The Social Media Marketing Manager is the strategic architect of Lands' End's presence across social and creator channels. This role sits above channel-by-channel execution: it owns how Instagram, TikTok, TikTok Shop, YouTube, Pinterest, Facebook, and emerging platforms work together as one connected system, and how influencer and creator partnerships extend brand storytelling and drive commerce. This person thinks in ecosystems, not posts, identifying where each platform earns its role in the funnel (brand-building vs. community vs. social commerce), briefing creative and content teams against a unified point of view, and building the always-on and campaign-specific social calendar in lockstep with Brand, PR, and Merchandising.
Cross-Channel Social Strategy- Own the total social ecosystem strategy, defining the distinct role, tone, and success metrics for each platform (Instagram, Facebook, TikTok, YouTube, Pinterest, and emerging channels) and how they reinforce one another.
- Lead evaluation and piloting of new and emerging platforms and formats (e.g., TikTok, TikTok Shop, YouTube Shorts, Pinterest, social commerce features), building the business case for investment or expansion.
- Architect and maintain the always-on content and campaign calendar, aligning social output with brand, product, PR, and promotional priorities.
- Serve as the internal strategic lead for social, translating brand and campaign briefs into channel-specific strategies and creative direction.
Content, Creative & Community- Brief creative and content teams on social and platform-native concepts, ensuring output is distinctive to each channel rather than repurposed uniformly.
- Oversee published content across all channels (written, image, video, live/shoppable formats); establish and uphold brand voice and quality standards.
- Monitor community sentiment and online conversation; guide response strategy for community management and reputation issues in partnership with PR.
- Champion social commerce initiatives (TikTok Shop and platform-native shopping features), partnering with Merchandising and E-Commerce on assortment, tagging, and conversion.
Analytics & Reporting- Analyze, review, and compile performance reporting across social and influencer programs; translate data into clear recommendations for content, platform mix, and investment shifts.
- Partner with paid social/media teams to ensure organic and paid strategies are complementary and not duplicative or misaligned with the brand-building mandate.
- Prepare executive-ready readouts on channel performance, share of voice, competitive positioning, and influencer program ROI.
Cross-Functional Partnership & Operations- Partner closely with Brand Marketing, PR, Merchandising, E-Commerce, and external agencies to align social/influencer initiatives with broader go-to-market plans.
- Manage timelines, approvals, and budget/invoice reconciliation for social content production and influencer engagements.
- Continuously scan trends in social platforms, creator culture, and social commerce, bringing forward recommendations to keep the brand ahead of shifts.
Qualifications and Skills- BA/BS degree in Marketing, Communications, or related field.
- 6+ years of experience in social media including experience managing platform strategy across multiple channels
- Demonstrated experience with TikTok, TikTok Shop, and social commerce; familiarity with YouTube and Pinterest strategy a strong plus.
- Strong strategic and systems thinking, able to see how channels, content, and creators fit together rather than optimizing any one in isolation.
- Experience briefing creative teams and evaluating creative output against strategic and platform-specific objectives.
- Fluency in social analytics platforms and translating data into action.
- Excellent written and verbal communication skills; strong presentation and executive-communication ability.
- Strong organizational skills with proven ability to manage multiple concurrent projects, partners, and deadlines.
- Ability to perform under pressure in a fast-paced, evolving environment.
The pay range for this position is $90,000 - $110,000. An employee's pay within the salary range will be based on numerous factors including, but not limited to, relevant education, qualifications, experience, skills, geographical location, and business or organizational needs. This position may also be eligible for annual merit increase, bonus, and/or incentive compensation. We also offer a comprehensive benefits package including paid time off, health, dental, vision, and disability benefits.
