Social Media Manager

Role & responsibilities

Key Responsibilities

1. Strategy & Planning

• Develop monthly content calendars for both brands across all platforms
• Build platform-specific strategies (Google, Meta, TikTok) aligned to each brand's audience and geography
• Define KPIs for organic reach, paid performance, engagement, and conversion
• Conduct competitor and audience research every quarter

2. Paid Advertising (Performance Marketing)

• Plan, execute, and optimize paid campaigns on Google Ads, Facebook/Instagram Ads, and TikTok Ads
• Manage ad budgets, bidding strategies, and A/B testing of creatives and copy
• Track ROAS, CPL, CPC, CTR and report weekly to Founder
• Set up retargeting and build audience segmentation frameworks

3. Content Creation & Management

• Brief, direct, or personally create content graphics, short-form video (Reels/TikTok), and copy
• Coordinate with photographers/videographers for shoots when needed
• Ensure all content is on-brand, compliant, and appropriately localized (Ghana/Nigeria context for AJ Wellness)
• Respond to DMs, comments, and reviews within 24 hours

4. Analytics & Reporting

• Maintain a weekly performance dashboard shared with Founder
• Produce monthly report covering organic growth, paid ROI, and top/bottom performing content
• Use Meta Business Suite, Google Analytics, TikTok Ads Manager as primary tools

Preferred candidate profile

• Minimum 5 years of social media management experience with proven, measurable paid ad results
• Certifications (any of): At least one recognised certification required
• Meta Certified Digital Marketing Associate or Meta Media Buying Professional
• Google Ads Certification (Search, Display, or Video)
• TikTok Ads Academy Certification
• HubSpot Social Media Marketing Certification
• Hands-on proficiency with Meta Ads Manager, Google Ads, and TikTok Ads Manager
• Basic graphic design (Canva at minimum; Adobe Photoshop/Illustrator preferred)
• Short-form video editing (CapCut, Reels editor, TikTok native tools)
• Strong copywriting skills persuasive, clear, and brand-appropriate
• Data literacy can read campaign dashboards and make decisions from numbers

• Experience marketing to African or diaspora consumer audiences
• Understanding of the health, wellness, or nutraceutical product category
• F&B or hospitality content experience
• Basic knowledge of SEO and Google Business Profile management