Manager, Social Media

GoToFoods; Atlanta (GA); Hybrid; USD 70,000 - 90,000; Full time

Job summary

GoTo Foods, the group behind Auntie Anne’s, Cinnabon, Moe’s, and more, seeks a strategic Social Media Manager to lead brand social strategy and execution across platforms. This role blends creative storytelling with data-driven optimization to strengthen brand affinity, grow audiences, and drive business results.

Based in Atlanta with fixed hybrid work from the corporate office, you will manage creator partnerships, community engagement, and cross-functional collaboration with marketing, CRM,

Qualifications

• Bachelor’s degree in Marketing, Communications, Public Relations, Journalism, Advertising, or related field.
• 4-7 years of social media management experience in consumer brands preferred.
• Experience managing influencer/creator partnerships.
• Experience with basic design/video editing tools (Canva/CapCut).
• Ability to set KPIs and derive data-driven recommendations.
• AI tools in workflows/analysis experience preferred.

Responsibilities

• Develop and execute organic social strategies aligned with brand goals and business growth.
• Define social objectives, channel roles, content strategies, and brand voice across platforms.
• Lead social planning and ensure campaigns are integrated and social-first.
• Create briefs and oversee social-first content with internal/agency partners.
• Lead creator/influencer/UGC opportunities from evaluation to execution and measurement.
• Monitor platform developments and audience behavior to identify growth opportunities.
• Own the social content calendar and manage real-time opportunities.
• Lead community management with authentic, brand-safe voice.
• Develop social copy, captions, and activations.
• Collaborate with Guest Relations on feedback and reputation management.
• Analyze performance data to optimize content and messaging.
• Develop monthly, campaign, and annual performance reports linking results to priorities.

Skills

Social media expertise

Platform knowledge

Copywriting

Project management

Cross-functional collaboration

Trend spotting

Education

Bachelor’s degree in Marketing/Communications

Tools

Canva

CapCut

Job description

• Develop and execute organic social strategies aligned with brand goals, audience insights, and business growth priorities.
• Define social objectives, channel roles, content strategies, and brand voice across platforms, including Facebook, Instagram, TikTok, YouTube, X, Threads, and LinkedIn.
• Lead social planning throughout the go-to-market process, ensuring social campaigns and key initiatives are integrated, timely, and social-first.
• Concept, brief, create, and oversee social-first content in partnership with internal creative team and agency partners.
• Lead creator, influencer, and UGC opportunities aligned with social strategy, from evaluation through execution and performance measurement.
• Keep pace with developments in social platforms, culture, audience behavior, and emerging formats to identify new opportunities for growth.
• Own the social content calendar, balancing planned campaigns, always-on storytelling, and real-time opportunities.
• Lead community management and publishing in partnership with the Social Media Specialist, engaging guests and fans in an authentic, timely, and brand-appropriate voice.
• Develop social copy, captions, messaging, and activations that resonate with and delight our audiences.
• Partner with Guest Relations to manage feedback, elevate sensitive issues, and support reputation management.
• Monitor social conversations, trends, risks, and emerging opportunities using social media management tools, translating findings into actionable insights and recommendations.
• Analyze performance data and audience insights to optimize content, channel strategy, and future messaging.
• Develop monthly, campaign, and annual reports that evaluate social performance against KPIs and connect results to brand priorities.
• Collaborate with CRM, paid media, and analytics teams to strengthen attribution from social engagement through to traffic and sales.
• Manage the day-to-day work and professional development of the Social Media Specialist.

Job Summary

GoTo Foods is the company behind seven iconic brands: Auntie Anne’s, Cinnabon, Moe’s Southwest Grill, McAlister’s Deli, Jamba, Schlotzsky’s, and Carvel. From craveable treats and beverages to signature entrées, our restaurants, shoppes, and bakeries share a commitment to excellence and a passion for creating memorable guest experiences.

We are seeking a strategic, creative, and culturally fluent Social Media Manager to lead brand social strategy and execution across our platforms. This role will bring our brands to life through platform-native content, community engagement, creator partnerships, and data-informed optimization that strengthens brand affinity, grows audiences, and drives business results.

This role is based in our Atlanta, GA corporate office with work from home on Fridays.

Workplace Type

Fixed Hybrid-Atlanta

Education

• Bachelor’s degree in Marketing, Communications, Public Relations, Journalism, Advertising, or a related field. Equivalent work experience may also be considered.

Work Experience

• 4-7 years of experience in social media management, preferably within retail, restaurant, food, beverage, or multi-brand environments.
• Proven experience developing and executing social strategies for consumer-facing brands.
• Experience managing influencer and creator partnerships.
• Experience using basic design and video-editing tools, such as Canva or CapCut.
• Experience establishing social KPIs and identifying patterns in data that lead to informed recommendations.
• Experience using AI tools in workflows and analysis is preferred.

Skills & Abilities

• Demonstrated hands-on expertise across social media platforms, including Facebook, Instagram, TikTok, YouTube, Threads, X, and LinkedIn.
• Deep understanding of social media trends, platform best practices, audience insights, and effective content formats.
• Highly proficient in social media management tools and Microsoft Office Suite.
• Proficient in writing engaging, platform-native copy and compelling stories, which reflect the brand voice and resonate with target audiences.
• Demonstrated fluency in internet culture, social trends, and fandoms, with the ability to translate those insights into breakthrough social execution.
• Ability to collaborate and communicate effectively with cross‑functional partners across creative, brand marketing, public relations, executive stakeholders, and agency partners.
• Strong communication, organizational, and project-management skills, with the ability to manage multiple projects and deadlines in a fast-paced environment.