CBD Guru
Social Media & Influencer Manager
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Full Time | 40 Hours per Week
We’re looking for a creative, commercially minded and highly organised Social Media & Influencer Manager to take ownership of our social media, creator, influencer and affiliate activity across our growing portfolio of consumer brands.
This is a hands-on role for someone who understands that successful social media is about more than simply posting content. You’ll be responsible for developing our social presence, creating engaging content, building relationships with creators and affiliates, supporting TikTok Shop growth and using performance data to continuously improve results.
You’ll work closely with our E-commerce Manager and wider business to ensure social activity supports product launches, promotions and wider commercial objectives.
We’re looking for someone who can take genuine ownership of the function — identifying opportunities, planning activity, executing campaigns and reporting on results.
What You’ll Be Doing
Social Media Management
- Own the day-to-day management of our social media channels, including TikTok, Instagram, Facebook and other relevant platforms.
- Develop and maintain structured social media content calendars across our brands.
- Plan, create, schedule and publish regular social content.
- Create engaging short-form content including filming, photography, editing, graphics and copy.
- Adapt content appropriately for different platforms rather than simply publishing the same content everywhere.
- Monitor comments, messages, engagement and community activity.
- Maintain a consistent brand voice while adapting content to suit different audiences and brands.
- Identify relevant trends, formats, sounds and cultural moments that our brands can authentically participate in.
- Monitor competitors and identify opportunities for our brands to stand out.
- Continuously test new content concepts and formats to improve reach, engagement and conversion.
TikTok & TikTok Shop
- Take day-to-day ownership of our TikTok presence and support the ongoing development of TikTok Shop.
- Create content specifically designed for TikTok rather than treating the platform as an extension of other social channels.
- Support product launches, promotions and campaigns through TikTok Shop.
- Ensure products, promotions and social activity are coordinated with the wider e-commerce operation.
- Monitor TikTok Shop performance and identify opportunities to increase traffic and sales.
- Keep up to date with TikTok Shop features, platform changes, trends and best practices.
- Work with the E-commerce Manager to ensure new campaigns and activity are operationally ready before launch.
- Identify and resolve or escalate issues that could prevent campaigns, products or promotions from operating effectively.
Influencers, Creators & Affiliates
- Develop and manage our influencer, creator and affiliate programmes.
- Proactively identify creators and affiliates who align with our brands and target audiences.
- Recruit and onboard new TikTok Shop affiliates.
- Build genuine long-term relationships with high-performing creators.
- Manage creator outreach, communication and follow-ups.
- Coordinate product gifting, samples and creator campaigns.
- Develop clear creator briefs while allowing creators enough freedom to produce authentic content.
- Negotiate collaborations where appropriate.
- Manage affiliate commission opportunities and promotional activity.
- Track creator and affiliate performance, identifying which relationships are generating meaningful commercial results.
- Identify high-performing creator content that could be repurposed or amplified through paid activity.
- Maintain an organised pipeline of prospective, active and high-performing creators.
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Content Creation
- Generate creative ideas that make our products interesting, relevant and engaging on social media.
- Film and edit short-form video content in-house.
- Produce product demonstrations, educational content, trends, lifestyle content, behind-the-scenes material and other relevant formats.
- Write engaging social copy, hooks, captions and calls to action.
- Work confidently both behind and, where appropriate, in front of the camera.
- Coordinate additional UGC, photography, videography or external creative support when required.
- Develop repeatable content formats based on proven performance rather than relying solely on one-off ideas.
Performance & Reporting
- Monitor performance across organic social, creators, influencers and affiliates.
- Produce clear weekly and monthly performance reporting.
- Track relevant KPIs including reach, engagement, follower growth, watch time, clicks, conversions, affiliate sales and revenue.
- Analyse which content, creators and campaigns are producing results.
- Translate performance data into practical recommendations and next actions.
- Identify underperforming activity quickly and adjust the approach accordingly.
- Use platform analytics, Meta Business Suite, TikTok Analytics, GA4 and other relevant tools.
- Report on commercial results rather than focusing solely on vanity metrics.
Campaigns & Product Launches
- Develop social and creator activity around new product launches, promotions and key trading periods.
- Create clear campaign plans with defined actions, owners and deadlines.
- Coordinate with E-commerce to ensure products, stock, offers, landing pages and operational requirements are ready before campaigns launch.
- Ensure campaigns are properly tested and ready before being promoted to customers.
- Manage multiple campaigns and priorities without losing sight of deadlines or dependencies.
- Review campaign results and use learnings to improve future activity.
Paid Social Support
- Identify strong-performing organic and creator content suitable for paid amplification.
- Support the development of paid social creative.
- Work with internal or external paid-media specialists where required.
- Understand the relationship between organic content, creator content and paid social performance.
- Monitor paid social results where relevant and use insights to inform future creative.
Compliance & Brand Management
- Ensure content complies with relevant advertising requirements, including ASA rules around advertising, gifted products and influencer disclosures.
- Follow internal brand and product guidelines.
- Work with the E-commerce Manager where product or regulatory compliance needs to be considered before publishing content.
- Protect brand reputation and flag potential issues appropriately.
About You
You’ll be someone who genuinely understands social media and the creator economy but is equally comfortable taking responsibility for the practical work required to turn ideas into results.
- You’re creative, but organised.
- You don't need somebody to provide you with a daily list of tasks. You can look at performance, campaigns and business priorities, identify what needs doing and take ownership of getting it done.
- You should be comfortable working in a growing business where you’ll have significant autonomy and the opportunity to shape our social and creator strategy.
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What We’re Looking For
Essential
- Demonstrable experience managing social media for a brand or business.
- Strong understanding of TikTok, Instagram and Facebook.
- Experience creating engaging short-form video content.
- Confident filming and editing social content.
- Strong copywriting and storytelling ability.
- Understanding of influencer and creator marketing.
- Experience identifying, contacting and managing creators or influencers.
- Strong understanding of social media analytics and performance measurement.
- Commercial mindset with an understanding that social activity should contribute to wider business objectives.
- Excellent organisation and project-management skills.
- Ability to manage multiple brands, campaigns and priorities simultaneously.
- Comfortable working independently and taking ownership of projects.
- Strong communication skills.
- Ability to identify problems early and proactively find or coordinate solutions.
- Good understanding of current social trends and platform developments.
Highly Desirable
- Hands-on experience with TikTok Shop.
- Experience recruiting and managing TikTok Shop affiliates.
- Experience managing affiliate or creator programmes.
- Experience working within e-commerce, FMCG, supplements, wellness, beauty or another consumer-product environment.
- Experience with Meta Business Suite, TikTok Analytics and GA4.
- Experience with social media scheduling or management platforms.
- Understanding of paid social advertising.
- Experience working with UGC creators.
- Knowledge of ASA influencer and advertising requirements.
- Basic design skills using tools such as Canva or Adobe Creative Suite.
What Success Looks Like
Success in this role won't simply be measured by how many posts are published.
We’ll be looking for:
- Consistent, high-quality social output across our brands.
- Growth in reach, engagement and relevant audiences.
- Increased TikTok and social-driven revenue.
- A growing network of active, productive creators and affiliates.
- Increased revenue generated through creator and affiliate activity.
- Stronger and more consistent content performance.
- Clear planning around campaigns and product launches.
- Reliable delivery against agreed deadlines.
- Proactive identification of opportunities and potential problems.
- Regular reporting that leads to clear actions and improvements.
- Social media becoming a measurable commercial growth channel for the business.
The Opportunity
This is an opportunity to take genuine ownership of social media, creators and affiliate marketing within a growing e-commerce business.
Rather than working on a small part of a campaign, you'll be able to follow ideas from concept through to execution, measure their commercial impact and use those insights to determine what we do next.
You'll work closely with our E-commerce Manager while having the autonomy to develop the social and creator function, introduce new ideas and build processes that enable us to grow.
We're looking for someone who wants to do the work, own the results and help build something, rather than simply maintain a posting schedule.
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