Social Media Manager

MCR Property Group; Lancashire; On-site; GBP 30,000 - 40,000; Full time

Job summary

Flow Student in Manchester is seeking a Social Media Manager to own the day-to-day social presence, develop content and engage student communities. You’ll be deeply immersed in Gen Z trends, language and online culture, briefing creators, filming content at properties and turning resident stories into engaging social pieces.

You will develop formats, publish quickly, and drive enquiries and bookings while working with the marketing, property and design teams to ensure authentic brand

Qualifications

• Own the day-to-day social presence with a focus on TikTok and Instagram.
• Develop content and communities relevant to students and platforms.
• Stay close to Gen Z trends, language, creators and formats.

Responsibilities

• Own Flow Student organic social media strategy across platforms.
• Develop and maintain a social content calendar aligned to brand and bookings.
• Create and publish native social content, not just ads.
• Brief creators, film at properties and respond to comments.
• Analyse performance and turn insights into action.
• Collaborate with designers, photographers, videographers and agencies.
• Support campaigns across paid social, email and website.

Skills

TikTok

Instagram

Social media strategy

Content creation

Creator partnerships

Analytics

Team collaboration

Job description

Social Media Manager - Flow Student

Location: Manchester office-based, with travel across the Flow Student portfolio when required
Salary: £30,000 - £40,000 depending on experience
Reporting to: Head of Marketing
Department: Flow Student Marketing

About Flow Student

We're already home to students across some of the UK's best university cities, including Liverpool, Sheffield, Coventry, Nottingham, Sunderland, Canterbury, Bradford and Preston. With major refurbishment projects continuing across the portfolio, we're upgrading our spaces and preparing them for students joining us.

Our proposition is straightforward: student living that flows around you.

Launched in 2025, Flow Student is a brand-new brand and one of the UK's fastest-growing student accommodation providers, offering affordable, well-designed student accommodation across some of the UK's best university cities.

We're building a more distinctive, commercially effective student accommodation brand. Social media will be a huge part of how we build that brand, connect with students and turn attention into enquiries and bookings.

That's where you come in.

The Role

We're looking for a Social Media Manager who understands that great social media is about much more than posting content.

You’ll own the day-to-day social presence of Flow Student, developing content and communities that feel genuinely relevant to students and culturally in tune with the platforms they use.

You’ll need to be deeply immersed in Gen Z trends, behaviours, language, creators, formats and online culture. You’ll know what is gaining traction, understand why it works, and – importantly – know when a trend is right for Flow Student and when it isn’t.

One day you might be developing a TikTok around a student-life trend. The next, you could be briefing a creator, filming content at one of our properties, responding to comments, analysing performance or turning a resident story into a piece of content that travels across Instagram and TikTok. A key part of this role will also be developing engaging content, aimed at generating enquiries, leads and ultimately sales.

You’ll work closely with the marketing team, property teams, the design team and residents to make Flow Student a brand students recognise, engage with and want to be part of.

This is a hands‑on role. We’re looking for someone who can spot the opportunity, create the content, publish it, engage the audience and understand the numbers behind it.

What you will be responsible for

• Owning the Flow Student organic social media strategy across relevant platforms, with a particular focus on TikTok and Instagram.
• Developing and maintaining an engaging social media calendar aligned to brand, commercial and booking priorities.
• Creating, commissioning and publishing social‑first content that feels native to each platform rather than repurposed advertising.
• Staying relentlessly close to Gen Z trends, online culture, creators, memes, formats, sounds and emerging behaviours, identifying opportunities for Flow Student.
• Turning trends into relevant Flow Student content quickly, while ensuring the brand remains authentic and recognisable.
• Developing recurring social formats, series and content pillars that build familiarity and engagement over time.
• Capturing content across our properties, including student life, facilities, events, local areas, room tours, resident experiences and behind‑the‑scenes moments.
• Working with residents and student creators to produce credible, relatable content about life at Flow Student.
• Supporting and developing the Flow Creators programme, helping residents become confident and effective brand advocates. Building relationships with creators and managing collaborations from brief through to delivery and reporting.
• Monitoring conversations, trends and competitor activity to understand what students are talking about and where Flow Student can participate meaningfully.
• Working closely with property teams to uncover local stories, student insights, events and content opportunities.
• Collaborating with designers, photographers, videographers and external agencies to produce high‑quality social content.
• Supporting integrated campaigns across paid social, email, website and other marketing channels, ensuring social plays a meaningful role.
• Working with the wider marketing team to align social activity with key booking periods, including early booking, international recruitment, January intake, Clearing and late availability.
• Tracking engagement, reach, audience growth, content performance, enquiries and other relevant metrics.
• Producing concise reports and recommendations that turn social data into action.
• Managing social content calendars, deadlines, approvals and asset libraries so content reaches the audience at the right time.
• Occasionally preparing content for the corporate LinkedIn page, relating to Flow Student news.

What success looks like

We will look at whether:

• Flow Student has a distinctive, recognisable and engaging presence across its social channels.
• Our content feels genuinely relevant to students rather than like traditional accommodation advertising.
• Clear understanding of commercial performance.
• You consistently identify emerging Gen Z trends and turn the right ones into opportunities for the brand.
• Social content is delivered quickly, consistently and to a high standard.
• The Flow Student community is growing and becoming increasingly engaged.
• Residents and creators are producing credible content that students actually want to watch and share.
• Social activity contributes meaningfully to awareness, enquiries and ultimately bookings.
• You continually test, learn and improve rather than simply repeating what worked last time.
• You use performance data to make better creative and commercial decisions.
• You proactively identify opportunities rather than waiting to be told what to post.
• Flow Student