Social Media Specialist

Job Summary

The Social Media Specialist will develop and execute social media strategies that build brand awareness, engage target audiences and support marketing and business objectives. The role will manage content planning, creation and performance analysis across organic and paid social channels, working closely with marketing, design and commercial teams to deliver measurable results and maintain consistent brand voice.

Key Responsibilities

• Develop and maintain a social media strategy and calendar across platforms (e.g. LinkedIn, Instagram, Facebook, X, TikTok and YouTube) aligned to brand, campaign and commercial objectives.

• Create, edit and publish engaging written and visual content including posts, stories, short‑form videos and captions that reflect brand guidelines and audience preferences.

• Coordinate with internal stakeholders (marketing, design, product, HR and commercial teams) and external agencies or freelancers to produce on‑brand creative assets and campaign materials.

• Manage day‑to‑day channel administration including scheduling, community engagement, response management and moderation in a timely and professional manner.

• Plan and execute paid social campaigns in collaboration with the paid media team; set objectives, target audiences, budgets and optimization tactics to maximize ROI.

• Monitor social performance through regular reporting, analytics and KPIs (engagement, reach, impressions, follower growth, CTR, conversions); identify insights and recommend optimization actions.

• Conduct audience research and competitor analysis to inform content strategy, channel priorities and tone of voice.

• Maintain content libraries, campaign trackers, asset records and governance processes to ensure version control and compliance with company policies.

• Support influencer and partner outreach programmes, including brief creation, contract coordination and performance evaluation.

• Stay current with social media trends, platform updates and emerging formats; propose and pilot new ideas to improve engagement and efficiency.

Scope of Role

• Own social channel performance for multiple markets or business lines, delivering both organic and paid activity in line with regional plans.

• Collaborate closely with marketing, communications and commercial teams to ensure social supports product launches, recruitment campaigns and corporate messaging.

• Contribute to campaign planning, content production workflows and cross‑functional initiatives from concept through to post‑campaign reporting.

Qualifications & Requirements

• Bachelor’s degree in Marketing, Communications, Digital Media or a related discipline, or equivalent demonstrable experience.

• Minimum 2–5 years’ hands‑on experience managing social media channels and campaigns within an in‑house marketing team, agency or similar environment.

• Proficient with social management and analytics tools (e.g. Hootsuite, Sprout Social, Meta Business Manager, LinkedIn Campaign Manager, Google Analytics and platform native insights).

• Strong content creation skills, including copywriting, image editing and basic video production or a proven ability to brief and manage creative partners.

• Experience planning and optimizing paid social campaigns, with a good understanding of targeting, bidding and performance metrics.

• Excellent written and verbal communication skills with the ability to adapt tone of voice for different audiences and present performance insights to stakeholders.

• Analytical mindset with experience turning data into actionable recommendations and reporting to senior stakeholders.

• Organized, collaborative and able to manage multiple campaigns and priorities in a fast‑paced environment.

• Knowledge of social media best practice, legal and compliance considerations (data protection, advertising rules, copyright) and brand governance.