Salary Range: CA$53,000.00 To CA$63,000.00 Annually

Role Summary The Social Media Lead owns the performance, direction, and growth of assigned social accounts across TikTok, Instagram, Facebook, and Snapchat. This role is accountable for audience development, engagement outcomes, creative packaging, brand voice, and team performance.

The Social Media Lead is the subject matter expert on social strategy, directly manages a small team of creators, editors, and designers, and is responsible for building a high-performing team while delivering measurable business impact across platforms.

Core Responsibilities

1.

Social

Performance and Growth

Translate company OKRs into platform-level roadmaps and content calendars

Own audience growth, engagement rate, watch time, and retention for the assigned portfolio

Define the content mix, posting cadence, and publishing priorities per platform

Lead hook, thumbnail, caption, hashtag, and sound strategy

Identify scalable content formats and franchises within assigned brands

Develop quarterly growth plans with clear targets and checkpoints

Drive monetization across eligible platforms, managing content against ad revenue and creator program requirements to maximize payout on every eligible post.

Apply platform monetization best practices day to day, including content eligibility, ad placement or breaks, and format choices that increase RPM and revenue without hurting audience retention.

- Platform and Brand Strategy

Own social strategy tailored to each platform's format, algorithm, and audience behavior

Act as the subject matter expert on social trends, formats, and best practices, keeping the team and clients ahead of platform changes

Own brand voice and brand consistency, developing and maintaining brand guidelines and tone for each client, and ensuring every post reflects the correct voice

Translate client IP (TV and film) into platform-native concepts, recurring series, and audience narratives

Ensure strategic and brand consistency across related accounts and platforms

3.

Content

Operations and Daily Execution

Own content calendars aligned to client priorities, release windows, and platform cadences

Oversee the full production workflow, from concept and briefing through editing, review, publishing, and community-facing follow-up

Apply and enforce brand voice,



packaging, metadata, and captioning standards in day-to-day content review and approvals

Set and maintain quality standards and publishing SLAs so output stays consistent, on-brand, and on time at scale

- Team Leadership and Development

Directly manage a small team of social content creators, editors, and designers

Conduct performance reviews and regular coaching sessions

Set clear expectations and hold the team accountable to outcomes

Provide candid, constructive feedback

Balance hands-on execution with delegation, and develop future talent within the team

- Client and Stakeholder Alignment

Serve as the social point of contact for assigned Enterprise clients, presenting strategy, calendars, and performance clearly

Communicate performance narratives that connect data to decisions

Navigate high-sensitivity client and brand-safety environments when applicable

Escalate risks proactively, always paired with proposed solutions

6.

Decision

Ownership and Compliance

Prioritize initiatives across the portfolio and balance experimentation with stability

Approve major creative and strategic shifts within the portfolio

Ensure content complies with each platform's policies and with client rights and licensing terms, partnering with rights and legal teams where needed

Align resourcing needs with Program Management

Key Performance Indicators

Audience and follower growth (MoM and YoY)

Ad revenue and RPM on monetization-eligible platforms, measured against targets.

Share of eligible content actively monetized, and revenue growth (MoM and YoY).

Engagement rate, shares, and saves against targets

Watch time and retention improvements

Brand voice and packaging consistency across the portfolio

Team engagement and retention

Execution quality and consistency across accounts

Qualifications

Required

3 to 5 years in social media, including demonstrated ownership of TikTok, Instagram,



Facebook and Snapchat strategy and content

Proven experience owning and scaling ad revenue across Facebook and Snapchat, both functionally and strategically, and coaching a team to monetization targets

Track record of increasing RPM and platform payouts through content, packaging, and programming decisions

Experience managing or leading others, and readiness to step into a formal people-management role

Proven track record growing audiences and engagement, ideally in media, entertainment, or with premium IP

Solid understanding of branding and brand voice, with the ability to define, document, and enforce brand guidelines and tone across daily content and long-term strategy

Working understanding of social monetization and platform creator programs (for example TikTok, Instagram, Facebook, and Snapchat creator and rev-share programs), and how they factor into content and audience strategy

Strong editorial instincts for short-form video, including hooks, pacing, sound, and trends, and comfort giving feedback to editors and designers

Fluency with native platform tools and analytics, plus scheduling and social management platforms (e.g.

Sprout

Social, Later, Sprinklr, or similar)

Experience presenting strategy and performance to senior stakeholders or Enterprise clients

Strong prioritization and decision-making skills in fast-moving, ambiguous environments

Nice to Have

Experience working with TV, film, or broadcast IP, and an understanding of release windows and rights considerations

Familiarity with content localization and adapting content for multiple markets and languages

Hands-on editing skills (CapCut, Premiere, or similar) to prototype and unblock the team

Experience with project management platforms (ClickUp or similar) and AI-assisted content workflows

Experience working within an MCN, digital studio, or platform partnerships environment

This role owns social strategy, brand voice, and performance outcomes for its portfolio, and the day-to-day content operations of its team. Broader workflow systems, cross-team resourcing, and program-level client cadence are owned by Program Management, and the Social Media Lead is expected to partner closely with Program Management and the Operations and Strategy Leads and Managers.

📌 Social Media Lead (Winnipeg)
🏢 BBTV
📍 Winnipeg