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Key Responsibilities and Required Skills for Marketing and Social Media Executive

💰 $ - $

MarketingSocial MediaDigital

🎯 Role Definition

The Marketing and Social Media Executive is responsible for developing, executing and optimizing integrated social media and digital marketing programs that grow brand awareness, drive engagement, generate leads, and support commercial goals. This role combines strategic planning, content creation, paid social execution, community management, analytics and cross-functional collaboration to deliver measurable business outcomes across owned, earned, and paid channels.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Social Media Coordinator / Assistant Social Media Manager
  • Marketing Assistant / Marketing Coordinator
  • Content Writer / Junior Content Producer

Advancement To:

  • Senior Social Media Manager / Digital Marketing Manager
  • Performance Marketing Manager / Paid Social Lead
  • Head of Marketing / Brand Manager

Lateral Moves:

  • Content Strategist / Editorial Lead
  • PR & Communications Specialist
  • Community & Customer Engagement Manager

Core Responsibilities

Primary Functions

  • Develop, document and execute a comprehensive social media strategy aligned to the brand’s business objectives, seasonal priorities, and customer lifecycle to increase reach and conversion across platforms.
  • Plan and manage the end-to-end content calendar for organic channels (Instagram, Facebook, X, TikTok, LinkedIn, YouTube, Pinterest), ensuring a strategic mix of brand, product, campaign and evergreen content.
  • Create high-quality, platform-optimized content (copy, images, short-form video, stories, reels) working with designers and videographers to maintain on-brand creative standards and storytelling.
  • Manage community and reputation: monitor comments and messages, respond promptly, resolve customer issues or escalate to customer service, and build authentic relationships with followers and advocates.
  • Build and execute paid social campaigns (Meta, X, LinkedIn, TikTok, Snapchat) including audience strategy, creative testing, budgeting, bid strategies and optimization to maximize ROAS and CPL targets.
  • Conduct ongoing A/B testing of ad creative, copy, calls to action, landing pages and audience segments; use results to iterate and scale high-performing campaigns.
  • Lead influencer and creator partnerships: identify, onboard and manage creators, negotiate deliverables and fees, run briefs and measure campaign performance and brand safety.
  • Optimize content and social assets for SEO and platform discovery (hashtags, captions, metadata, thumbnails) to increase organic discoverability and referral traffic.
  • Produce campaign briefs, assets lists and launch plans for cross-functional campaigns with Product, Sales, PR and Customer Experience teams to ensure integrated execution.
  • Track, analyze and report on performance metrics (engagement, reach, impressions, CTR, CPC, conversion, revenue attribution) and present actionable insights and recommendations to stakeholders.
  • Implement and maintain social listening and brand monitoring to identify trends, customer sentiment, competitor activity and real-time opportunities or risks.
  • Manage relationships with external agencies, freelancers, photographers, and vendors to ensure timely delivery of creative assets and adherence to budgets and SLAs.
  • Own social platform governance: establish posting guidelines, approval workflows, crisis response playbooks, and rights/usage documentation for UGC and influencer content.
  • Collaborate with the web/product/UX teams to ensure social-driven traffic converts effectively on landing pages, using UTM tagging and conversion tracking to measure performance.
  • Design and execute email and CRM-supported social funnels (lead magnets, nurture sequences, re-engagement) in coordination with marketing automation platforms to close the loop on traffic-to-lead-to-customer.
  • Maintain and optimize social media advertising budgets, forecast spend and ROI, and reallocate budgets rapidly based on performance and business priorities.
  • Generate creative briefs and participate in ideation sessions to ensure content aligns to campaign goals, seasonal plans, and brand voice; provide feedback and direction to creative teams.
  • Run monthly and quarterly business reviews with stakeholders to align on KPIs, share learnings, and set priorities for the next period, driving continuous improvement.
  • Maintain an up-to-date competitive landscape and benchmark reporting to inform content gaps, messaging differentiation, and tactical opportunities.
  • Ensure compliance with advertising standards, platform policies, data privacy regulations (e.g., GDPR), and brand legal requirements for promotions, competitions, and influencer collaborations.
  • Train and mentor junior team members or external community moderators on brand voice, content best practices, and platform tools to scale content operations.
  • Manage content libraries, asset taxonomy, and rights management to ensure efficient reuse and compliance across campaigns and partners.
  • Lead crisis communications support for social channels during reputation events, coordinating messaging with PR and leadership and executing reactive content and monitoring.
  • Identify and pilot new platforms, features and formats (live commerce, shoppable posts, social storefronts, AR filters) to test for relevance and ROI.

Secondary Functions

  • Support ad-hoc marketing requests from sales, product and customer experience teams and translate those into social or content deliverables.
  • Contribute to broader marketing strategy by providing growth insights from social analytics, customer feedback and trend analysis.
  • Coordinate with analytics and BI teams to align social attribution models and ensure consistent performance measurement across channels.
  • Assist in budget tracking, invoice review and vendor contract management for external creators, production houses and advertising partners.
  • Participate in sprint planning and weekly marketing stand-ups, ensuring social deliverables are prioritized and resourced.
  • Maintain documentation of SOPs for publishing, paid campaign setup, influencer onboarding and crisis response to enable scalable operations.
  • Provide training and enablement for wider teams on social best practices, brand guidelines and simple content creation techniques.
  • Conduct competitive and trend scans to propose new tactics, content series or product-backed campaigns for leadership consideration.

Required Skills & Competencies

Hard Skills (Technical)

  • Social platform expertise: deep working knowledge of Meta (Facebook & Instagram), X (Twitter), LinkedIn, TikTok, YouTube and Pinterest content formats, algorithms and best practices.
  • Paid social advertising: hands-on experience with Meta Ads Manager, TikTok Ads, LinkedIn Campaign Manager and ad buying strategies including lookalike and custom audiences.
  • Analytics & measurement: proficiency with Google Analytics (GA4 preferred), platform analytics, Facebook Insights, and familiarity with data visualization tools (Looker, Data Studio/Looker Studio, Tableau).
  • Content production: strong copywriting for social and web, plus experience commissioning or creating visual and short-form video assets (smartphone filming, basic editing).
  • SEO & discoverability fundamentals: understanding of keyword optimization, on-page SEO, hashtags and metadata for social and web content.
  • Marketing automation and CRM: experience with HubSpot, Salesforce, Mailchimp, Klaviyo or similar for coordinating social-to-email funnels and lead nurture.
  • Creator and influencer management tools: comfortable working with platforms like Aspire, Upfluence, CreatorIQ or manual influencer pipelines.
  • Basic design & editing tools: practical experience with Canva, Adobe Creative Cloud (Photoshop, Premiere Pro, Illustrator) or equivalent for producing assets or reviewing proofs.
  • Project management & workflow tools: experience with Asana, Trello, Monday.com, Jira or similar to manage content calendars and campaign tasks.
  • Budgeting & media planning: ability to manage advertising budgets, forecast spend and calculate KPIs such as CAC, ROAS and LTV.
  • A/B testing and optimization: experience designing experiments for creative, copy and audience segmentation and analyzing test results.
  • Compliance & legal: familiarity with advertising policy, privacy regulations (GDPR) and disclosure requirements for paid and influencer content.

Soft Skills

  • Excellent written and verbal communication with strong storytelling ability tailored for different audiences and platforms.
  • Creative mindset with a bias for experimentation and iterative improvement.
  • Strong analytical thinking and comfort interpreting data to make strategic recommendations.
  • Attention to detail and high standard for on-brand content and messaging.
  • Time management and ability to prioritize competing deliverables in a fast-paced environment.
  • Collaborative, stakeholder-focused approach and ability to influence cross-functional teams.
  • Problem-solving mindset and ability to react quickly during live campaigns or reputation events.
  • Adaptability to platform changes, algorithm updates and shifting business priorities.
  • Customer empathy and community orientation to foster meaningful engagement and loyalty.
  • Leadership potential: ability to mentor juniors and coordinate external contributors.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Business, Journalism, Digital Media or equivalent practical experience.

Preferred Education:

  • Bachelor’s or Master’s degree in Marketing, Advertising, Digital Media or related fields, or professional certifications such as Google Analytics, Meta Blueprint, HubSpot Content Marketing, or LinkedIn Marketing Labs.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Journalism
  • Public Relations
  • Digital Media / Multimedia Production

Experience Requirements

Typical Experience Range:

  • 2–5 years of hands-on experience in social media marketing, content marketing, or digital marketing roles. (Executive-level roles often expect 3+ years.)

Preferred:

  • 3–5+ years experience managing both organic and paid social channels, ideally in-house at a consumer brand or at an agency supporting multiple clients.
  • Demonstrable track record of running paid social media campaigns, managing creator partnerships, and delivering measurable increases in engagement, leads or revenue.
  • Prior experience with cross-functional campaign delivery, working with Product, Sales, PR and Analytics teams.
  • Experience managing budgets, external agencies or freelance creators, and overseeing content production workflows.
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