Senior Social Media, Influencer and Content Manager

Senior Social, Influencer and Content Manager

Hybrid working: 3 days per week HQ in Tattenhall

Reporting to: Marketing Director

Role summary:

Are you a strategic, creative, and hands-on social media leader with a passion for influencer marketing, community building, and content creation? Do you thrive in a fast-paced, tight-knit team where rolling up your sleeves and challenging the norm are part of the day-to-day? This is a unique opportunity to own and drive Pura’s global social, influencer and content strategy, shaping our digital presence, strengthening our community, and amplifying brand storytelling.

In this pivotal role, you’ll manage the end-to-end execution of content across all organic channels, collaborating with our creative team to deliver innovative, on-brand campaigns that captivate and grow our community. You’ll be responsible for driving engagement, building brand awareness, and amplifying our presence across key markets, with a particular focus on the UK and US.

Key Responsibilities:

Strategic Planning

· Design and implement a data-driven social media and influencer strategy that aligns with brand objectives and drives engagement, community growth, and conversions.

· Own the end-to-end social and influencer roadmap, setting clear KPIs and defining success metrics for organic reach, UGC performance, and influencer ROI.

· Ownership for Orlo, social media management platform

· Challenge the norm and bring innovative ideas to disrupt the baby & parenting space, ensuring the brand stays ahead of trends and competitors.

· Identify emerging platforms, content formats, and influencer marketing opportunities to maintain a best-in-class social presence.

Organic Social Management

· Plan, execute, and analyse social media strategies and campaigns across Meta and TikTok and Linkedin, engaging with the community, and proactively drive the growth of Pura’s brand visibility.

· Focus on growth and engagement across key platforms (Instagram, TikTok, Linkedin).

· Priority focus on supercharging Pura’s TikTok growth

· Develop innovative, on-brand social activations that help Pura stand out in the crowded social landscape.

· Plan and execute social media campaigns, contests, and collaborations to increase engagement and brand visibility.

· Work with cross functional teams to support the launch and day to day execution of TikTok shop

Influencer Partnerships & Relationship Management

· Develop a tiered influencer strategy, balancing micro, macro, and celebrity partnerships to maximize reach and authenticity.

· Take the lead role in managing Pura’s relationships with our selected celebrity influencer partners, ensuring close day to day care and management of the relationship, regular communication and liaison with their teams to ensure the contracted deliverables are delivered to the highest quality, on brand and delivering against key KPIs

· Cultivate and manage relationships with key influencers, content creators, and brand ambassadors, ensuring long-term, mutually beneficial partnerships.

· Lead end-to-end influencer collaborations, from identification and outreach to negotiation, activation, and performance tracking.

· Own the forward-looking plan for Influencer, and managing day to day implementation

· Negotiate impactful influencer partnerships, securing high-value collaborations while optimizing budgets and deliverables.

User-Generated Content (UGC) & Content Oversight

· Drive a strong UGC strategy, ensuring a constant pipeline of disruptive, diverse, high-quality, and engaging content.

· Lead the influencer and creator briefing process, ensuring content aligns with brand aesthetics, messaging, and campaign objectives.

· Oversee the creation of on-brand, compelling content across all social platforms, maintaining a cohesive and elevated visual identity.

· Work with in house design team to develop innovative, social-first content that resonates with audiences and drives engagement.

Community Building & Engagement

· Develop and execute strategies to foster a highly engaged and loyal parenting community, driving advocacy and organic word-of-mouth.

· Create an interactive two-way dialogue with followers, ensuring real-time engagement, Q&As, and social activations.

· Identify and nurture brand superfans, micro-influencers, and everyday Pura fans, turning them into long-term brand advocates.

· Lead community-driven initiatives, such as ambassador programs, exclusive social events, and behind-the-scenes content opportunities.

· Oversee brand-led email campaigns to engage our database and community

Team Leadership & Hands-On Execution

· Build, lead, and mentor Pura’s Social and Content Exec, ensuring seamless execution of social and influencer initiatives.

· Foster a culture of creativity, agility, and accountability, where team members can experiment and execute bold ideas.

· Be comfortable rolling up your sleeves and getting stuck in, from brainstorming creative content to overseeing day-to-day execution.

· Work closely with internal teams, external agencies and brand partners to ensure top-tier content creation and social storytelling.

Cross-Functional Collaboration

· Work closely with brand, digital, PR, and commercial teams to integrate social & influencer initiatives into broader brand strategies.

· Ensure alignment across all digital touchpoints, from social media to website, email, and paid marketing.

· Partner with PR teams for influencer gifting, press events, and media collaborations, ensuring influencer marketing extends beyond digital.

· Collaborate with Performance Marketing Manager & agencies to amplify social & influencer content through paid social and optimise reach and engagement.

Performance Analysis & ROI Measurement

· Monitor and analyse key performance metrics to assess the effectiveness of social media and influencer campaigns.

· Use data-driven insights to refine strategies, improve engagement, and maximize ROI.

· Provide regular reports to senior leadership, demonstrating the impact of social, influencer, and community-building efforts.

· Leverage social listening tools to track sentiment, audience behaviour, and competitor activity, using insights to inform content and strategy.

Trend Monitoring & Innovation

· Stay ahead of social media trends, platform updates, and algorithm changes, ensuring the brand adapts and thrives in an ever-evolving digital landscape.

· Continuously test new content formats, influencer activations, and community engagement tactics, driving innovation and differentiation.

· Keep a pulse on parenting, babycare and lifestyle trends, ensuring social content remains fresh, aspirational, and culturally relevant.

Key Qualifications & Experience:

· We are looking for a dynamic, creative individual who is at the cutting edge of consumer social, who can help Pura stand out on social media and do things differently!

· 5+ years of experience leading social media, influencer marketing, and community building ideally in a fast-paced D2C FMCG brand

· Experience of working for a high growth challenger brand a bonus

· Proven track record building branded social accounts from the ground up and scaling to 100k+ followers

· Experience in growing a brand exponentially on TikTok – developing and executing TikTok strategies, managing campaigns, and securing successful partnerships

· Deep expertise and knowledge of building engaged communities across both Meta and TikTok, fostering brand loyalty, and driving organic advocacy.

· Experience of Orlo or similar social media management platforms

· Min 2 years experience of successfully managing high profile influencer relationships from contract negotiations to delivery

· Knowledge of the creator industry and how to effectively engage fans and followers on behalf of celebrity creators is a plus.

· Deep expertise in UGC strategy, influencer partnerships, and content briefing, with the ability to execute flawlessly.

· A strategic yet hands-on leader, equally comfortable developing high-level strategies and getting involved in day-to-day execution.

· Commercial mindset — you care about what performs, not just what looks good, with the ability to analyse performance and continuously optimise strategies.

· Confident in challenging the status quo, bringing fresh, disruptive ideas to elevate the brand’s social presence.

· A meticulous eye for detail and an artistic flair for creating content, with the ability to spot things that others may miss

· Experience managing budgets and paid influencer activations, ensuring efficient spend and strong ROI.

· Infectious energy, with a passion for digital storytelling, and community-driven marketing, with a strong understanding of consumer behaviour.

· Highly organized, able to manage multiple projects simultaneously, and work independently

Why Join Us?

· Be part of a small, collaborative, and high-energy team, where your ideas will have a direct impact.

· Own and lead the brand’s social, influencer and content strategy, shaping the future of its digital presence.

· Work in a creative environment, where pushing boundaries and experimenting with new ideas is encouraged.

· Help grow a passionate parenting community, creating meaningful connections with consumers and influencers alike.

· Opportunity to innovate, execute high-profile campaigns, and drive real brand growth.

If you're a bold, strategic, and hands-on social leader with a challenger mindset, we’d love to hear from you!