Social Media Manager

Overland Shoes is looking for a Social Media Manager to lead and evolve the organic social presence for Lili Curia, a contemporary footwear brand with a well-established visual identity and creative direction. This role is solely focused on Lili Curia and reports directly to the Founder, working closely with the Creative Director and Brand & Marketing leadership. It’s a fantastic opportunity for someone who loves hands-on social content creation, understands footwear culture, and is deeply connected to trends in footwear, lifestyle, and activity footwear communities.

You’ll own organic social end-to-end — from strategy and planning through real-time content capture, posting, and community management — ensuring Lili Curia shows up consistently, creatively, and authentically across platforms.

The Role

This is a hybrid role based in Camden, London, combining strategic ownership with day-to-day execution. You’ll take an existing, clearly defined brand style and translate it into compelling, always-on social content that supports product launches, campaigns, gifting moments, and everyday brand storytelling.

What You’ll Be Doing

• Lead and evolve Lili Curia’s organic social media strategy across Instagram, TikTok, and emerging channels.
• Define content pillars, platform roles, and posting rhythms aligned to brand, commercial, and seasonal priorities.
• Translate launches and campaigns into clear, social-first execution plans.
• Balance brand storytelling with commercial and seasonal priorities.
• Create social content directly (video, imagery, stories) to fill gaps and respond in real-time.
• Capture behind-the-scenes moments, product styling, fittings, events, and day-to-day footwear brand life.
• Lead and brief external videographers, photographers, and creators when needed.
• Collaborate with internal and freelance teams while remaining hands-on.
• Plan and manage content calendars end-to-end.
• Execute posting, captions, tagging, and scheduling with attention to detail.
• Own day-to-day community engagement including comments and DMs.
• Maintain consistent tone of voice, visual language, and brand messaging.
• Work closely with the Creative Director to bring the footwear brand world to life on social.
• Partner with the Head of Brand & Marketing on key go-to-market moments.
• Align organic social with paid, CRM, and wider digital activity.
• Track, analyse, and report on social performance.
• Identify which formats, creators, and narratives are resonating.
• Refine approach based on insight, platform behaviour, and footwear culture trends.

About You

You’re a confident, culturally aware social media professional with a passion for footwear and lifestyle communities. We’re looking for someone who has:

• 3–6+ years’ experience managing social media for a footwear, lifestyle, or consumer brand.
• Experience leading social within an established brand identity.
• A strong visual eye and a clear point of view.
• The ability to think strategically and execute hands-on.
• Confidence creating content independently and directing external creators.
• Agile, responsive approach — comfortable capturing content in the moment.
• Strong organisation, reliability, and attention to detail.
• A genuine connection to footwear culture, trends, and lifestyle communities.
• London-based and happy with a hybrid working model.

Why Join?

You’ll be joining Overland Shoes while working day-to-day on Lili Curia — a brand with a clear creative identity and ambitious growth plans. This role offers real ownership, creative freedom, and the chance to shape how the brand shows up culturally and socially in the footwear space.