Social Media Specialist — NA

Groupon connects 42 million customers with local experiences—restaurants, events, wellness, and travel—and the million-plus merchants who deliver them. Their mission is to get people offline and into the real world at prices that make it possible. Groupon is an AI-native company undergoing a platform transformation, shifting from a deals marketplace to an experience discovery platform benefiting both customers and merchants.

About the Role

Groupon is seeking a Social Media Manager to lead organic social strategy for North America. This hands-on, AI-driven role requires setting direction while actively engaging in platform tools—building, testing, and producing content with generative AI as the default approach.

You’ll report to the Brand Marketing Director and collaborate closely with the International Social Media Manager on shared standards, tooling, and production. You’ll also partner with the new Creative Director on creative quality and campaign integration. The role focuses solely on organic content across Facebook, Instagram, TikTok, YouTube, and any emerging platforms.

Key Responsibilities

Strategy & Direction

• Lead organic social strategy for North America, including channel mix, content pillars, posting cadence, and platform-specific approaches.

• Define performance benchmarks for each channel and translate brand strategy into social-native ideas that perform effectively.

• Set quarterly priorities and a content roadmap aligned with brand campaigns, commercial moments, and platform trends.

Hands-on Production

• Personally produce flagship content and AI-driven experiments, ensuring hands-on engagement with tools rather than just briefing them.

• Utilize generative AI tools (e.g., Kling, Higgsfield, Veo, Sora, Runway, Midjourney, ElevenLabs) and stay updated on new tools. Fluency and taste matter more than specific tools.

• Maintain a consistent weekly publishing cadence across priority channels to keep communities active and accounts visible in the algorithm, leveraging AI-driven production to maintain quality.

• Prototype new formats and content concepts that can be scaled into repeatable production workflows.

Collaboration

• Partner with the International Social Media Manager on shared creative standards, AI tooling, production workflows, and resource allocation.

• Work closely with the Creative Director on visual identity, campaign integration, and creative quality.

• Coordinate with regional market leads, PR, performance marketing, and brand teams to align social content with the broader company narrative.

Performance & Insight

• Own organic social metrics such as views, reach, engagement quality, audience growth, and brand-relevant signals, translating them into actionable decisions.

• Implement a regular test-and-learn cycle, quickly eliminating underperforming content and doubling down on what works.

• Create monthly readouts that move beyond vanity metrics to provide meaningful insights.

Key Requirements

• A portfolio is required. Submit a link, PDF, or curated set of live post examples showcasing your social content production, including AI-generated work.

• 2–4 years of experience in social media, with at least 1 year of strategic ownership of a brand channel (not just scheduling or community management).

• Deep cultural understanding of how Gen Z engages with and creates content on TikTok, Instagram, and YouTube, including formats, humor, aesthetics, and trend cycles.

• Demonstrable portfolio of AI-generated social content, such as AI video (Kling, Higgsfield, Veo, Sora, Runway), AI imagery (Midjourney, Flux), AI audio/voice (ElevenLabs), or hybrid workflows.

• Native or proficient English.

• Deep platform fluency on TikTok, Instagram, and YouTube, including formats, algorithm behavior, and audience preferences in international markets.

• Comfortable with data: able to interpret content performance reports and guide the team accordingly.

• Hands-on experience with social data, including pulling, interpreting, and acting on data from platform-native analytics (TikTok Studio, Meta Business Suite, YouTube Studio) or third-party tools (Sprout, Dash Hudson, Brandwatch).

• Self-directed, capable of taking ambiguous briefs and delivering a clear plan rather than asking more questions.

• Experience managing social media for a brand operating across multiple European markets.

Nice to Have

• Comfortable being on camera; a significant portion of content benefits from first-person filming.

• Experience leading or mentoring others, even informally.

• Experience working across multiple markets or time zones.

• A track record of early adoption of platforms or formats that later became mainstream.

• Light motion design or visual storytelling skills.

• Background in marketplaces, e-commerce, or local services.

What Success Looks Like

• Channels feel consistently active and engaging, never quiet or stale.

• AI-driven production enables increased content output weekly without compromising quality.

• Within 12 months, organic social becomes a measurable contributor to brand health in North America, not just a content channel.

• North American and International social teams operate as a unified function with shared standards and tools, avoiding duplication.