ABOUT THE ROLE

We are seeking a highly creative, strategically minded, and culturally connected Social Media Marketing Manager to lead the development and execution of our social media strategy across all key platforms. This role will be responsible for shaping and elevating the brand’s digital presence through engaging, platform-specific storytelling, community engagement, and performance-driven content initiatives.

The ideal candidate understands how to build meaningful brand affinity through social media, stays ahead of digital trends, and knows how to create content that resonates with different audiences across Instagram, TikTok, Pinterest, YouTube, Facebook, and LinkedIn.

Working closely with our Creative Studio and wider marketing team, you will oversee the creation of compelling on-brand content that is tailored to each channel while driving engagement, reach, and business growth.

ROLE RESPONSIBILITIES

Social Media Strategy & Planning

Develop and implement a comprehensive social media strategy aligned with brand and business objectives.
Own the social media content calendar across all platforms.
Identify opportunities to grow brand awareness, audience engagement, and customer loyalty.
Ensure a consistent yet platform-appropriate brand voice and visual identity across channels.
Stay current with emerging social trends, platform updates, audience behaviours, and competitor activity.

Content Development & Brand Storytelling

Lead the creation of engaging, audience-relevant content across:
Instagram
TikTok
Pinterest
YouTube
Facebook
LinkedIn
Bring the brand to life through creative storytelling, product based content, behind-the-scenes content, campaigns, partnerships, and cultural moments.
Partner closely with the Creative Studio to brief, develop, and execute high-quality photo, video, and graphic content.
Ensure all content is optimised for individual platform performance and audience expectations.
Support campaign launches, seasonal activations, new product releases, and key trading moments through social-first thinking.

Community Management

Manage day-to-day community engagement across all social platforms.
Respond to comments, messages, tags, and customer interactions in a timely and brand-appropriate manner.
Foster a positive and engaged online community.
Escalate customer service issues where appropriate.
Identify and engage with creators, influencers, and brand advocates – working closely with the PR & Ambassador Manager.

Performance & Reporting

Track, analyse, and report on social media performance metrics including engagement, reach, audience growth, traffic, and conversions.
Deliver regular performance reports with actionable insights and recommendations.
Use analytics and social listening tools to optimise content strategy and channel performance.
Monitor ROI and effectiveness of campaigns and partnerships.

ARE YOU THE MISSING INGREDIENT?

Proven experience in social media management, digital marketing, or content strategy, ideally within food, hospitality, lifestyle, retail, or consumer brands.
Strong understanding of social media best practices and platform algorithms.
Demonstrated experience creating successful content strategies across Instagram and TikTok, with working knowledge of Pinterest, YouTube, Facebook, and LinkedIn.
Excellent copywriting and communication skills.
Strong creative eye with understanding of visual storytelling and brand aesthetics.
Experience working with creative teams, photographers, videographers, or design studios.
Proficient in social media analytics and reporting tools.
Highly organised with strong project management skills.
Passionate about food, culture, trends, and storytelling.
Experience with paid social campaigns and influencer marketing.
Photography, video editing, or content creation skills.
Knowledge of Adobe Creative Suite, Canva, or social editing tools.
Experience in fast-paced growth brands.

BENEFITS BAKED IN

Free food & drink whilst at work
50% off GAIL's when you are not at work
buying & selling holiday scheme
long service holiday rewards
25 days annual leave
Aviva workplace
Health cash plans
Retailer discounts
Cycle to work
EV car leasing
Workplace Nursery scheme

GAIL's Bakery

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Social Media Manager

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