Social Media Marketing Manager

groa beauty is the newest brand to launch under the UKLASH group. groa is a high-performance beauty brand designed specifically for Gen Z and Gen Alpha. Launched in 2025, groa combines over 20 years of lash growth innovation with science-backed, prostaglandin-free, peptide-powered formulas at an accessible price point.

We’re a social-first brand built for gen z, with a strong community + an even bigger ambition. groa is entering an exciting stage of global growth, with major retail launches ahead + momentum building fast. It’s a big moment for groa + an even better time to join us. If you want to help shape what comes next, we’d love to hear from you.

We’re looking for a highly creative, culturally plugged-in and commercially minded Social Media Marketing Manager to take end-to-end ownership of groa’s organic social presence. This is a hands-on role for someone who can think strategically and execute brilliantly. You’ll own the social journey from insight and strategy through to ideation, content creation, publishing, community management, reporting and optimisation.

You’ll bring a global mindset to the role, understanding how the brand needs to show up differently across markets while maintaining a strong and recognisable global identity.

You’ll work independently as groa’s social lead bringing this bold and fun brand to life in a social first way that pushes the brand into it’s next stage of growth. Working closely with cross functional teams and agencies to support the social content strategy to put groa at the forefront of culturally relevant moments with Gen Z.

• Own and deliver groa’s global organic social strategy across Tik Tok and Instagram, whilst testing and launching new and emerging platforms.
• Develop clear market-specific strategies, with a particular focus on building groa’s presence and community within the US.
• Define the role of each social platform, content pillars, formats, cadence and KPIs.
• Translate wider brand, campaign, NPD and retail priorities into strong social-first strategies and executions.
• Build a culturally relevant social presence that feels native to each market while remaining unmistakably groa.
• Identify opportunities for social to drive brand awareness, community growth, consideration, retail support and commercial performance.

• Own the social content calendar from planning through to delivery.
• Be an active content creator when needed – filming, editing, appearing in and producing social-first content when needed.
• Write and develop social copy, hooks, scripts and concepts that capture groa’s tone of voice.
• Own UGC/Content briefs to support BAU and key calendar moments.
• React quickly to trends, conversations and cultural moments, taking ideas from opportunity to live content at pace.
• Publish and optimise content across channels.
• Work collaboratively with internal creative and content teams to deliver larger campaign assets while maintaining a strong pipeline of agile, social-native content.
• Ensure social channels remain dynamic and responsive.

• Develop clear briefs based on social strategy, platform needs and performance insights.
• Manage UGC creator output, feedback, timelines and budgets to strategically increase the volume, diversity and quality of the content funnel.
• Identify opportunities to work with creators, UGC talent and other partners to diversify the faces and formats appearing across groa social.
• Work closely with the Influencer team to ensure creator trends, high-performing influencer assets and creator relationships inform owned content, and vice versa.

• The UK and US are our primary markets. Develop a deep understanding of US social culture, beauty and…