Social Media Manager

About the role

You will own the strategy and execution of Homebase's organic social presence, setting the standard for how small businesses are represented online. You will act as the primary creator and strategist for our Instagram and TikTok channels, shaping a narrative that resonates deeply with small business owners. In this capacity, you will build and manage authentic relationships with customers and influencers, turning their stories into powerful social proof. You will serve as the operational backbone for our content pipeline, ensuring that ideas move efficiently from concept to publication. You will use data not just to report, but to refine and elevate our content strategy in real time. You will collaborate closely with other departments to ensure our social voice is consistent, effective, and true to our brand. You will build systems that allow our social efforts to scale without losing their human touch. You will thrive in an environment where speed, clarity, and ownership are valued above all else.

Key facts

What you'll do

• Content Planning & Publishing: Own the content calendar end-to-end, coordinating content development across internal and external teams, plus developing content yourself. Ensure all content is briefed, scheduled, and published on time.
• Content Creation: Develop native content for Instagram and TikTok - from concept through posting. Stay ahead of platform trends and publish content that resonates with small business owners and their teams.
• Customer & Influencer Outreach: Build and manage relationships with customers and creators to generate authentic content for Homebase. Lead outreach and ongoing communications - from first contact through content delivery.
• Community Management: Be the voice of Homebase in the comments. Monitor and respond to comments, DMs, and mentions across platforms to drive two-way engagement and build a loyal, active community.
• Performance Reporting: Track and report on engagement metrics regularly, surfacing insights that inform content decisions and demonstrate impact against business and campaign goals.
• Team Coordination: Work closely with the Creative team on quality content and share best-performing content with the Growth team to support paid social campaigns.
• Systems and Process Development: Build the operational foundation and workflows needed to support a high-volume social media engine.
• Trend Integration: Continuously monitor and integrate emerging social trends and features to keep our content fresh and engaging.
• Cross-Functional Collaboration: Partner with product, marketing, and customer success teams to ensure social initiatives support broader business objectives.
• Experimentation and Testing: Run controlled experiments on content formats, posting times, and messaging to continuously improve performance.
• Stakeholder Communication: Provide clear updates and rationale to stakeholders, ensuring alignment and support for the social strategy.
• Platform Mastery: Maintain deep expertise in Instagram and TikTok algorithms, features, and best practices to maximize reach and engagement.
• Content Governance: Ensure all published content adheres to brand guidelines and regulatory requirements.
• Growth Hacking: Identify opportunities to leverage social channels for user acquisition and retention.

Requirements

• Social Media Experience: 3-5 years managing organic social media for a consumer or SMB brand, with a portfolio that demonstrates creative content and measurable engagement growth.
• Native Content Creator: Comfortable producing your own Instagram and TikTok content - shooting/designing, editing, and publishing - and staying current on what's performing on each platform.
• Customer & Influencer Outreach: Experience managing creator or customer relationships end-to-end, from outreach and contracting through content delivery. Familiarity with tools like Aspire or similar influencer management platforms is a plus.
• Organizational skills: Experience managing a high-volume content calendar across multiple contributors, content streams, and deadlines.
• Analytical Mindset: Comfortable pulling reports from social analytics tools and translating engagement metrics into clear, actionable recommendations for the team.
• Embraces AI: Expected to continuously experiment with AI tools to improve workflows and scale impact.
• Builder Mentality: Energized by building systems and workflows from scratch, not just maintaining them. You're comfortable with ambiguity, operate well without heavy infrastructure, and move fast once you have direction.
• Team Player: Proven ability to work cross-functionally and communicate clearly with creative, organic, and freelance partners. Strong at managing up and keeping stakeholders aligned without being asked twice.