Social Media Content Manager

AeroFarms • Danville, VA

1d • $95,000 - $120,000

About The Position

The Social Media Content Manager owns AeroFarms' social presence end to end, including strategy, content, paid performance, and agency oversight. Reporting to the Director of Marketing, this role works closely with the sales team on retail and foodservice priorities, promotions, and account plans. It turns the company's story—the farm, product, and people—into content that builds the brand and drives measurable retail and online sales. The position combines creative and analytical work, including directing an external social media agency, running paid social campaigns against performance targets, and using data to guide near- and long-term planning.

The role builds AeroFarms' social presence from an early stage by assessing audiences and platforms, defining channel strategies and success metrics, and managing a content calendar tied to launches, promotions, and seasonal moments. It directs content creation from concept through publishing and captures farm and product content on-site in Danville, Virginia.

The manager also plans and optimizes paid social campaigns, manages budget and reporting, partners with sales and retail teams to drive traffic to retailers, and oversees agency and creator relationships. Additional responsibilities include community management, performance analytics, trend monitoring, and ensuring content complies with FTC endorsement rules, platform policies, and retailer guidelines. Periodic travel to the Danville farm is required for content capture.

Requirements

• Bachelor's degree in marketing, communications, or a related field, or equivalent experience.
• At least 5 years of experience in social media marketing, including at least 2 years owning a brand's social channels.
• Hands-on performance marketing experience managing paid social budgets and optimizing to ROAS/CPA in Meta Ads Manager and TikTok Ads.
• Experience directing an external social media or creative agency, including briefing, approvals, and accountability for performance targets.
• Track record of managing content creation end to end, from concept and production through publishing.
• Strong analytical skills, including building reports and making spending and content decisions based on data.
• Excellent writing and editing skills and a sharp eye for visual quality.
• Working knowledge of social scheduling and analytics tools such as Sprout Social, Later, or Hootsuite.
• Ability to travel periodically to the Danville, Virginia farm for content capture.

Nice To Haves

• Experience in CPG, food and beverage, or grocery, ideally with retail partners.
• Experience with retail media or driving in-store sales through social.
• Influencer and UGC program management experience.
• Basic content production skills, including shooting and editing short-form video and using Canva or Adobe Creative Suite.
• Familiarity with GA4, UTM tracking, and attribution for paid social.
• Interest in sustainability, agtech, or food systems.

Responsibilities

• Assess audiences and platform options and recommend which social channels to prioritize.
• Define organic strategy, content approach, and success metrics for selected channels; revisit the channel mix based on results.
• Build and manage a monthly content calendar tied to product launches, retail promotions, and seasonal moments.
• Direct content creation from brief to publication, including concepts, shoot planning, copy, review, and approvals.
• Capture farm and product content on-site in Danville, Virginia, coordinating shoot schedules with operations.
• Maintain brand voice and visual standards across social channels.
• Plan, launch, and optimize paid social campaigns.
• Set and manage performance targets, including ROAS, CPA, CTR, and conversion rate.
• Run structured creative testing across hooks, formats, and audiences, and scale effective approaches.
• Manage paid social budget, pacing, and monthly spend reporting.
• Partner with sales and retail teams to drive retailer traffic, including through retail-media and geo-targeted campaigns.
• Lead day-to-day work with the external social media agency; write briefs, review and approve deliverables, and hold the agency accountable for scope, timelines, budget, and performance targets.
• Conduct regular agency performance reviews and recommend changes to scope or fees.
• Source and manage influencers, UGC creators, and freelancers as needed.
• Oversee community management and social customer care, escalating product or quality issues.
• Track and report organic and paid performance in a monthly dashboard.
• Use insights to recommend changes to content mix, spend allocation, and channel priorities.
• Monitor social trends, competitors, and platform changes.
• Ensure content complies with FTC endorsement rules, platform policies, and retailer partner guidelines.

Benefits

• Medical insurance
• Dental insurance
• Vision insurance
• 401(k)
• PTO

What This Job Offers

• Job Type: Full-time
• Career Level: Manager