Senior Social Media Manager & Content Strategist

ABOUT 321 THE AGENCY

321 is a full-funnel creative agency built for brands that operate in complex, regulated industries — healthcare, insurance, legal services, home services, entertainment, and travel and tourism. We're a remote, AI-first team that combines strategic creative with CRM infrastructure, performance marketing, and paid media to drive real, measurable business outcomes for our clients.

We believe organic social isn't a posting schedule — it's where audiences discover, research, and decide. Our social practice is built to earn attention, build trust, and feed the same funnel our paid media and CRM teams work every day. The Senior Social Media Manager & Content Strategist is the leader who makes that happen across our client portfolio.

ABOUT THE ROLE

As Senior Social Media Manager & Content Strategist at 321, you will serve as the strategic and creative lead for organic social media and content across a diverse portfolio of client accounts, with primary focus on roofing, legal services, real estate, healthcare, insurance, and home services. You'll set content strategy, lead short-form video and creator-driven programs, guide the team that executes them, and connect social performance to the outcomes clients actually care about — leads, appointments, and revenue.

The right person for this role thinks in audiences and stories, not just posts. You understand that people now search TikTok, Instagram, and YouTube the way they once searched Google, that a 30-second video from a real technician or attorney often outperforms a polished graphic, and that the best social content is built to be found, saved, and shared. You're as comfortable writing a content strategy for a regulated healthcare brand as you are directing a phone-shot video on a roofing job site — and you use AI to do both faster and smarter.

This is a senior role with real ownership. You'll set the standards, playbooks, and quality bar for social content across the agency, mentor the team members who help deliver it, and serve as the senior social voice in client strategy sessions and new business conversations.

WHAT YOU'LL DO

Social Strategy & Leadership

• Own organic social and content strategy across a portfolio of 10–15+ client accounts, aligning each program with business goals, audiences, and brand positioning
• Set the agency's social media playbooks, quality standards, approval workflows, and reporting frameworks
• Lead audience research, competitive analysis, social listening, and platform audits to identify opportunities and inform strategy
• Define content pillars, messaging frameworks, and brand voice guidelines tailored to each client and industry
• Mentor, review, and direct the work of social media coordinators, specialists, and contributors; provide clear feedback and help develop their skills
• Serve as the escalation point for client concerns, sensitive community issues, and strategic questions across the social portfolio

Short-Form Video & Content Strategy

• Lead a video-first content strategy across Instagram Reels, TikTok, YouTube Shorts, Facebook, and LinkedIn video
• Develop content series, hooks, and formats built for retention, saves, shares, and repeat viewing
• Optimize content for social search, using keywords in captions, on-screen text, and spoken audio so clients are found where audiences now search
• Build LinkedIn thought leadership and executive and employee advocacy programs for professional services clients
• Plan editorial calendars that balance educational, trust-building, community, and conversion-focused content, plus timely and trend-driven posts
• Repurpose long-form content — webinars, podcasts, blogs, client interviews — into platform-native short-form assets
• Stay current on platform algorithm changes, new features, and emerging platforms such as Threads, and adapt strategy quickly

Content Production & Creative Direction

• Write and approve social copy, scripts, hooks, and captions that sound human, earn engagement, and reflect each client's voice
• Brief and direct designers, video editors, and on-site shooters with clear creative concepts, shot lists, and platform specifications
• Coach client teams on capturing authentic, phone-shot content — job site walkthroughs, team spotlights, behind-the-scenes, and client testimonials
• Capture and edit on-location photo and video content during client visits and events (strong plus)
• Create graphics and quick-turn video using Canva, CapCut, Adobe Creative Suite, and AI-powered design and editing tools
• Maintain organized asset libraries for efficient reuse, repurposing, and brand consistency

Creator, UGC & Community Programs

• Develop creator, influencer, and user-generated content programs, including identifying local and niche creators, briefing, contracting coordination, and usage rights
• Oversee daily community management across comments, DMs, reviews, and mentions, ensuring timely, on-brand, and compliant responses
• Build DM and comment-to-lead workflows in partnership with the CRM team so social conversations turn into tracked leads and booked appointments
• Manage social reputation and escalate sensitive issues to client contacts with recommended responses
• Identify and amplify testimonials, reviews, and positive brand mentions

AI-Enhanced Content Operations

• Use AI tools across the content workflow — research, ideation, scripting, copywriting, image and video generation, editing, captioning, and translation — to scale quality output
• Build and maintain AI prompt libraries, brand voice guides, and repeatable workflows the team can use consistently
• Set standards for responsible AI content use, including human review, accuracy, likeness and copyright considerations, and platform AI-disclosure labeling
• Evaluate new AI and social tools and recommend those that improve efficiency or results

Performance, Measurement & Business Impact

• Establish KPIs for each account that go beyond vanity metrics, including watch time, retention, saves, shares, profile actions, website traffic, and leads
• Partner with the CRM and Digital teams to track social-sourced leads and connect organic activity to pipeline and revenue
• Run structured tests on formats, hooks, length, posting cadence, and creative approaches; turn results into updated playbooks
• Deliver monthly performance reports and quarterly strategy reviews that tell a clear story and recommend next steps
• Identify top-performing organic content for paid amplification and Spark or partnership ads, in coordination with the Digital team
• Monitor competitors and industry benchmarks to keep client programs ahead

Industry Expertise & Client Collaboration

• Build deep knowledge of marketing in roofing, legal services, real estate, healthcare, insurance, and home services
• Navigate compliance requirements for regulated industries, including HIPAA, attorney advertising rules, fair housing guidelines, FTC endorsement and disclosure rules, and platform policies
• Lead social strategy in client meetings, QBRs, and onboarding sessions; educate clients on platform changes and opportunities
• Partner with Client Success, Creative, Digital, and CRM teams to align social with integrated campaigns and business goals
• Contribute social strategy, content samples, and scope recommendations to new business pitches and proposals

WHAT YOU HAVE

• 7+ years of experience in social media management and content strategy, including at least 3 years in an agency environment managing multiple client accounts simultaneously
• Experience mentoring, directing, or managing social media coordinators, specialists, or freelancers
• Proven track record of building organic social programs that drove measurable business results — not just follower growth — for professional services, B2B, or local service brands
• Experience with roofing, legal, real estate, healthcare, insurance, or home services brands is highly valued
• Deep expertise in short-form video strategy, including hooks, retention, trends, and platform-native formats on Instagram, TikTok, YouTube, Facebook, and LinkedIn
• Understanding of social search optimization and how audiences use social platforms to discover and evaluate businesses
• Exceptional writing skills across captions, scripts, hooks, and thought leadership content
• Advanced, hands-on use of AI tools (ChatGPT, Claude, Gemini, Midjourney, CapCut, Descript, Opus Clip, or similar) for research, writing, design, and video, with sound judgment on quality and responsible use
• Experience running creator, influencer, or UGC programs, including briefing, disclosure, and usage rights
• Proficiency with social management and listening platforms (Sprout Social, Hootsuite, Later, Agorapulse, Meta Business Suite, or similar)
• Strong analytics skills, with the ability to connect social metrics to leads and revenue and present clear insights to clients
• Working knowledge of compliance for regulated industries, including HIPAA, attorney advertising rules, fair housing, and FTC endorsement guidelines
• Understanding of how organic social supports paid campaigns, CRM nurture, and lead generation (paid execution handled by the Digital team)
• Proficiency with Canva, CapCut, and/or Adobe Creative Suite
• Bonus: Photography and videography skills for on-location content capture
• Bonus: Experience with High Level or other CRMs for social lead capture and DM automation
• Excellent organizational skills with the ability to manage many calendars, deadlines, and approvals at once in a fast-paced, remote environment
• Professional, client-ready communication skills and the judgment to handle sensitive community situations calmly

REPORTING STRUCTURE

The Senior Social Media Manager & Content Strategist reports to the Director of Social Media & Content. This role mentors social media coordinators, specialists, and freelance contributors, and collaborates closely with the Creative, Client Success, Digital, and CRM teams on integrated account delivery.

COMPENSATION

Salary Range: $75K to $95K annually, based on experience

321 uses a structured compensation framework aligned to role scope, account portfolio, and agency revenue contribution. Salary placement within range is based on demonstrated experience, strategic depth, video and content expertise, and leadership ability.

321 BENEFITS

• 100% remote work environment
• Flexible scheduling with core collaboration hours
• Paid time off + agency-observed holidays
• Professional development and platform/tool access budget
• Collaborative, AI-forward team culture that values innovation and continuous learning
• Opportunity to shape the social and content practice of a high-growth agency operating at the intersection of creative, performance marketing, and marketing technology

Originally posted on Himalayas