Social Media Growth Lead

Black & White Zebra; Ottawa; Hybrid; CAD 90,000 - 120,000; Full time

Job summary

Black & White Zebra is seeking a Social Media Growth Lead to build the social growth engine for BWZ’s brands — growing engaged audiences of senior decision-makers and converting them into subscribers, community members, and loyal readers of our content.

You’ll translate editorial content, audio, events, and thought leadership into platform-native formats and campaigns that boost visibility, repeat engagement, and measurable audience growth across LinkedIn, YouTube, and other channels.

Qualifications

• Experience growing engaged audiences on social platforms.
• Experience producing short-form, platform-native content, especially video.
• Experience translating editorial, thought leadership, audio, video, events, or expert content into social formats.
• Experience running and optimizing organic and paid social campaigns.
• Experience managing paid social budgets and improving performance.
• Experience tracking, analyzing, and acting on social performance data.
• Strong judgment around content selection, hooks, timing, packaging, and distribution.
• Ability to build repeatable social formats, campaign systems, and growth playbooks.
• Experience working with partners, creators, contributors, experts, or internal leaders to amplify content.
• Strong planning and organizational skills.

Responsibilities

• Translate BWZ content and thought leadership into platform‑native social formats: capture and repurpose video, written, audio, and event content; create short‑form platform‑native content; identify and extract strongest moments; translate complex ideas into clear, engaging, shareable formats; build recurring social formats; experiment with emerging formats and platform features.
• Build and execute social growth campaigns across organic, paid, partner, and platform channels: launch campaigns tied to editorial priorities, events, research, and audience initiatives; use organic distribution, paid amplification, partnerships, and employee/founder amplification; plan, launch, and optimize paid social campaigns; build and manage creator, contributor, expert, and partner amplification opportunities; develop relationships with platform partners such as LinkedIn and YouTube; identify platform‑native opportunities that help BWZ reach more of the right people.
• Build repeat engagement and social‑to‑owned conversion: develop strategies that convert social audiences into subscribers, event registrants, report downloads, community members, or other owned‑channel relationships; optimize social‑to‑subscriber conversion paths across platforms; build recurring formats and campaign loops that create repeat consumption habits; track whether audiences acquired from social return and engage with owned content; improve the quality, not just the volume, of audience growth; ensure social content consistently supports audience growth, engagement, and retention goals.
• Measure, test, and scale what drives audience growth: own social performance measurement; track performance across organic, paid, partner, and platform‑led activity; analyze reach, engagement, repeat interaction, subscriber growth, conversion, and retention; identify which formats, hooks, topics, channels, and campaigns drive the strongest audience outcomes; make clear decisions about what to scale, stop, improve, or test next; build repeatable playbooks for high‑performing social growth; connect social activity directly to measurable audience and business outcomes.

Skills

Audience growth

Video content

Editorial to social

Organic & paid

Social campaigns

Data analysis

Partnerships

Content repurposing

Strategic planning

Execution

Job description

About the Role

We’re looking for a Social Media Growth Lead to build the social growth engine for BWZ’s brands — growing engaged audiences of senior decision‑makers and converting them into subscribers, community members, and repeat consumers of our owned content.

This role is responsible for turning our editorial content, audio, events, expert insights, and thought leadership into high‑performing, platform‑native formats and campaigns that drive visibility, repeat engagement, and measurable audience growth.

You will own how our brands show up across social channels by translating our core ideas into content senior leaders watch, engage with, share, return to, and ultimately convert from social followers into owned audience members.

This is not just a content publishing role. You will build repeatable systems for social distribution, audience growth, paid amplification, partner activation, platform experimentation, subscriber conversion, and repeat engagement.

Your work will expand our reach, deepen engagement, grow qualified audiences, and make social a reliable source of new ICP subscribers and loyal community members.

Who You Are

• You understand how senior decision-makers consume content on social platforms — what makes them stop, watch, engage, share, return, and eventually subscribe.
• You think beyond individual posts. You know how to build repeatable audience growth systems across organic content, paid amplification, partnerships, platform opportunities, and owned‑channel conversion.
• You are strong at turning editorial, audio, video, events, and expert insights into platform‑native formats that fit how people actually behave on LinkedIn, YouTube, and other relevant channels.
• You care about audience quality, not just reach. You understand how to grow the right audience, create repeat engagement, and move people into owned channels.
• You are data‑informed and action‑oriented. You track what is working, understand why it is working, and make practical decisions about what to scale, stop, or test next.
• You know how to take a single piece of content, event moment, or expert idea and turn it into multiple social assets, hooks, formats, and distribution opportunities.
• You are comfortable working across organic social, paid amplification, creator/expert partnerships, employee amplification, and platform‑native opportunities to grow a high‑value audience.
• You are organized and execution‑focused, but you do not just manage a content calendar. You build systems, spot patterns, and improve performance over time.

What You’ll Be Doing

• Translate BWZ content and thought leadership into platform‑native social formats: capture and repurpose video, written, audio, and event content; create short‑form platform‑native content; identify and extract strongest moments; translate complex ideas into clear, engaging, shareable formats; build recurring social formats; experiment with emerging formats and platform features.
• Build and execute social growth campaigns across organic, paid, partner, and platform channels: launch campaigns tied to editorial priorities, events, research, and audience initiatives; use organic distribution, paid amplification, partnerships, and employee/founder amplification; plan, launch, and optimize paid social campaigns; build and manage creator, contributor, expert, and partner amplification opportunities; develop relationships with platform partners such as LinkedIn and YouTube; identify platform‑native opportunities that help BWZ reach more of the right people.
• Build repeat engagement and social‑to‑owned conversion: develop strategies that convert social audiences into subscribers, event registrants, report downloads, community members, or other owned‑channel relationships; optimize social‑to‑subscriber conversion paths across platforms; build recurring formats and campaign loops that create repeat consumption habits; track whether audiences acquired from social return and engage with owned content; improve the quality, not just the volume, of audience growth; ensure social content consistently supports audience growth, engagement, and retention goals.
• Measure, test, and scale what drives audience growth: own social performance measurement; track performance across organic, paid, partner, and platform‑led activity; analyze reach, engagement, repeat interaction, subscriber growth, conversion, and retention; identify which formats, hooks, topics, channels, and campaigns drive the strongest audience outcomes; make clear decisions about what to scale, stop, improve, or test next; build repeatable playbooks for high‑performing social growth; connect social activity directly to measurable audience and business outcomes.

How Your Success Will Be Measured

• Growth in subscribers and engaged community members from social channels.
• Growth in engaged audiences across social platforms.
• Increased repeat engagement from audiences acquired through social.
• Improved social‑to‑owned audience conversion.
• Improved social‑to‑owned audience return behavior.
• Strong performance across video views, engagement rates, campaign performance, and paid social efficiency.
• Consistent execution of repeatable, high‑performing social content and growth campaigns.

Your Skillset Includes

• Experience growing engaged audiences through social platforms.
• Experience producing short‑form, platform‑native content, especially video.
• Experience translating editorial, thought leadership, audio, video, events, or expert content into social formats.
• Experience running and optimizing organic and paid social campaigns.
• Experience managing paid social budgets and improving performance over time.
• Experience tracking, analyzing, and acting on social performance data.
• Strong judgment around content selection, hooks, timing, packaging, and distribution.
• Ability to build repeatable social formats, campaign systems, and growth playbooks.
• Experience working with partners, creators, contributors, experts, or internal leaders to amplify content.
• Strong planning and organizational skills, without defaulting to calendar management as the main measure of success.

Nice to Haves

• Experience distributing thought leadership or editorial content at a B2B, media, or audience‑led brand.
• Experience growing senior‑level or executive audiences.
• Experience translating audio, podcast, webinar, or event content into social formats.
• Existing relationships with LinkedIn and/or YouTube platform partner teams.
• Background capturing and repurposing content from contributors, events, interviews, or expert‑led formats.
• Experimentation and A/B testing discipline across content formats, hooks, paid creative, and conversion paths.
• On‑camera comfort and experience coaching internal experts or contributors to perform well on video.

Why This Role Matters

BWZ has strong ideas, expert content, editorial insight, events, and communities. This role ensures those ideas do not just sit inside articles, newsletters, audio, or events — they travel across social platforms, reach the right senior audiences, and create measurable audience growth.

By building a stronger social growth engine, this role helps us extend the reach of our content, events, audio, and thought leadership; grow engaged audiences of senior decision‑makers; create repeat consumption habits across social and owned channels; convert social attention into subscribers, community members, and owned audience relationships; strengthen BWZ’s presence across key platforms; use organic, paid, partner, and platform channels to accelerate growth; connect social performance directly to audience growth and business outcomes.

This role is central to BWZ’s shift from relying primarily on search‑led discovery toward building more direct, engaged, and durable audience relationships.

Salary Statement

This full‑time position is available as either a remote or hybrid position (depending on location), with an annual salary in the range of $90,000 to $120,000 CAD. The range is a guide for the expected skills, knowledge, and experience for new hires based in Canada only. Seniority level and salary ranges are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, equity with other team members, and alignment with market data. This means ranges will vary for candidates based outside of Canada and/or at different seniority levels. In addition to annual salary, full‑time employees are also eligible for a discretionary bonus and a comprehensive benefits package.

About Us

We’re a rapidly growing, independent media tech company headquartered in Vancouver, B.C. Canada. Since 2012, our portfolio of influential digital publications has been helping millions of people succeed at work.

Our brands cover thought leadership for executives in project management, people management, product management, tech, marketing and many others — with the goal of connecting people with knowledge, skills and tools they need to succeed professionally in the age of AI.

We got our start in 2011 as The Digital Project Manager blog, founded by our CEO Ben Aston. Since then, we’ve grown into an international team of 70+ creators, strategists, and innovators with a portfolio of more than 15 online publications. We enjoy an impact‑driven environment that combines the agility of a startup with the creativity of an agency and the diversity of a global company.

We’ve previously ranked #30 in The Globe and Mail’s Fastest Growing Company list as well as Deloitte's Fast 50 program, received a CMI award for Best Digital Publication for The Digital Project Manager—and we’re listed in both Canada's Top Small & Medium Employers, and Best Employers in BC!

All of this growth is driven by our commitment to our mission: In a world of evolving skills, practices, and technology, we’re creating a playbook for the future of work and empowering communities to create it with us.

Want to learn more? Watch this video to learn why the team love working at BWZ!

Diversity, Equity and Inclusion

Black and White Zebra is an equal opportunity employer and considers all candidates for employment regardless of race, color, religion, sex, national origin, citizenship, age, disability, marital status, military or veteran’s status (including protected veterans, as may be required by federal law), sexual orientation or any other category protected by law. We celebrate all backgrounds and attributes that continue to help make our team impactful, iterative, adaptable, and fun!

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