Social Media Marketing Specialist (New York City Metropolitan Area)

Social Media Specialist

Location: Remote, U.S. (NYC or Sonoma County preferred, but not required)

Engagement: Independent contractor (1099), part-time; estimated 15–20 hours per week, schedule set by the contractor

About Dancing

Dancing is a mother-daughter wine and fine fragrance brand based in Dry Creek Valley, Healdsburg, in Sonoma County. We make small-lot wines from historic, head-trained Zinfandel vines and a fragrance line inspired by the vineyard. We sell direct to consumers through our website and our wine club, Dance Club, and our wines are poured in restaurants, including Michelin-starred accounts.

About the Role

We are looking for a part-time social media manager to grow our Instagram audience. This role is organic-first: you will plan, edit, and publish content that brings new people to Dancing and builds an engaged community around the brand. Instagram is our primary channel, with TikTok and Pinterest as secondary channels for repurposed content. A smaller part of the role supports our paid social activity, primarily by turning top-performing organic content into ads. You will work directly with our Founder, who sets brand direction and voice.

Key Responsibilities

1. Instagram Growth and Content (approximately 75% of time)

• Content Strategy: Develop content pillars and a monthly content calendar designed to reach new audiences, aligned with product launches, Dance Club drops, and seasonal moments.
• Content Creation: Shoot and edit Reels, carousels, and Stories, including semi-monthly on-site capture at the office and at events. Target cadence: 4 Reels and 5 feed posts per week, with Stories on most days.
• Sensory Storytelling: Translate vineyard life, tasting notes, food pairings, and fragrance notes into visual, accessible content.
• Copywriting: Write captions, hooks, and on-screen text in the Dancing voice.
• Trends and Formats: Track platform trends, audio, and formats, and adapt them in ways that fit the brand.
• Community Growth: Respond to comments and direct messages, and engage proactively with accounts in the wine, fragrance, food, and lifestyle communities we want to reach.
• Collaborations: Coordinate Instagram Collab posts and content swaps with partner restaurants, retailers, creators, and complementary brands.
• Secondary Channels: Repurpose Instagram content for TikTok and Pinterest.

2. Paid Social Support (approximately 15% of time)

• Organic Amplification: Promote top-performing Reels and posts through Meta Ads Manager to reach targeted new audiences, within a media budget of approximately $3,000 per month.
• Campaign Support: Maintain our core Meta purchase campaigns and help audit conversion tracking on our Shopify storefront.

3. Reporting (approximately 5-10% of time)

• Monthly Report: Follower growth, reach to non-followers, engagement rate, saves and shares, profile visits, and website clicks, with the top and bottom performing posts and recommended changes.

Standards

• Grow the audience through content and genuine engagement only: no purchased followers, engagement pods, or follow/unfollow automation.
• Apply Instagram’s age restrictions for alcohol content and keep all product statements within the claims approved by the Dancing team.

Qualifications

Required

• Experience: 3+ years managing Instagram for consumer brands, with at least one account you grew yourself.
• A record of organic follower growth on at least one brand account, shown with before-and-after follower counts
• A portfolio of Reels you shot and edited yourself, including at least two that reached well beyond the account's own followers.
• Skill in mobile photography and video, including lighting and composition
• Skill in short-form video editing (CapCut, Adobe Premiere, or equivalent)
• Skill in Canva or equivalent design tools
• Strong copywriting skills for captions, hooks, and on-screen text
• Experience with Instagram Insights or Meta Business Suite analytics
• Working knowledge of Meta Ads Manager, including promoting organic content
• Experience in community management and coordinating collaboration posts with partner brands or creators

Preferred

• Experience in wine, spirits, beverage, beauty, fragrance, hospitality, or luxury lifestyle.
• Familiarity with alcohol content rules on social platforms.
• Experience growing TikTok or Pinterest accounts.
• Existing relationships with food, wine, or lifestyle creators.

Key Performance Indicators (KPIs)

• Paid: ROAS (Return on Ad Spend), CAC (Customer Acquisition Cost), and paid social revenue contribution.
• Organic: Follower growth, engagement rate, impression reach, and UGC collection volume.

Compensation: Monthly retainer of $3,500–$5,000, depending on experience

Benefits

Pride Global offers eligible employees comprehensive healthcare coverage (medical, dental, and vision plans), supplemental coverage (accident insurance, critical illness insurance and hospital indemnity), a 401(k)-retirement savings, life & disability insurance, an employee assistance program, identity theft protection, legal support, auto and home insurance, pet insurance, and employee discounts with some preferred vendors.

Equal Employment Opportunity

Pride Global is an equal opportunity employer. We do not discriminate on the basis of the race, religious creed, color, national origin, ancestry, physical disability, mental disability, reproductive health decision making, medical condition, genetic information, marital status, sex, gender, gender identity, gender expression, age, sexual orientation, veteran or military status, or any other characteristic protected by applicable federal, state, or local law.

Fair Chance Employment

Pride Global is a Fair Chance employer. We consider all qualified applicants, including those with criminal histories, in a manner consistent with applicable state and local Fair Chance laws and ordinances, including, the California Fair Chance Act and all applicable local Fair Chance ordinances.

Accommodations

We are committed to providing reasonable accommodations to applicants and employees with disabilities. If you require a reasonable accommodation to participate in the application or interview process, or to perform the essential functions of this role, please contact us.