Coordinator, Marketing – Social Media

United Aesthetics Alliance•Grand Rapids, MI

20h•Hybrid

About The Position

The Social Media Marketing Coordinator is a creative and channel strategist responsible for building and elevating UAA's practice brand presence across social media. This role drives content quality and channel performance across practice handles while personally shooting, editing, and producing content. Reporting into the VP of Marketing, this is an ideal role for a creative-first, results-oriented marketer who is equally comfortable behind a camera as they are analyzing content performance.

Requirements

Bachelor's degree in Marketing, Communications, or a related field preferred.
2–4 years of social media marketing experience with a portfolio demonstrating content creation, video editing, and channel growth.
Proficiency shooting and editing photo and video/reel content — experience with Canva, Edits, CapCut, Adobe Premiere, or equivalent required.
Proven ability to grow social handles with measurable results in follower growth, engagement, and lead generation.
Fluency across Instagram, TikTok, Facebook, and YouTube; experience launching or scaling a TikTok channel is a strong plus.
Understanding of how organic social connects to lead generation and conversion, not just brand awareness.
Copywriting skills with the ability to adapt tone and voice across brands and platforms.
Highly organized with the ability to manage multiple content calendars and deadlines simultaneously.
Genuine passion for social media, creative content, and luxury brand standards.

Nice To Haves

Background in medical aesthetics, beauty, luxury retail, hospitality, or other multi location service businesses preferred.
Experience working with or managing external social media vendors or agencies a plus.
Experience contributing to an influencer or UGC program a plus.
Familiarity with AI-enabled marketing tools a plus.

Responsibilities

Own social media strategy, content, and channel performance across UAA's practice portfolio — driving brand presence, follower growth, engagement, and lead generation across Instagram, TikTok, Facebook, and YouTube.
Personally shoot, edit, and produce high-quality photo and video content, bringing a creative and technical editing skills to every piece of content published.
Establish content quality benchmarks, visual guidelines, and editorial direction that reflect the luxury positioning of UAA practices.
Develop and maintain content calendars across practices, ensuring consistent cadence, brand alignment, and timely execution.
Track and report on social KPIs including follower growth, engagement rate, reach, and new patient inquiries — making data-backed recommendations to marketing leadership.
Stay ahead of social trends and rapidly translate relevant opportunities into on brand content.
Share top-performing organic content and audience insights with the paid media team to inform paid creative strategy.
Serve as the primary point of contact for external agencies or vendors executing social media on behalf of UAA practices to ensure brand and accuracy approvals.
Monitor vendor performance against defined KPIs and flag gaps as needed.
Lead the strategic launch and growth of UAA’s social presence on new platforms including TikTok.
Execute a social content strategy aimed at driving new patient leads — including consultation CTAs, service spotlights, before-and-after storytelling, and offer-driven content.
Test content formats, CTAs, and posting strategies to improve lead volume and quality.
Own DM strategy and response protocols across practice handles, ensuring inquiries are captured promptly and handed off effectively to drive booking conversion.
Partner with the CRM and paid media team to ensure social-generated leads are tracked and attributed accurately.
Manage surgeon and provider social handles — supporting profile growth, content consistency, and brand alignment.
Build scalable enablement tools for providers — including branded templates, caption guides, and content frameworks that make it easy for them to post authentically.
Conduct provider social audits and deliver recommendations to improve profile performance.
Develop employee-generated content (EGC) programs that harness provider and staff content to extend the practice brand's reach.
Build and manage an influencer and creator program — owning vetting, outreach, partnerships, and performance tracking.
Manage relationships with micro-influencers and creators across aesthetics, beauty, wellness, and lifestyle; ensure FTC compliance and HIPAA considerations are upheld.
Build and maintain a UGC program — collecting, curating, and repurposing patient generated content with HIPAA-compliant consent workflows.
Monitor and respond to DMs, comments, and tags across all practice handles in a timely, brand-appropriate manner.
Drive community engagement through proactive participation in relevant local groups, partner accounts, and industry conversations.
Serve as a dedicated social media resource for select practices, developing deep familiarity with their brand, services, and providers.
Support field marketing efforts, content collection, event execution, and digital marketing initiatives as needed.