Social Media Specialist

About the role

The Social Media Specialist will manage and optimise our brand presence on Instagram, TikTok, YouTube and Facebook. You will develop platform‑specific strategies to boost organic reach, audience engagement and follower growth while delivering regular performance insights.

Key responsibilities

• Manage and optimise our presence across Instagram, TikTok, YouTube and Facebook.
• Develop platform‑specific strategies to increase organic reach, audience engagement and relevant follower growth.
• Monitor key metrics such as engagement rate, reach, shares, saves, watch time, audience retention, follower growth and link clicks.
• Prepare weekly and monthly performance reports with clear insights, recommendations and action plans.
• Test content formats, hooks, covers, captions, posting times and calls to action to identify what delivers better results.
• Stay up to date with platform updates, trends and new features and assess their relevance to the brand.
• Improve discoverability through social media SEO, keyword use and profile optimisation.
• Use performance insights to refine content calendars and provide actionable briefs to designers and video creators.
• Monitor comments, messages and audience feedback to identify opportunities for stronger community engagement.
• Conduct competitor and industry research to inform our social media strategy.

Required profile

• Proven experience in social media account management, analytics and organic growth.
• Strong knowledge of Instagram, TikTok and YouTube content formats, distribution dynamics and analytics tools.
• Ability to explain why content performs well or underperforms and recommend specific improvements.
• Excellent English writing skills for captions, audience communication and performance reporting.
• Strong organisational skills and the ability to coordinate multiple accounts and priorities.

Required skills

• Hands‑on experience with Meta Business Suite.
• Experience using Instagram Insights, TikTok Analytics and YouTube Studio.
• Proficiency in Excel or Google Sheets for data analysis and reporting.