Social Media Coordinator

Social Media & Influencer Coordinator

We're hiring a Social Media & Influencer Coordinator to shape the day-to-day voice, look, and rhythm of milk + honey across Instagram, TikTok, Pinterest, and emerging platformsand build a creator program that introduces our brand to new audiences.
This is a hands-on role that blends strategy with execution. You'll be in our locations capturing content, editing on your phone, engaging with our online community, analyzing performance, and building meaningful relationships with creators. Approximately 80% of the role focuses on social media and influencer marketing, while the remaining 20% supports local-market initiatives and field activations.
Ultimately, you'll help make milk + honey feel like a place people want to beconsistently, thoughtfully, and in a voice that sounds unmistakably like us, not like everyone else in wellness.
Social Media Ownership approx. 45%
Strategy and planning
Own the monthly social content calendar across Instagram, TikTok, and Pinterest, with supporting cadence for Facebook, YouTube Shorts, etc as channels grow
Build calendars against quarterly content pillars aligned to brand campaigns, seasonal priorities, service launches, and location openings
Balance the full brand ecosystem across the calendar: massage and skincare, salon and nails, community and events, retail and product, team and provider spotlights, and guest UGC
Maintain a rolling four-week planned view and a two-week locked view; nothing posts unplanned without a reason
Content production
Shoot and edit native social content yourself vertical video, stills, stories, behind-the-scenes at locations and events
Edit in-app and in lightweight tools (CapCut, Instagram and TikTok native, Lightroom mobile presets) to a consistent brand look
Leverage AI tools to scale output, speed up production, and stay ahead of platform trendsall while maintaining the authentic milk + honey brand voice.
Write captions, hooks, and on-screen copy in milk + honey voice; source and clear trending audio
Appear on camera or direct on-camera talent providers, team members, creators as the content requires
Maintain organized, tagged source-asset libraries so photography and video are findable and reusable by the email, web, and paid teams
Publishing and cadence
Own consistent output: five to seven in-feed, Reels, or TikTok posts per week, daily stories, plus reshares and community engagement
Schedule, publish, and QA all organic posts through our social management platform; verify links, tags, geotags, alt text, and UTM parameters before anything goes live
Maintain accurate location tags, bios, link-in-bio destinations, and pinned content across the account
Community management
Monitor and respond to comments, DMs, mentions, and tags within a defined response window on every platform
Triage guest issues and complaints to the correct owner location General Manager, guest experience, medical using a documented escalation path; never resolve clinical questions in a comment thread
Grow following and engagement through proactive outbound engagement with local businesses, guests, creators, and neighborhood accounts not only inbound reply
Flag emerging issues, PR risks, and negative sentiment patterns to leadership same-day
Listening, trends, and competitive intelligence
Monitor platform trends, formats, and audio daily; translate what's working into on-brand executions rather than copying trends literally
Track competitor and peer accounts across local and national wellness, and hospitality; maintain a running teardown of what's working in the category
Maintain a social listening view of brand mentions, including untagged mentions and review platforms
Measurement and reporting
Own a monthly social performance report: reach, engagement rate by format, saves and shares, follower growth, video retention, profile visits, outbound link clicks, and bookings attributable to social
Report on content pillar performance, not only aggregate numbers tell us which stories are working
Partner with the digital and paid team on UTM discipline and GA4 reporting so social-driven bookings are measurable
Identify organic posts worth boosting and hand off performance rationale to paid media
Tools and team
Own Dash Social as our publishing, asset library, community inbox, and reporting hub; keep tagging, naming, and UTM conventions clean so reporting stays comparable over time
Serve as our administrator and internal point of contact for the platform, including access, training, and new feature adoption
Recruit, train, and manage the social media intern each term, setting weekly priorities and reviewing all content before it publishes
Guide field content contributors at locations on capture standards and brand voice
Influencer + Creator Program approx. 35%
Roster and pipeline
Build and maintain a creator roster segmented by market, persona, and vertical beauty and aesthetics, wellness, fitness, lifestyle, local food and culture, parenting
Source and build relationships with local creators and UGC partners who understand how to translate current TikTok/Reels trends into authentic milk + honey brand stories
Maintain a creator CRM with contact history, rates, past deliverables, performance, exclusivity conflicts, and relationship status
Program operations
Write creator briefs that are specific about deliverables, messaging, disclosure requirements, timing, and what's off-limits
Negotiate scope and rates within approved budget; manage comp'd service value, gifting, and paid partnership tiers
Own the paperwork: partnership agreements, usage and licensing rights, W-9s and vendor setup, and consent and release forms
Coordinate creator visits end to end with location teams booking, provider assignment, arrival experience, and follow-up
Manage gifting logistics, product seeding, and event invitation lists
Track creator program spend against budget monthly and reconcile comp'd service value
Compliance and risk
Enforce FTC endorsement and disclosure requirements on every partnership; review creator content pre- and post-publish for compliant disclosure and for claims we can't substantiate
Ensure content involving medical aesthetic services meets requirements for patient consent, photo and HIPAA authorization, applicable state medical board advertising rules, and injectable manufacturer advertising guidelines
Never publish or approve before-and-after imagery without documented authorization on file
Amplification and performance
Integrate creator assets directly into the weekly social calendar and paid media channels, using UGC as a core engine for performance marketing and brand storytelling
Set up and manage affiliate or tracking links and codes where relevant so creator performance is attributable
Track creator performance against defined benchmarks; grow investment in what works and cut what doesn't
Run an ongoing UGC and guest-content pipeline, including a permissions workflow
Internal creators
Support and coach providers, estheticians, stylist and location team members building personal presence, keeping them on-brand and inside compliance guardrails
Guide interns and field content contributors on capture standards, brand voice, and best practices
Field + Local Market Support approx. 20%
Support local activations, in-location events, and offsite partnerships with a social-first lens: capture plan, creator invites, content deliverables, and post-event recap
Partner with General Managers to surface local opportunities neighborhood partnerships, local press, community moments and feed them into the content calendar
Coordinate seasonal and evergreen location print and in-spa collateral needs with the brand team, ensuring visual consistency
Maintain feedback loops with location teams so what we hear in-