Social Media Manager APPLY NOW

Position Overview

As our Social Media Manager, you are the strategic voice behind our online presence: crafting captions, scripting content, growing our audience, and building emotional connection through every post, reply, and campaign. While our content creators capture the visuals of Pax, you give it rhythm, language, and momentum. You're the connective tissue between campaign planning, cafe culture, and audience response.

Key Responsibilities

Strategy & Planning

• Develop and manage monthly content calendars across all social media platforms
• Ensure all posts align with business goals, brand tone, and campaign timelines
• Collaborate with Creative Director and Content Creator on storytelling pillars, seasonal campaigns, and platform-specific priorities

Content Scripting & Caption Writing

• Write clear, poetic, and brand-aligned captions and CTAs that resonate with our community
• Script videos for Content Creator including barista skits, tutorials, and UGC prompts
• Brainstorm new content series that create emotional loopbacks and community rituals

Community Engagement

• Respond to comments, DMs, and story replies with authentic brand voice
• Escalate customer service messages to appropriate team members when needed
• Seed conversations, polls, and questions to grow meaningful engagement
• Make our guests feel seen and part of the Pax community, even online
• Answer inquiries about events and coordinate with cafe managers

Analytics & Optimization

• Track and report weekly/monthly metrics including reach, engagement, follower growth, saves, and ROI
• Identify top-performing content, platform shifts, and customer insights
• Use data findings to improve timing, style, and messaging across platforms
• Present actionable recommendations based on performance analysis

Campaign & Influencer Management

• Plan and launch social campaigns for cafe openings, product launches, events, and seasonal promotions
• Identify and coordinate with local creators/influencers through Pax Post Club, barista shoutouts, and micro-collaborations
• Support user-generated content collection and reposting strategy
• Manage campaign timelines and deliverables

Trend Monitoring & Brand Alignment

• Stay current on trends in specialty coffee, social media, and youth culture
• Bring trend ideas forward, filtered through Pax's authentic brand voice
• Maintain consistent visual and tonal standards, even when adapting to fast-moving trends
• Ensure brand integrity across all platforms and content types

Skills & Qualifications

Required Skills

• Exceptional writing ability with talent for brand voice matching (warm, gracious, not overly corporate)
• Content management experience with content calendars and high-volume posting schedules
• Platform expertise including Later, Meta Business Suite, TikTok for Business, Canva (or equivalent tools)
• Social media intuition with strong instincts for timing, platform dynamics, and emotional storytelling
• Collaborative mindset - knows when to lead and when to support creative initiatives

Preferred Experience

• 2+ years managing social media for hospitality, food & beverage, or lifestyle brands
• Experience with influencer partnerships and user-generated content campaigns
• Background in specialty coffee or cafe culture
• Analytics and reporting experience with social media management tools

Personal Qualities

• Authentic passion for community building and brand storytelling
• Ability to maintain brand voice consistency across various content types
• Strong organizational skills with attention to detail
• Adaptability to fast-paced social media environment
• Customer service orientation with empathy for online community needs

Why This Role Matters

Done well, this role doesn't just grow numbers—it grows a sense of belonging within Pax & Beneficia's brand. You'll be responsible for transforming our digital presence into a genuine community space where coffee culture, creativity, and connection intersect. Your work will directly impact how our brand is perceived and how our customers feel about being part of the Pax family.