Position Summary:The Manager, Social Media - Non-BBU Brands is responsible for end-to-end oversight, governance, and execution of social media activities across all non-BBU brands. This role ensures all content, responses, and engagements are legally compliant, brand-appropriate, and aligned with corporate standards.
This position serves as the central authority for social media review, scheduling, posting governance, and response management, while proactively mitigating risk, managing viral events, and ensuring the front-line Consumer Relations team is fully aligned on messaging, promotions, and approved responses.
Key Responsibilities:Social Media Governance & Oversight- Own end-to-end governance of social media activity across all non-BBU brands (e.g., Barcel USA, Bimbo Canada, Bimbo UK, Popcornopolis, St. Pierre)
- Ensure consistency in brand voice, tone, and messaging across all platforms (Instagram, TikTok, Facebook, etc.)
- Establish and enforce standard operating procedures for social media engagement, posting, and response management
- Maintain control and visibility over all published and scheduled content
Legal & Regulatory Review-Oversee legal, regulatory, and compliance review of all social media content and responses prior to posting
-Ensure adherence to:
- Advertising and promotional regulations
- Brand guidelines
- Allergen, health, and product claim requirements
-Serve as the liaison between Legal, Marketing, and Consumer Relations for content approvals
-Develop clear posting guidelines for agencies and internal teams to ensure compliance (e.g., influencer/event posting rules)
Content Review, Scheduling & Posting-Review and approve all social media content prior to publication
-Manage content calendars, scheduling, and posting cadence across brands
-Ensure alignment with:
- Active campaigns and promotions
- Seasonal initiatives
- Product launches and marketing activations
-Coordinate with agencies to ensure timely execution and accuracy of content
-Maintain centralized oversight of posting responsibilities to ensure accountability
Social Listening, Monitoring & Engagement-Oversee real-time monitoring of social media platforms for:
- Brand mentions
- Consumer inquiries and complaints
- Emerging trends and viral content
-Ensure timely, accurate, and brand-appropriate responses to consumer interactions
-Classify sentiment and identify risk levels (low, medium, high) to determine appropriate action
-Escalate high-risk or sensitive issues (e.g., food safety, allergens, reputational risk) appropriately.
Front-Line Team Enablement & Communication-Ensure the Consumer Relations team is fully informed of:
- Approved messaging and statements
- Active promotions and campaigns
- Viral trends and required response language
-Develop and distribute response templates, FAQs, and guidance documents
-Provide real-time updates when messaging changes or new risks emerge
-Partner with training teams to ensure consistent execution by front-line associates
Escalation Management & Risk Mitigation- Triage, assess, and escalate high-risk social media interactions
- Coordinate with cross-functional teams (Legal, Quality, Safety, Marketing) on sensitive issues
- Ensure all escalations are handled with urgency and properly documented
- Establish escalation protocols and ensure adherence across all teams
Cross-Functional Collaboration-Serve as the central hub connecting:
- Marketing and Brand teams
- Legal and Regulatory
- Consumer Relations
- External agencies (Ensure alignment across all stakeholders on messaging, timing, and response strategy
-Support campaign launches, influencer events, and brand activations
Leadership Competencies:- Strong judgment and risk assessment
- Attention to detail and accuracy
- Ability to operate in high-pressure, real-time environments
- Proactive communication and leadership
- Data-driven decision making
- Ownership and accountability
Education and Work History:- Bachelor's degree or equivalent experience
- 4+ years of relevant experience required
- Experience in Social Media Management or Consumer Relations
- Strong knowledge of social media platforms and engagement strategies
- Experience working with legal/compliance review processes
- Proven ability to manage high-volume, fast-paced environments
- Strong written communication and brand voice management skills
- Experience working with agencies and cross-functional teams
The physical and mental demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be requested to enable individuals with disabilities to perform the essential functions.
