Social Media Strategist

About the role

Masai is hiring a Social Media Specialist to own and grow our brand across Instagram, LinkedIn, X and YouTube. We want someone who lives and breathes social: someone who knows how each platform's algorithm works, can tell a scroll-stopping hook from a forgettable one, spots trends early and uses data to decide what to make next. You'll design the strategy, create and publish content that people share, build creator and influencer partnerships, and use modern tools, automation and AI to run social efficiently.

What you'll do

• Design and run social media strategies that deliver Masai's marketing targets across Instagram, LinkedIn, X and YouTube.
• Create, manage and publish original, high-quality content, and keep every channel active and up to date.
• Build a distinct content approach for each platform, and turn one idea into platform-native formats (Reels, carousels, Shorts, long-form video, LinkedIn posts, X threads) rather than cross-posting.
• Engineer content for reach and virality: strong hooks in the first 13 seconds, retention-focused scripts, trend-jacking and formats built to be shared and saved.
• Track trends, audios, memes and conversations daily, and move fast on the ones that fit Masai.
• Work with writers, designers and video editors to make sure content is engaging, on-brand and useful.
• Work with the Marketing and Product teams to create social buzz around new launches, programs and milestones.
• Find, onboard and manage creators and influencers, and run influencer-led brand awareness campaigns end to end.
• Handle community communication: reply to comments, DMs and queries, gather reviews and testimonials, and run live sessions, AMAs and chats.
• Prepare weekly and monthly reports on reach, engagement, web traffic and ROI, and turn insights into action.
• Monitor SEO and user engagement, and suggest ways to optimise content (search-friendly captions, YouTube SEO, keywords, hashtags).
• Build a strong network with industry professionals, creators and communities through social media.
• Manage scheduling, publishing and inbox workflows through tools like Hootsuite and Meta Business Suite, and set up automations (Zapier, Make, ManyChat) to cut manual work.
• Use Claude and other AI tools to speed up research, ideation, scripting, repurposing, creator briefs and reporting.
• Train internal teams on social media strategy so the brand stays consistent across channels.
• Stay current with new platform features, digital tools and social media best practices.

What we're looking for

• Proven experience as a Social Media Strategist or Social Media Manager, ideally in edtech, D2C or startups.
• Hands-on experience using social media to build brand awareness, with a portfolio of content or campaigns that performed.
• Strong content instincts: you understand hooks, storytelling, pacing, retention and what makes content go viral.
• Deep knowledge of how every major platform works, including algorithms, formats, audience behaviour and what differentiates each.
• Strong feel for trends, and the judgment to know which ones suit the brand.
• Strong analytical skills: comfortable with native insights, Google Analytics, Excel/Sheets and turning data into content decisions.
• Understanding of SEO and web traffic metrics, and how to apply them to social.
• Ability to identify target audience preferences and create content that meets them.
• Working knowledge of Hootsuite, Meta Business Suite, YouTube Studio and LinkedIn analytics.
• Experience with automation tools and practical use of Claude or similar AI tools to optimise workflows.
• Familiarity with web design and publishing (CMS, landing pages, Canva/Figma basics).
• Excellent written and verbal communication, and the ability to multitask across channels and deadlines.

Good to have

• An existing network of creators and influencers in tech, careers or education.
• Basic video editing skills (CapCut, Premiere Pro).
• Experience running student or employee advocacy programs.
• A personal content presence with an engaged audience.