Social Media & Content Strategist

At Lina Stores, we’re evolving how we tell our story across social media. We are looking for a strategic and creative leader to take ownership of our presence on social media — by crafting a powerful vision for these platforms and working with a network of content creation freelancers to bring it to life. This role is ideal for someone who has a strategic mind for social and a creative eye, with a deep understanding of what resonates on each platform. This role will own our entire social media strategy, taking our content to the next level and telling the Lina Stores story. You’ll lead social planning, define content themes, manage creator partnerships, initiate social campaigns, and ensure that Lina Stores always shows up with a clear, exciting voice online.

Perks & Benefits

• Employee discount across 15 London restaurants and our online shop
• Membership to Hospitality Rewards, including Employee Assistance Programme and 24/7 GP and prescription service
• Membership to Juno wellbeing platform
• Staff meals when on location
• General referral scheme
• Annual staff parties and monthly support office team drinks
• Inspirational annual training calendar and further development opportunities

Responsibilities include

• Strategy & Planning: Drive and devise a strong social media strategy that encompasses all social media channels and is aligned with marketing objectives and brand identity. Manage the Lina Stores and Bar Lina social media channels (Instagram, TikTok, Facebook, LinkedIn) with regularly scheduled content in line with the marketing calendar and seasonal events. Be innovative and full of ideas about how to celebrate everything we have to offer at Lina Stores, while ensuring content is on brand. Carefully curate new and engaging content through strong storytelling by mastering the tone of voice and personality, and ensuring clear call to action to drive audience engagement. Be ahead of trends at all times by researching and proactively suggesting new up-and-coming viral content ideas leading to real-time marketing opportunities. Devise new social media marketing campaigns tied to launches, or seasonal and product requirements. Establish relationships with creators and influencers as well as other brand partners to include partnership opportunities and collaborations across the industry and further afield. Stay up to date with the latest digital innovations in the industry and amongst our competitors to ensure we stay at the forefront.
• Content Direction & Creator Management: Source, brief and manage a network of freelance creative partners and agencies to execute all content - ensure it’s high-quality, social-first content, including photos and videos, from concept to publishing. Develop detailed briefs, provide feedback and ensure all outputs are high-quality, on-brand and aligned with strategy. Work on a content creation timeline and ensure briefs are being communicated to freelancers and in-house teams and adhered to on the day of shooting. Expert at TikTok - deliver industry-leading content for the platform. Photo library management to ensure content is named and categorised properly and easily accessible for the wider team. Manage and own photoshoots and videos for larger campaigns through effective planning and briefing in advance. Update Lina Stores website and ensure all imagery is on brand and up-to-date.
• Community & Growth: Lead the written tone of voice and identity across all content touchpoints and ensure all written content reflects the Lina Stores tone of voice clearly and accurately by managing and overseeing written copy across all platforms. Guide and review captions, creator-written scripts and on-screen text to make sure it’s on-brand and consistent. Community management of our social media accounts by responding to messages, comments and user-generated content in a friendly and timely manner and forwarding questions/requests to the relevant stakeholders. Monthly reporting on social media analytics to track performance and optimise content. Learn from insights gathered to help define current and future social media strategy and share insights with stakeholders.

Role Requirements

• 3-4 years of experience managing social media strategy, ideally in food, hospitality or lifestyle.
• Experience growing an audience and using social media platforms and planning tools, including Later and Canva.
• Proven track record of leading or owning a social media strategy that drove engagement and growth.
• Detailed knowledge of social media platforms with experience in editing Stories, Reels and TikTok videos.
• A sharp eye for content quality and understanding of what performs well on TikTok and Instagram.
• Strong storyteller with an eye for on brand aesthetic and an understanding of what resonates with the Lina Stores audience.
• Experience working with and managing freelancers, content creators or creative agencies.
• Experience with influencer partnerships and brand collaborations.
• Strong Photography and Videography skills with a portfolio of previous experience managing campaigns and shoots.
• Excellent copywriting skills and command of the English language.
• Optional: experience in paid social ads and performance marketing metrics (setting up, tweaking and providing ROI on ads).

Other Key Skills

• Creative, innovative and full of ideas with strong conceptual skills and storytelling abilities.
• Great presentation skills to ensure ideas are communicated strategically and clearly.
• Warm, friendly, outgoing and bubbly individual who loves working in a tight-knit team and knows how to communicate across the whole organisation.
• Highly motivated and self-driven with an ability to work independently and within a team.
• Have a keen eye for photography and videography, and understand its importance in the food and drink industry respectively.
• A deep passion for the food and drink industry.
• Excellent organisational skills, time management and ability to multitask multiple projects simultaneously.
• Accuracy and attention to detail.
• Passionate about going above and beyond in every task.
• Experienced in Microsoft Office Suite.
• Right to live and work in the UK.
• Ability to work from our office in Soho and regularly visit our locations around London.