About the Company Himalaya Wellness USA is seeking a Social Media & Content Manager to own and elevate our brand storytelling and community engagement across TikTok Shop, Instagram, Facebook, and emerging channels. We are a fast-growing company in health & wellness and beauty and play in the dynamic categories of natural supplements, natural oral care, skin care and personal care. We have been developing safe, innovative natural products since 1930 and are still family owned. About the Role This role will establish and shape our content strategy and social media presence while also scaling very quickly to accelerate our growth in social commerce. The Social Media & Content Manager will develop, produce, and publish branded content for both organic and paid media, manage social-first campaigns, oversee community interactions, and ensure our brand presence (across 4 sub-brands) is consistent, engaging, and strategically aligned with business goals. The Social Media & Content Manager will be expected to be adept at adapting new technologies and leverage AI to develop and deliver content. Responsibilities • This position is responsible for the full ownership of Himalaya’s social media strategy, content execution, and community engagement. The role will require the ability to operate autonomously, prioritizing, planning and executing with limited oversight. • Social Media Strategy & Planning • Develop and execute a cohesive social media and content strategy across TikTok/TikTok Shop, Instagram, Facebook, and emerging platforms to drive brand awareness, engagement, and sales. • Focus on accelerating growth on TikTok Shop by developing content strategy for brands’ accounts and ads on TikTok. • Build and manage monthly content calendars by sub-brand, balancing planned campaigns with timely trend-based opportunities. • Develop and implement community engagement strategies to grow brand following across social media platforms. • Identify and leverage key cultural moments, seasonal events, and platform trends for content integration. • Define and maintain platform-specific brand voice, tone, and visual guidelines for each sub-brand. Content Creation & Management • Own the end-to-end content creation process for organic and paid posts, including scripting, storyboarding, directing, filming, editing, and copywriting. Leverage AI when needed to develop assets. • Develop high-quality social-first creative assets, including short-form videos, photos that are optimized for TikTok and TikTok Shop, as well as Instagram Reels, Stories, and Meta ads. • Collaborate with influencers for UGC to deliver elevated branded content, as applicable. • Manage content for ads on TikTok Shop (primarily) and Meta, ensuring assets align with campaign goals and performance best practices. • Maintain an ongoing library of scalable templates, branded assets, and toolkits for quick-turn content production. Community Management • Monitor and engage with followers across platforms in a timely and on-brand manner, fostering a welcoming and inclusive community. • Manage and respond to direct messages, comments, and mentions across social platforms; escalate customer service inquiries or issues as appropriate. • Plan and execute giveaways across social media platforms, including concept development, compliance review, vendor coordination, and prize fulfillment to drive engagement and brand awareness. • Proactively identify opportunities to surprise and delight loyal followers and convert new audiences. Campaigns, Influencer & Partnership Marketing • Plan and execute influencer collaborations, creator campaigns, and product seeding strategies, with a focus on TikTok Shop to drive conversion and brand growth. This would include identifying influencers to partner with, briefings, and product mailings. • Partner with influencers and creators to develop ad-ready content for paid media use. • Support brand campaigns, seasonal activations, and special projects (e.g., product launches, anniversaries, cultural moments). • Collaborate with sales, retail, and ecommerce teams to support social activations with key partners. Analytics & Optimization • Track KPIs across organic and paid content, including reach, engagement, CTR, conversion, and ROI. • Deliver weekly and monthly performance reports with actionable insights to guide future strategy. • Conduct A/B testing on content formats, messaging, and ad creatives to optimize performance. • Continuously track emerging social media trends and evaluate how Himalaya’s products and brand can authentically participate to maximize visibility and relevance. • Stay ahead of emerging platform tools, algorithm changes, best practices, and cultural trends. Qualifications • Proven success in scaling a brand on TikTok is required. • 3-4 years of professional experience in social media, content creation, or digital marketing. Experience in beauty, wellness, lifestyle, or CPG is preferred. Please note, candidates without social content creation experience will not be considered. • Has an entrepreneurial mindset, ability to hit the ground running, roll up their sleeves to tackle any project big or small, and think outside the box. • Bachelor’s degree in Marketing, Communications, or related field, and/or related work experience. • Proven success in creating high-performing short-form video content for TikTok, Instagram, and Meta ads. • Demonstrated ability to use AI to create content and content efficiencies. • Strong copywriting skills with an eye for storytelling, visual composition, and brand alignment. • Proficiency in tools such as Meta Business Suite, TikTok Creator Tools, HootSuite, Canva, Adobe Creative Suite, or equivalent, Google Analytics/GA4, as well as AI content creation tools. • Ability to travel for content shoots, events, and meetings. • Experience managing influencer relationships and creator content pipelines. • Strong project management skills; ability to balance multiple priorities with tight deadlines. • Experience in presenting recommendations and deliverables to key stakeholders. • Data-driven mindset with experience interpreting analytics and applying insights. • Highly collaborative, self-starter, adaptable to change, and able to