Responsibilities

• This is a senior position at the centre of everything we do on socials. You'll own Free Soul's social media strategy across all platforms (initially focused on Instagram and Tik Tok) - leading a team, shaping the editorial direction, and being directly accountable for driving our growth across social channels, by driving engaging, sharable content and obsessing over the results. You'll connect the dots between content, community, and commercial growth. Your work won't just look good - it'll move the business.
• Own and evolve the end-to-end owned social media strategy across Instagram and TikTok (which may grow into further channels in the future)
• Lead and develop a small social team to be the experts of their channels and in community management: setting executional standards, managing workflows, optimising performance and creating an environment where creative and commercial thinking coexist
• Define channel strategy and content frameworks that ladder up to brand and revenue goals
• Be the analytical heartbeat of the team - owning performance reporting, identifying what's working and what's not, and translating data into clear direction
• Connect social performance directly to brand outcomes: awareness and reach, equity, and driving top of funnel traffic to freesoul.com
• Collaborate within the wider marketing team across paid media, creators and influencers, creative, partnerships, and retention to build and amplify great ideas across channels and double down when things are working
• Drive content ideation and set the creative vision – across always on content, to reactive opportunities and brand campaigns
• Lead community strategy: scale our audience and bring Free Soul to them in a highly relevant and distinctive way around cultural moments, seasonal events, etc.
• Stay ahead of platform and cultural trends, and find our unique take on them bringing strategic recommendations to the table - as well as reactive ideas

Requirements

• 5+ years in social media, with at least 2 in a senior or lead role - ideally in a fast-paced, social-first consumer brand
• Proven understanding of Instagram and Tik Tok and how to drive audience growth within the platforms
• Experience managing or mentoring channel leads to execute
• Deeply data-literate: you live in analytics tools, you know your KPIs, and you use performance insight to drive decisions - not just to report backwards
• Clear understanding of how social works to build top of funnel and drive effectiveness through the funnel by collaborating with the wider team
• A creative eye and a strategic brain - you know why something works, not just that it does
• Strong understanding of brand experience, identity and community building
• Comfortable with content creation tools (CapCut, InShot, Canva, Adobe suite etc.) and confident directing others in their use. In a small team you need to be comfortable rolling up your sleeves as well as directing others
• Experience with product launch strategies and working with others for cross-functional campaign coordination

Preferred

• A strategic thinker who also loves to get into the detail - you can zoom out and zoom in
• Commercially curious and always asking "what does this mean for the business?"
• A clear and confident communicator - with your team, with stakeholders, and in a brief
• Obsessed with culture, trends, and what's next - but grounded enough to know when to act and when to wait
• Ready to take ownership in a high-impact role where your decisions genuinely shape the brand
• Open to honest feedback and committed to building a team culture of the same
• Proud of your work and the work of your team - from concept to completion
• Passionate about building something with real purpose and a real audience

Benefits

• Flexible hours with core hours 10:00–16:00
• Hybrid working - 3 days in the office, 2 at home
• Work from anywhere for 2 weeks a year
• 25 days holiday + bank holidays + your birthday off
• Enhanced Family Leave
• Free Soul product pantry in the office, plus your monthly essentials delivered to your door
• 30% friends & family discount
• Pension plan
• Vitality health insurance
• Team socials, lunch & learns, and internal events