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Job Summary

Blake’s Orchard & Cider Mill (BOCM) is hiring a Social Media Manager to lead strategy, creative direction, content creation, and performance across our brand portfolio. This is the senior social media role at Blake’s, responsible for setting the strategy, owning the calendar, leading content production, reporting on results, and developing the Social Media Specialist who supports the role. The Social Media Manager owns a designated portion of Blake’s social accounts directly and shares the broader portfolio with the Social Media Specialist—providing creative direction, briefs, and on-the-job coaching to ensure consistency across both. This is a hands-on role: in addition to strategy and team leadership, the Social Media Manager is one of two primary content creators on the team, shooting, editing, and posting photo, video, Reels, and TikTok content across all Blake’s locations and events. The right candidate is a strategic, trend-savvy operator who can think in campaigns, capture in real time, and grow a junior teammate along the way.

Key Responsibilities

Own Social Strategy: Develop, document, and execute the social media strategy across all Blake’s brand accounts, aligned to overall marketing campaigns, seasonal moments, and business goals.

Direct Account Ownership: Own a designated portion of Blake’s social accounts end-to-end—driving strategy, content, publishing, and community for those accounts directly.

Lead the Social Media Specialist: Direct, mentor, and develop the Social Media Specialist; assign their accounts, set priorities, deliver creative direction and feedback, and review their work.

Creative Lead: Set the creative direction for Blake’s social content—visual aesthetic, voice, tone, and platform-native approaches across every account.

Lead Content Creation: Shoot, edit, and post high-performing photo, video, Reels, and TikTok content across Blake’s locations, events, and brand moments. Operate as one of two primary content creators on the team.

Teach & Mentor on Production: Train the Social Media Specialist on shooting, editing, and creative best practices; build their skills and confidence in content creation over time.

Build & Own the Calendar: Maintain a forward-looking, multi-platform content calendar across all accounts; plan content in advance, batch where possible, and adapt in real time for cultural and brand moments.

Trends Lead: Track social trends, platform updates, audio, and cultural moments daily; translate them into actionable content opportunities and brief the Specialist accordingly.

KPI Ownership & Reporting: Own social KPIs and reporting; track engagement, reach, follower growth, and conversion across both your directly-owned accounts and Specialist-owned accounts; deliver weekly insights and use data to refine strategy.

Quality Control & Approval: Review and approve content, copy, and posts created by the Social Media Specialist before they go live; ensure brand voice, visual consistency, and performance standards are met.

Press Publish: Manage daily publishing on your directly-owned accounts across Instagram, TikTok, Facebook, and emerging platforms—including captions, keywords, and hashtag strategies aligned to SEO and content performance goals.

Community Management on Owned Accounts: Lead community engagement on your directly-owned accounts; respond to comments, DMs, and mentions while maintaining brand voice.

Influencer & Partnerships: Identify, vet, and coordinate with influencers, creators, and partners to extend brand reach; manage outreach, deliverables, and on-site logistics.

Cross-Functional Collaboration: Work closely with the VP of Marketing, Marketing Manager, Multimedia Content Producer, retail, tasting room, and events teams to support launches, campaigns, and promotions.

Multi-Location Coverage: Direct social presence and content capture across all Blake’s locations—Armada, Almont, Big Apple, and South Lyon—both personally and through the Social Media Specialist.

Event Coverage: Attend and lead live social coverage of major Blake’s events, festivals, and brand moments throughout the year.

Qualifications, Skills & Requirements

• 4+ years of experience managing social media for a consumer-facing brand, with demonstrated ownership of strategy, content creation, and community management.
• Proven content creation track record—portfolio of social-first photo and video work (Reels, TikToks, photography, short-form video).
• Hands-on experience with DSLR/mirrorless cameras and mobile shooting; proficient in editing tools (CapCut, Adobe Premiere, Lightroom, Photoshop, or similar).
• Deep, current expertise across Instagram, TikTok, and Facebook—platform mechanics, algorithm trends, formats, and best practices.
• Experience managing, mentoring, or developing a direct report, junior teammate, or intern preferred.
• Strong copywriting and brand voice skills; able to write captions and respond to community messages that feel native to each platform.
• Hands-on experience with social management and analytics tools (Hootsuite, Meta Business Suite, or similar).
• Proven ability to grow audiences and engagement, supported by examples and metrics from prior roles.
• Highly organized, self-directed, and able to manage multiple brand calendars simultaneously without dropping balls.
• Strong cross-functional communicator who can brief creative partners and align with marketing, retail, and events teams.
• Reliable transportation and ability to drive to each of our locations: Armada, Almont, Big Apple, and South Lyon.
• Bonus: experience working with influencers, paid social campaigns, or food/beverage/CPG brands.

Working Conditions

• Hybrid schedule based out of Blake’s Armada, MI campus: 3 days per week on-site, 2 days remote. Additional on-site presence required for shoots, events, content capture, and key team collaboration days.
• Travel to other Blake’s locations (Almont, Big Apple, South Lyon) as needed for content capture, events, and team coordination.
• Work environment is split between a climate-controlled office and outdoor settings across the orchard, retail, tasting room, and event venues. Normal outdoor weather and travel hazards apply.
• Physical requirements: ability to carry, set up, and operate camera and lighting equipment (typically 20–30 lbs); stand and walk for extended periods during shoots and live events.
• Weekend work is required during festival and fall season; standard five-day weeks apply during off-season months. When required, Monday–Friday schedule will shift to accommodate.

Disclaimer

This job description in no way states or implies that these are the only duties to be performed. The employee will be expected to follow any other job-related instructions and to perform other job-related duties requested by their supervisor. Blake’s Orchard & Cider Mill is an equal opportunity employer.