Social Media Strategist

Herb; United States; Remote; USD 42,000 - 48,000; Full time

Job summary

Herb is seeking an experienced Social Media Strategist to lead strategy and content direction across priority platforms. You will translate objectives into platform-specific plans, drive native-first content with the Content Team, and shape the UGC/creator strategy while leveraging performance data to optimize growth.

You will report to the Head of Content, collaborate with Content Team and Social Coordinator, and stay ahead of trends to deliver measurable results in a remote, fast-moving

Qualifications

• Proven experience developing and executing social media strategies for a brand, publisher, agency, or consumer-facing company.
• Strong understanding of major social platforms and how audience behavior, content formats, and algorithms differ across them.
• Deep understanding of short-form and native social content (Reels, video, Stories, carousel).
• Experience building content calendars and translating marketing or business objectives into social campaigns.
• Experience working with UGC creators, influencers, or creator partnerships, including sourcing and briefing.

Responsibilities

• Own Herb's overall social media strategy and content direction across priority platforms.
• Translate company, marketing, and editorial objectives into platform-specific strategies and calendars.
• Stay updated on platform developments, trends, and audience behavior to identify content opportunities.
• Lead native-first content development (Reels, short-form video, carousels) with the Content Team.
• Provide clear creative direction and ensure content is platform- and audience-specific.
• Ensure social content aligns with Herb's brand voice, visuals, and compliance standards.
• Lead UGC and creator partnership strategy with the Social Coordinator.
• Source creators aligned with the Herb brand and develop creator briefs and deliverables.

Job description

Hours:

Approximately 70 hours per month (16-17 hours per week)

Compensation:

$3,500 USD per month / $50 USD per hour

About the Role

Herb is looking for an experienced and creative Social Media Strategist to lead the strategy and content direction across our priority social platforms. This role is ideal for someone who understands how to turn brand, marketing, and editorial objectives into social content that feels native to each platform, resonates with audiences, and drives measurable growth. Reporting to the Head of Content, you'll own the broader social strategy while working closely with our Content Team and Social Coordinator to bring ideas to life. You'll also help shape our UGC and creator strategy, identify emerging trends and opportunities, and use performance data to continually improve what we do. We're looking for someone who is both strategic and hands-on - someone who understands social culture, knows what makes content perform, and can turn insights into clear creative direction.

Key Responsibilities

• Own Herb's overall social media strategy and content direction across priority platforms.
• Translate company, marketing, and editorial objectives into platform-specific strategies and monthly content calendars.
• Stay closely connected to social platform developments, cultural moments, industry trends, audience behavior, and competitor activity to identify relevant content opportunities.
• Lead the development and delivery of native-first social content, including Reels, short-form video, carousels, Stories, and other emerging formats, in collaboration with the Content Team.
• Provide clear creative direction and ensure content is designed specifically for the platform and audience rather than simply repurposed across channels.
• Ensure all social content remains consistent with Herb's brand voice, visual guidelines, and applicable compliance standards.
• Lead Herb's UGC and creator partnership strategy in collaboration with the Social Coordinator.
• Identify and source creators who align with the Herb brand and target audiences.
• Develop creator briefs, oversee deliverables, and help ensure creator content meets campaign and brand objectives.
• Coordinate with external agencies and partners supporting creator and social initiatives when needed.
• Align social and UGC initiatives with broader marketing campaigns, editorial priorities, sponsorship commitments, and company objectives.
• Track and analyze social media performance and audience growth, identifying what is working, what is not, and where opportunities exist.
• Report social performance and key insights to leadership on a month-over-month and quarter-over-quarter basis.
• Translate performance data into actionable recommendations for content, platform, and audience-growth strategies.
• Collaborate cross-functionally with internal teams and stakeholders to coordinate campaigns, launches, partnerships, and other social initiatives.

What we're looking for

• Proven experience developing and executing social media strategies for a brand, publisher, agency, or consumer-facing company.
• Strong understanding of major social platforms and how audience behavior, content formats, and algorithms differ across them.
• Deep understanding of short-form and native social content, particularly Reels, video, Stories, and carousel formats.
• Experience building content calendars and translating broader marketing or business objectives into social campaigns.
• Experience working with UGC creators, influencers, or creator partnerships, including creator sourcing, briefing, and deliverable management.
• Strong understanding of social media analytics and the ability to translate performance data into meaningful insights and recommendations.
• Strong creative instincts and the ability to recognize trends and cultural moments while determining whether they are relevant to the brand.
• Excellent written and verbal communication skills.
• Strong organizational and project-management skills with the ability to coordinate multiple initiatives and stakeholders.
• Comfortable working independently in a remote, fast-moving environment while collaborating closely with creative, editorial, marketing, and operations teams.

What Success Looks Like

Success in this role means building a clear and consistent social strategy that strengthens Herb's brand presence, increases audience engagement and growth, and ensures our content remains relevant to the communities we serve. You'll bring structure and strategic thinking to our social channels while continuously testing, learning, and evolving our approach based on platform changes, audience insights, cultural trends, and performance data.

About Herb

Herb is a leading cannabis media and technology company focused on creating engaging, culturally relevant content and experiences for the cannabis community. We work at the intersection of content, culture, creators, and digital marketing, reaching audiences through social media, editorial content, partnerships, and innovative campaigns.

We're looking for people who understand internet culture, move quickly, think creatively, and are excited about helping shape the next stage of Herb's growth.

Screening Questions

• Tell us about a social media strategy you developed and owned. What was your approach, and what measurable results did it achieve?
• Which social platforms do you have the strongest experience with, and how do you adapt content strategy and creative direction for each platform?
• Please share an example of how you used social media performance data, audience insights, or trends to change your strategy and improve results.
• Share any experience you may have working within restricted or regulated categories and how you would grow an audience while keeping accounts in good compliance standing.