Social Media Manager

Bimbo Bakeries USA Manager, Social Media

Have you ever enjoyed Arnold, Brownberry or Oroweat bread? A Thomas' English muffin or bagel? Or perhaps snacked on a Sara Lee, Entenmann's or Marinela cake or donut? If the answer is yes, then you know Bimbo Bakeries USA! More than 20,000 associates in bakeries, sales centers, offices and on sales routes work to ensure our consumers have the freshest products at every meal. In addition to competitive pay and benefits, we provide a safe and inclusive work environment that appreciates diversity, promotes development, and allows our associates to be their authentic selves.
Come join the largest baking company in the world and our family of 20,000 associates nationwide!
Top Reasons to Work at Bimbo Bakeries USA:
$78,600 - $ 102,200 Annual Bonus Eligibility Comprehensive Benefits Package Paid Time Off 401k & Company Match **This role can be remote.**
Position Summary: The Manager, Social Media is responsible for end-to-end oversight, governance, and execution of social media activities across all brands. This role ensures all content, responses, and engagements are legally compliant, brand-appropriate, and aligned with corporate standards. This position serves as the central authority for social media review, scheduling, posting governance, and response management, while proactively mitigating risk, managing viral events, and ensuring the front-line Consumer Relations team is fully aligned on messaging, promotions, and approved responses.
Key Responsibilities:

Social Media Governance & Oversight
Own end-to-end governance of social media activity across all brands (e.g., Bimbo Bakeries USA, Barcel USA, Bimbo Canada, Bimbo UK, Popcornopolis, St. Pierre)
Ensure consistency in brand voice, tone, and messaging across all platforms (Instagram, TikTok, Facebook, etc.)
Establish and enforce standard operating procedures for social media engagement, posting, and response management
Maintain control and visibility over all published and scheduled content
Legal & Regulatory Review
Oversee legal, regulatory, and compliance review of all social media content and responses prior to posting
Ensure adherence to: Advertising and promotional regulations Brand guidelines Allergen, health, and product claim requirements
Serve as the liaison between Legal, Marketing, and Consumer Relations for content approvals
Develop clear posting guidelines for agencies and internal teams to ensure compliance (e.g., influencer/event posting rules)
Content Review, Scheduling & Posting
Review and approve all social media content prior to publication
Manage content calendars, scheduling, and posting cadence across brands
Ensure alignment with Active campaigns and promotions Seasonal initiatives Product launches and marketing activations
Coordinate with agencies to ensure timely execution and accuracy of content
Maintain centralized oversight of posting responsibilities to ensure accountability
Social Listening, Monitoring & Engagement
Oversee real-time monitoring of social media platforms for: Brand mentions Consumer inquiries and complaints Emerging trends and viral content
Ensure timely, accurate, and brand-appropriate responses to consumer interactions
Classify sentiment and identify risk levels (low, medium, high) to determine appropriate action
Escalate high-risk or sensitive issues (e.g., food safety, allergens, reputational risk) appropriately
Front-Line Team Enablement & Communication
Ensure the Consumer Relations team is fully informed of: Approved messaging and statements Active promotions and campaigns Viral trends and required response language
Develop and distribute response templates, FAQs, and guidance documents
Provide real-time updates when messaging changes or new risks emerge
Partner with training teams to ensure consistent execution by front-line associates
Escalation Management & Risk Mitigation
Triage, assess, and escalate high-risk social media interactions
Coordinate with cross-functional teams (Legal, Quality, Safety, Marketing) on sensitive issues
Ensure all escalations are handled with urgency and properly documented Establish escalation protocols and ensure adherence across all teams
Cross-Functional Collaboration
Serve as the central hub connecting: Marketing and Brand teams Legal and Regulatory Consumer Relations External agencies (Ensure alignment across all stakeholders on messaging, timing, and response strategy)
Support campaign launches, influencer events, and brand activations
Leadership Competencies:

Situational Adaptability

Adapts approach and attitude in real time, according to the changing demands of different solutions.
Drives Engagement - Creates a climate where people are motivated to do their best to help the organization achieve its objectives.
Ensures Accountability

Holds self and others accountable to meet commitments.
Manages Complexity

Makes sense of complex, high quantity, and sometimes contradictory information to effectively solve problems.
Education and Work History:

Bachelor's degree or equivalent experience
Experience in Social Media Management or Consumer Relations
Strong knowledge of social media platforms and engagement strategies
Experience working with legal/compliance review processes
Proven ability to manage high-volume, fast-paced environments
Strong written communication and brand voice management skills
Experience working with agencies and cross-functional teams
The physical and mental demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be requested to enable individuals with disabilities to perform the essential functions. Bimbo Bakeries USA is an equal opportunity employer with a policy that provides equal employment opportunity for applicants and employees regardless of race, color, religion, sex (including pregnancy, sexual orientation, or gender identity), national origin, age, disability, genetic information, marital status, veteran status, any other classification protected by law. It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.