Social Media Strategist

Position Overview

We're looking for a driven, resourceful Social Media Strategist to turn our social presence into a genuine brand and demand engine - not just a place we post, but a channel that builds our brands, grows an engaged following, and generates real leads and showroom traffic. You'll own organic social across our family of retail brands, developing a clear point of view on how social moves someone from inspiration to action in the flooring journey.

This is a role for someone who thinks like a strategist and works like a maker - you'll set the vision and capture the content, build the story and read the numbers. You're as comfortable behind a camera as you are in the edit, capturing both photo and video and knowing which format the moment calls for. You'll shape something from the ground up, with real ownership over how we show up. The ideal candidate is passionate about social and about home, has a sharp eye for visual and written content, and is energized by building an audience and proving that social drives business. Flooring or interior design experience is a plus but not required - curiosity about our customer and our category is what matters most.

Social Strategy & Demand Generation

• Develop and own the organic social strategy across our retail brands, building each brand's presence and voice in line with our positioning and target consumer.
• Treat social as a demand-generation and lead channel, not just an awareness play - build content and campaigns designed to grow an engaged following, drive qualified traffic and leads, and support both ecommerce and retail foot traffic.
• Bring a clear point of view on where social is headed: platform strategy, content formats, community-building, and how social connects into the broader marketing funnel.
• Embrace learning our target consumer deeply - who they are, what triggers a flooring project, and what moves them from browsing to buying - and let that insight drive the content.

Content Creation & Brand Storytelling

• Create compelling, brand-aligned content across platforms, choosing the right format for the moment - short-form video, photography, and stills - to show our brands and our customers' real lives and homes at their best.
• Plan, shoot, and edit high-quality photo and video content, from quick in-the-moment capture to more produced pieces.
• Partner with the Manager, Brand & Creative to establish the social look and feel for each brand - defining the visual style and the content pillars that guide what we post and why.
• Write social copy that's engaging and on-brand, collaborating with the copywriter to stay true to each brand's voice and messaging.
• Coordinate with content creators, influencers, and partners to extend reach and bring fresh voices into the mix.
• Collaborate closely with internal and external designers and a range of partners and stakeholders to develop content that is both on-brand and built to perform.

Manufacturer & Co-op Campaigns

• Partner with manufacturers on co-op campaigns - translating shared marketing opportunities into social content and campaigns that serve both our brand and theirs.
• Make strong use of manufacturer-provided assets, adapting and elevating them into on-brand creative for our channels.
• Coordinate with the brand team to ensure co-op content meets brand standards and any partner requirements.

Community Management

• Own day-to-day community management - respond promptly and authentically to comments, messages, mentions, and reviews across channels, protecting and building brand reputation.
• Engage proactively to build relationships with customers, influencers, industry voices, and local community partners.
• Spot trends, cultural moments, and community opportunities, and move quickly to capitalize on them.

Production Design Support

• Dedicate approximately 10 hours per week (roughly 25% of the role) to production design in support of the brand design function, working under the direction of the Manager, Brand & Creative.
• Adapt and version creative assets into the formats needed across channels and campaigns, helping keep our creative output fast, consistent, and on-brand.
• This is a core, standing part of the role - not an occasional add-on - and a valued point of collaboration with the brand team.

Reporting & Analytics

• Track and report on the metrics that matter - audience growth, engagement, traffic, and, critically, the leads and conversions driven by social.
• Use data to refine strategy and continuously optimize what we create and where we invest effort.
• Partner with the analytics function to connect social performance into our broader attribution and marketing-performance reporting, so we can see social's real contribution to the business.

Skills & Experience

• 3–5 years creating content and managing social media for a brand, with demonstrated results growing and engaging audiences across platforms.
• A builder's mindset - you've grown something, tested into what works, and can point to social driving real outcomes (followers, traffic, leads, or sales), not just posting on schedule.
• Strong photography and videography skills, with the ability to shoot, edit, and publish high-quality photo and short-form video content using standard editing tools.
• Working proficiency in design tools and comfort adapting and producing visual assets.
• Strong critical thinking and problem-solving - able to operate with ambiguity, figure things out, and get to done without waiting to be told how.
• A genuine self-starter: resourceful, fast, and comfortable owning outcomes in a growing, evolving brand.
• Excellent writer with a sharp eye for composition and basic design principles.
• A passion for interior design, home inspiration, and the home-improvement space.
• Excellent communication and collaboration skills across a cross-functional team and outside partners.
• Bachelor's degree in Marketing, Communications, or a related field, or equivalent experience.
• Event experience a plus.