Social Media Manager, Direct to Consumer

Summary

LifeScan is a global leader in blood glucose monitoring and digital health technology. The company is seeking a Social Media Manager to develop and execute organic and paid social content for the OneTouch direct-to-consumer business, manage Reddit and community activations, support influencer and subscription campaigns, and optimize creative performance to drive traffic, conversion, subscription, and reorder.

Responsibilities

• Develop, write, schedule, and publish organic social content aligned with US consumer, brand, and DTC priorities across Instagram, Facebook, Reddit, TikTok, and other relevant platforms
• Partner with the Marketing manager to translate annual and quarterly DTC priorities into social content & platform specific executions
• Develop paid and organic DTC-focused content designed to move consumers through the funnel from awareness to consideration to trial, subscription and reorder
• Identify relevant social trends, conversations, cultural moments, and platform behaviors that can inform content
• Bring specific Reddit expertise, including platform culture, communities, content formats, engagement norms, and paid/organic opportunities
• Develop and execute Reddit strategy and activations in support of DTC awareness, consideration and conversion goals
• Develop, adapt & optimize DTC-focused social creative assets for Meta and other paid social platforms in partnership with internal teams, agencies, and creative resources
• Review paid social performance to understand which creative, messaging, and formats are driving engagement, traffic, and conversion; use learnings to recommend and develop new creative iterations
• Partner with media and agency teams on paid social execution, creative testing and optimization, with the core intent of driving qualified traffic to OT.com and supporting subscription conversion
• Support social execution for the OneTouch subscription/reorder program and campaigns designed to drive qualified traffic, conversion, subscription and reorder on OneTouch.com
• Manage day-to-day execution of applicable influencer campaigns in support of brand and DTC acquisition campaigns
• Partner with the Marketing Manager, e-commerce, CRM/retention and Legal/Regulatory teams on DTC-driving campaigns and social executions that support acquisition, subscription and reorder objectives
• Track organic social and creative performance including engagement, reach, and follower growth while monitoring DTC indicators such as traffic, conversion and subscription activity; translate learnings into actionable recommendations for future content and assets

Skills

• Bachelor's degree in Marketing, Communications, Digital Marketing, or related field; Master's degree a plus
• 4+ years of hands-on social media experience across organic and paid social, including direct content creation and publishing
• Demonstrated experience writing social copy and developing platform-native content across Instagram, Facebook, Reddit, TikTok, and/or similar platforms
• Specific Reddit experience, including understanding of Reddit communities, platform culture, engagement, and content best practices
• Experience developing or briefing creative assets for Meta advertising and using performance results to improve future creative
• Experience with social media management/listening tools (e.g., Sprout Social) and familiarity with Meta Ads Manager and web analytics (e.g., GA4)
• Experience supporting a direct-to-consumer, e-commerce, subscription, or performance marketing business preferred
• Preferred: experience in a regulated industry (HCP/Consumer/Pharma OTC & Medical Device or similar), working with Legal/Regulatory/MLR review processes

Qualifications

Must Haves

• Bachelor's degree in Marketing, Communications, Digital Marketing, or related field; Master's degree a plus
• 4+ years of hands-on social media experience across organic and paid social, including direct content creation and publishing
• Demonstrated experience writing social copy and developing platform-native content across Instagram, Facebook, Reddit, TikTok, and/or similar platforms
• Specific Reddit experience, including understanding of Reddit communities, platform culture, engagement, and content best practices
• Experience developing or briefing creative assets for Meta advertising and using performance results to improve future creative
• Experience with social media management/listening tools (e.g., Sprout Social) and familiarity with Meta Ads Manager and web analytics (e.g., GA4)

Nice to Haves

• Experience supporting a direct-to-consumer, e-commerce, subscription, or performance marketing business preferred
• Preferred: experience in a regulated industry (HCP/Consumer/Pharma OTC & Medical Device or similar), working with Legal/Regulatory/MLR review processes

Benefits

• Remote work (#LI-Remote)