Social Media Manager

We are looking for a passionate, creative, and strategic Social Media Manager to lead how Paw Prosper's D2C consumer brands show up across organic social media, building engaged audiences and supporting the customer journey through relevant, useful, and engaging content.

As part of the Marketing team and reporting to the Director of Content & Community, this role will oversee the organic social presence of Paw Prosper's growing portfolio of 8 D2C brands and growing. You'll help create a scalable approach that allows each brand to maintain its own voice, audience, and purpose while benefiting from a shared content and marketing ecosystem.

This role combines strategy with hands-on execution. You will own organic social calendars and channel strategies, nurture audiences through meaningful two-way engagement, uncover UGC and customer stories, and maximize our existing content bank by adapting and repurposing assets for organic social. You will own the day-to-day organic social function, while the overall content and community strategy will be developed in partnership with and under the oversight of the Director of Content & Community.

You'll work closely with Growth and other marketing partners who develop content and activate audiences across paid and performance channels, while owning how our brands, content, and stories come to life organically.

This is a remote position, with candidates located in the Greater Toronto Area (GTA) considered an asset due to the collaborative nature of our Marketing team.

Key Responsibilities

Organic Social Strategy & Channel Ownership

• Own and evolve the organic social strategy across Paw Prosper's growing portfolio of D2C consumer brands in partnership with the Director of Content & Community.

• Define how each brand shows up organically, including channel purpose, content pillars, voice, audience experience, and engagement approach.

• Own organic social calendars from planning through publishing, engagement, optimization, and reporting.

• Translate campaigns, launches, promotions, educational initiatives, customer stories, and brand priorities into compelling, platform-specific organic content.

• Support D2C priorities across the customer journey through organic social, balancing brand building and audience engagement with product discovery, education, launches, promotions, and advocacy.

• Monitor platform trends, audience behavior, emerging formats, and new channel opportunities to continuously evolve our approach.

• Partner with the Director of Content & Community and Growth to align organic social with broader D2C campaigns and priorities while maintaining a distinct organic channel strategy and audience experience.

Audience Engagement & Nurturing

• Build and nurture engaged audiences across Instagram, Facebook, TikTok, YouTube, and other relevant organic social platforms.

• Create welcoming organic environments that encourage conversation, participation, sharing, and connection with our brands.

• Manage and proactively engage with comments, direct messages, tags, questions, brand mentions, relevant accounts, and social conversations.

• Identify and nurture highly engaged followers, customers, super-users, and advocates, helping turn passive followers into active participants.

• Identify relevant trends, cultural moments, and conversations our brands can authentically participate in.

UGC & Audience Storytelling

• Proactively discover and collect UGC, testimonials, pet stories, product experiences, and other customer stories for organic social.

• Own the process for sourcing, securing permissions for, organizing, and tracking UGC across consumer brands.

• Build relationships with customers who create authentic brand content and identify opportunities to turn their experiences into ongoing organic storytelling.

• Partner with Customer Experience to uncover customer stories and with Growth when UGC has potential for paid, affiliate, creator, or performance activation.

Content Activation & Audience Insights

• Maximize Paw Prosper's broader content bank by repurposing photography, video, UGC, testimonials, educational materials, and campaign assets into platform-appropriate organic content.

• Write and adapt captions, hooks, Stories, carousels, short-form video concepts, and other organic-first executions, creating lightweight social-first content when needed.

• Identify opportunities to extend the lifespan of strong content through new formats, angles, edits, and storytelling approaches.

• Identify gaps in the content bank based on organic channel and audience needs and communicate those needs to the appropriate teams.

• Monitor conversations, sentiment, questions, and audience behavior to identify insights and opportunities that can strengthen content, messaging, and the customer experience.

• Leverage AI tools to improve content organization, discovery, repurposing, ideation, and workflow efficiency across our multi-brand content ecosystem, while maintaining human oversight for brand voice, accuracy, and authenticity.

Performance & Optimization

• Set goals and report on organic audience growth, engagement, advocacy, UGC, content performance, and contribution to D2C objectives.

• Analyze content performance and audience behavior to understand what is resonating and why.

• Translate insights into actionable improvements to content, platform, and engagement strategies, sharing relevant learnings with the Director of Content & Community and internal teams.

• Continuously test new formats, platform features, and audience-building opportunities to strengthen organic performance.

Team Leadership & Development

• Provide day-to-day leadership, coaching, and mentorship to Social Media Coordinators and other organic social team members.

• Review calendars, copy, social executions, and engagement while helping the team prioritize work, remove blockers, and successfully manage multiple brands.

• Foster a collaborative, accountable, and proactive team culture through regular feedback, 1:1s, and professional development.

• Keep the Director of Content & Community informed of team priorities, performance, challenges, and resourcing needs.

What Success Looks Like in Your First 90 Days

• Build a strong understanding of our D2C brands, audiences, organic channels, and content ecosystem.

• Take ownership of organic social planning and execution, establishing consistent calendars, channel strategies, and audience engagement across priority brands.

• Align organic social priorities, processes, and execution with the broader content and community strategy in partnership with the Director of Content & Community.

• Establish scalable processes for UGC collection, content organization, repurposing, and audience nurturing across our growing portfolio.

• Build strong working rhythms with the Director of Content & Community, Growth, Marketing, Customer Experience, and other key partners.

• Establish baseline performance and identify clear opportunities to strengthen organic audience growth, engagement, and content performance.

Qualifications & Requirements

• Experience: 4–6+ years of progressive experience in organic social media, social strategy, audience engagement, or brand social, ideally supporting multiple D2C or consumer brands.

• Agency Experience: Experience working in an agency environment is an asset, particularly experience managing multiple brands, clients, timelines, and priorities.

• Organic Social Strategy: Demonstrated experience independently developing and executing organic social strategies, not solely scheduling or publishing content.

• Audience Building & UGC: Strong understanding of how to attract, engage, nurture, and retain organic audiences, including experience sourcing and activating UGC and customer stories.

• Content Skills: Strong ability to turn photography, video, UGC, customer stories, and campaign assets into engaging organic content, with excellent social copywriting skills.

• Platform Expertise: Deep understanding of Instagram, Facebook, TikTok, and YouTube, including how audience behavior and content expectations differ across platforms.

• Strategic & Analytical Thinking: Ability to translate organic social performance and audience behavior into meaningful insights and actionable recommendations.

• AI & Tools Fluency: Comfortable using AI and social media, listening, content management, productivity, and analytics tools to improve workflow efficiency and scale.

• Communication & Judgment: Exceptional communication skills, high emotional intelligence, and sound judgment when representing brands and engaging directly with customers.

• Organization & Leadership: Strong project management skills with the ability to manage multiple brands and priorities while mentoring junior team members and providing strategic direction.

• Self-Starter: Proactive, curious, solutions-oriented, and comfortable taking ownership while collaborating across teams.

• Passion for the Work: Must love animals. ❤️

Compensation: The annual base salary for this position is $85,000–$100,000 CAD, plus performance-based bonuses.

We are actively hiring for this role. This posting reflects a genuine, open position. In accordance with the Ontario Employment Standards Act, Paw Acquisition Canadian Holdings, Inc. discloses that artificial intelligence tools are used at various stages of our recruitment process to assist with screening applications, scoring evaluations, or assessing qualifications. Human oversight is maintained throughout the entire hiring process.