Social Media Specialist (TikTok & Video Production)
Luckin Coffee, New York, New York, us, 10261
Overview
Luckin Coffee is expanding its U.S. brand team and seeking a
Social Media Specialist
who excels in short-form video creation for TikTok and Instagram Reels. This role is perfect for someone who deeply understands Gen Z content, loves coffee, moves quickly, and leverages AI tools to produce large volumes of high-quality content.
You will be responsible for content creation, social media channel management, cultural storytelling, and supporting paid social initiatives. Ideal candidates must have a strong portfolio, passion for coffee culture, and the ability to create content that resonates with NYC audiences. You will play a core role in shaping Luckin’s U.S. brand identity.
Responsibilities
Short-Form Content Creation (Primary Responsibility) - Produce frequent TikTok and IG Reels videos featuring products, stores, NYC culture, and trends
Shoot, edit, script, and publish content end-to-end
Create content that feels native to the platform: humor, POVs, transitions, street interviews, “day-in-the-life”, product reviews
Conduct TikTok-style street interviews (“man-on-the-street” videos) to capture NYC voices and reactions to Luckin
Capture content during store openings, sampling events, campus activations, and partnerships
AI-Enhanced Production Workflow - Leverage AI tools (Runway, Pika, HeyGen, Midjourney, Descript, CapCut AI) to accelerate video creation
Use AI to generate scripts, variations, captions, thumbnail ideas, and editing enhancements
Build an efficient, fast-moving content engine using automation and tech leverage
Social Media Management - Manage daily posting on TikTok, Instagram, YouTube Shorts
Maintain the monthly content calendar aligned with product launches, holidays, and marketing campaigns
Engage with community comments, creators, and relevant NYC trend accounts
Maintain asset libraries and ensure all content meets Luckin’s brand aesthetic
Work with the Growth team to support paid social campaigns
Develop creative assets for performance ads (multiple hooks, variations, short clips)
Understand creative performance basics to optimize videos for acquisition
Help test and iterate creative across platforms
Data Tracking & Reporting - Monitor weekly performance: views, engagement rate, watch time, follower growth
Identify what formats perform best and why
Prepare monthly reports with actionable insights
Recommend new content angles based on data patterns and audience behavior
Brand Storytelling & Product Education - Communicate Luckin’s U.S. brand positioning through compelling content
Produce videos featuring product recipes, taste reactions, and behind-the-scenes moments
Highlight value messaging, flavor innovation, and “smart luxury” positioning
Support new store openings with high-volume content output
Qualifications Required:
Strong portfolio showcasing TikTok, Reels, or Shorts content (applications without a portfolio will not be considered)
Ability to independently shoot and edit short-form videos
Strong understanding of coffee culture and Gen Z content style
Experience conducting on-camera TikTok-style street interviews
Experience using AI tools for content generation or editing
Fast execution skills; ability to produce content same-day
Deep love for coffee and interest in coffee culture
Excellent English writing and storytelling skills
Familiarity with TikTok Analytics, IG Insights, and basic social metrics
Preferred:
Experience producing content for consumer brands
Background in food, lifestyle, beverage, or retail content
Photography or light motion graphics skills
Success Metrics (First 90 Days)
Establish a clear TikTok + IG content identity for Luckin US
Drive meaningful follower growth and engagement
Produce 3–5 videos with 100K+ views
Build a repeatable, AI-accelerated content workflow
Support major launches and new store openings with high-frequency content
Compensation Competitive NYC-based salary + benefits. Final package dependent on experience and portfolio quality.
#J-18808-Ljbffr
Social Media Specialist
who excels in short-form video creation for TikTok and Instagram Reels. This role is perfect for someone who deeply understands Gen Z content, loves coffee, moves quickly, and leverages AI tools to produce large volumes of high-quality content.
You will be responsible for content creation, social media channel management, cultural storytelling, and supporting paid social initiatives. Ideal candidates must have a strong portfolio, passion for coffee culture, and the ability to create content that resonates with NYC audiences. You will play a core role in shaping Luckin’s U.S. brand identity.
Responsibilities
Short-Form Content Creation (Primary Responsibility) - Produce frequent TikTok and IG Reels videos featuring products, stores, NYC culture, and trends
Shoot, edit, script, and publish content end-to-end
Create content that feels native to the platform: humor, POVs, transitions, street interviews, “day-in-the-life”, product reviews
Conduct TikTok-style street interviews (“man-on-the-street” videos) to capture NYC voices and reactions to Luckin
Capture content during store openings, sampling events, campus activations, and partnerships
AI-Enhanced Production Workflow - Leverage AI tools (Runway, Pika, HeyGen, Midjourney, Descript, CapCut AI) to accelerate video creation
Use AI to generate scripts, variations, captions, thumbnail ideas, and editing enhancements
Build an efficient, fast-moving content engine using automation and tech leverage
Social Media Management - Manage daily posting on TikTok, Instagram, YouTube Shorts
Maintain the monthly content calendar aligned with product launches, holidays, and marketing campaigns
Engage with community comments, creators, and relevant NYC trend accounts
Maintain asset libraries and ensure all content meets Luckin’s brand aesthetic
Work with the Growth team to support paid social campaigns
Develop creative assets for performance ads (multiple hooks, variations, short clips)
Understand creative performance basics to optimize videos for acquisition
Help test and iterate creative across platforms
Data Tracking & Reporting - Monitor weekly performance: views, engagement rate, watch time, follower growth
Identify what formats perform best and why
Prepare monthly reports with actionable insights
Recommend new content angles based on data patterns and audience behavior
Brand Storytelling & Product Education - Communicate Luckin’s U.S. brand positioning through compelling content
Produce videos featuring product recipes, taste reactions, and behind-the-scenes moments
Highlight value messaging, flavor innovation, and “smart luxury” positioning
Support new store openings with high-volume content output
Qualifications Required:
Strong portfolio showcasing TikTok, Reels, or Shorts content (applications without a portfolio will not be considered)
Ability to independently shoot and edit short-form videos
Strong understanding of coffee culture and Gen Z content style
Experience conducting on-camera TikTok-style street interviews
Experience using AI tools for content generation or editing
Fast execution skills; ability to produce content same-day
Deep love for coffee and interest in coffee culture
Excellent English writing and storytelling skills
Familiarity with TikTok Analytics, IG Insights, and basic social metrics
Preferred:
Experience producing content for consumer brands
Background in food, lifestyle, beverage, or retail content
Photography or light motion graphics skills
Success Metrics (First 90 Days)
Establish a clear TikTok + IG content identity for Luckin US
Drive meaningful follower growth and engagement
Produce 3–5 videos with 100K+ views
Build a repeatable, AI-accelerated content workflow
Support major launches and new store openings with high-frequency content
Compensation Competitive NYC-based salary + benefits. Final package dependent on experience and portfolio quality.
#J-18808-Ljbffr