Social Media Manager

Tower 28 is building a world where beauty is accessible, inclusive, and sensitive. We want to push the boundaries of what beauty should be: a mix of high quality, high standards, and high levels of fun. We want to be a beauty big sister, who knows what’s right (clean, non-toxic, vegan, cruelty-free) but also knows how to have a good time (clean beauty doesn’t have to be so serious!).

We're looking for a Social Media Manager who's equal parts creative, data-driven and strategic- someone who can run a full program, lead a small internal team, and manage an agency. You'll split your focus between Instagram and Tik Tok, with a sharp instinct for what works on each. You'll set the strategy, visual identity, keep the calendar tight, and hold the creative bar for everything we put out — knowing when to brief others and when to roll up your sleeves.

• Own social strategy across Instagram and Tik Tok - balancing long-term brand building with real-time cultural moments.
• Build and manage the content calendar end-to-end: planning, scheduling, and maintaining a consistent cadence across campaigns, product launches, and cultural moments
• Stay ahead of algorithm shifts, platform updates, and competitive movements and act on them quickly when it matters.

• Build a visual social strategy in partnership with creative/agency: repeatable visual formats that instantly signal “this is Tower 28” even without a logo. Must define what Tower 28 looks like and sounds like every single day on social.
• Own content ideation and execution across Tik Tok, Reels, Stories, and IG Feed— in partnership with creative.
• Lead campaigns, product drops, and brand initiatives to be social-first, inclusive of visual strategy and narratives that stop the scroll, drive engagement and high entertainment.
• Day to day management of platforms including posting, scheduling and light community management when needed.
• Shoot and edit content yourself when the moment calls for it — at events, activations, or when speed matters more than production.

• Manage and develop two direct reports: a Video Content Producer (Coordinator level) and summer intern.
• Own the agency relationship for owned channel content: creative briefing, product coordination, creative production and approvals.
• Manage incoming social requests from retail and paid social: briefing the team or agency as needed and ensuring deliverables stay on track and on brand.
• Set a high bar for the team: provide clear direction, real feedback, and develop their skills over time

• Keep a pulse on conversations happening across beauty, culture, and adjacent spaces and show up in them thoughtfully on behalf of the brand
• Engage with relevant brand, creator, and cultural content in a way that builds awareness and reflects our personality

• Monitor social performance against established KPIs, providing input and recommendations as strategy evolves
• Analyze campaign performance and generate regular reports, translating data into clear, actionable insights for the team and leadership
• Provide ongoing recommendations to optimize content, engagement, and growth across channels
• Bring audience signals and cultural observations back to the business to inform content, product, and brand decisions

• 4+ years managing social for a beauty, fashion or lifestyle brand, with real, measurable growth to show for it.
• Deep platform fluency on Tik Tok and Instagram: the algorithm, the formats, how people actually consume content
• A genuine understanding of beauty and skincare:
  The trends, the products, the ingredients, and what moves consumers
• Strong…