groa beauty
Social Media Marketing Manager
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About Us
groa beauty is the newest brand to launch under the UKLASH group. groa is a high-performance beauty brand designed specifically for Gen Z and Gen Alpha. Launched in 2025, groa combines over 20 years of lash growth innovation with science-backed, prostaglandin-free, peptide-powered formulas at an accessible price point.
We’re a social-first brand built for Gen Z, with a strong community and an even bigger ambition. groa is entering an exciting stage of global growth, with major retail launches ahead and momentum building fast. It’s a big moment for groa and an even better time to join us. If you want to help shape what comes next, we’d love to hear from you.
The Role
We’re looking for a highly creative, culturally plugged-in, and commercially-minded Social Media Marketing Manager to take end-to-end ownership of groa’s organic social presence. This is a hands-on role for someone who can think strategically and execute brilliantly. You’ll own the social journey from insight and strategy through to ideation, content creation, publishing, community management, reporting, and optimisation.
You’ll bring a global mindset to the role, understanding how the brand needs to show up differently across markets while maintaining a strong and recognisable global identity. You’ll work independently as groa’s social lead, bringing this bold and fun brand to life in a social-first way that pushes the brand into its next stage of growth. Working closely with cross-functional teams and agencies to support the social content strategy to put groa at the forefront of culturally relevant moments with Gen Z.
Key Responsibilities
Social Strategy & Channel Ownership
- Own and deliver groa’s global organic social strategy across TikTok and Instagram, whilst testing and launching new and emerging platforms.
- Develop clear market-specific strategies, with a particular focus on building groa’s presence and community within the US.
- Define the role of each social platform, content pillars, formats, cadence, and KPIs.
- Translate wider brand, campaign, NPD, and retail priorities into strong social-first strategies and executions.
- Build a culturally relevant social presence that feels native to each market while remaining unmistakably groa.
- Identify opportunities for social to drive brand awareness, community growth, consideration, retail support, and commercial performance.
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Content Management & Execution
- Own the social content calendar from planning through to delivery.
- Be an active content creator when needed – filming, editing, appearing in, and producing social-first content when needed.
- Write and develop social copy, hooks, scripts, and concepts that capture groa’s tone of voice.
- Own UGC/Content briefs to support BAU and key calendar moments.
- React quickly to trends, conversations, and cultural moments, taking ideas from opportunity to live content at pace.
- Publish and optimise content across channels.
- Work collaboratively with internal creative and content teams to deliver larger campaign assets while maintaining a strong pipeline of agile, social-native content.
- Ensure social channels remain dynamic and responsive.
Content Agency & Creator Management
- Develop clear briefs based on social strategy, platform needs, and performance insights.
- Manage UGC creator output, feedback, timelines, and budgets to strategically increase the volume, diversity, and quality of the content funnel.
- Identify opportunities to work with creators, UGC talent, and other partners to diversify the faces and formats appearing across groa social.
- Work closely with the Influencer team to ensure creator trends, high-performing influencer assets, and creator relationships inform owned content, and vice versa.
Global Growth
- The UK and US are our primary markets. Develop a deep understanding of US social culture, beauty, and hair trends, consumers, and competitors.
- Create market-specific content approaches based on local consumer behaviours, retail priorities, and cultural moments.
- Identify emerging opportunities in other international markets and adapt the global social strategy accordingly.
Community & Culture
- Build an engaged, recognisable groa community.
- Actively participate in community management, comments, DMs, mentions, and relevant conversations beyond groa’s own channels.
- Develop proactive community engagement tactics that build loyalty, advocacy, and brand love.
- Maintain a strong understanding of competitor activity and identify whitespace opportunities for groa.
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Performance & Commercial Impact
- Own social KPIs, reporting, and performance analysis.
- Go beyond reporting what happened, to identify why it happened and translate learnings into clear actions.
- Regularly test content formats, messaging, hooks, creators, and platform approaches.
- Work closely with the Paid Media team to identify organic content with amplification potential and feed paid learnings back into organic strategy.
- Present clear performance updates, opportunities, and recommendations to the wider marketing team.
What We’re Looking For
- 4-5+ years’ experience in social media, ideally within beauty, haircare, fashion, wellness, or lifestyle.
- Proven experience owning social channels and developing social strategy.
- Strong understanding of the UK and US social landscape and consumer culture.
- A genuinely hands-on individual who can own the full end-to-end social channel.
- Deep knowledge of TikTok and Instagram and an instinctive understanding of what makes social content perform.
- Strong creative judgement and the ability to turn a brand strategy into culturally relevant social content.
- Strong analytical skills with the ability to turn performance data into action.
- Experience briefing and managing agencies, freelancers, or creators.
- Fast-moving, curious, and comfortable experimenting.
At groa, we believe that a great team is made up of people from a wide variety of backgrounds, beliefs, and experiences. We are an inclusive employer and welcome applications from all walks of life. If you're passionate about retail and are excited to help shape the future of one of the UK’s most exciting beauty brands, we’d love to hear from you.
This job description is not intended to be an exhaustive list of duties and may evolve in line with business needs.
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