Social Media Manager

Role Purpose

This is an on-site role based in Nashville, TN. Travel to Global Headquarters in Bowling Green, KY required as part of on-boarding.

The Social Media Manager shapes how the Fruit family of brands shows up, connects, and grows across owned social channels. This role sets the channel strategy, creative direction, brand voice, community standards, and measurement approach that turn social platforms into a meaningful front door for consumers. By combining cultural intelligence, audience insights, platform expertise, and performance data, the Social Media Manager delivers relevant storytelling that strengthens brand connection, expands engaged communities, and supports product discovery and commerce.

Key Outcomes

Channel Strategy & Audience Growth

• Establish differentiated, platform-specific strategies for each brand that align audience insights, cultural communities, consumer segments, and business priorities.
• Grow engaged, high-quality communities through a consistent, audience-first approach tailored by brand.
• Optimize platform investment, content mix, cadence, and format based on audience behavior, brand goals, and measurable performance.

Publishing & Community Management

• Deliver reliable, on-brand publishing across owned channels through an integrated calendar, clear accountabilities, and disciplined execution.
• Create responsive, consistent consumer experiences through standards for tone, moderation, response times, and escalation.
• Maintain accurate, accessible, visually consistent, and commerce-ready brand profiles across all active platforms.

Real-Time & Cultural Activation

• Increase each brand's relevance by identifying and activating timely cultural, trend, and real-time storytelling opportunities.
• Enable faster speed-to-moment through clear decision standards, approval paths, and a bank of pre-approved assets and messaging.
• Protect brand trust by applying sound judgment, cultural sensitivity, brand-safety standards, and retailer or partner requirements to every activation.

Social Commerce & Discoverability

• Expand product discovery and purchase pathways by implementing consistent product tagging, catalog integration, and linking standards.
• Improve social search visibility by optimizing profiles, captions, and content structures for platform and AI-aided discovery.
• Generate actionable learning from tests of emerging social selling formats, including TikTok Shop and other brand-appropriate opportunities.

Performance, Listening & Insights Leadership

• Build a consistent performance and social-listening system that identifies audience shifts, sentiment, competitive activity, and emerging opportunities.
• Translate channel data into clear recommendations that improve content, messaging, cadence, and investment decisions.
• Create a sustained test-and-learn discipline, document results, and scale the approaches that produce meaningful consumer and business impact.

Competencies

Community Obsession:

Understands the communities each brand serves and uses that perspective to create relevant experiences that strengthen connection and trust.

Platform Mastery:

Applies deep knowledge of platform behaviors, formats, algorithms, and audience expectations to maximize relevance and results.

Thoughtful Efficiency:

Moves quickly with sound judgment, balancing autonomy, speed, risk, and appropriate escalation to deliver timely outcomes.

Analytically Minded & Curious:

Interrogates performance data, tests assumptions, and turns insights into clear start, stop, continue, and scale decisions.

Selfless Collaboration:

Builds trust across teams, creates practical operating systems, shares knowledge, and advances enterprise goals over individual credit.

Minimum Qualifications

• Bachelor's degree in marketing, communications, journalism, business administration, or a related field; equivalent experience may be considered.
• 5+ years of experience managing owned social channels for a consumer brand, media outlet, or agency.
• Demonstrated success growing organic audience, engagement, and community quality for consumer brands.
• Expert knowledge of major social platforms, formats, audience behaviors, and platform-specific content practices.
• Hands-on experience with social publishing, management, listening or intelligence tools, and platform-native analytics.
• Experience with social commerce, including product tagging, catalog integration, shoppable content, or social selling platforms.
• Experience establishing community-management, moderation, escalation, and issues-management practices.
• Exceptional writing skills with the ability to adapt tone and voice across brands, platforms, and audiences.
• Strong analytical capability and demonstrated ability to translate performance and consumer data into actionable recommendations; consumer retail experience preferred.
• Proven ability to influence and collaborate across Brand Communications, Brand Marketing, Digital Commerce, Customer Service, paid media partners, and agencies while managing multiple priorities in a fast-paced environment.

Key Performance Indicators

• Organic engagement rate growth across owned social channels.
• Growth in engaged audience size and audience quality across the Fruit family of brands.
• Increase in the volume and performance of reactive and non-briefed content.
• Publishing consistency and on-time execution against the approved social calendar and cadence.
• Social-attributed traffic, product-page views, and conversion to brand e-commerce and retail partner destinations.

Company Information

We offer the following:

• Competitive Pay
• Medical, dental, vision, life & disability insurance
• Vacation
• Paid holidays
• 401(k)
• Employee Assistance Program