• Own the Great Lakes Wellness social voice across platforms including Instagram, TikTok, YouTube, and emerging channels. • Concept, create, and publish original, platform-native content (short-form video, static, stories, captions) that feels timely, human, and on-brand. • Translate brand pillars and product benefits into relatable, entertaining, and educational content. • Act as a brand steward—ensuring consistency in tone, messaging, and visual identity across all social touchpoints. • Develop and manage the organic social content calendar aligned with brand initiatives, launches, and cultural moments. • Drive organic growth and engagement through strong storytelling, trend participation, and audience-first thinking. • Monitor performance metrics (engagement, reach, follower growth, saves, shares) and continuously optimize content based on insights. • Identify opportunities to test new formats, content styles, and platform features to improve performance. • Stay deeply immersed in social trends, creator culture, platform updates, and emerging conversations. • Proactively identify relevant trends and quickly adapt them in a way that feels authentic to the GLW brand. • Serve as an internal expert on what’s happening now—and what’s next—on social media. • Engage with the GLW community through comments, DMs, and ongoing conversation to build trust and loyalty. • Partner closely with Influencer, Brand Marketing, Creative, and Performance teams to ensure alignment and amplification across channels. • Support influencer and creator content by identifying strong organic moments that can be repurposed or boosted. • Collaborate with Product and Brand teams to support launches, campaigns, and key moments on social. • Work with Creative partners to ensure content execution is efficient, on-brief, and optimized for social platforms. • Provide social insights and learnings to inform broader marketing and brand strategy.