• Develop and execute a holistic organic social strategy across current and emerging platforms (Instagram, TikTok, Pinterest, etc.) • Own platform-specific content calendars aligned with brand priorities, launches, and the broader marketing roadmap • Concept, plan, and execute social-first campaigns, product launches, and seasonal moments • Ensure consistency of brand voice, tone, and visual identity across all social touchpoints • Actively manage and engage our social community by responding to comments, DMs, mentions, and tags in a timely, authentic way • Serve as the primary point of contact for inbound social inquiries, escalating to Customer Service, Marketing, or PR as needed • Foster meaningful two-way conversations that strengthen loyalty and advocacy • Identify ongoing and campaign-specific content needs (evergreen, launch, editorial, UGC, trend-led) • Collaborate closely with Creative and Marketing teams to plan and execute photo and video shoots • Brief and commission content from internal teams and external creators as needed • Edit and adapt content across formats and platforms; occasionally create lightweight content to fill calendar gaps • Manage the merchandising and promotion of TikTok Shop in partnership with Operations • Develop and maintain a TikTok Shop content and promotion calendar with clear KPIs • Track and report on performance, identifying opportunities to improve conversion and engagement • Partner with the Influencer Marketing Manager to plan creator-led social campaigns, develop briefs, and select creators • Collaborate with PR and Marketing on brand partnerships, giveaways, and collaborative moments • Analyze UGC and creator performance in partnership with the Influencer team • Track and analyze organic and boosted content performance across core KPIs (reach, engagement, traffic, conversion) • Deliver monthly performance reports highlighting insights, trends, competitive context, and recommendations • Stay up to date on platform updates, algorithm changes, and cultural trends; proactively test new formats and tactics • Propose new social initiatives tied to major launches, seasonal moments, or cultural opportunities

• Lead platform-specific social strategies (TikTok, IG, LinkedIn, X, YouTube) that directly drive signups and upgrades; build campaign measurement frameworks and run data-driven optimizations • Operate a high-velocity content engine — own the editorial calendar, publish multiple times daily, convert event moments into scalable short-form assets, and art-direct creative with agencies and freelancers • Lead creator, influencer and UGC programs end-to-end: audience targeting, briefs, compliance & licensing, onboarding, payments and performance reporting • Manage external creative partners and independent contractors — production, budgets, timelines and quality control • Partner across a matrixed organization (Brand, Product, Community, Strategy, Education, Demand Gen and Paid Media teams) to align messaging, content, timing and KPIs for maximum impact • Maintain deep knowledge of the AI creative tool market and creator workflows, and apply that perspective to content, recruitment and measurement.

• Co-develop and execute Outdoor Afro’s overall marketing strategy • Translate marketing strategy into weekly, monthly, and seasonal campaigns that can achieve our goals • Own and manage all marketing initiatives across website, social media (content and ads), email, and paid media • Manage relationships with SEM, public relations agency, web development, and creative contractors • Ensure consistent brand voice and messaging across all platforms, amplifying Outdoor Afro’s mission and impact • Design and produce video content to help Outdoor Afro stay visible on social media (IG, TikTok, YouTube, Spill, FB) • Review engagement stats and trends daily to ensure content is winning in social media algorithms and converting with audiences • Partner with and leverage content from our corp of Volunteer Leaders and Brand Ambassadors who produce photo and video content to promote outdoor activities and trips, repurposing and re-mixing the content to maximize engagement • Develop and execute strategies to grow Outdoor Afro’s social media followers and engagement (shares, comments, purchases, referrals, app downloads) , leveraging platform algorithms, trends, and analytics • Collaborate with the development team and Communications Manager to design and implement campaigns that convert social media followers and email subscribers into advertisers and donors

• Owning Agency Organic Social Strategy & Content, including: - Defining and owning the organic social strategy for the agency across all social channels, including creating and maintaining a content calendar and setting priorities, standards, and direction aligned to brand, marketing, and business goals - Overseeing the development of consistent, diversified social posts that include static images, carousels, and short-form video to support business goals and talent acquisition - Translating agency POVs, thought leadership, cultural moments, and wins into compelling, platform-native social stories - Staying current on social platform trends, formats, and algorithm shifts, including experimenting with new formats and channels - Defining and evolving success metrics for Wpromote’s social presence across awareness, engagement, and brand and business impact - Setting priorities and making tradeoff decisions across social initiatives to ensure focus, quality, and sustainable execution within a lean team • Leading Content Creation & Social Video: - Acting as a creative lead and hands-on contributor, particularly for social video content (e.g., LinkedIn video, Instagram Reels) - Partnering with internal teams and leaders to capture authentic, high-performing content, including filming, direction, and editing when needed - Establishing clear creative standards and best practices for social content across the agency - Traveling periodically to capture real-time social content at industry conferences, agency-hosted events, leadership summits, and more - Managing freelance and creator relationships as necessary - Setting the strategy for live event coverage and taking initiative on-site with video, interviews, and production on video • Building & Scaling Employee Advocacy - Owning and scaling Wpromote’s employee advocacy strategy, empowering employees to show up confidently and consistently on social - Creating scalable systems, training, and ready-to-share content that make participation easy and authentic - Partnering with People Operations, Talent Acquisition, and Marketing teams to align advocacy efforts with recruiting, culture, and brand initiatives - Reporting on advocacy initiatives to evaluate the impact on Wpromote’s brand and business and drive decision-making • Elevating Executive Social Presence: - Partnering with key agency leaders to level up their social presence and thought leadership - Providing strategic guidance, content ideation, editing, and posting support tailored to each leader’s voice and goals - Helping executives navigate LinkedIn best practices, content formats, and engagement strategies