Social Media Manager and Content Creator

Responsibilities

• Creative strategy and product launches
• Own the social planning for product launches from concept and briefing through production, publishing and post-launch review. Align messaging and timing with the integrated marketing lead.
• Develop original social campaign concepts that connect product benefits to customer interests, NYC culture and occasions such as the morning commute or afternoon treat.
• Build launch sequences and recurring content series on social media that give people reasons to try new products and revisit core favorites.
• Hands-on content creation
• Develop hooks, scripts and shot lists; film and edit short-form videos for Instagram and TikTok, including captions, audio and graphics.
• Direct employees on camera, and be comfortable appearing in content for street interviews
• Create social coverage for store openings, IPs, partnerships and events. Brief and review freelance or agency assets when additional production support is available.
• Trends and creative experimentation
• Identify emerging trends early and decide which fit Luckin's products, audience and brand voice. Act quickly on relevant opportunities.

Requirements

• 4+ years in social media or content creation, with a portfolio showing original ideas and strong execution. Food and beverage, retail or consumer brand experience is a plus.
• Strong creative instincts and copywriting skills: you can explain the audience insight behind an idea and show how you developed it into effective content.
• Hands-on filming and editing skills using CapCut, Premiere or similar tools, with a strong understanding of Instagram and TikTok storytelling.
• Creative testing and performance analysis: Ability to design purposeful content experiments, interpret results and turn successful ideas into repeatable formats and content series.
• Familiarity with using AI tools and building AI-assisted creative workflows.
• Proven ownership and initiative: You bring ideas, take action and resolve problems without constant direction.
• Experience managing social media agencies or creative partners, writing effective briefs and providing clear creative and editing feedback.
• Excellent time management and prioritization across concurrent projects. You understand urgency and communicate tradeoffs clearly.
• Sound cultural and brand judgment, with curiosity and a willingness to experiment and learn from results.
• Cross-functional communication: Ability to communicate asset requirements clearly, manage feedback and approvals, and coordinate with HQ, operations, supplies and marketing partners to meet launch deadlines.