Job Summary:
The Social Media Manager will oversee the brand’s digital voice across all major social platforms. This role combines creative vision with strategic execution -responsible for crafting compelling content, managing day-to-day publishing, fostering community engagement, and running targeted ad campaigns. The ideal candidate has prior experience in the luxury or hospitality sector and understands how to speak to discerning, high-end audiences.
Key Responsibilities:
Content Strategy & Creation
- Develop and execute a social media strategy aligned with brand objectives and seasonal campaigns.
- Produce, curate, and manage high-quality content (photo, video, copy) tailored to each platform (Instagram, TikTok, Facebook, LinkedIn, Pinterest, X, etc.).
- Collaborate with creative, PR, and operations teams to showcase brand stories, properties, guest experiences, partnerships, and events.
- Ensure all content reflects the luxury brand voice and aesthetic.
Publishing & Channel Management
- Plan and manage the content calendar for consistent posting across platforms.
- Optimise post formats, timing, and hashtags for maximum reach and engagement.
- Monitor trends in hospitality, luxury lifestyle, and social media to keep the brand relevant and innovative.
Community Engagement
- Act as the brand's digital voice, responding promptly and professionally to comments, DMs, and guest feedback.
- Cultivate relationships with loyal followers, influencers, and brand advocates.
- Manage online reputation, escalating guest issues and reviews to the appropriate internal teams.
Paid Media & Growth
- Plan and execute targeted paid campaigns across social channels to drive awareness, bookings, and engagement.
- Manage budgets, optimise ads for performance, and report on ROI.
- Collaborate with the broader marketing team on integrated campaigns.
Analytics & Reporting
- Track, analyse, and report on key performance metrics, providing insights and recommendations for optimisation.
- Prepare monthly reports for leadership, highlighting wins, challenges, and upcoming opportunities.
Qualifications & Experience
- Bachelor’s degree in Marketing, Communications, or related field.
- 3–5+ years of social media management experience, preferably within luxury, lifestyle, or hospitality brands.
- Strong knowledge of social media platforms, tools, and analytics.
- Proven experience running successful paid social campaigns.
- Excellent writing, storytelling, and content curation skills.
- Visual eye for luxury branding, design, and photography.
- Strong organisational skills, ability to multitask, and attention to detail.
- Experience collaborating with influencers, agencies, and cross-functional teams.
- Passion for hospitality, travel, and luxury experiences.
