Social Media Manager Job at The Pulpo Group in Ann Arbor
The Pulpo Group, Ann Arbor, MI, US, 48113
The Social Media Manager is responsible for creating, curating, and executing original, professional content for The Pulpo Group (TPG) restaurant brands. This role combines social strategy, photography, videography, and content management to grow brand visibility and engagement across all platforms (Instagram, Facebook, TikTok, etc.). In addition to their own content creation, the Social Media Manager will build and oversee a team of location-specific content creators, ensuring each brand's story is authentically represented and consistently elevated.
The Social Media Manager will also develop and execute the organization's social media strategy-creating engaging content, managing online communities, tracking performance, and aligning social efforts with broader marketing campaigns to increase brand awareness and engagement. The role requires managing each brand's presence by producing dynamic content, responding to guests, engaging with local groups and influencers, and tailoring strategies unique to each TPG location, as well as leading food and beverage photoshoots, event coverage, and other marketing needs as directed by the Director of Marketing.
CORE DUTIES & RESPONSIBILITIES
This is a full-time, in-person role. The Social Media Manager drives content creation and strategy for TPG's restaurants, blending photography, videography, and community management to grow brand awareness and engagement. Being on-site and immersed in daily operations is essential to capture authentic, real-time content, while also executing campaigns, managing online communities, and covering photoshoots and events to bring each brand's story to life.
STRATEGY & PLANNING
- Develop and implement tailored social media strategies for each TPG brand (Sava's, Aventura, The Dixboro Project, and The Pulpo Group) to drive growth in following, engagement, and brand awareness.
- Build monthly content calendars and weekly posting schedules for review, including feed posts, reels, and stories.
- Analyze current social media efforts to identify weaknesses and recommend improvements.
- Set, monitor, and react to key performance indicators (KPIs) to measure success and adjust strategies accordingly.
- Stay ahead of industry and platform trends, algorithm updates, and best practices to proactively suggest new ideas, campaigns, and collaborations.
- Capture compelling photography and videography that showcases menu items, events, restaurant experiences, and behind-the-scenes stories.
- Edit and format content optimized for each platform (Instagram, TikTok, Facebook, etc).
- Organize and execute scheduled food, beverage, and event photoshoots.
- Ensure all content is on-brand and aligned with company values and goals.
- Leverage social media trends to create timely, engaging, and shareable content that amplifies reach and following.
- Monitor and respond to DMs, comments, mentions, and reviews across all accounts in a timely and professional manner to foster community engagement.
- Engage with local businesses, influencers, and community groups to build brand awareness and partnerships.
- Track competitor activity and industry trends to identify opportunities for engagement
- Manage online communities by creating a consistent, positive, and engaging brand presence.
- Post consistently with a balanced mix of feed posts, reels, and stories.
- Manage and optimize paid Meta ad campaigns, including budgets, targeting, and tracking results.
- Monitor and analyze performance data using social media management tools for scheduling, listening, and analytics.
- Provide insights and recommendations for content optimization and campaign improvements.
- Ensure brand consistency across all accounts, including profile photos, biographies, links, hours, etc.
- Partner with the Director of Marketing, chefs, managers, and event coordinators to ensure timely promotion of specials, menu updates, and events.
- Build and oversee a team of location-specific content creators to ensure each brand's story is authentically represented and consistently elevated.
- Collaborate with the Director of Marketing and Marketing Coordinator to develop cross-channel assets and campaigns, and support photography and content needs for other marketing initiatives such as event promotions, newsletters, and promotional materials.
- Contribute creative ideas that align with the goals, values, and unique voice of each brand.
- Use project management tools (Asana, Google Workspace) to stay aligned with the team.
APPLICATION REQUIREMENTS
Applications without a portfolio will not be considered . Please provide:
- Portfolio link demonstrating photography/videography skills.
- Examples of managed social media accounts or screenshots of published work with engagement metrics.
- Submit this by using the Cover Letter link in your application submission process.
- Minimum 2-3 years of social media management and strategy experience is a must.
- Proven experience managing social media for multiple brands (portfolio required).
- Strong photography and videography skills, including editing proficiency (Adobe Suite, Lightroom, or similar; portfolio required).
- Expert knowledge of Instagram, TikTok, and Facebook, including best practices, algorithms, and analytics.
- Smartphone with high-resolution camera, plus DSLR/mirrorless gear, lighting, and microphone for professional content creation.
- Familiarity with paid social ads and audience targeting.
- Exceptional communication and organizational skills with the ability to juggle multiple projects.
- Self-motivated, reliable, and able to work independently.
- Strong attention to detail and creative eye for forward-thinking design.
- Flexible availability, including nights and weekends as needed for event coverage.
- Confidence and initiative in driving projects forward.
- Adaptability to changing and urgent needs in a fast-paced restaurant environment.
- Strong follow-through and accountability.
- Passion for hospitality, food, and storytelling through digital platforms.