Social Media Manager

Social Media Manager

Since 1935, GNC has been a global leader in health and wellness innovation, inspiring people to achieve their goals with a trusted and dynamic range of products. As #TeamGNC, we prioritize our consumers, constantly collaborating and developing new ideas to deliver cutting-edge solutions. Our team is passionate about driving change and turning aspirations into actions. We believe that good health is the greatest gift, and there's nothing more rewarding than helping others achieve it. Join us in empowering others to Live Well!

The Social Media Manager leads GNC's organic social presence, community, and cultural relevance across TikTok, Instagram, YouTube, and emerging platforms. Reporting to the Director, Social & Influencer Marketing, this role oversees social specialist and drives a listening-led, always-on content engine that turns trends, conversations, and cultural moments into brand engagement.

This leader is responsible for growing and energizing the #TeamGNC community through social-first storytelling, proactive engagement, and fan-focused programs that build loyalty and advocacy. Working cross-functionally with Marketing Strategy, Creative, Paid Media, TikTok Shop, PR, and Customer Service, they translate community insights into content, campaigns, and business action.

Job Responsibilities

Channel Strategy

• Own GNC's organic social strategy and execution – including, social voice, visuals, and overall content calendar across TikTok, Meta, YouTube, and other emerging platforms.
• Develop and execute social-first ideas for campaigns, launches, and cultural moments in partnership with Marketing Strategy, Creative, Influencer, Paid Media, Merchandising, Brand and TikTok Shop teams.
• Support co-branded social activations with strategic brand partners.

Social Listening & Insights

• Lead always-on social listening to identify audience insights, sentiment, emerging trends, cultural conversations, and competitive insights.
• Turn social data into actionable recommendations for marketing, product, merchandising, PR, and leadership teams.
• Surface opportunities, risks, and consumer insights that influence business decisions.

Trend & Real-Time Marketing

• Operate a newsroom-style approach to trend spotting and real-time opportunities to activate against.
• Make informed react-or-pass decisions and bring timely, relevant content to market quickly.
• Partner with Legal and Regulatory teams to build agile workflows and social-safe guardrails.

Content & Creative

• Lead the creation of social-first content with a focus on short-form video, creator-style storytelling, and platform-native executions.
• Collaborate with internal and external partners (agency and creator) to develop engaging content that drives relevancy, engagement, and community participation.
• Leverage social search best practices and amplify UGC, community stories, and creator content across owned channels.

Community & Engagement

• Own GNC's community strategy and foster an engaged, loyal #TeamGNC fan community.
• Drive proactive engagement strategy that builds brand love, advocacy, and buzz for GNC.
• Develop fan-first programs such as surprise-and-delight initiatives, community spotlights, ambassador recognition, and exclusive experiences.
• Partner with Customer Service, PR, and Legal to manage issues, escalations, and crisis communications.

Measurement & Performance

• Define social KPIs and own reporting, dashboards, and channel performance insights.
• Lead a test-and-learn culture that continuously improves content effectiveness, social-first ideation and community engagement efforts.
• Partner with Paid Social and Commerce teams to connect social performance to traffic, conversion, and sales.

Team Leadership & Operations

• Lead, coach, and develop a high-performing social team.
• Manage budgets, agency partners, tools, and operational processes.
• Identify opportunities to responsibly leverage AI and emerging technologies to improve efficiency and performance.

Supervisory Responsibilities:

• This position manages individual contributors. (Specialist, Social Engagement)

Physical Aspects/Work Environment:

• Hybrid work environment, 3 days in-person attendance (Pittsburgh, PA) in addition to ability to work remotely.
• Regularly required to stand; walk; sit; use hands or fingers to handle or feel; reach with hands and arms; stoop, kneel, crouch, or crawl; and talk or hear.
• Regularly/Occasionally lift and/or move up to 50 pounds.
• Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.
• The noise level in the work environment is usually low/moderate.

* Reasonable accommodations may be made to enable individuals to perform the essential functions.

Qualifications

Required

• Bachelor's degree in Marketing, Communications or related field, or equivalent experience
• 5+ years of social media experience at a consumer brand or agency, including 1–2+ years managing people.
• A portfolio of social-first work, especially content ideation/execution and trend-led moments and campaign activations, showing growth, engagement and business impact.
• Proven ability to spot and capitalize on trends quickly, with sound judgment on brand fit and risk.
• Experience managing social content creators/network of freelance creators for content output.
• Deep fluency in Meta, Instagram, YouTube and internet & fitness/wellness/health culture.
• Experience running social listening and turning data into insights for business stakeholders (e.g., Sprout Social, Sprinklr, Brandwatch, Talkwalker)
• Experience building proactive community, advocacy or surprise-and-delight programs, plus managing social media issues/crisis management
• Strong analytical, project management and budgeting skills in a fast-paced environment
• Ability to influence cross-functional partners and senior leadership

Preferred

• Experience in sports nutrition, health, wellness, athleisure, supplements, fitness or adjacent categories. Experience in regulatory industries ideal, but not required.
• Omnichannel retail and social commerce (e.g., TikTok Shop) experience
• Social content creation skills
• Experience using AI tools in content, listening and reporting workflows