Social Media Specialist

Social Media Specialist at Johnstons of Elgin

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The Digital team at Johnstons of Elgin are seeking a dynamic and creative Social Media Specialist to be a visual storyteller for our global brand. Working closely with the Digital Marketing Manager, you will develop, oversee, and execute a comprehensive global social media content plan, designing and launching captivating paid and organic campaigns with a focus on growing and engaging social communities, particularly in the UK and North America.

You will ensure our products are presented according to our brand’s standards and point of view, elevating Johnstons of Elgin social media presence by curating captivating and visually striking content to engage our audiences. This vital role requires strong technical capability, creativity, and excellent communication skills to lead content creation, ensure alignment with our luxury brand identity, and convert online engagement into measurable growth and visibility across all major platforms.

This is a permanent role, working 38 hours per week. You can be based at either our Elgin, London or Paris office. Salary offered is dependent on experience.

• Oversee all elements of digital content briefing within our 360 calendar/social content planner, ensuring content resonates with the audience and aligns with the brand messaging.
• Build insight-led social campaigns that drive reach, engagement and report on the KPI effectiveness of said editorials.
• Be the main stakeholder in the daily posting and scheduling of social media activity, ensuring layout is adhered to and copy is brand aligned.
• Monitor competitors’ activities across digital touchpoints such as social media, email and paid marketing to identify opportunities for differentiation and improvement.
• Foster community engagement through meaningful interactions with our online communities, working with our customer experience specialist to respond to comments and inquiries in a professional manner.
• Run a structured testing programme (e.g., 3–5 tests/week): thumbnails, hooks, length, captions, posting times, hashtags, sounds, and formats.
• Has a knowledge of developing digital publishing and a keen interest in finding new ways to reach target audiences through visual storytelling.
• Liase external agencies and relationships, ensuring they are reviewed regularly and support the digital business.
• Drive and support the digital team in executing regional strategies across international markets and social platforms.
• Conduct in-depth audience research to understand demographics, preferences and behaviour, as well as stay up-to-date with industry trends, emerging technologies and social media platform updates and adapt strategies accordingly.

• Minimum 2 years of experience in a social media or digital marketing role.
• Experience from an international fashion/luxury brand or agency is a plus.
• A degree in Marketing, Media, English or other relevant field would be beneficial.
• A passion for social media and experience driving strong results within a high-performing social team.
• An understanding of analytics tools such as Meta and Google Analytics and how these can inform content strategy and deliver the best return on investment (ROI).
• Knowledge of developments in digital publishing and an interest in finding new ways to reach target audiences through visual storytelling.
• Fluent in spoken and written English.
• Thrives in a fast paced working environment with the ability to manage multiple projects within deadlines.

Founded in 1797, Johnstons of Elgin is an innovative, luxury clothing brand celebrating 225 years of experience in working with the world’s finest fibres. Across three centuries, our family‑owned company has carefully sourced cashmere and fine woollen fibres from around the world, applying the latest technology and highest quality craft expertise in our very own vertical Scottish mills. Employing over 1,000 staff, our valued employees and communities are at the heart of everything we do, producing unique, high‑quality designs that are made to last.

Our brand is focused on sustainability, working with…