Organic Social Media Manager

The Organic Social Media Manager at Winona oversees the day-to-day operations of Winona’s organic social channels, including planning the content calendar, briefing creators, publishing across platforms, and engaging externally to grow reach. This role translates the channel strategy set by the Head of Social and performance insights from Growth into a consistent, on-brand presence targeting women navigating menopause.

This is a planning and creative direction role. The Organic Social Media Manager owns the content plan and posting strategy—determining what is produced, for which platform, when, and how often—while bringing an independent perspective on the audience rather than executing recommendations without interpretation. Overarching channel strategy and all paid media remain outside this role.

Reporting and Cross-Functional Relationships

Direction is received from:

• Head of Social — channel strategy, priorities, quarterly goals, and final content approval
• Growth — performance insights and content recommendations, including signals from Community and Lifecycle on messaging performance. These inform the content plan but do not replace the Organic Social Media Manager’s own assessment of the audience.

Key Partners

• Creative/Design — produces statics and video against briefs provided by this role
• Content/SEO — supplies long-form editorial for adaptation to social
• Patient Services — responds to inbound comments and direct messages regarding brand, products, orders, and clinical questions. This role routes inquiries and provides advance notice of launches, campaigns, and posts likely to generate volume
• Community — owns the Winona community app and platform. Insights are shared in both directions, and cross-promotion is coordinated where appropriate
• Paid — owns the influencer program and supplies trending TikTok content produced by creators for organic use. This role may recommend creators and repurpose approved creator content but does not brief, negotiate, or manage paid partnerships
• PR (under Community) — amplification opportunities, press coverage, and coordinated responses
• Copy — edits captions drafted by this role. Caption strategy and first drafts belong to Social; Copy provides an editorial pass for clarity, accuracy, and brand consistency

Out of Scope

• Paid social strategy, buying, and budget management
• The influencer program, including briefs, contracts, and paid creator relationships
• Responding to inbound questions in comments and direct messages

Core Responsibilities

1. Posting Strategy, Content Planning, and Publishing

   Own the posting strategy across all owned channels: cadence, frequency, timing, sequencing, and platform-specific publishing conventions. The posting strategy is set by this role, informed by performance data and operating within the channel strategy and goals established by the Head of Social.

   Build and maintain the rolling content calendar, determining content mix and formats, and execute all publishing. Ensure live content remains accurate and current; when a product detail, price, or claim changes, identify and correct affected posts.

2. Brand Persona Accounts

   Publish and maintain organic content for Winona’s brand persona accounts (Jo, Cat, Menopause with Lisa, and others as they are added), in addition to the primary Winona accounts. Each persona carries a distinct voice, audience, and content remit, and must remain consistent over time and clearly differentiated from the main brand account and from one another.

   This includes planning each persona’s content, originating or adapting material suited to that persona, and publishing on its own cadence.

3. Concepting and Briefing

   Develop concepts and create the ClickUp tickets that direct all production. Each ticket must contain quality guidelines sufficient for the creative teams to build the intended asset without further direction: concept, hook, script or talking points, format and specifications, reference material, and the outcome the content is meant to achieve.

   Ticket quality is the central competency of this role. An effective ticket is specific enough for the creative teams to execute without follow-up, while leaving creators sufficient latitude to retain an authentic voice. Imprecise tickets consume Creative capacity and are a common cause of production delays and rework.

4. Repurposing Content from Paid Media and Other Channels

   Identify and adapt content originally produced for paid media, ambassador programs, and other channels for use on organic social. Review incoming creative and the ClickUp submission queue, assessing each asset against the standards of the platform it would run on.

   Much of the paid library is already social-native: creator clips and short-form video built for feed. The work is therefore less about screening out unusable assets than about selecting what merits an organic placement, reworking hooks and captions for an audience that has not opted into an advertisement, and pacing usage so the channel does not read as recycled advertising.

   Own caption strategy and produce the first drafts of all hooks and captions, using AI tools to generate and refine options. Drafts are submitted to Copy for an editorial pass. Accountability for whether a caption reads as native to the platform and appropriate to its placement rests with this role.

5. Outbound Engagement

   Engage proactively on external accounts — creators, practitioners, menopause advocates, adjacent brands, and the conversations the target audience is already having — to build reach, relationships, and recognition for Winona. This is a defined deliverable rather than discretionary work, and it is distinct from inbox management.

   Engagement should be substantive and add value to the conversation. It excludes responding to critics, participating in competitor comment sections, and answering clinical or product questions in third-party threads. Relationships that progress toward a paid partnership are handed to the Paid team.

   Inbound comments and direct messages to Winona’s own accounts are answered by Patient Services. This role routes them and escalates any reputationally sensitive matter to the Head of Social immediately.

6. Reporting

   Deliver regular performance reporting against the KPIs set by the Head of Social, covering results, the factors that drove them, and recommended next tests. Escalate anomalous performance as it is identified rather than holding it for the monthly report.