Social Media Manager and 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

About the role

Luckin Coffee US is looking for a highly creative, hands‑on Social Media Manager and Content Creator to lead our Instagram and TikTok presence. You will turn product launches, everyday coffee occasions and NYC culture into content that makes people want to discover and try Luckin.

Creativity is central to this role. We want someone who brings original campaign ideas, writes compelling hooks and knows how to make a product relevant to our audience. You will own social campaigns from the first idea to the final post and use performance insights to improve what comes next.

You should be proactive, organized and quick to act. You can manage overlapping launches and content deadlines, make clear priority decisions and move projects forward without waiting for step‑by‑step direction.

What you will do

Creative strategy and product launches

• Own the social planning for product launches from concept and briefing through production, publishing and post‑launch review. Align messaging and timing with the integrated marketing lead.




• Develop original social campaign concepts that connect product benefits to customer interests, NYC culture and occasions such as the morning commute or afternoon treat.




• Build launch sequences and recurring content series on social media that give people reasons to try new products and revisit core favorites.

Hands‑on content creation

• Develop hooks, scripts and shot lists; film and edit short‑form videos for Instagram and TikTok, including captions, audio and graphics.




• Direct employees on camera, and be comfortable appearing in content for street interviews




• Create social coverage for store openings, IPs, partnerships and events. Brief and review freelance or agency assets when additional production support is available.

Trends and creative experimentation

• Identify emerging trends early and decide which fit Luckin's products, audience and brand voice. Act quickly on relevant opportunities.




• Proactively test hooks, formats, storytelling approaches and new content series. Set a clear question for each test, review results and document what to repeat, change or stop.

Channel & Community Ownership

• Manage the content calendar, captions, scheduling and publishing. Check product information, offers, dates, calls to action and app instructions before posts go live.




• Monitor and engage in community conversations and customer questions; use them to inform content and route service issues to the appropriate team.

Social media agency management, project management and influencer direction

• Manage social media agencies and freelance creative partners, providing clear direction and monthly or campaign‑specific briefs covering objectives, audience, messaging, content formats, deliverables and deadlines.




• Manage multiple launches and product campaigns with clear deadlines, asset requirements and approvals. Flag conflicts and blockers early, propose solutions and follow through.




• Define brief requirements and coordinate access with the designated marketing and operations owners.




• Set creator briefs, recommend creators and approve content. Guide influencer outreach, sampling coordination, deliverable tracking and analytics collection.

Performance Reporting & Growth

• Partner with the growth on campaign links, conversion measurement and adapting promising content for paid media to support new customer acquisition.




• Track reach, viewing behavior, shares, saves and trackable customer actions. Prepare social and campaign performance reports with actionable insights and recommendations

What we are looking for

• 4+ years in social media or content creation, with a portfolio showing original ideas and strong execution. Food and beverage, retail or consumer brand experience is a plus.




• Strong creative instincts and copywriting skills: you can explain the audience insight behind an idea and show how you developed it into effective content.




• Hands‑on filming and editing skills using CapCut, Premiere or similar tools, with a strong understanding of Instagram and TikTok storytelling.




• Creative testing and performance analysis: Ability to design purposeful content experiments, interpret results and turn successful ideas into repeatable formats and content series.




• Familiarity with using AI tools and building AI‑assisted creative workflows.




• Proven ownership and initiative: You bring ideas, take action and resolve problems without constant direction.




• Experience managing social media agencies or creative partners, writing effective briefs and providing clear creative and editing feedback.




• Excellent time management and prioritization across concurrent projects. You understand urgency and communicate tradeoffs clearly.




• Sound cultural and brand judgment, with curiosity and a willingness to experiment and learn from results.




• Cross‑functional communication: Ability to communicate asset requirements clearly, manage feedback and approvals, and coordinate with HQ, operations, supplies and marketing partners to meet launch deadlines.

Portfolio requirements

Please share content you personally conceived and produced, one product or brand campaign, and one creative experiment. Explain your contribution, the insight behind the work, the results and what you changed afterward.

NOTE:

1. Influencer discovery, negotiation, contracts and community management (DM, comments, engagement) is outside this scope. We need to keep the social media intern next year in order to offload this scope from the manager to the intern.