Social Media Manager

MCR Property Group; Liverpool City Region; On-site; GBP 30,000 - 40,000; Full time

Benefits offered by this job

23 days annual leave, rising to 25

Professional development opportunities

Free on-site gym access

Free eye test voucher/reclaim cost

Job summary

Flow Student in Manchester is seeking a Social Media Manager to own the day-to-day social presence, developing content and communities that feel relevant to students and in tune with platform culture.

You will work with the marketing and property teams to create engaging content, manage creators, and drive enquiries and bookings across TikTok and Instagram, while tracking performance and refining the strategy.

Qualifications

• Proven experience managing social media for consumer‑facing brands, with TikTok/Instagram content.
• Strong understanding of Gen Z audiences, trends, behaviours and online culture.
• Hands-on experience creating short‑form video content.
• Experience planning and managing social media calendars with analytics.
• Excellent copywriting and communication skills.

Responsibilities

• Own the day-to-day organic social media strategy across TikTok and Instagram.
• Develop and maintain a social calendar aligned to brand, commercial and booking priorities.
• Create, commission and publish social‑first content that feels native to each platform.
• Stay closely aligned to Gen Z trends, online culture, creators and formats.
• Turn trends into timely Flow Student content while keeping the brand authentic.
• Develop recurring formats and content pillars to build familiarity and engagement.
• Capture content across Flow Student properties including student life and events.
• Collaborate with residents and creators to produce credible content.

Skills

Social media management

Gen Z audience

Video content creation

Content strategy

Copywriting

Analytics

Communication

Organization

Tools

TikTok

Instagram

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 late 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

• 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 becomes a more distinctive, relevant and trusted brand amongst its student audience.
• Our social content actively generates property enquiries and sales opportunities, moving potential customers from awareness through to enquiry and conversion.

About You

You're already working in social media, content or digital marketing and have experience managing social channels for a consumer‑facing brand.

You understand that social moves quickly. You're naturally curious about what people are watching, sharing and talking about, and you're comfortable turning an idea around quickly when an opportunity appears.

Most importantly, you genuinely understand Gen Z.

You don't just know the names of the latest platforms or trends. You understand the culture behind them, how different communities behave online and what makes content feel authentic rather than forced.

Experience in student accommodation, property or the student sector would be useful, but cultural curiosity, creativity, platform expertise and commercial judgement matter more.

Essential Requirements

• Proven experience managing social media for a consumer‑facing brand, agency or organization including creating content for TikTok and Instagram. Be able to present a portfolio of your best work.
• Strong understanding of Gen Z audiences, trends, behaviours and online culture.
• Excellent knowledge of current social media formats, trends, creators and platform behaviours, with a strong instinct for what makes content engaging, shareable and culturally relevant, alongside hands‑on experience creating social content, including short‑form video.
• Experience planning and managing social media calendars, with confidence using social scheduling and analytics platforms to inform decisions.
• Excellent copywriting skills and the ability to adapt tone of voice across different platforms.
• Strong communication skills and the ability to work with a wide range of people, from residents and creators to senior colleagues and external agencies.
• Excellent attention to detail and pride in the quality of your work.
• Strong organisational skills and the ability to manage multiple priorities in a fast‑paced environment.
• Creative mindset with the confidence to bring new ideas to the table.
• Commercial awareness and an understanding that social media ultimately needs to contribute to wider business objectives.

What You Will Get

You will join Flow Student at an important stage in its growth, with the opportunity to help shape how a new brand talks to and builds relationships with students across a national portfolio.

You'll work alongside specialists in brand, design, digital marketing, CRM, content and property marketing, gaining practical experience across the wider marketing mix.

Most importantly, you'll have the opportunity to see the relationship between the content you create, the community you build, the enquiries you generate and the rooms you help sell.

Benefits

• Holidays - 23 days annual leave, rising to 25 for every year of service, plus all statutory bank holidays and your birthday off as an additional paid day of leave
• Professional development opportunities
• Free on-site gym access
• Free eye test voucher/reclaim cost