Manager, Social Media

Job Summary
GoTo Foods is the company behind seven iconic brands: Auntie Anne’s, Cinnabon, Moe’s Southwest Grill, McAlister’s Deli, Jamba, Schlotzsky’s, and Carvel. From craveable treats and beverages to signature entrées, our restaurants, shoppes, and bakeries share a commitment to excellence and a passion for creating memorable guest experiences.
We are seeking a strategic, creative, and culturally fluent Social Media Manager to lead brand social strategy and execution across our platforms. This role will bring our brands to life through platform-native content, community engagement, creator partnerships, and data-informed optimization that strengthens brand affinity, grows audiences, and drives business results.
This role is based in our Atlanta, GA corporate office with work from home on Fridays.
Essential Functions

• Develop and execute organic social strategies aligned with brand goals, audience insights, and business growth priorities.
• Define social objectives, channel roles, content strategies, and brand voice across platforms, including Facebook, Instagram, TikTok, YouTube, X, Threads, and LinkedIn.
• Lead social planning throughout the go-to-market process, ensuring social campaigns and key initiatives are integrated, timely, and social-first.
• Concept, brief, create, and oversee social-first content in partnership with internal creative team and agency partners.
• Lead creator, influencer, and UGC opportunities aligned with social strategy, from evaluation through execution and performance measurement.
• Keep pace with developments in social platforms, culture, audience behavior, and emerging formats to identify new opportunities for growth.
• Own the social content calendar, balancing planned campaigns, always-on storytelling, and real-time opportunities.
• Lead community management and publishing in partnership with the Social Media Specialist, engaging guests and fans in an authentic, timely, and brand-appropriate voice.
• Develop social copy, captions, messaging, and activations that resonate with and delight our audiences.
• Partner with Guest Relations to manage feedback, escalate sensitive issues, and support reputation management.
• Monitor social conversations, trends, risks, and emerging opportunities using social media management tools, translating findings into actionable insights and recommendations.
• Analyze performance data and audience insights to optimize content, channel strategy, and future messaging.
• Develop monthly, campaign, and annual reports that evaluate social performance against KPIs and connect results to brand priorities.
• Collaborate with CRM, paid media, and analytics teams to strengthen attribution from social engagement through to traffic and sales.
• Manage the day-to-day work and professional development of the Social Media Specialist.
  

Education

• Bachelor’s degree in Marketing, Communications, Public Relations, Journalism, Advertising, or a related field. Equivalent work experience may also be considered.
  

Work Experience

• 4–7 years of experience in social media management, preferably within retail, restaurant, food, beverage, or multi-brand environments.
• Proven experience developing and executing social strategies for consumer-facing brands.
• Experience managing influencer and creator partnerships.
• Experience using basic design and video-editing tools, such as Canva or CapCut.
• Experience establishing social KPIs and identifying patterns in data that lead to informed recommendations.
• Experience using AI tools in workflows and analysis is preferred.
  

Skills

• Demonstrated hands-on expertise across social media platforms, including Facebook, Instagram, TikTok, YouTube, Threads, X, and LinkedIn.
• Deep understanding of social media trends, platform best practices, audience insights, and effective content formats.
• Highly proficient in social media management tools and Microsoft Office Suite.
• Proficient in writing engaging, platform-native copy and compelling stories, which reflect the brand voice and resonate with target audiences.
• Demonstrated fluency in internet culture, social trends, and fandoms, with the ability to translate those insights into breakthrough social execution.
• Ability to collaborate and communicate effectively with cross-functional partners across creative, brand marketing, public relations, executive stakeholders, and agency partners.
• Strong communication, organizational, and project-management skills, with the ability to manage multiple projects and deadlines in a fast-paced environment.
• Portfolio demonstrating successful social media strategy, content creation, or audience engagement.
  

CertificationsTravel Requirement