Social Media Manager

Tower 28 Beauty•Los Angeles, CA

12d

About The Position

Tower 28 is seeking a Social Media Manager who is creative, data-driven, and strategic. This role will oversee the social media program across Instagram and TikTok, manage an internal team, and lead an agency. The ideal candidate will have a strong understanding of both platforms, a sharp instinct for what works, and the ability to set strategy, define visual identity, and maintain a high creative bar. Responsibilities include managing the content calendar, staying updated on platform changes, directing creative content, leading campaigns, and performing light community management. The role also involves managing a Video Content Producer and a summer intern, overseeing agency relationships, and handling incoming social requests. The Social Media Manager will monitor performance against KPIs, analyze campaign results, and translate data into actionable insights. They will also engage with relevant conversations and content to build brand awareness and reflect the company's personality.

Requirements

4+ years managing social for a beauty, fashion or lifestyle brand, with real, measurable growth to show for it.
Deep platform fluency on TikTok and Instagram: the algorithm, the formats, how people actually consume content.
A genuine understanding of beauty and skincare: The trends, the products, the ingredients, and what moves consumers.
Strong copywriting with a sharp instinct for brand voice and tone.
Experience managing direct reports and/or agency partners.
Proficiency with social analytics tools (Dash Social, Nectar AI and similar tools) and social creative tools (Figma, Canva, CapCut).
The organizational skills to hold a lot without dropping anything.

Nice To Haves

Can shoot and edit, not just direct.

Responsibilities

Own social strategy across Instagram and TikTok, balancing long-term brand building with real-time cultural moments.
Build and manage the content calendar end-to-end: planning, scheduling, and maintaining a consistent cadence across campaigns, product launches, and cultural moments.
Stay ahead of algorithm shifts, platform updates, and competitive movements and act on them quickly when it matters.
Build a visual social strategy in partnership with creative/agency: repeatable visual formats that instantly signal “this is Tower 28” even without a logo.
Define what Tower 28 looks like and sounds like every single day on social.
Own content ideation and execution across TikTok, Reels, Stories, and IG Feed— in partnership with creative.
Lead campaigns, product drops, and brand initiatives to be social-first, inclusive of visual strategy and narratives that stop the scroll, drive engagement and high entertainment.
Day to day management of platforms including posting, scheduling and light community management when needed.
Shoot and edit content yourself when the moment calls for it — at events, activations, or when speed matters more than production.
Manage and develop two direct reports: a Video Content Producer (Coordinator level) and summer intern.
Own the agency relationship for owned channel content: creative briefing, product coordination, creative production and approvals.
Manage incoming social requests from retail and paid social: briefing the team or agency as needed and ensuring deliverables stay on track and on brand.
Set a high bar for the team: provide clear direction, real feedback, and develop their skills over time.
Keep a pulse on conversations happening across beauty, culture, and adjacent spaces and show up in them thoughtfully on behalf of the brand.
Engage with relevant brand, creator, and cultural content in a way that builds awareness and reflects our personality.
Monitor social performance against established KPIs, providing input and recommendations as strategy evolves.
Analyze campaign performance and generate regular reports, translating data into clear, actionable insights for the team and leadership.
Provide ongoing recommendations to optimize content, engagement, and growth across channels.
Bring audience signals and cultural observations back to the business to inform content, product, and brand decisions.