Senior Manager of Social Media & Influencer Marketing

Job Description

Job Description

Culligan is seeking a Senior Manager of Social Media & Influencer Marketing to lead organic social and influencer strategy for our North American dealer network. This role will shape how Culligan shows up across priority dealer social platforms, creating platform-native content and creator programs that build brand trust, deepen consumer engagement, and support measurable demand. The Senior Manager will partner closely with global social, content, performance marketing, SEO/GEO, and dealer teams to ensure social efforts strengthen Culligan’s broader digital ecosystem, including demand generation, search and AI-driven discoverability.

Responsibilities:

Influencer and Organic Social Strategy Ownership

• Develop and execute a comprehensive organic social media and influencer strategy for Culligan dealers’ local social channels, aligned with Culligan’s global brand standards and business priorities, with a focus on driving brand engagement, consideration, demand and loyalty.
• Outline channel priorities and build strategies for key dealer channels including Instagram, TikTok, YouTube, Facebook, LinkedIn, NextDoor and Reddit — optimizing content and cadence for content strategy alignment, platform behavior and discoverability signals that influence SEO and AI search ecosystems.
• Lead dealer education and enablement for organic social marketing, equipping local teams with the tools, guidance, and best practices needed to execute brand-aligned strategies and improve engagement across local channels.
• Own influencer creator and content strategy, managing the end-to-end process from creator selection and contracting to content concepting, review and amplification, in partnership with agency team.
• Act as lead Culligan dealer network brand liaison with the global social media and influencer marketing team to provide content needs, share feedback, and partner to execute relevant campaigns and influencer activations.

Content Creation & Production

• Build and maintain an editorial process and dealer content calendar grounded in core content pillars and built to support our broader full-funnel paid and organic strategy.
• Create, source and optimize compelling content, with a strong emphasis on video, designed to increase engagement, search visibility, and conversion.
• Vet and onboard influencer and UGC creators, evaluating audience authenticity, engagement quality, brand fit, and brand safety.
• Work with internal and external agency and creative partners to produce social video and photo shoots, including local content, brand content and customer testimonials.
• Develop and scale UGC programs, including sourcing, curating, and amplifying customer and creator content to improve authenticity, engagement, and downstream conversion performance.

Community Management, Social Listening & Analytics

• Act as the primary community manager across social platforms and third-party review sites (Google Business Profiles, Yelp, BBB, Reddit, and social comments).
• Monitor, moderate, and respond to customer feedback, questions, and complaints to protect brand reputation and build trust, while identifying opportunities to convert engagement into qualified leads for local dealers.
• Manage escalation and response frameworks in partnership with CX, Legal, and PR for sensitive or high-risk issues.
• Conduct social listening and sentiment analysis to surface customer insights, content opportunities, social analytics (Sprout Social, Hootsuite) and reputational risks.
• Develop a local dealer and technician training and engagement program, working cross functionally to activate dealer teams as community participants and advocates.

Qualifications:

• Bachelor's degree in marketing, communications, digital media, or a social media-related field.
• 7+ years of experience in social media/influencer management roles.
• Proven track record of building and growing social media audiences and engagement across multiple platforms, with demonstrated impact on engagement and demand growth.
• Hands-on experience creating and executing content strategies, including video-first and short-form content.
• Demonstrated experience launching and managing UGC programs or working with UGC/creator agencies to scale authentic content production.
• Experience leveraging social media to support SEO performance, digital discoverability, and emerging AI-driven search environments.
• Experience managing brand reputation and customer interactions across social and review platforms.
• Demonstrated ability to analyze performance metrics and optimize campaigns based on data insights.
• Experience marketing home services — and/or within a franchise or dealer-network model — a plus.

Competencies: To perform the job successfully, an individual should demonstrate the following competencies in this position:

Resourcefulness Customer Focus Team Player

Passion Integrity Creativity

Communication Organizational/Planning Adaptability

Judgement/Decision Making Analytical

Target Salary Range: $110,000 - $130,000 per year plus bonus. Exact pay will be based on factors including, but not limited to relevant education, qualifications, certifications, experience, level, geographic location, and business and organizational needs. Full-time positions are eligible for competitive benefits, including paid time off, health, dental, vision, life, disability benefits and 401(k).

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