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The Social Media Strategist is the ideas engine and strategic voice behind the Garden Group's social media presence across three gardening brands. This role is first and foremost a strategy and vision role - the person in this seat is responsible for defining where each brand shows up, what it says, and how it connects with its audience across every major platform. Content creation is secondary; the ability to think, plan, and inspire is primary.
The ideal candidate is a strategic and creative thinker who understands how to translate brand identity and editorial priorities into compelling, platform-native social content. Critically, they understand they do not work alone: this role operates within a broader team matrix, working hand-in-hand with internal editorial staffers, brand leads, and external contributors to bring strategy to life.
The Social Media Strategist will work closely with editors, videographers, photographers, brand leads, and the Executive Digital Editor, functioning as a collaborative partner rather than a top-down director. They should be equally comfortable developing campaign concepts, writing creative briefs, and presenting ideas for team input - understanding that final decisions pass through the broader editorial and leadership matrix.
What You'll Own
Strategy, Campaign Planning & Execution
- Develop and champion a multi-platform social media strategy for each of the three gardening brands, aligned with editorial calendars, seasonal moments, and business goals - bringing ideas forward for team review and collaborative refinement.
- Contribute to and help maintain social content production calendars for each brand in coordination with internal team members, flagging deadlines, review cycles, and publishing windows.
- Pitch campaign concepts, content series, and platform-specific strategies to the Executive Digital Editor and brand editors, actively seeking input and incorporating feedback as part of the process.
- Identify and respond to emerging social media trends, platform algorithm shifts, and audience behavior insights to continuously evolve strategy.
- Define content pillars, formats, and messaging frameworks for each brand to ensure a differentiated and consistent social presence.
- Develop posting cadence based on platform norms and audience expectations, and build systems utilizing platform-native tools, third-party schedulers, and AI assistants to meet social output goals.
Content Production & Contributor Coordination
- Identify, brief, and coordinate with freelance creatives - including graphic designers and multimedia contributors - functioning much like a senior editor working with contributing authors: setting the direction, reviewing the work, and ensuring it serves the brand.
- Write clear, detailed creative briefs for all contracted talent, communicating brand voice, visual standards, deliverable specs, and deadlines.
- Shepherd content through the production lifecycle - from concept and briefing through scheduling, review, revision, and handoff for final approval - ensuring quality and on-brand execution at every stage, in close collaboration with internal editors and brand leads.
- Provide input on freelance sourcing decisions and flag any production or timeline concerns to the appropriate team lead or editor, without direct budget ownership.
- Actively cultivate a network of freelance creatives, influencers, photographers, videographers, and external collaborators whose work aligns with the Garden Group's brand aesthetics and editorial standards.
- Partner with internal and external multimedia contributors (video, photography, motion graphics, illustrations) to ensure platform-specific content needs are met across all three brands.
Content Oversight & Brand Stewardship
- Ensure all content - whether produced by you, internal team members, or external contributors - reflects each brand's established voice, visual identity, and editorial standards, and is ready for submission through the editorial approval workflow.
- Collaborate with editors and the print team to adapt and repurpose editorial content into engaging social formats across Facebook, Instagram, TikTok, YouTube, Pinterest, and LinkedIn.
- Review creative deliverables from freelancers and external contributors, providing clear and constructive direction before work proceeds to editorial sign-off.
- Maintain a consistent look, tone, and quality across all social channels for each brand, including visual templates, caption styles, and formatting.
Performance & Optimization
- Monitor content performance across platforms and use data insights to inform future production decisions and strategic pivots.
- Conduct regular content audits and share actionable recommendations with the broader team based on engagement, reach, and conversion metrics.
- Test new content formats (including AI integration), creative approaches, and publishing strategies; analyze results and integrate learnings into the production process.
- Support social media partnerships, sponsored content initiatives, and influencer collaborations in coordination with editorial and marketing teams.
Requirements
What You Bring
- 3-5+ years of experience in social media strategy, content production, or a related digital media role - with demonstrated experience working alongside or coordinating outside creative talent.
- Demonstrated ability to contribute to high-quality social content across multiple brands simultaneously, with a strong grasp of strategy and platform-specific storytelling.
- Strong creative brief writing skills; experience providing clear direction to designers and other creative contributors to deliver on-brand content without micromanaging the process.
- Deep familiarity with major social media platforms (Instagram, TikTok, YouTube, Pinterest, Facebook, LinkedIn, Threads) and their respective content formats and best practices.
- Comfort working within multi-stakeholder content workflows, including collaborative review processes, editorial approval chains, and cross-functional teams.
- Proficiency with social media management and scheduling tools (e.g., Buffer, Later, Hootsuite, Meta Business Suite).
- Familiarity with project management tools (e.g., Trello, Monday.com) for coordinating production timelines, managing freelancers, and tracking deliverables.
- Analytical mindset with experience using platform analytics and reporting tools to drive content strategy.
- Excellent written communication skills with a strong sense of brand voice and audience-specific messaging.
- Comfort operating in a fast-paced, multi-brand editorial environment with shifting priorities.
Additional Experience:
- Experience in lifestyle, home, garden, food, or enthusiast media.
- Hands-on experience with graphic design or video editing tools (e.g., Adobe Creative Suite, Canva, CapCut) - the ability to create or mock up visual content directly is a significant bonus, enabling faster ideation and more informed creative direction.
- Background working within editorial organizations and an understanding of content review and approval processes.
- Experience managing or producing content for subscription-based brands or e-commerce-integrated editorial properties.
- Genuine interest in or knowledge of gardening, horticulture, or outdoor living.
Active Interest Media values diversity in the workplace and is an equal opportunity/affirmative action employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected veteran status, age, or any other characteristic protected by law.
Salary Description
$55,000-$60,000