• Own the paid social strategy and day-to-day execution in collaboration with agency across platforms such as Meta (Facebook/Instagram) and testing into new social channels • Plan, launch, and optimize full-funnel campaigns (prospecting, retargeting, retention) to drive customer acquisition and subscription growth • Analyze performance data to optimize toward core growth metrics such as CAC, ROAS, LTV, payback period, and subscription retention • Develop and scale testing frameworks for audiences, bidding strategies, creative, and landing page experiences in collaboration with cross functional teams • Collaborate closely with lifecycle/CRM, analytics, and web teams to ensure alignment across acquisition, onboarding, and retention • Own forecasting, budgeting, and pacing of paid social spend, ensuring efficient and scalable growth • Prepare and present performance insights, learnings, and recommendations to cross-functional partners and leadership

• 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