Senior Social Media Manager & Content Strategist

Senior Social Media Manager & Content Strategist321 is a full-funnel creative agency built for brands that operate in complex, regulated industries — healthcare, insurance, legal services, home services, entertainment, and travel and tourism. We're a remote, AI-first team that combines strategic creative with CRM infrastructure, performance marketing, and paid media to drive real, measurable business outcomes for our clients.We believe organic social isn't a posting schedule — it's where audiences discover, research, and decide. Our social practice is built to earn attention, build trust, and feed the same funnel our paid media and CRM teams work every day. The Senior Social Media Manager & Content Strategist is the leader who makes that happen across our client portfolio.As Senior Social Media Manager & Content Strategist at 321, you will serve as the strategic and creative lead for organic social media and content across a diverse portfolio of client accounts, with primary focus on roofing, legal services, real estate, healthcare, insurance, and home services. You'll set content strategy, lead short-form video and creator-driven programs, guide the team that executes them, and connect social performance to the outcomes clients actually care about — leads, appointments, and revenue.The right person for this role thinks in audiences and stories, not just posts. You understand that people now search TikTok, Instagram, and YouTube the way they once searched Google, that a 30-second video from a real technician or attorney often outperforms a polished graphic, and that the best social content is built to be found, saved, and shared. You're as comfortable writing a content strategy for a regulated healthcare brand as you are directing a phone-shot video on a roofing job site — and you use AI to do both faster and smarter.This is a senior role with real ownership. You'll set the standards, playbooks, and quality bar for social content across the agency, mentor the team members who help deliver it, and serve as the senior social voice in client strategy sessions and new business conversations.Social Strategy & LeadershipOwn organic social and content strategy across a portfolio of 10–15+ client accounts, aligning each program with business goals, audiences, and brand positioningSet the agency's social media playbooks, quality standards, approval workflows, and reporting frameworksLead audience research, competitive analysis, social listening, and platform audits to identify opportunities and inform strategyDefine content pillars, messaging frameworks, and brand voice guidelines tailored to each client and industryMentor, review, and direct the work of social media coordinators, specialists, and contributors; provide clear feedback and help develop their skillsServe as the escalation point for client concerns, sensitive community issues, and strategic questions across the social portfolioShort-Form Video & Content StrategyLead a video-first content strategy across Instagram Reels, TikTok, YouTube Shorts, Facebook, and LinkedIn videoDevelop content series, hooks, and formats built for retention, saves, shares, and repeat viewingOptimize content for social search, using keywords in captions, on-screen text, and spoken audio so clients are found where audiences now searchBuild LinkedIn thought leadership and executive and employee advocacy programs for professional services clientsPlan editorial calendars that balance educational, trust-building, community, and conversion-focused content, plus timely and trend-driven postsRepurpose long-form content — webinars, podcasts, blogs, client interviews — into platform-native short-form assetsStay current on platform algorithm changes, new features, and emerging platforms such as Threads, and adapt strategy quicklyContent Production & Creative DirectionWrite and approve social copy, scripts, hooks, and captions that sound human, earn engagement, and reflect each client's voiceBrief and direct designers, video editors, and on-site shooters with clear creative concepts, shot lists, and platform specificationsCoach client teams on capturing authentic, phone-shot content — job site walkthroughs, team spotlights, behind-the-scenes, and client testimonialsCapture and edit on-location photo and video content during client visits and events (strong plus)Create graphics and quick-turn video using Canva, CapCut, Adobe Creative Suite, and AI-powered design and editing toolsMaintain organized asset libraries for efficient reuse, repurposing, and brand consistencyCreator, UGC & Community ProgramsDevelop creator, influencer, and user-generated content programs, including identifying local and niche creators, briefing, contracting coordination, and usage rightsOversee daily community management across comments, DMs, reviews, and mentions, ensuring timely, on-brand, and compliant responsesBuild DM and comment-to-lead workflows in partnership with the CRM team so social conversations turn into tracked leads and booked appointmentsManage social reputation and escalate sensitive issues to client contacts with recommended responsesIdentify and amplify testimonials, reviews, and positive brand mentionsAI-Enhanced Content OperationsUse AI tools across the content workflow — research, ideation, scripting, copywriting, image and video generation, editing, captioning, and translation — to scale quality outputBuild and maintain AI prompt libraries, brand voice guides, and repeatable workflows the team can use consistentlySet standards for responsible AI content use, including human review, accuracy, likeness and copyright considerations, and platform AI-disclosure labelingEvaluate new AI and social tools and recommend those that improve efficiency or resultsPerformance, Measurement & Business ImpactEstablish KPIs for each account that go beyond vanity metrics, including watch time, retention, saves, shares, profile actions, website traffic, and leadsPartner with the CRM and Digital teams to track social-sourced leads and connect organic activity to pipeline and revenueRun structured tests on formats, hooks, length, posting cadence, and creative approaches; turn results into updated playbooksDeliver monthly performance reports and quarterly strategy reviews that tell a clear story and recommend next stepsIdentify top-performing organic content for paid amplification and Spark or partnership ads, in coordination with the Digital teamMonitor competitors and industry benchmarks to keep client programs aheadIndustry Expertise & Client CollaborationBuild deep knowledge of marketing in roofing, legal services, real estate, healthcare, insurance, and home servicesNavigate compliance requirements for regulated industries, including HIPAA, attorney advertising rules, fair housing guidelines, FTC endorsement and disclosure rules, and platform policiesLead social strategy in client meetings, QBRs, and onboarding sessions; educate clients on platform changes and opportunitiesPartner with Client Success, Creative, Digital, and CRM teams to align social with integrated campaigns and business goalsContribute social strategy, content samples, and scope recommendations to new business pitches and proposalsWhat You Have7+ years of experience in social media management and content strategy, including at least 3 years in an agency environment managing multiple client accounts simultaneouslyExperience mentoring, directing, or managing social media coordinators, specialists, or freelancersProven track record of building organic social programs that drove measurable business results — not just follower growth — for professional services, B2B, or local service brandsExperience with roofing, legal, real estate, healthcare, insurance, or home services brands is highly valuedDeep expertise in short-form video strategy, including hooks, retention, trends, and platform-native formats on Instagram, TikTok, YouTube, Facebook, and LinkedInUnderstanding of social search optimization and how audiences use social platforms to discover and evaluate businessesExceptional writing skills across captions, scripts, hooks, and thought leadership contentAdvanced, hands-on use of AI tools (ChatGPT, Claude, Gemini, Midjourney, CapCut, Descript, Opus Clip, or similar) for research, writing, design, and video, with sound judgment on quality and responsible useExperience running creator, influencer, or UGC programs, including briefing, disclosure, and usage rightsProf