Social Media Manager, Direct to Consumer at LifeScan in US

Job description

• The Social Media Manager-DTC (SMM) will support the US Consumer & Retail Channel team through hands-on development and execution of social media content for the OneTouch direct-to-consumer (DTC) business and broader OneTouch brand. This role reports to the Marketing Manager – US Consumer and Retail Channel.
• The SMM will serve as the team’s social media subject-matter expert, translating DTC and brand priorities into compelling, platform-native content across organic and paid social channels. The primary focus is content development, copywriting, publishing, Reddit activation, community engagement, and development of DTC-focused creative assets for Meta and other social platforms. These activities will support DTC growth objectives including qualified traffic, conversion, subscription and reorder.

Responsibilities

• Develop, write, schedule, and publish organic social content aligned with US consumer, brand, and DTC priorities across Instagram, Facebook, Reddit, TikTok, and other relevant platforms.
• Partner with the Marketing manager to translate annual and quarterly DTC priorities into social content & platform specific executions.
• Develop paid and organic DTC-focused content designed to move consumers through the funnel from awareness to consideration to trial, subscription and reorder.
• Identify relevant social trends, conversations, cultural moments, and platform behaviors that can inform content.
• Bring specific Reddit expertise, including platform culture, communities, content formats, engagement norms, and paid/organic opportunities.
• Develop and execute Reddit strategy and activations in support of DTC awareness, consideration and conversion goals.
• Develop, adapt & optimize DTC-focused social creative assets for Meta and other paid social platforms in partnership with internal teams, agencies, and creative resources.
• Review paid social performance to understand which creative, messaging, and formats are driving engagement, traffic, and conversion; use learnings to recommend and develop new creative iterations.
• Partner with media and agency teams on paid social execution, creative testing and optimization, with the core intent of driving qualified traffic to OT.com and supporting subscription conversion.
• Support social execution for the OneTouch subscription/reorder program and campaigns designed to drive qualified traffic, conversion, subscription and reorder on OneTouch.com.
• Manage day-to-day execution of applicable influencer campaigns in support of brand and DTC acquisition campaigns.
• Partner with the Marketing Manager, e-commerce, CRM/retention and Legal/Regulatory teams on DTC-driving campaigns and social executions that support acquisition, subscription and reorder objectives.
• Track organic social and creative performance including engagement, reach, and follower growth while monitoring DTC indicators such as traffic, conversion and subscription activity; translate learnings into actionable recommendations for future content and assets.

Requirements

• Bachelor’s degree in Marketing, Communications, Digital Marketing, or related field; Master’s degree a plus
• 4+ years of hands-on social media experience across organic and paid social, including direct content creation and publishing
• Demonstrated experience writing social copy and developing platform-native content across Instagram, Facebook, Reddit, TikTok, and/or similar platforms
• Specific Reddit experience, including understanding of Reddit communities, platform culture, engagement, and content best practices
• Experience developing or briefing creative assets for Meta advertising and using performance results to improve future creative
• Experience supporting a direct-to-consumer, e-commerce, subscription, or performance marketing business preferred
• Experience with social media management/listening tools (e.g., Sprout Social) and familiarity with Meta Ads Manager and web analytics (e.g., GA4)

Skills

Required

• Social media content development
• Copywriting
• Publishing
• Community engagement
• Platform-native content creation
• Reddit expertise
• Meta advertising creative development
• Web analytics (e.g., GA4)