Social Media Growth Lead

Black & White Zebra•San Diego, CA

2d•Remote

About The Position

We’re looking for a Social Media Growth Lead to build the social growth engine for BWZ’s brands — growing engaged audiences of senior decision-makers and converting them into subscribers, community members, and repeat consumers of our owned content. This role is responsible for turning our editorial content, audio, events, expert insights, and thought leadership into high-performing, platform-native formats and campaigns that drive visibility, repeat engagement, and measurable audience growth. You will own how our brands show up across social channels by translating our core ideas into content senior leaders watch, engage with, share, return to, and ultimately convert from social followers into owned audience members. This is not just a content publishing role. You will build repeatable systems for social distribution, audience growth, paid amplification, partner activation, platform experimentation, subscriber conversion, and repeat engagement. Your work will expand our reach, deepen engagement, grow qualified audiences, and make social a reliable source of new ICP subscribers and loyal community members.

Requirements

Experience growing engaged audiences through social platforms
Experience producing short-form, platform-native content, especially video
Experience translating editorial, thought leadership, audio, video, events, or expert content into social formats
Experience running and optimizing organic and paid social campaigns
Experience managing paid social budgets and improving performance over time
Experience tracking, analyzing, and acting on social performance data
Strong judgment around content selection, hooks, timing, packaging, and distribution
Ability to build repeatable social formats, campaign systems, and growth playbooks
Experience working with partners, creators, contributors, experts, or internal leaders to amplify content
Strong planning and organizational skills, without defaulting to calendar management as the main measure of success

Nice To Haves

Experience distributing thought leadership or editorial content at a B2B, media, or audience-led brand
Experience growing senior-level or executive audiences
Experience translating audio, podcast, webinar, or event content into social formats
Existing relationships with LinkedIn and/or YouTube platform partner teams
Background capturing and repurposing content from contributors, events, interviews, or expert-led formats
Experimentation and A/B testing discipline across content formats, hooks, paid creative, and conversion paths
On-camera comfort and experience coaching internal experts or contributors to perform well on video

Responsibilities

Translate BWZ content and thought leadership into platform-native social formats: Extend the reach of our content, events, audio, and expert insights by turning them into social formats that senior audiences actually consume. Capture and repurpose video, written, audio, and event content. Create short-form, platform-native content across relevant channels. Identify and extract the strongest moments from editorial, interviews, audio, events, and expert conversations. Translate complex ideas into formats that are clear, engaging, shareable, and repeatable. Build recurring social formats that strengthen audience habits over time. Experiment with emerging formats, platform features, and content packaging approaches. The goal is to make BWZ’s ideas more visible, more relevant, and more consistently consumed by senior decision-makers.
Build and execute social growth campaigns across organic, paid, partner, and platform channels: Plan and launch campaigns that turn content, thought leadership, events, and audience moments into measurable social growth. Launch campaigns tied to editorial priorities, events, research, thought leadership, and audience initiatives. Use organic distribution, paid amplification, partnerships, and employee/founder amplification to extend reach. Plan, launch, and optimize paid social campaigns that drive reach, engagement, and subscriber growth. Build and manage creator, contributor, expert, and partner amplification opportunities. Develop relationships with platform partners such as LinkedIn and YouTube to unlock distribution opportunities, insights, and new features. Identify platform-native opportunities that help BWZ reach more of the right people. The goal is to consistently expand reach, grow engaged audiences, and bring new audience members into BWZ’s ecosystem.
Build repeat engagement and social-to-owned conversion: Turn social attention into repeat audience behavior and owned-channel growth. Develop strategies that convert social audiences into subscribers, event registrants, report downloads, community members, or other owned-channel relationships. Optimize social-to-subscriber conversion paths across platforms. Build recurring formats and campaign loops that create repeat consumption habits. Track whether audiences acquired from social return and engage with owned content. Improve the quality, not just the volume, of audience growth. Ensure social content consistently supports audience growth, engagement, and retention goals. The goal is to make social a reliable source of qualified subscribers and repeat audience engagement.
Measure, test, and scale what drives audience growth: Own how social performance is measured, interpreted, and improved over time. Track performance across organic, paid, partner, and platform-led activity. Analyze reach, engagement, repeat interaction, subscriber growth, conversion, and retention. Identify which formats, hooks, topics, channels, and campaigns drive the strongest audience outcomes. Make clear decisions about what to scale, stop, improve, or test next. Build repeatable playbooks for high-performing social growth. Connect social activity directly to measurable audience and business outcomes. The goal is to continuously improve social performance and build a repeatable growth system, not just report on activity.