Responsibilities

• Social strategy and content calendar • Own all Hershesons social channels, with a clear role for each platform and a particular focus on Instagram and TikTok.
• Build and run the content calendar, balancing product launches, salon stories, education, brand campaigns and timely cultural moments.
• Lead weekly content planning and prepare ideas, assets and copy for sign-off. Keep scheduling, publishing and deadlines on track.
• Creative direction and content creation • Set the look, feel and tone of our social content, keeping it distinctly Hershesons while making it right for each platform.
• Develop concepts, write captions and briefs, and film and edit content yourself, including higher-quality brand stories, product demonstrations and salon content.
• Work with Luke, our stylists and creators on camera. Review hooks, edits and storytelling before publishing, making sure every piece earns attention and feels like Hershesons.
• PR and influencer relationships • Own the day-to-day relationship with our PR agency, aligning social plans with press activity, launches, events and product mailers.
• Own the influencer strategy: identify the right people, build relationships, write briefs, negotiate fees and deliverables, and coordinate contracts and content usage rights within agreed budgets.
• Track influencer activity and results, and work with the PR agency to keep outreach, gifting and partnerships coordinated.
• Community and Great Hair Club • Own the content and social activity for Great Hair Club, developing ideas that keep the community involved and give people a reason to return.

Requirements

• You know how to make organic content travel, and have plenty of previous examples to prove it. You know your best work off by heart: the video, the hook and the numbers.
• You have personally created multiple videos with 50,000+ organic views, ideally with examples at 100,000+ too. You can show the results and explain exactly what you made.
• You can break down why a video went viral: the angle, audience, opening hook, pacing, retention and reason people shared it. You use that understanding to develop the next idea.
• You write strong hooks and scripts, film and edit yourself, and understand TikTok as its own platform, with its own formats and audience behaviour.
• You have owned social channels and content calendars, worked with influencers and PR agencies, and kept delivery on track.
• You read the data yourself and change what you make because of it.

Preferred

• Hair, beauty or fashion experience and familiarity with Klaviyo are a plus.