Social Campaigns Lead & Content Creator

Luckin Coffee USA | First Ray Operations (New York) LLC; New York (NY); On-site; USD 70,000 - 110,000; Full time

Job summary

Luckin Coffee USA seeks a creative Social Media Manager and Content Creator to lead Instagram and TikTok, translating product launches and NYC culture into compelling content. You will own campaigns end-to-end, write hooks, film and edit, and guide freelancers when needed.

You will test and iterate formats, monitor community conversations, and partner with marketing to optimize performance across channels. Prior experience in food/beverage brands is a plus.

Qualifications

• 4+ years in social media or content creation with a portfolio.
• Strong writing and on-camera presentation skills.
• Hands-on filming and editing for Instagram and TikTok.
• Ability to design experiments, interpret results and scale successful ideas.
• Experience managing agencies or freelance creatives.

Responsibilities

• Own social planning for product launches from concept to post‑launch review.
• Develop original social campaigns connected to NYC culture and product benefits.
• Build launch sequences and recurring content series to drive engagement.
• Direct employees on camera and supervise content creation for store events.
• Manage agencies/creatives with briefs, deadlines and feedback.
• Track performance and translate insights into improved content.

Skills

4+ years in social media

creative instincts

copywriting

on-camera presenting

filming/editing (CapCut, Premiere)

creative testing & analysis

AI-assisted workflows

ownership & initiative

agency/creator management

time management

brand judgment & curiosity

cross-functional communication

Tools

CapCut

Premiere

AI tools

Job description

Luckin Coffee USA seeks a creative Social Media Manager and Content Creator to lead Instagram and TikTok, translating product launches and NYC culture into compelling content. You will own campaigns end-to-end, write hooks, film and edit, and guide freelancers when needed.

You will test and iterate formats, monitor community conversations, and partner with marketing to optimize performance across channels. Prior experience in food/beverage brands is a plus.