Strategic Social Media Manager — Multi-Brand Growth

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

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,