Social Media Manager, GLW (Wellmore)

Careers with WM Partners' Portfolio Companies

About The Position

The Social Media Manager will own and drive Great Lakes Wellness’s organic social presence across key platforms, serving as the day-to-day voice of the brand and a critical driver of awareness, engagement, and community growth. This role blends strategy, content creation, cultural fluency, and performance mindset—ideal for a hands-on social native who knows how to turn trends into brand moments and content into connection. This role is responsible for creating original content, staying deeply plugged into social trends, managing the content calendar, and translating brand strategy into scroll-stopping, platform-native storytelling. The Social Media Manager will work closely with Brand Marketing, Creative, Influencer, and Performance teams to ensure social supports broader marketing goals while maintaining an authentic, distinctive brand voice. The role reports to the Marketing Manager, GLW, and plays a key role in shaping how consumers experience and engage with the Great Lakes Wellness brand every day.

Requirements

Bachelor’s degree in Marketing, Communications, or a related field preferred.
3–5+ years of experience managing social media for a consumer brand; CPG, wellness, or lifestyle brands strongly preferred.
Proven experience creating your own content, especially short-form video (TikTok / Reels / Shorts).
Deep understanding of social platforms, algorithms, trends, and best practices.
Strong copywriting skills with an instinct for tone, humor, and cultural relevance.
Data-informed mindset with the ability to interpret performance metrics and apply learnings quickly.
Highly organized with strong project management and calendar planning skills.
Comfortable working in a fast-paced, high-growth environment where social moves quickly.

Responsibilities

Own the Great Lakes Wellness social voice across platforms including Instagram, TikTok, YouTube, and emerging channels.
Concept, create, and publish original, platform-native content (short-form video, static, stories, captions) that feels timely, human, and on-brand.
Translate brand pillars and product benefits into relatable, entertaining, and educational content.
Act as a brand steward—ensuring consistency in tone, messaging, and visual identity across all social touchpoints.
Develop and manage the organic social content calendar aligned with brand initiatives, launches, and cultural moments.
Drive organic growth and engagement through strong storytelling, trend participation, and audience-first thinking.
Monitor performance metrics (engagement, reach, follower growth, saves, shares) and continuously optimize content based on insights.
Identify opportunities to test new formats, content styles, and platform features to improve performance.
Stay deeply immersed in social trends, creator culture, platform updates, and emerging conversations.
Proactively identify relevant trends and quickly adapt them in a way that feels authentic to the GLW brand.
Serve as an internal expert on what’s happening now—and what’s next—on social media.
Engage with the GLW community through comments, DMs, and ongoing conversation to build trust and loyalty.
Partner closely with Influencer, Brand Marketing, Creative, and Performance teams to ensure alignment and amplification across channels.
Support influencer and creator content by identifying strong organic moments that can be repurposed or boosted.
Collaborate with Product and Brand teams to support launches, campaigns, and key moments on social.
Work with Creative partners to ensure content execution is efficient, on-brief, and optimized for social platforms.
Provide social insights and learnings to inform broader marketing and brand strategy.