Social Media Manager

Bauer Hockey; Exeter (NH); Hybrid; USD 70,000 - 110,000; Full time

Benefits offered by this job

401(k) plan with employer match

Paid parental leave

Employee discount on apparel and gear

Casual & hybrid work environment

Job summary

Bauer Hockey is seeking a Social Media Manager to lead our brand across owned social channels, turning campaigns and athlete moments into high-impact content. You’ll own the content newsroom, calendar, and collaborate with Brand, Content/Creative, eCommerce, and Athlete Relations teams to drive brand affinity and sell-through.

The ideal candidate has deep knowledge of hockey culture from NHL to youth levels, and can translate athlete stories into content that performs across platforms.

Qualifications

• Bachelor's degree in Marketing/Communications or related field.
• 5+ years of social media management experience at the corporate level.
• Strong knowledge of social strategy, content development, community management, and analytics.
• Proficiency with Instagram, TikTok, X, YouTube, Facebook, and emerging platforms.
• Experience with social scheduling and reporting tools (Sprinklr/Emplifi/Sprout).
• Excellent written and verbal communication; brand voice development.

Responsibilities

• Own platform-specific publishing across Instagram, TikTok, X, YouTube/Shorts, and Facebook with a focus on growth and brand consistency.
• Collaborate with creative teams on brand voice and captions across platforms.
• Lead the social content calendar and newsroom, plan around launches and athlete moments.
• Coordinate asset production with Creative and Marketing Operations for timely delivery.
• Translate insights into briefs for Creative and Production; inform cross-channel strategies.
• Align organic content with paid media, influencer campaigns, and product launches.

Skills

Social media management

Content development

Community management

Performance analytics

Brand voice development

Education

Bachelor's degree in Marketing/Communications

Tools

Sprinklr

Emplifi

Sprout Social

CapCut

Job description

Working at Bauer is like playing on a hockey team. We empower each other to be our best. Everyone on the team has an important role to play. You might be leading others or collaborating with teammates on a big project. Whatever your title, you are part of something bigger than yourself.

Founded in 1927, Bauer Hockey developed the first skate. Since then, our passion for the game, drive for innovation, and commitment to the hockey community have made us the most trusted brand in hockey.

Purpose & Core Values

Our purpose at Bauer is to enrich life experiences through sports. We have the responsibility to cultivate the future of our brands. We are always "we" and never "I". We love what we do. We believe anything is possible and work to be our best. We strive to always redefine the standard of excellence in all that we do.

Want to join our team as a Social Media Manager?

The Social Media Manager will lead the Bauer Hockey brand across owned social channels and will turn brand campaigns, product launches, and athlete moments into social strategies that build brand affinity, drive product demand, and support sell-through. This role leads the social content newsroom and owns the content calendar, collaborating closely with Brand, Content/Creative, eCommerce, and Athlete Relations teams. The ideal candidate has a deep understanding of hockey culture at every level, from NHL & PWHL to youth/recreation, and knows how to turn product and athlete stories into content that performs.

Essential Job Functions & Responsibilities

• Own platform-specific publishing execution across Instagram, TikTok, X, YouTube/Shorts, and Facebook, including strategy, scheduling, posting, and day-to-day channel management, with a focus on audience growth, engagement, and brand consistency.


• Collaborate with creative team on Bauer's social brand voice through copy, including captions, community responses, and channel copy across all platforms.


• Lead the social content calendar and newsroom, including day-to-day planning and real-time response to trends, live moments, and fast-turnaround opportunistic content. Coordinate around product launches, athlete moments, and the hockey calendar (NHL & PWHL seasons, IIHF Worlds, NCAA Frozen Four, youth nationals, etc.), informing Creative and Marketing Operations early enough to streamline asset delivery.


• Work closely with Creative and Production teams to shape asset creation, flag platform specs, format needs, and content gaps before production rather than adapting after the fact.


• Translate social insights, trends, and channel needs into proactive content concepts and briefs for Creative and Production.


• Partner closely with eCommerce, Paid Media, and Influencer teams to align organic content, campaigns, and promotions with product-launch and conversion goals — ensuring consistent, on-brand messaging across paid and owned channels and a cohesive consumer journey. Keep the social calendar in sync with other digital marketing channels.


• Lead community management by monitoring sentiment and responding to consumer interactions across the hockey community (players, parents, coaches, retailers) in real time. Identify user-generated content opportunities, secure usage permissions, and elevate potential issues (e.g., product complaints or safety concerns) in partnership with Customer Service/Consumer Care.


• Use social listening and analytics tools to track engagement, reach, and impressions on owned channels. Prepare weekly, monthly, and quarterly performance reports with strategic analysis for internal stakeholders. Collaborate with Paid Media and Influencer teams as needed for cross-channel reporting.


• Oversee social channel maintenance, including profile updates, bio links, and platform info pages across all brand accounts.


• Partner closely with Marketing Operations to align social planning with business priorities, campaign workflows, asset production timelines, budget + resource considerations, and cross-functional project management processes to ensure seamless execution and on-time delivery of initiatives


• Stay ahead of platform algorithm and feature updates to keep content formats and strategy optimized.


• Represent the brand on-site at key events (tournaments, product launches, NHL activations) as needed, including some evenings and weekends.


• Foster a collaborative, inclusive team environment.

Qualifications

• BS or BA in Marketing, Communications, Advertising or related field- or equivalent years of relevant and related experience.


• Minimum 5 years of experience in social media management at the corporate level.


• Background knowledge in social strategy, content development, community management, and performance analytics.


• Strong knowledge of Instagram, TikTok, X, YouTube, Facebook, and emerging social platforms.


• Experience with social scheduling, analytics, and reporting tools (e.g., Sprinklr, Emplifi, Sprout, or similar).


• Strong written and verbal communication skills, including social copywriting and brand voice development.


• Experience in sports, outdoor, or performance-gear brands preferred. Strong understanding of hockey culture preferred.


• Experience with Adobe Creative Suite (Photoshop, Premiere) or comparable editing tools (e.g., CapCut) preferred.


• Demonstrated ability to manage cross-functional stakeholders and collaborate with creative teams.


• Excellent interpersonal skills and ability to effectively communicate at all levels of the organization.


• Ability to work in a fast-paced, dynamic environment.


• Adjusts quickly to changing priorities, trends, and business needs.


• Flexibility to work weekends, holidays, early mornings, and evenings as business needs require.


• Travel as needed and/or required by essential job function.

Interested yet? Good. We are, too. We're pretty sure you’ll want to know this position is eligible to participate in the Company’s Annual incentive plan. We also offer one of the most generous benefits packages around

• 401(k) plan with employer match


• paid parental leave


• an employee discount program on apparel and gear


• casual & hybrid work environment


• a host of other perks we don't have room to mention here

We are committed to employing a diverse workforce and are an equal opportunity employer.

We use AI-assisted tools during parts of our recruitment process to help ensure fairness and efficiency. All final hiring decisions are made by our human hiring team.