Social Media Manager
Who We Are
Tower 28 is building a world where beauty is accessible, inclusive, and sensitive. We want to push the boundaries of what beauty should be: a mix of high quality, high standards, and high levels of fun. We want to be a beauty big sister, who knows what’s right (clean, non-toxic, vegan, cruelty-free) but also knows how to have a good time (clean beauty doesn’t have to be so serious!).
What You’ll Be Doing
We're looking for a Social Media Manager who's equal parts creative, data-driven and strategic- someone who can run a full program, lead a small internal team, and manage an agency. You'll split your focus between Instagram and TikTok, with a sharp instinct for what works on each. You'll set the strategy, visual identity, keep the calendar tight, and hold the creative bar for everything we put out — knowing when to brief others and when to roll up your sleeves.
Strategy & planning
- Own social strategy across Instagram and TikTok - balancing long-term brand building with real-time cultural moments.
- Build and manage the content calendar end-to-end: planning, scheduling, and maintaining a consistent cadence across campaigns, product launches, and cultural moments
- Stay ahead of algorithm shifts, platform updates, and competitive movements and act on them quickly when it matters.
Creative direction & content
- Build a visual social strategy in partnership with creative/agency: repeatable visual formats that instantly signal “this is Tower 28” even without a logo. Must define what Tower 28 looks like and sounds like every single day on social.
- Own content ideation and execution across TikTok, Reels, Stories, and IG Feed— in partnership with creative.
- Lead campaigns, product drops, and brand initiatives to be social-first, inclusive of visual strategy and narratives that stop the scroll, drive engagement and high entertainment.
- Day to day management of platforms including posting, scheduling and light community management when needed.
- Shoot and edit content yourself when the moment calls for it — at events, activations, or when speed matters more than production.
Team & Agency leadership
- Manage and develop two direct reports: a Video Content Producer (Coordinator level) and summer intern.
- Own the agency relationship for owned channel content: creative briefing, product coordination, creative production and approvals.
- Manage incoming social requests from retail and paid social: briefing the team or agency as needed and ensuring deliverables stay on track and on brand.
- Set a high bar for the team: provide clear direction, real feedback, and develop their skills over time
Community & Brand Presence
- Keep a pulse on conversations happening across beauty, culture, and adjacent spaces and show up in them thoughtfully on behalf of the brand
- Engage with relevant brand, creator, and cultural content in a way that builds awareness and reflects our personality
Performance & insights
- Monitor social performance against established KPIs, providing input and recommendations as strategy evolves
- Analyze campaign performance and generate regular reports, translating data into clear, actionable insights for the team and leadership
- Provide ongoing recommendations to optimize content, engagement, and growth across channels
- Bring audience signals and cultural observations back to the business to inform content, product, and brand decisions
WHAT WE’RE LOOKING FOR:
- 4+ years managing social for a beauty, fashion or lifestyle brand, with real, measurable growth to show for it.
- Deep platform fluency on TikTok and Instagram: the algorithm, the formats, how people actually consume content
- A genuine understanding of beauty and skincare: The trends, the products, the ingredients, and what moves consumers
- Strong copywriting with a sharp instinct for brand voice and tone
- Experience managing direct reports and/or agency partners
- Proficiency with social analytics tools (Dash Social, Nectar AI and similar tools) and social creative tools (Figma, Canva, CapCut)
- The organizational skills to hold a lot without dropping anything
- A plus if you can shoot and edit, not just direct
YOU’LL THRIVE HERE IF:
- You have a point of view. You know what's happening across platforms, you understand what fits the brand and what doesn't, and you bring strong opinions to the table — rooted in both instinct and data.
- You think in stories. You don't just post content: you think about narrative, arc, and how individual pieces ladder up to something bigger. You know how to make a product launch feel like a moment, and a brand feel like a world.
- You're deeply organized. Managing an internal team, an agency, and a packed content calendar across two primary platforms takes real systems thinking. You prioritize well and nothing slips.
- You're a creative problem solver. You don't need a big budget or a full production team to make something great. You're resourceful, you think on your feet, and you find a way.
- You take ownership. You don't wait to be told what to do next. You chart your own path, motivate the people around you, and make the work better by being in the room.
- You're tuned into culture. Not just beauty: fashion, design, and every major cultural moment. You understand why things resonate, not just what's trending, and you bring that awareness into your content every day.
- You're energized by building. This is a founder-led environment where there's real room to shape what the program looks like
Salary Band: $90,000-115,000 USD
