Content & Social Media Specialist/Manager

Job Title: Content & Social Specialist/Manager

Department: Brand

Reports to: Vice President of Marketing

Location: Baltimore, MD

Job Summary

The Content & Social Specialist/Manager owns LifeStraw’s organic social media presence, brand voice, community engagement, and content strategy across all platforms. This role manages all content across Instagram, Facebook, TikTok, YouTube, and Threads. This role also builds and manages LifeStraw’s brand ambassador and affiliate programs, oversees creator whitelisting partnerships, and develops educational and storytelling content that brings LifeStraw’s extensive product line to life for consumers.

This is a strategic, hands-on role for a mid-level content professional who lives and breathes social media, understands platform-native content, has experience working with creators and managing paid media partnerships, and can balance brand storytelling with commercial performance.

Key Responsibilities

Organic Social Media Management

• Own and manage LifeStraw’s organic social media channels: Instagram, Facebook, TikTok, YouTube, and Threads.
• Develop and maintain a strong, clear brand voice across all platforms - ensuring consistency in tone, messaging, and visual identity whether the content is educational, inspirational, or product-focused.
• Develop and execute a monthly content calendar aligned with product launches, seasonal campaigns, brand moments, and mission/impact storytelling.
• Create platform-native content (Reels, TikToks, Stories, carousels, static posts) in collaboration with the Creative team - including producing short-form video content using UGC, product demos, and original footage with tools like CapCut, Canva, and similar video/graphic editing platforms.
• Monitor trends, hashtags, and cultural moments to identify timely content opportunities that align with LifeStraw’s brand.
• Own all community engagement across all platforms: proactively respond to comments, DMs, mentions, and tagged content in LifeStraw’s brand voice, building genuine relationships with followers and advocates.
• Track and report on social media KPIs (engagement rate, follower growth, reach, video views) with monthly performance recaps.
• Coordinate with the Sr. Brand Manager and Product Marketing Specialist to ensure product launches have coordinated social support.

Brand Ambassador & Affiliate Programs

• Build, launch, and manage LifeStraw’s brand ambassador program - identifying, recruiting, and nurturing ambassadors who authentically represent the brand across outdoor, wellness, travel, and sustainability communities.
• Develop and manage LifeStraw’s affiliate program end-to-end: partner recruitment, onboarding, commission structures, content guidelines, and performance tracking.
• Own program budgets and track all metrics and ROI for ambassador and affiliate initiatives — reporting to the VP of Marketing on program performance, revenue attribution, and growth opportunities.
• Manage all creator whitelisting opportunities - coordinating paid media partnerships with creators, including briefing creators, reviewing content, and managing whitelisted ad spend in collaboration with the Sr. Brand Manager.
• Curate, brief, and manage creators for sponsored content, product seeding, and campaign collaborations - ensuring all creator content aligns with LifeStraw’s brand standards and campaign objectives.

Educational & Storytelling Content

• Develop a robust content pipeline of educational and storytelling content that showcases LifeStraw’s extensive product range - helping consumers understand the differences between products, use cases, and the technology behind them.
• Create product education content (how-to’s, comparison guides, use-case scenarios) across social and web channels to drive informed purchase decisions.
• Coordinate with the Social Impact & Sustainability Manager to amplify impact stories, B Corp initiatives, and Safe Water Fund content through compelling narrative formats.
• Write blog posts, website copy updates, and campaign landing page content as needed.

Cross-Functional Collaboration

• Work with the Brand Operations Manager to ensure social content requests from Sales and Ecommerce are prioritized and fulfilled.
• Collaborate with the Creative team on asset needs, maintaining a shared content asset library.
• Support the Sr. Brand Manager with social-first content for product launches and retail activations.
• Partner with Ecommerce on coordinating DTC promotions and sale events.

What We’re Looking For

• A social media native: you understand what works on each platform and can create content that feels authentic, not corporate.
• Strong writing and storytelling skills - you can adapt voice and tone across platforms and formats.
• Experience with social media management tools (Sprout Social, Later, Hootsuite, or similar).
• Proficient in content creation and video editing tools: Canva, CapCut, and similar platforms for producing Reels, TikToks, and social graphics from UGC or original footage.
• Experience managing creator and influencer partnerships, including paid media whitelisting, content briefing, and campaign coordination.
• Experience building or managing brand ambassador and/or affiliate programs, including budget management and ROI tracking.
• Data-informed: you check the numbers and adjust your approach based on what’s working.
• Passion for sustainability, outdoor adventure, or public health/clean water — you’re excited by LifeStraw’s mission.
• Collaborative, proactive, and comfortable working in a lean team environment.

Education

• 5-7 years of experience managing social media and content for a consumer brand, preferably in outdoor, CPG, wellness, or mission-driven categories.
• Demonstrated experience with creator partnerships, influencer marketing, and/or affiliate program management.
• Bachelor’s degree in Marketing, Communications, Journalism, or related field.
• Proficient in Asana, Google Suite, Microsoft Office and Outlook.
• Proficient in Canva, CapCut, and similar graphic design and video editing platforms.

Essential Physical Demands and Typical Working Conditions

Physical demands include bending, carrying, pushing-pulling, reaching, sitting, standing, walking and extremes of temperature and humidity, as well as travel between physical locations. Hazards include stairs and communicable diseases.