Social Media Manager in Cardiff

We’re not just a cookie company – we’re a community of Insomniacs. We know our cookies are the most delicious around, but it’s our team members that make Insomnia Cookies an amazing place to be. Have a hunger to succeed? A passion for the sweeter things in life? Got big dreams and a ceaseless imagination? Then we want to get to know YOU!

Insomnia Cookies is a late-night bakery brand serving warm, freshly baked cookies until the early hours. Born in the US and growing fast across the UK, we’re here for night owls, students, and anyone who believes the best cravings happen after dark.

Social sits at the heart of how we grow. It’s where our brand comes to life—through humour, trends, community, and content that feels native to the internet, not forced into it. We don’t aim to blend in—we aim to be part of the conversation (and occasionally start it).

As we expand across the UK, opening new bakeries and building a cult-like following, we’re looking for someone who can help shape how Insomnia shows up online—making us impossible to ignore, especially after midnight.

About the Role

We’re on the hunt for a Social Media Manager who lives and breathes culture, memes, and midnight cravings. At Insomnia Cookies, we don’t just post—we entertain, tempt, and connect with a community that’s wide awake when the rest of the world isn’t. You’ll be the voice of our brand online, creating scroll-stopping content that feels as fresh as our cookies at 3am.

If you know your way around TikTok trends before they peak, can turn a cultural moment into a cookie moment, and aren’t afraid to be a little chaotic (in a good way), keep reading.

Key Responsibilities

• Owned Social Media Management & Content Strategy
  • Own and execute a results-driven organic social strategy across TikTok, Instagram, Facebook, and LinkedIn.
  • Plan, brief, create, and schedule high-performing native content—balancing storytelling with commercial impact.
  • Lead content planning sessions and manage the editorial calendar in line with brand campaigns.
  • Create reactive, trend-led content that feels fast, relevant, and very online.
  • Identify, brief, and manage creators and influencers to deliver platform-first content.
  • Grow and nurture our community, maintaining strong engagement (target 5%+).
  • Actively engage with followers—comments, DMs, and creating moments of surprise & delight.
  • Stay ahead of trends, memes, and competitors to keep our content fresh.
  • Attend events, guerrilla activations, and shoots to capture real-time content.
• Data, Analytics & Reporting
  • Monitor and report on weekly/monthly KPIs: engagement, reach, follower growth, and content performance.
  • Turn insights into action—optimising content, timing, and formats based on performance.
  • Own and maintain social reporting dashboards (Excel) and present insights internally.
  • Test, learn, and iterate constantly to maximise organic growth.
• Influencer Strategy & Community Development
  • Own the end-to-end influencer and gifting strategy across key campaigns and seasonal moments.
  • Source, negotiate, brief, and manage influencer partnerships (paid + organic).
  • Build and maintain a strong influencer network across key UK cities.
  • Track and report on influencer performance (reach, engagement, ROI, cost per result).
  • Plan and execute influencer-first activations—from gifting drops to store openings and launches.
• Customer Service Oversight
  • Respond to marketing/brand-related customer enquiries via Zendesk.
  • Own monthly CS reporting—tracking volume, sentiment, and response performance.
  • Feed insights back into marketing, operations, and store teams.
  • Ensure social and customer experience feel seamless and on brand.
• Late-Night Culture, Openings & Travel
  • Be part of a brand that comes alive at night—this role will require evening and late-night working to capture content when our audience is most active.
  • Attend and support new bakery openings (NBOs), launches, and key brand moments—often outside standard working hours.
  • Travel across the UK to support store openings, activations, influencer events, and content shoots.
  • Capture and post real-time content from events, bringing the Insomnia experience to life online as it happens.
  • Stay flexible—some of the best content (and biggest moments) don’t happen 9–5.

We're Looking for Someone Who…

• Is deep in social—you don’t just scroll, you analyse.
• Knows what’s trending before everyone else.
• Has a strong, distinctive tone of voice (and can flex it).
• Balances creativity with commercial thinking.
• Is hands-on—comfortable filming, editing, posting, and reacting quickly.
• Understands internet culture, Gen Z behaviour, and what drives engagement.
• Thrives in a fast-paced, slightly chaotic (but fun) environment.

Skills & Experience

Essential

• Proven track record managing and growing social media platforms, especially TikTok and Instagram, for a consumer brand.
• Highly self-motivated, organised, and accountable, with the ability to manage multiple workstreams independently and collaboratively.
• Strong sense of humour—this is essential. You’ll be the voice of the brand.
• Excellent copywriting and storytelling skills with a deep understanding of tone of voice and social-first formats.
• Data-driven mindset—confident analysing performance, building reports, and turning insights into action.
• Strong communication and stakeholder management skills across internal teams, agencies, and creatives.
• Proficiency in Meta Business Suite and TikTok Analytics.
• Advanced proficiency in Microsoft Office (Excel for data analysis/pivots, PowerPoint for reporting).
• Experience planning and managing budgets (influencer and/or media).
• Strong mobile content creation skills (shooting/editing on phone).
• Love cookies (non-negotiable energy).

Desirable

• Experience in food, QSR, or lifestyle brands.
• Experience working with influencers or UGC campaigns.
• Working knowledge of Adobe Creative Suite (Photoshop, Illustrator, InDesign).
• Experience with Braze CRM and Punchh rewards software.
• Understanding of paid social and how it integrates with organic strategy.

Key Behaviours

• Chronically Online (In a Good Way) - You’re always plugged into culture, trends, and conversations. You don’t wait for reports—you feel what’s happening in real time and act on it fast.
• Creative + Commercial Thinker - You know how to make content that’s not just funny—but drives results. You balance brand, engagement, and business impact in everything you do.
• Fast, Agile & Proactive - You move quickly, make decisions confidently, and don’t get stuck waiting for perfect conditions. If there’s a moment, you jump on it.
• Ownership Mentality - You treat the brand like it’s yours. You take accountability for performance, show initiative, and continuously look for ways to improve.
• Collaborative Energy - You work seamlessly with internal teams, creators, agencies, and store teams—bringing people along and making things happen together.
• Data Curious - You don’t just post—you learn. You dig into performance, spot patterns, and use insights to level up content and strategy.
• Audience-Obsessed - You understand our community—students, night owls, cookie lovers—and create content that genuinely resonates with them.
• Resilient & Adaptable - Not everything lands—and that’s fine. You test, learn, iterate, and keep going without losing momentum (or your sense of humour).
• On-Brand, Always - You instinctively understand tone of voice and know how to flex it across moments—playful, cheeky, reactive, or hype when needed.

Success Measures & Key Performance Indicators

You’ll be measured on both creative impact and commercial performance. Key success metrics include:

• Social Growth & Engagement - Achieve and maintain an average engagement rate of 5%+ across core platforms. Consistent follower growth across TikTok and Instagram (with platform-specific targets). Increase video views, shares, saves, and comments month-on-month. Deliver regular high-performing / viral content moments.
• Content Performance - Percentage of content hitting or exceeding benchmark performance (views, engagement, completion rate). Growth in short-form video performance (TikTok + Reels prioritised). Successful execution of reactive/trend-led content within optimal timing windows. Strong content consistency and output aligned to calendar and campaigns.
• Community & Brand Love - Maintain high levels of community interaction and response rate (comments + DMs). Positive brand sentiment across social and customer interactions. Growth in UGC (user-generated content) and organic brand mentions. Creation of “moments” that drive cultural relevance and shareability.
• Influencer & Campaign Performance - Delivery of influencer campaigns within budget and on time. Measurable ROI on influencer activity (engagement, reach, cost per result). Growth and quality of influencer network across key UK cities. Successful execution of launches, openings, and activations with strong social impact.
• Data, Reporting & Optimisation - Timely and accurate weekly and monthly reporting. Clear demonstration of insight-led improvements in content strategy. Ongoing testing and optimisation of formats, posting times, and approaches. Effective use of dashboards to inform stakeholders and decision-making.
• Commercial Impact - Contribution to campaign performance, footfall, and online orders through social activity. Alignment of content with key trading moments and product launches. Ability to connect social performance to wider marketing and business goals.

What You’ll Get

• A brand you can actually have fun with.
• Creative freedom to test, experiment, and push boundaries.
• A fast-moving, energetic team that doesn’t take itself too seriously.
• £30,000 - £33,000 a year.

About us

Insomnia Cookies was founded in a college dorm room by then-student, Seth Berkowitz. Fast forward and Insomnia Cookies has become a cult brand in the US known for its rabid following of cookie lovers who crave Insomnia’s warm, delicious delivery all day and late into the night. With an expanding global footprint we are now here in the UK. We launched in Manchester in 2023, Sheffield in 2024 and are now coming to a city near you! Insomnia Cookies is revolutionising the cookie game by truly "Imagining What’s Possible"!