Social Media Lead

BBTV; Calgary; Hybrid; CAD 53,000 - 63,000; Full time

Job summary

BBTV is seeking a Social Media Lead in Calgary to own performance and growth across TikTok, Instagram, Facebook, and Snapchat. You will manage a small team of creators, editors, and designers, shaping content, calendars, and monetization strategies.

You will define platform-native strategies, ensure brand consistency, and deliver measurable business impact for enterprise clients while guiding the team to achieve strong audience growth and engagement.

Qualifications

• 3 to 5 years in social media with ownership of TikTok, Instagram, Facebook and Snapchat strategy and content.
• Experience growing ad revenue across platforms and coaching teams to monetization targets.
• Proven track record increasing RPM and platform payouts through content and programming decisions.
• Experience leading others and ready for formal people-management responsibilities.
• Strong branding skills with ability to enforce brand guidelines across daily content and long-term strategy.
• Fluent with native platform tools, analytics, and scheduling platforms.

Responsibilities

• Own social strategy tailored to each platform's format, algorithm, and audience behavior.
• Directly manage a small team of creators, editors, and designers.
• Oversee content calendars, production workflow, and publishing across platforms.
• Ensure brand voice, metadata, captions, and packaging meet standards.
• Coordinate with clients and stakeholders; present strategy and performance clearly.
• Ensure compliance with platform policies and licensing terms.

Skills

Social media strategy

Team leadership

Audience growth

Monetization

Brand voice

Analytics

Content feedback

Tools

Sprout Social

Later

Sprinklr

CapCut

Premiere Pro

Job description

Salary Range: CA$53,000.00 To CA$63,000.00 Annually

Role Summary

The Social Media Lead owns the performance, direction, and growth of assigned social accounts across TikTok, Instagram, Facebook, and Snapchat. This role is accountable for audience development, engagement outcomes, creative packaging, brand voice, and team performance.

The Social Media Lead is the subject matter expert on social strategy, directly manages a small team of creators, editors, and designers, and is responsible for building a high-performing team while delivering measurable business impact across platforms.

Core Responsibilities

1. Social Performance and Growth

• Translate company OKRs into platform-level roadmaps and content calendars
• Own audience growth, engagement rate, watch time, and retention for the assigned portfolio
• Define the content mix, posting cadence, and publishing priorities per platform
• Lead hook, thumbnail, caption, hashtag, and sound strategy
• Identify scalable content formats and franchises within assigned brands
• Develop quarterly growth plans with clear targets and checkpoints
• Drive monetization across eligible platforms, managing content against ad revenue and creator program requirements to maximize payout on every eligible post.
• Apply platform monetization best practices day to day, including content eligibility, ad placement or breaks, and format choices that increase RPM and revenue without hurting audience retention.

2. Platform and Brand Strategy

• Own social strategy tailored to each platform's format, algorithm, and audience behavior
• Act as the subject matter expert on social trends, formats, and best practices, keeping the team and clients ahead of platform changes
• Own brand voice and brand consistency, developing and maintaining brand guidelines and tone for each client, and ensuring every post reflects the correct voice
• Translate client IP (TV and film) into platform-native concepts, recurring series, and audience narratives
• Ensure strategic and brand consistency across related accounts and platforms

3. Content Operations and Daily Execution

• Own content calendars aligned to client priorities, release windows, and platform cadences
• Oversee the full production workflow, from concept and briefing through editing, review, publishing, and community-facing follow-up
• Apply and enforce brand voice, packaging, metadata, and captioning standards in day-to-day content review and approvals
• Set and maintain quality standards and publishing SLAs so output stays consistent, on-brand, and on time at scale

4. Team Leadership and Development

• Directly manage a small team of social content creators, editors, and designers
• Conduct performance reviews and regular coaching sessions
• Set clear expectations and hold the team accountable to outcomes
• Provide candid, constructive feedback
• Balance hands-on execution with delegation, and develop future talent within the team

5. Client and Stakeholder Alignment

• Serve as the social point of contact for assigned Enterprise clients, presenting strategy, calendars, and performance clearly
• Communicate performance narratives that connect data to decisions
• Navigate high-sensitivity client and brand-safety environments when applicable
• Escalate risks proactively, always paired with proposed solutions

6. Decision Ownership and Compliance

• Prioritize initiatives across the portfolio and balance experimentation with stability
• Approve major creative and strategic shifts within the portfolio
• Ensure content complies with each platform's policies and with client rights and licensing terms, partnering with rights and legal teams where needed
• Align resourcing needs with Program Management

Key Performance Indicators

• Audience and follower growth (MoM and YoY)
• Ad revenue and RPM on monetization-eligible platforms, measured against targets.
• Share of eligible content actively monetized, and revenue growth (MoM and YoY).
• Engagement rate, shares, and saves against targets
• Watch time and retention improvements
• Brand voice and packaging consistency across the portfolio
• Team engagement and retention
• Execution quality and consistency across accounts

Qualifications

Required

• 3 to 5 years in social media, including demonstrated ownership of TikTok, Instagram, Facebook and Snapchat strategy and content
• Proven experience owning and scaling ad revenue across Facebook and Snapchat, both functionally and strategically, and coaching a team to monetization targets
• Track record of increasing RPM and platform payouts through content, packaging, and programming decisions
• Experience managing or leading others, and readiness to step into a formal people-management role
• Proven track record growing audiences and engagement, ideally in media, entertainment, or with premium IP
• Strong understanding of branding and brand voice, with the ability to define, document, and enforce brand guidelines and tone across daily content and long-term strategy
• Working understanding of social monetization and platform creator programs (for example TikTok, Instagram, Facebook, and Snapchat creator and rev-share programs), and how they factor into content and audience strategy
• Strong editorial instincts for short-form video, including hooks, pacing, sound, and trends, and comfort giving feedback to editors and designers
• Fluency with native platform tools and analytics, plus scheduling and social management platforms (e.g. Sprout Social, Later, Sprinklr, or similar)
• Experience presenting strategy and performance to senior stakeholders or Enterprise clients
• Strong prioritization and decision-making skills in fast-moving, ambiguous environments

Nice to Have

• Experience working with TV, film, or broadcast IP, and an understanding of release windows and rights considerations
• Familiarity with content localization and adapting content for multiple markets and languages
• Hands-on editing skills (CapCut, Premiere, or similar) to prototype and unblock the team
• Experience with project management platforms (ClickUp or similar) and AI-assisted content workflows
• Experience working within an MCN, digital studio, or platform partnerships environment

This role owns social strategy, brand voice, and performance outcomes for its portfolio, and the day-to-day content operations of its team. Broader workflow systems, cross-team resourcing, and program-level client cadence are owned by Program Management, and the Social Media Lead is expected to partner closely with Program Management and the Operations and Strategy Leads and Managers.