Responsibilities

• Channel Strategy - Own GNC's organic social strategy and execution – including, social voice, visuals, and overall content calendar across TikTok, Meta, YouTube, and other emerging platforms. - Develop and execute social-first ideas for campaigns, launches, and cultural moments in partnership with Marketing Strategy, Creative, Influencer, Paid Media, Merchandising, Brand and TikTok Shop teams. - Support co-branded social activations with strategic brand partners. Social Listening & Insights - Lead always-on social listening to identify audience insights, sentiment, emerging trends, cultural conversations, and competitive insights. - Turn social data into actionable recommendations for marketing, product, merchandising, PR, and leadership teams. - Surface opportunities, risks, and consumer insights that influence business decisions. Trend & Real-Time Marketing - Operate a newsroom-style approach to trend spotting and real-time opportunities to activate against. - Make informed react-or-pass decisions and bring timely, relevant content to market quickly. - Partner with Legal and Regulatory teams to build agile workflows and social-safe guardrails. Content & Creative - Lead the creation of social-first content with a focus on short-form video, creator-style storytelling, and platform-native executions. - Collaborate with internal and external partners (agency and creator) to develop engaging content that drives relevancy, engagement, and community participation. - Leverage social search best practices and amplify UGC, community stories, and creator content across owned channels. Community & Engagement - Own GNC's community strategy and foster an engaged, loyal #TeamGNC fan community. - Drive proactive engagement strategy that builds brand love, advocacy, and buzz for GNC. - Develop fan-first programs such as surprise-and-delight initiatives, community spotlights, ambassador recognition, and exclusive experiences. - Partner with Customer Service, PR, and Legal to manage issues, escalations, and crisis communications. Measurement & Performance - Define social KPIs and own reporting, dashboards, and channel performance insights. - Lead a test-and-learn culture that continuously improves content effectiveness, social-first ideation and community engagement efforts. - Partner with Paid Social and Commerce teams to connect social performance to traffic, conversion, and sales. Team Leadership & Operations - Lead, coach, and develop a high-performing social team. - Manage budgets, agency partners, tools, and operational processes. - Identify opportunities to responsibly leverage AI and emerging technologies to improve efficiency and performance. SUPERVISORY RESPONSIBILITIES: - This position manages individual contributors. (Specialist, Social Engagement)

Requirements

• Bachelor’s degree in Marketing, Communications or related field, or equivalent experience
• 5+ years of social media experience at a consumer brand or agency, including 1–2+ years managing people.
• A portfolio of social-first work, especially content ideation/execution and trend-led moments and campaign activations, showing growth, engagement and business impact.
• Proven ability to spot and capitalize on trends quickly, with sound judgment on brand fit and risk.
• Experience managing social content creators/network of freelance creators for content output.
• Deep fluency in Meta, Instagram, YouTube and internet & fitness/wellness/health culture.
• Experience running social listening and turning data into insights for business stakeholders (e.g., Sprout Social, Sprinklr, Brandwatch, Talkwalker)
• Experience building proactive community, advocacy or surprise-and-delight programs, plus managing social media issues/crisis management
• Strong analytical, project management and budgeting skills in a fast-paced environment
• Ability to influence cross-functional partners and senior leadership

Preferred

• Experience in sports nutrition, health, wellness, athleisure, supplements, fitness or adjacent categories. Experience in regulatory industries ideal, but not required.
• Omnichannel retail and social commerce (e.g., TikTok Shop) experience
• Social content creation skills
• Experience using AI tools in content, listening and reporting workflows