Social Media Executive

Main Purpose of Job:

The Social Media Executive is responsible for planning, delivering, and optimising social media and paid digital activity across multiple consumer brands, ensuring that social channels operate as commercially effective marketing platforms.

The role requires strong judgement across brand positioning, content strategy, paid media performance, and audience engagement, with clear accountability for delivering measurable outcomes including traffic, conversion and return on investment.

Working closely with Online, Product, Buying, and wider Marketing teams, the role ensures that all social and digital activity is on-brand, purpose-led, data-informed, and aligned to trading priorities, product launches and overall business objectives.

Key Responsibilities:

Social Media Strategy and Channel Management

• Own and manage day-to-day social media activity across multiple platforms, including Facebook, Instagram and other relevant channels.
• Develop and maintain structured content calendars aligned to trading activity, campaigns and seasonal priorities.
• Ensure each brand maintains a clearly differentiated tone of voice, visual identity and messaging aligned to its market position.
• Support key trading periods, promotions and product launches through planned and reactive social content.
• Maintain consistent brand presence while adapting content style and messaging to suit different audiences and platforms.

Content Creation and Brand Storytelling

• Create high-quality, social-first content including short-form video, static assets and reactive content.
• Write clear, engaging and conversion-focused copy tailored to platform, audience and brand tone.
• Adapt creative approach according to brand positioning, from accessible and everyday to premium and performance-led.
• Use AI and digital tools to support efficient content production, while maintaining quality, originality and brand control.
• Identify relevant social and content trends, converting them into practical, on-brand content opportunities.
• Support wider digital content activity, including email, landing pages and broader online campaigns when required.

Paid Social and Digital Advertising

• Plan, build and manage paid social advertising campaigns, primarily via Meta platforms.
• Optimise campaigns on an ongoing basis, reviewing creative, targeting, budget allocation and performance.
• Track campaign performance through to website behaviour and conversion, not solely engagement metrics.
• Work to clearly defined commercial KPIs including ROAS, CPA and conversion rate.
• Ensure paid activity supports overall revenue, margin and trading objectives.
• Use paid performance insight to inform future creative direction and organic social strategy.

Performance Analysis and Reporting

• Monitor and analyse organic and paid social performance across all brands.
• Translate performance data into clear, practical insights and recommendations.
• Continuously test, learn and refine approaches to content, targeting and campaign execution.
• Prepare and present performance updates to relevant stakeholders with confidence and clarity.

Influencer and Creator Management

• Identify and engage relevant micro-influencers and content creators aligned to each brand.
• Build and maintain a scalable and effective network of external creators.
• Manage product seeding, briefing, content approvals and ongoing communication.
• Repurpose high-quality UGC into effective paid and organic content assets.

Product Launch and Cross-Functional Support

• Work closely with Product Development, Buying and Online teams to support new product launches.
• Build awareness and demand through structured launch content and paid support plans.
• Ensure messaging and timing are aligned across social, digital and wider online activity.
• Act as a key digital contributor to product-led commercial initiatives.

Team Support and Process Development

• Support and, as the function grows, assist with the development and line management of junior team members.
• Set clear standards for content quality, output and performance.
• Provide guidance, feedback and support to improve consistency and effectiveness.
• Help develop repeatable workflows and scalable processes to support business growth.

Qualifications / Knowledge / Skills Required

• Proven experience in social media management and digital marketing, ideally within a commercial or multi-brand environment.
• Strong hands-on experience using Meta Ads Manager and managing paid social campaigns.
• Sound understanding of conversion tracking, website performance and digital customer journeys.
• Demonstrated ability to manage budgets and improve return on advertising spend.
• Strong content creation skills across both video and static formats.
• Confident copywriting ability across social and wider digital channels.
• Experience using scheduling, automation and content management tools.
• Familiarity with AI-assisted content workflows and digital optimisation tools.
• Highly organised, with the ability to manage multiple brands, campaigns and deadlines concurrently.
• Commercially minded, with a clear understanding of social media’s role in driving business results.
• Confident communicator, able to collaborate effectively with internal teams and external partners.

How This Role Supports Our Company Values

·Solution Orientated: Takes a proactive, commercially focused approach to social and digital activity, identifying opportunities to improve performance, resolve challenges and deliver measurable outcomes across content, paid media and campaigns.

·Trust: Builds dependable and collaborative relationships with internal stakeholders, creators and partners through clear communication, consistent delivery and transparent reporting.

·Responsibility: Takes ownership of social channels and paid activity, ensuring that content, spend and performance align with brand standards, trading priorities and business objectives.

·Integrity: Ensures all content, partnerships and campaigns align with brand values, compliance requirements and ethical marketing practices, making objective, data-led decisions.

·Value Driven: Balances creativity, audience engagement and commercial performance to ensure social and digital activity contributes to profitable growth and efficient use of budget.

·Evolution: Continuously monitors trends, platform changes, performance data and audience behaviour, adapting strategies and improving execution to support ongoing digital development.

This job description outlines the expectations and responsibilities of the Social Media Executive role. It will be reviewed periodically to ensure it remains aligned with company priorities and market opportunities.