Social Media Manager in City of Westminster

Overview

We are looking for a dynamic social media expert to join the PR & Marketing team at Firmdale Hotels. This is a fantastic opportunity to be part of a passionate team based in Soho, responsible for the communications for the 11 award-winning hotels in London and New York. The role will provide an insight into travel and F&B social media management for one of the UK\’s most successful, privately owned luxury hotel brands.

Responsibilities

• Work with the Social Media Executive to execute an insight‑led social media strategy aligned with wider PR, marketing and commercial objectives.
• Own copywriting, content creation, scheduling, publishing and community management ensuring all content reflects the Firmdale brand.
• Create day‑to‑day content as well as deliver strategic campaigns for exciting pop‑ups, activations and seasonal moments.
• Continuously monitor and engage with social media conversations about Firmdale Hotels, proactively engaging with accounts including key contacts such as journalists and travel agents.
• Proactively identify and test emerging social media trends, formats and opportunities that could work for Firmdale.
• Manage our paid social agency for Instagram and Facebook, working closely with them to execute and report on campaigns to drive awareness for the hotels and restaurants.
• Spearhead Firmdale\’s introduction to TikTok, starting with a creator‑led strategy.
• Work with third parties (such as Design Hotels, Mr & Mrs Smith and drinks partners) on collaborative content and social.
• Manage targeted content creator campaigns alongside the PR team, both on a paid and gifted basis, identifying, briefing and managing creators aligned with Firmdale Hotels.
• Frequently visit our London hotels, bars and restaurants to capture engaging video content via iPhone for Instagram Reels.
• Monitor, analyse and report on performance of the social media platforms.
• Use data‑driven growth tactics to increase social engagement and audience.
• Share a weekly social report.
• Share ad‑hoc social reports for team projects and key events.
• Support the PR & Marketing team in photo and video shoots, and support the wider PR & Marketing strategy, including promoting experiences and events.

Location & Hours

• 9am to 6pm Monday to Friday.
• Based at our Head Office in Soho.
• Comfortable working on‑site across multiple hotel locations and maintaining a visible presence to embody and represent the brand.
• Monitor and engage with social media channels, albeit briefly, during weekends as needed to maintain timely responses and brand presence.
• Occasional evening work to oversee shoots, events or create content.

Reporting To

Head of Marketing and Head of F&B Communications (on hotels and restaurants, respectively).

Requirements

• Genuine interest for social media, digital trends, and hospitality.
• A minimum of five years’ work experience working in social media within the lifestyle or hospitality industry – preference for F&B experience.
• A roster of industry and influencer contacts.
• A strong understanding of the social media industry and platforms; the different ways new audiences consume content on them, ability to embrace new features to drive engagement – Instagram, TikTok, LinkedIn and Facebook.
• Track record of growing social media accounts.
• Professional experience managing a social media calendar and the use of scheduling tools, with proficiency in reporting across different social media channels (either via the native platforms or third‑party reporting tools).
• Proficient with iPhone and passion for content creation.
• Highly organised with the ability to prioritise effectively while managing a high‑volume workload.