Content & Social Media Manager

Content & Social Media Manager

Job Title: Content & Social Media Manager

Department: Brand

Reports to: Vice President of Marketing

Location: Baltimore, MD

Salary Range: $85,000

Job Summary

The Content & Social Media Manager owns LifeStraw's organic social media presence, brand voice, community engagement, and content strategy across all platforms. This role manages all content across Instagram, Facebook, TikTok, Threads, and LinkedIn. The Content & Social Media Manager also builds and manages LifeStraw's brand ambassador and affiliate programs, oversees creator whitelisting partnerships, and develops educational and storytelling content that brings LifeStraw's extensive product line to life for consumers. This role is the sole owner of LifeStraw's creator and UGC content pipeline and will also help bring LifeStraw's Give Back program and Safe Water Fund to life across social and creator content, connecting every purchase to the brand's mission of providing safe water to communities in need.

This is a strategic, hands-on role for a content professional who lives and breathes social media, understands platform-native content, has experience working with creators and supporting paid media partnerships, and can tell compelling brand stories and assist in the support of sales and business results.

Key Responsibilities

Organic Social Media Management

• Own and manage LifeStraw's organic social media channels: Instagram, Facebook, TikTok, Threads, and LinkedIn. Experience with Reddit is a plus.
• Develop and maintain a strong, clear brand voice across all platforms, ensuring consistency in tone, messaging, and visual identity whether the content is educational, inspirational, or product-focused.
• Develop and execute a monthly content calendar aligned with product launches, seasonal campaigns, brand moments, and mission/impact storytelling.
• Own and manage the posting strategy and schedule across all social channels, ensuring cadence, timing, and content mix align with LifeStraw's master editorial calendar.
• Create platform-native content (Reels, TikToks, Stories, carousels, static posts) in collaboration with the Creative team, including producing short-form video content using UGC, product demos, and original footage with tools like CapCut, Canva, and similar video/graphic editing platforms.
• Monitor trends, hashtags, and cultural moments to identify timely content opportunities that align with LifeStraw's brand.
• Own all community engagement across all platforms: proactively respond to comments, DMs, mentions, and tagged content in LifeStraw's brand voice, building genuine relationships with followers and advocates.
• Track and report on social media KPIs (engagement rate, follower growth, reach, video views) with monthly performance recaps.
• Coordinate with the Sr. Brand Manager and Product Marketing Specialist to ensure product launches have coordinated social support.

Creator & UGC Content Sourcing

• Source creator and UGC content to support all LifeStraw product groups and content pillars, ensuring a steady, balanced pipeline of assets across product education, lifestyle, outdoor and travel, emergency preparedness, and brand, impact, and mission storytelling (including the Give Back program and Safe Water Fund).
• Own and manage the UGC budget: allocate spend across product groups and content pillars, negotiate creator rates, deliverables, and usage rights, and track spend, cost per asset, and content performance.
• Serve as the sole point person for all creator content, responsible for writing and delivering creative briefs, reviewing and proofing drafts, providing clear and timely feedback, managing revision rounds, and approving and finalizing all content.
• Ensure every creator agreement secures the appropriate organic and paid usage rights, including whitelisting and licensing terms, so content can be leveraged across channels.
• Organize and maintain finalized content in a centralized, well-tagged content library (by product, pillar, format, and usage rights) so the broader marketing team can easily find and leverage assets across social, web, email, Amazon, retail, and paid media.

Paid Social Ads Library

• Build out LifeStraw's paid social ads library, sourcing and producing UGC and creator content with paid use in mind, as many assets will run as paid social ads on Meta and TikTok.
• This role is not responsible for running or managing digital paid ad campaigns; it is responsible for directly developing and delivering the creative assets needed to run them.
• Develop ad-ready creative that supports the LifeStraw website, retail channels, and brand, impact, and mission initiatives, delivering assets in the formats, specs, and variations (hooks, lengths, aspect ratios) needed for testing.
• Partner with the VP of Marketing, Sr. Brand Manager, and paid media partners on creator whitelisting and paid social needs, using ad performance insights to inform future creator briefs and content sourcing.

Brand Ambassador & Affiliate Programs

• Build, launch, and manage LifeStraw's brand ambassador program, identifying, recruiting, and nurturing ambassadors who authentically represent the brand across outdoor, wellness, travel, and sustainability communities.
• Develop and manage LifeStraw's affiliate program end-to-end: partner recruitment, onboarding, commission structures, content guidelines, and performance tracking.
• Own program budgets and track all metrics and ROI for ambassador and affiliate initiatives, reporting to the VP of Marketing on program performance, revenue attribution, and growth opportunities.
• Manage all creator whitelisting opportunities, coordinating paid media partnerships with creators, including briefing creators, negotiating whitelisting terms, fees, and usage windows with creators to secure the rights to run their content as ads, reviewing content, and delivering ready-to-run whitelisted ad assets.
• Curate, brief, and manage creators for sponsored content, product seeding, and campaign collaborations, ensuring all creator content aligns with LifeStraw's brand standards and campaign objectives.

Amazon Influencer Programs

• Manage Amazon-specific influencer programs, including Creator Connections, to drive product discovery, reviews, and conversion on the Amazon storefront.
• Identify, recruit, and brief Amazon creators, coordinating campaigns and content that align with LifeStraw's brand standards and commercial objectives.
• Track performance and ROI of Amazon influencer initiatives, optimizing programs based on engagement, traffic, and sales attribution.

Educational & Storytelling Content

• Develop a robust content pipeline of educational and storytelling content that showcases LifeStraw's extensive product range, helping consumers understand the differences between products, use cases, and the technology behind them.
• Create product education content (how-to's, comparison guides, use-case scenarios) across social and web channels to drive informed purchase decisions.
• Coordinate with the Social Impact & Sustainability Manager to amplify impact stories, B Corp initiatives, and Safe Water Fund content through compelling narrative formats.
• Support LifeStraw's Give Back program by translating its impact into engaging social and creator content, helping consumers understand that every purchase provides a child with a full year of safe water through LifeStraw Community purifiers donated to schools in need.
• Weave impact storytelling into creator briefs and the paid social ads library, highlighting the Safe Water Fund's humanitarian and emergency response work, LifeStraw's Guinea worm eradication legacy with The Carter Center, and the brand's Climate Neutral Certified and B Corp commitments.

Cross-Functional Collaboration

• Collaborate with the Creative team on asset needs and maintain a shared content asset library.
• Support the Sr. Brand Manager with social-first content for product launches and retail activations.
• Partner with both the Sales Channels leads who oversee Amazon and DTC on coordinating promotions and sales events.
• Work cross-functionally with the Sales team to understand retail and channel needs, and develop content and assets that support retail partners, channel programs, and sell-through.
• Partner with the Product team to understand product features, technology, and launch timing, ensuring creator briefs and content accurately reflect each product and its key benefits.

What We're Looking For

• A social media native: you understand what works on each platform and can create content that feels authentic, not corporate.
• Strong writing and storytelling skills; you can adapt voice and tone across platforms and formats.
• Experience with social media management tools (Dash Social, Sprout Social, Later, Hootsuite, or similar).
• Proficient in content creation and video editing tools, including Canva, CapCut, and similar platforms, to produce Reels, TikToks, and social graphics from UGC or original footage.
• Proven experience sourcing and working directly with content creators and UGC creators, including negotiating rates, deliverables, timelines, and usage rights.
• Strong understanding of creator whitelisting and paid usage (e.g., Meta Partnership Ads, TikTok Spark Ads), and how creator content is repurposed and performs as paid social.
• Experience owning a content or UGC budget and tracking spend against output and performance.
• A sharp editorial eye: you write clear briefs, proofread meticulously, and give direct, constructive feedback that gets content to final quickly.
• Highly organized, with experience building and maintaining a content library or digital asset management system that other teams rely on.
• Experience building or managing brand ambassador and/or affiliate programs, including budget management and ROI tracking.
• Data-informed: you check the numbers and adjust your approach based on what's working.
• Passion for sustainability, outdoor adventure, or public health/Safe water; you're excited by LifeStraw's mission.
• Collaborative, proactive, and comfortable working in a lean team environment.

Experience

• 5-7 years of experience managing social media and content for a consumer brand, preferably in outdoor, CPG, wellness, or mission-driven categories.
• Hands-on experience working with content creators, including negotiating creator agreements, managing whitelisting, and sourcing UGC for organic and paid social use.

Education

• Demonstrated experience with creator partnerships, influencer marketing, and/or affiliate program management.
• Bachelor's degree in Marketing, Communications, Journalism, or related field.
• Proficient in Asana, Google Suite, Microsoft Office, and Outlook.
• Proficient in Canva, CapCut, and similar graphic design and video editing platforms.

Essential Physical Demands and Typical Working Conditions

Physical demands include bending, carrying, pushing/pulling, reaching, sitting, standing, walking, and extremes of temperature and humidity, as well as travel between physical locations. Hazards include stairs and communicable diseases.