Opportunity
The Marketing Manager, Organic Social is responsible for leading the organic social media strategy for priority platforms with a primary focus on TikTok and YouTube. This role develops platform strategies, defines content direction, and partners closely with internal creative teams to deliver engaging, high-performing social content that grows audience, drives engagement, and strengthens brand relevance. 
This role serves as the strategic lead for organic social platforms—bringing deep expertise in social trends, algorithms, and audience behavior to inform content development and campaign integration. The position works cross-functionally with Creative, Paid Media, Campaign Marketing, and Influencer teams to ensure social content aligns with brand strategy, supports business goals, and maximizes performance across platforms. 
The ideal candidate is a highly strategic and culturally aware social media expert who understands how to translate brand objectives into platform-native content strategies that drive measurable results including audience growth, engagement, brand equity, and business impact. 
PRIMARY OBJECTIVES 
Lead the development and execution of organic social media strategy across priority platforms, with a focus on TikTok and YouTube. Develop annual platform plans that align social media strategies with brand, campaign, and business priorities. Define and guide content direction by partnering with creative teams to deliver high-performing social-first content. Grow and engage online communities through relevant, culturally informed content strategies. Continuously analyze platform performance to optimize content strategy and improve results. Serve as the internal subject matter expert on social platform trends, algorithms, and best practices. 
SPECIFIC RESPONSIBILITIES 
Social Media Strategy & Platform Planning 
Develop and maintain the organic social media strategy for priority platforms, with primary focus on TikTok and YouTube. Lead annual platform planning, establishing strategic priorities, audience growth goals, content pillars, and publishing frameworks. Define platform-specific content strategies aligned with brand objectives, marketing campaigns, and seasonal initiatives. Establish best practices for social-first storytelling, ensuring content is optimized for platform behaviors and algorithms. Identify emerging social trends, cultural moments, and platform innovations that can strengthen brand relevance and engagement. 
Content Strategy & Creative Collaboration 
Partner closely with internal creative teams to guide the development of engaging, high-quality video content optimized for TikTok and YouTube. Provide strategic direction on content concepts, formats, tone, and storytelling to ensure alignment with platform best practices. Translate brand and campaign objectives into clear social content briefs and creative direction. Develop and manage content calendars that support marketing campaigns, product launches, and brand storytelling. Ensure content is optimized for discoverability and engagement through effective use of hooks, titles, captions, hashtags, and thumbnails. Provide input on creative performance and recommend content iterations based on audience insights and platform trends. While this role is not responsible for producing social content, familiarity with content capture or video editing tools is considered a beneficial capability. 
Community Engagement 
Help guide community engagement strategies that foster authentic brand interaction with audiences. Monitor social conversations and sentiment to identify opportunities, trends, and potential brand considerations. Partner with social and customer engagement teams to ensure timely and appropriate responses to community interactions. Identify opportunities to amplify user-generated content and authentic brand advocacy. 
Influencer & Creator Collaboration 
Partner closely with the Influencer Marketing team to ensure creator content aligns with platform strategies and brand objectives. Provide platform-specific guidance on influencer and creator content formats that perform well on TikTok and YouTube. Collaborate on campaign ideation to ensure influencer content integrates naturally into the brand’s organic social presence. 
Analytics & Performance Optimization 
Monitor and analyze social media performance using platform analytics and reporting tools. Track key performance indicators such as reach, engagement rate, audience growth, watch time, and video completion. Translate analytics and insights into actionable recommendations to improve content strategy and performance. Provide regular performance reporting and strategic recommendations to internal stakeholders. Identify high-performing content formats and scale successful approaches across campaigns and platforms. 
Paid Social Collaboration 
Partner closely with the Paid Media team to identify organic content that can be amplified through paid social campaigns. Provide strategic input on content formats and creative approaches that drive performance across paid and organic channels. Share insights and learnings to ensure alignment between organic and paid social strategies. 
Cross-Functional Collaboration 
Work closely with marketing, campaign, and brand teams to align social media strategies with broader marketing initiatives. Collaborate with creative, content production, and external partners to ensure consistent messaging and brand identity. Serve as a trusted advisor across the organization on social media trends, platform changes, and best practices.