Social & Content Manager

Responsibilities:

What You’ll Own

Organic Social Strategy and Calendar
● Own Defend’s organic social strategy and content calendar across platforms, including Instagram, Facebook, TikTok, YouTube, YouTube Shorts, LinkedIn, and emerging channels.
● Develop a distinct approach for each platform based on audience behavior, platform culture, and the types of content most likely to perform.
● Build a balanced content calendar that supports brand awareness, education, engagement, product launches, partnerships, customer stories, promotions, and broader business priorities.
● Maintain an organized production and publishing schedule while remaining flexible enough to respond to trends, cultural moments, breaking conversations, and real-time opportunities.
● Establish recurring content series and recognizable formats that audiences will associate with Defend.

Content Creation
● Concept, shoot, edit, write, and publish platform-native social content.
● Create content quickly and efficiently using a phone, lightweight production tools, existing brand assets, customer footage, field footage, and larger campaign productions.
● Develop strong hooks, captions, thumbnails, titles, calls to action, and storytelling approaches tailored to each platform.
● Translate product features and technical information into clear, compelling content that demonstrates why Defend matters in the real world.
● Capture authentic content from jobsites, farms, businesses, trade shows, events, customer locations, partnerships, and internal company moments.
● Partner with Defend’s Brand Director and Creative team on larger campaigns while independently producing the high-volume, fast-turn content social channels require.
● Identify opportunities to repurpose long-form videos, campaign assets, customer stories, demonstrations, and educational content into multiple social formats.

Community Engagement
● Serve as the day-to-day voice of Defend across comments, direct messages, mentions, tags, reviews, and relevant online conversations.
● Build genuine relationships with customers, prospects, tradespeople, business owners, partners, creators, and brand advocates.
● Respond in a way that reflects Defend’s voice: confident, practical, helpful, approachable, and never overly corporate.
● Proactively participate in relevant conversations rather than waiting for audiences to come to the brand.
● Identify highly engaged customers and community members who could become advocates, content contributors, beta testers, creators, or featured customer stories.
● Coordinate with Customer Experience and Support when questions or concerns require additional assistance.
● Recognize and appropriately escalate sensitive customer issues, misinformation, reputational risks, or emerging negative conversations.

Performance, Testing, and Optimization
● Build a clear measurement framework for Defend’s organic social channels.
● Monitor content performance daily and report meaningful insights weekly and monthly.
● Evaluate which topics, formats, hooks, creators, posting times, calls to action, and content series are working—and which are not.
● Develop and maintain an ongoing testing roadmap across creative formats, messaging, frequency, timing, and platform strategy.
● Use performance insights to make quick decisions and continuously improve the content calendar.
● Look beyond vanity metrics to evaluate engagement quality, audience growth, watch time, completion rate, shares, saves, sentiment, website traffic, assisted conversion, and content efficiency.
● Share actionable insights with Brand, Creative, Performance Marketing, Product, E-commerce, and Customer Experience teams.
● Identify organic content that shows potential for paid amplification and partner with the Performance Marketing team to develop additional variations.

Social Listening and Audience Insights
● Monitor social conversations, competitor activity, platform trends, customer questions, industry news, and cultural moments relevant to Defend’s audiences.
● Identify emerging content opportunities before they become part of the standard marketing calendar.
● Track recurring customer questions, objections, use cases, and language that can inform broader marketing and product decisions.
● Provide a consistent feedback loop between the social community and internal Defend teams.
● Help the organization better understand what customers care about, how they describe their problems, and what motivates them to act.

How Success Will Be Measured
Success in this role will include:
● Consistent growth of Defend’s qualified and engaged social audience.
● Improved engagement quality, reach, watch time, shares, saves, and content completion rates.
● Increased production of timely, platform-native content.
● A stronger and more recognizable Defend brand voice across social channels.
● Faster, more thoughtful engagement with customers and community members.
● Development of repeatable, high-performing content series.
● Increased organic website traffic and measurable contribution to customer acquisition.
● Clear documentation of what content is working, why it is working, and how those insights are being applied.
● Strong collaboration between Social, Brand, Creative, Performance Marketing, Product, E-commerce, and Customer Experience.
● Meaningful customer and market insights generated from social conversations.

What You Bring
● Demonstrated experience managing social media and creating content for a consumer, lifestyle, outdoor, security, technology, construction, agricultural, or similarly relevant brand.
● A portfolio that demonstrates your ability to personally create engaging social content—not only manage agencies or approve finished work.
● Strong knowledge of Instagram, Facebook, TikTok, YouTube, YouTube Shorts, LinkedIn, and the different content behaviors of each platform.
● The ability to shoot and edit high-quality short-form video quickly using a phone and modern editing tools.
● Strong writing skills and the ability to adapt tone, structure, and messaging by platform.
● A deep interest in social analytics and a habit of using performance data to guide creative decisions.
● Excellent judgment when engaging publicly with customers, responding to criticism, or escalating sensitive issues.
● Strong organizational skills and the ability to manage a proactive calendar while responding to fast-moving opportunities.
● Comfort working directly with customers, tradespeople, creators, partners, executives, and internal subject-matter experts.
● Curiosity, resourcefulness, and a willingness to test ideas without waiting for perfect conditions.
● An understanding that great social media requires both creative instinct and disciplined execution.

Requirements:

• Naturally notice content opportunities everywhere.
• Understand that what works on TikTok may not work on LinkedIn—and do not simply repost the same asset across every platform.
• Would rather make and test five strong ideas than spend weeks perfecting one.
• Enjoy talking directly with customers and learning how they think.
• Can move comfortably between creative brainstorming, content production, community engagement, scheduling, and analytics.
• Care about business performance as much as views and follower counts.
• Are willing to get out from behind a desk and capture the environments, people, and real-world problems Defend exists to serve.
• Want to help shape the voice, personality, and community of a growing brand.