Social Media Content Manager

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 social

• Interest in sustainability, agtech, or food systems

COMPENSATION & BENEFITS

Salary range: $95,000- $120,000 per year, based on experience and location.

Benefits: Medical, dental, vision, 401(k), PTO

AeroFarms is an equal opportunity employer. We consider all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, veteran status, or any other legally protected status. We provide reasonable accommodations to applicants with disabilities upon request.

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