahead in the pet and CPG social landscape.
• Manage crisis communication and reputation management on social platforms as needed.

Requirements

• 3–5 years of progressive social media management experience, within CPG, consumer goods, or pet/wellness brands.
• Proven track record of managing social media for consumer brands and driving engagement through both strategic planning and hands-on execution.
• Deep understanding of major social platforms (Instagram, TikTok, YouTube, Facebook, Pinterest) including how platform algorithms influence content performance.
• Highly data-driven with demonstrated ability to analyze metrics, extract insights, and pivot strategy based on performance.
• Experience managing agency partners and providing clear, strategic direction while maintaining ownership of social strategy and execution.
• Strong creative instincts with experience creating and capturing social-first content, including video and product-focused content.
• Comfortable filming content and occasionally appearing on camera to create authentic, engaging brand content.
• At least some experience working within regulated environments or collaborating with legal/regulatory teams on content approvals is strongly preferred.
• Excellent writing, editing, and storytelling skills tailored to digital and social audiences.
• Exceptional communication and interpersonal skills, with the ability to lead discussions and clearly articulate strategic recommendations.
• Highly organized with experience managing editorial calendars and coordinating feedback and approvals across multiple stakeholders.
• Ability to balance structure with agility and thrive in the fast-paced nature of social media.

Preferred

• Experience working within regulated industries or collaborating with legal/regulatory teams on content approvals is strongly preferred.