We are looking for a passionate, creative, and strategic Social Media Manager to lead how Paw Prosper's D2C consumer brands show up across organic social media, building engaged audiences and supporting the customer journey through relevant, useful, and engaging content.

As part of the Marketing team and reporting to the Director of Content & Community, this role will oversee the organic social presence of Paw Prosper's growing portfolio of 8 D2C brands and growing. You'll help create a scalable approach that allows each brand to maintain its own voice, audience, and purpose while benefiting from a shared content and marketing ecosystem.

This role combines strategy with hands-on execution. You will own organic social calendars and channel strategies, nurture audiences through meaningful two-way engagement, uncover UGC and customer stories, and maximize our existing content bank by adapting and repurposing assets for organic social. You will own the day-to-day organic social function, while the overall content and community strategy will be developed in partnership with and under the oversight of the Director of Content & Community.

You'll work closely with Growth and other marketing partners who develop content and activate audiences across paid and performance channels, while owning how our brands, content, and stories come to life organically.

This is a remote position, with candidates located in the Greater Toronto Area (GTA) considered an asset due to the collaborative nature of our Marketing team.

Key Responsibilities Organic Social Strategy & Channel Ownership

Own and evolve the organic social strategy across Paw Prosper's growing portfolio of D2C consumer brands in partnership with the Director of Content & Community.





Define how each brand shows up organically, including channel purpose, content pillars, voice, audience experience, and engagement approach.

Own organic social calendars from planning through publishing, engagement, optimization, and reporting.

Translate campaigns, launches, promotions, educational initiatives, customer stories, and brand priorities into compelling, platform-specific organic content.

Support D2C priorities across the customer journey through organic social, balancing brand building and audience engagement with product discovery, education, launches, promotions, and advocacy.

Monitor platform trends, audience behavior, emerging formats, and new channel opportunities to continuously evolve our approach.

Partner with the Director of Content & Community and Growth to align organic social with broader D2C campaigns and priorities while maintaining a distinct organic channel strategy and audience experience.

Audience Engagement & Nurturing

Build and nurture engaged audiences across Instagram, Facebook, TikTok, YouTube, and other relevant organic social platforms.

Create welcoming organic environments that encourage conversation, participation, sharing, and connection with our brands.

Manage and proactively engage with comments, direct messages, tags, questions, brand mentions, relevant accounts, and social conversations.





Identify and nurture highly engaged followers, customers, super-users, and advocates, helping turn passive followers into active participants.

Identify relevant trends, cultural moments, and conversations our brands can authentically participate in.

UGC & Audience Storytelling

Proactively discover and collect UGC, testimonials, pet stories, product experiences, and other customer stories for organic social.

Own the process for sourcing, securing permissions for, organizing, and tracking UGC across consumer brands.

Build relationships with customers who create authentic brand content and identify opportunities to turn their experiences into ongoing organic storytelling.

Partner with Customer Experience to uncover customer stories and with Growth when UGC has potential for paid, affiliate, creator, or performance activation.

Content Activation & Audience Insights

Maximize Paw Prosper's broader content bank by repurposing photography, video, UGC, testimonials, educational materials, and campaign assets into platform-appropriate organic content.

Write and adapt captions, hooks, Stories, carousels, short-form video concepts, and other organic-first executions, creating lightweight social-first content when needed.

Identify opportunities to extend the lifespan of solid content through new formats, angles, edits, and storytelling approaches.

Identify gaps in the content bank based on organic channel and audience needs and communicate those needs to the appropriate teams.

Monitor conversations, sentiment, questions, and audience behavior to identify insights and opportunities that can strengthen content, messaging, and the customer experi

📌 Social Media Manager (Winnipeg)
🏢 Paw Prosper
📍 Winnipeg