Bauer: Social Media Manager

Bauer Hockey/ Cascade Maverik Lacrosse•Exeter, NH

40d•Hybrid

About The Position

The Social Media Manager will lead the Bauer Hockey brand across owned social channels and will turn brand campaigns, product launches, and athlete moments into social strategies that build brand affinity, drive product demand, and support sell-through. This role leads the social content newsroom and owns the content calendar, collaborating closely with Brand, Content/Creative, eCommerce, and Athlete Relations teams. The ideal candidate has a deep understanding of hockey culture at every level, from NHL & PWHL to youth/recreation, and knows how to turn product and athlete stories into content that performs.

Requirements

BS or BA in Marketing, Communications, Advertising or related field- or equivalent years of relevant and related experience.
Minimum 5 years of experience in social media management at the corporate level.
Background knowledge in social strategy, content development, community management, and performance analytics.
Strong knowledge of Instagram, TikTok, X, YouTube, Facebook, and emerging social platforms.
Experience with social scheduling, analytics, and reporting tools (e.g., Sprinklr, Emplifi, Sprout, or similar).
Strong written and verbal communication skills, including social copywriting and brand voice development.
Demonstrated ability to manage cross-functional stakeholders and collaborate with creative teams.
Excellent interpersonal skills and ability to effectively communicate at all levels of the organization.
Ability to work in a fast-paced, dynamic environment.
Adjusts quickly to changing priorities, trends, and business needs.
Flexibility to work weekends, holidays, early mornings, and evenings as business needs require.
Travel as needed and/or required by essential job function.

Nice To Haves

Experience in sports, outdoor, or performance-gear brands preferred.
Strong understanding of hockey culture preferred.
Experience with Adobe Creative Suite (Photoshop, Premiere) or comparable editing tools (e.g., CapCut) preferred.

Responsibilities

Own platform-specific publishing execution across Instagram, TikTok, X, YouTube/Shorts, and Facebook, including strategy, scheduling, posting, and day-to-day channel management, with a focus on audience growth, engagement, and brand consistency.
Collaborate with creative team on Bauer's social brand voice through copy, including captions, community responses, and channel copy across all platforms.
Lead the social content calendar and newsroom, including day-to-day planning and real-time response to trends, live moments, and fast-turnaround opportunistic content. Coordinate around product launches, athlete moments, and the hockey calendar (NHL & PWHL seasons, IIHF Worlds, NCAA Frozen Four, youth nationals, etc.), informing Creative and Marketing Operations early enough to streamline asset delivery.
Work closely with Creative and Production teams to shape asset creation, flag platform specs, format needs, and content gaps before production rather than adapting after the fact.
Translate social insights, trends, and channel needs into proactive content concepts and briefs for Creative and Production.
Partner closely with eCommerce, Paid Media, and Influencer teams to align organic content, campaigns, and promotions with product-launch and conversion goals — ensuring consistent, on-brand messaging across paid and owned channels and a cohesive consumer journey. Keep the social calendar in sync with other digital marketing channels.
Lead community management by monitoring sentiment and responding to consumer interactions across the hockey community (players, parents, coaches, retailers) in real time. Identify user-generated content opportunities, secure usage permissions, and escalate potential issues (e.g., product complaints or safety concerns) in partnership with Customer Service/Consumer Care.
Use social listening and analytics tools to track engagement, reach, and impressions on owned channels. Prepare weekly, monthly, and quarterly performance reports with strategic analysis for internal stakeholders. Collaborate with Paid Media and Influencer teams as needed for cross-channel reporting.
Oversee social channel maintenance, including profile updates, bio links, and platform info pages across all brand accounts.
Partner closely with Marketing Operations to align social planning with business priorities, campaign workflows, asset production timelines, budget + resource considerations, and cross-functional project management processes to ensure seamless execution and on-time delivery of initiatives
Stay ahead of platform algorithm and feature updates to keep content formats and strategy optimized.
Represent the brand on-site at key events (tournaments, product launches, NHL activations) as needed, including some evenings and weekends.
Foster a collaborative, inclusive team environment.