Job Description

About the Role

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