Social Lead

Social Lead

Reports to: Head of Brand

Direct report: Social Media Coordinator

Works closely with: Head of Creative, Content Lead

Function: Marketing, Brand and Growth

Location: London / Canary Wharf

Role Purpose

The Social Lead is the strategic owner of Frive’s organic social channels, reporting to the Head of Brand. The objective is not simply a higher posting volume. It is to build a recognisable, culturally relevant social presence that educates, engages a loyal community and creates the potential for breakout content.

The role holder is both a creative thinker and a channel operator. The Head of Creative owns overarching creative direction and the Content Lead leads video production, while the Social Lead owns organic channel strategy, routine concepts, publishing and community.

Key Responsibilities

Organic Social Strategy

Create a distinctive and coherent presence. Responsibilities include:

• Owning organic social strategy across Instagram, TikTok, YouTube, Facebook, Frive LinkedIn, Clipper and other secondary channels, and emerging platforms
• Defining audiences, objectives, content pillars, recurring formats and the role of each channel
• Building a social presence that educates, entertains, inspires and connects to Frive’s food philosophy
• Setting a consistent publishing cadence and editorial calendar
• Balancing planned storytelling with fast, relevant cultural participation

Creative Concepts and Content Planning

Think creatively as well as operationally. Responsibilities include:

• Originating platform-native concepts, series, hooks and repeatable formats
• Working with the Head of Creative on breakthrough ideas and larger campaigns
• Briefing the content team clearly on objective, format, deliverables and deadlines
• Collaborating with Brand, NPD and PR on launches, events, founder-relevant moments and partnerships
• Developing shareable, potentially viral content without sacrificing credibility or brand fit

Community and Cult Following

Build real connection. Responsibilities include:

• Owning community strategy, audience engagement and advocacy
• Leading the Social Media Coordinator’s day-to-day management of comments, DMs, proactive interactions and social listening
• Identifying recurring questions and feedback to inform content, CX and product insights
• Developing community activations, UGC participation and customer storytelling
• Escalating sensitive issues promptly to CX, Brand or the relevant leaders

Educational Authority and Cultural Relevance

Make Frive useful and interesting. Responsibilities include:

• Developing accessible content about natural food, ingredients, nutrition, convenience and relevant health topics
• Working with experts and internal teams to ensure factual accuracy and substantiation
• Monitoring culture, creator trends and platform behaviour for relevant opportunities
• Developing a distinctive social voice consistent with Frive’s brand guidelines

Channel Performance and Optimisation

Learn continuously. Responsibilities include:

• Owning channel reporting on audience quality, reach, engagement, shares, saves, community activity and other agreed measures
• Identifying which formats create meaningful audience response and adapting the content plan accordingly
• Using testing and platform insight without chasing empty impressions or vanity metrics
• Sharing relevant learnings with the Head of Brand, the Head of Creative, the Content Lead and Growth

People and Cross-Functional Collaboration

Run a disciplined operation. Responsibilities include:

• Managing, coaching and prioritising the work of the Social Media Coordinator
• Coordinating social requirements with the Content Lead’s production schedule
• Collaborating with the PR and Partnerships Lead on PR, events and brand partnerships
• Working with Growth on relevant paid and organic learnings while retaining ownership of organic channels
• Managing approvals efficiently within agreed brand and risk guardrails

How Success Will Be Measured

First 3 Months

• Clear channel audit completed
• Content pillars and publishing rhythm in place
• Social Media Coordinator responsibilities defined
• Initial repeatable content formats established

First 6 Months

• Stronger consistency across channels
• Improved audience engagement and community response
• A clear social identity

First 12 Months

• A recognisable, culturally relevant organic presence
• A loyal community
• A sustainable content engine

Staff Benefits

• Private Medical Insurance (Vitality)
• 25 days’ holiday plus public holidays
• 50% discount on Frive food
• Hybrid working pattern (where applicable)
• Enhanced maternity and paternity leave