The Social Media Content Manager owns AeroFarms' social presence end to end: Strategy, content, paid performance, and agency oversight. The Social Media Content Manager will report to the Director of Marketing and work closely with the sales team on retail and foodservice priorities, promotions and account plans. You will turn our story — the farm, the product, the people — into content that builds the brand and drives measurable retail and online sales. This role is both creative and analytical. You'll direct an external social media agency, run paid social campaigns against clear performance targets, and use data to drive near and long term planning and initiatives.
KEY RESPONSIBILITIES
Social strategy and content
Build AeroFarms' social presence from an early stage: assess our audiences and platform options, and recommend which channels to prioritize (e.g., Instagram, TikTok, Facebook, LinkedIn, Pinterest)
Define the organic strategy, content approach, and success metrics for each selected channel, and revisit channel mix as results come in
Build and manage a monthly content calendar tied to product launches, retail promotions, and seasonal moments
Direct content creation from brief to publish: concepts, shoot planning, copy, review, and approvals
Capture farm and product content on-site in Danville, VA, working with operations to schedule shoots
Maintain brand voice and visual standards across all social channels
Performance marketing
Plan, launch, and optimize paid social campaigns on.. paid channels
Set targets and manage to KPIs such as ROAS, CPA, CTR, and conversion rate
Run structured creative testing (hooks, formats, audiences) and scale what works
Manage paid social budget, pacing, and monthly spend reporting
Partner with sales and retail teams to drive traffic to retailers, including retail-media and geo-targeted campaigns
Agency and creator management
Serve as day-to-day lead for our external social media agency
Write clear creative and campaign briefs; review and approve agency deliverables
Hold the agency accountable to scope, timelines, budget, and performance targets
Run regular agency performance reviews and recommend changes to scope or fees
Source and manage influencers, UGC creators, and freelancers as needed
Community and analytics
Oversee community management and social customer care, escalating product or quality issues
Track and report on organic and paid performance in a monthly dashboard
Turn insights into recommendations on content mix, spend allocation, and channel priorities
Monitor social trends, competitors, and platform changes
Ensure content complies with FTC endorsement rules, platform policies, and retailer partner guidelines
QUALIFICATIONS
Bachelor's degree in marketing, communications, or a related field, or equivalent experience
5+ years in social media marketing, with at least 2 years owning a brand's social channels
Hands-on performance marketing experience: managing paid social budgets and optimizing to ROAS/CPA in Meta Ads Manager and TikTok Ads
Proven experience directing an external social media or creative agency, including briefing, approvals, and holding it to performance targets
Track record of managing content creation end to end, from concept and production to publishing
Strong analytical skills; comfortable building reports and making spend and content decisions from data
Excellent writing and editing skills, with a sharp eye for visual quality
Working knowledge of social scheduling and analytics tools (e.g., Sprout Social, Later, Hootsuite)
Ability to travel to our Danville, VA farm periodically for content capture
Experience in CPG, food and beverage, or grocery, ideally with retail partners
Experience with retail media or driving in-store sales through social
Influencer and UGC program management
Basic content production skills: shooting and editing short-form video, Canva or Adobe Creative Suite
Familiarity with GA4, UTM tracking, and attribution for paid…