Marketing Manager, Organic Social

Location: Onsite - Kohler, WI

Opportunity

The Marketing Manager, Organic Social is responsible for leading the organic social media strategy for priority platforms with a primary focus on TikTok and YouTube. This role develops platform strategies, defines content direction, and partners closely with internal creative teams to deliver engaging, high-performing social content that grows audience, drives engagement, and strengthens brand relevance.

This role serves as the strategic lead for organic social platforms-bringing deep expertise in social trends, algorithms, and audience behavior to inform content development and campaign integration. The position works cross-functionally with Creative, Paid Media, Campaign Marketing, and Influencer teams to ensure social content aligns with brand strategy, supports business goals, and maximizes performance across platforms.

The ideal candidate is a highly strategic and culturally aware social media expert who understands how to translate brand objectives into platform-native content strategies that drive measurable results including audience growth, engagement, brand equity, and business impact.

PRIMARY OBJECTIVES

• Lead the development and execution of organic social media strategy across priority platforms, with a focus on TikTok and YouTube.
• Develop annual platform plans that align social media strategies with brand, campaign, and business priorities.
• Define and guide content direction by partnering with creative teams to deliver high-performing social-first content.
• Grow and engage online communities through relevant, culturally informed content strategies.
• Continuously analyze platform performance to optimize content strategy and improve results.
• Serve as the internal subject matter expert on social platform trends, algorithms, and best practices.

SPECIFIC RESPONSIBILITIES

Social Media Strategy & Platform Planning

• Develop and maintain the organic social media strategy for priority platforms, with primary focus on TikTok and YouTube.
• Lead annual platform planning, establishing strategic priorities, audience growth goals, content pillars, and publishing frameworks.
• Define platform-specific content strategies aligned with brand objectives, marketing campaigns, and seasonal initiatives.
• Establish best practices for social-first storytelling, ensuring content is optimized for platform behaviors and algorithms.
• Identify emerging social trends, cultural moments, and platform innovations that can strengthen brand relevance and engagement.

Content Strategy & Creative Collaboration

• Partner closely with internal creative teams to guide the development of engaging, high-quality video content optimized for TikTok and YouTube.
• Provide strategic direction on content concepts, formats, tone, and storytelling to ensure alignment with platform best practices.
• Translate brand and campaign objectives into clear social content briefs and creative direction.
• Develop and manage content calendars that support marketing campaigns, product launches, and brand storytelling.
• Ensure content is optimized for discoverability and engagement through effective use of hooks, titles, captions, hashtags, and thumbnails.
• Provide input on creative performance and recommend content iterations based on audience insights and platform trends.
• While this role is not responsible for producing social content, familiarity with content capture or video editing tools is considered a beneficial capability.

Community Engagement

• Help guide community engagement strategies that foster authentic brand interaction with audiences.
• Monitor social conversations and sentiment to identify opportunities, trends, and potential brand considerations.
• Partner with social and customer engagement teams to ensure timely and appropriate responses to community interactions.
• Identify opportunities to amplify user-generated content and authentic brand advocacy.

Influencer & Creator Collaboration

• Partner closely with the Influencer Marketing team to ensure creator content aligns with platform strategies and brand objectives.
• Provide platform-specific guidance on influencer and creator content formats that perform well on TikTok and YouTube.
• Collaborate on campaign ideation to ensure influencer content integrates naturally into the brand's organic social presence.

Analytics & Performance Optimization

• Monitor and analyze social media performance using platform analytics and reporting tools.
• Track key performance indicators such as reach, engagement rate, audience growth, watch time, and video completion.
• Translate analytics and insights into actionable recommendations to improve content strategy and performance.
• Provide regular performance reporting and strategic recommendations to internal stakeholders.
• Identify high-performing content formats and scale successful approaches across campaigns and platforms.

Paid Social Collaboration

• Partner closely with the Paid Media team to identify organic content that can be amplified through paid social campaigns.
• Provide strategic input on content formats and creative approaches that drive performance across paid and organic channels.
• Share insights and learnings to ensure alignment between organic and paid social strategies.

Cross-Functional Collaboration

• Work closely with marketing, campaign, and brand teams to align social media strategies with broader marketing initiatives.
• Collaborate with creative, content production, and external partners to ensure consistent messaging and brand identity.
• Serve as a trusted advisor across the organization on social media trends, platform changes, and best practices.