Social Media Manager with experience promoting UK Beauty Brands.

SOCIAL MEDIA MANAGER Semi-Permanent Makeup, Aesthetics & Training Location: Remote Hours: 10–20 hours per week ⸻ ABOUT THE ROLE We are looking for a creative, commercially minded and highly motivated Social Media Manager to take responsibility for the development, management and growth of social media across a portfolio of three complementary brands within the semi-permanent makeup, aesthetics and beauty education sector. The portfolio consists of: * Brand 1 – Treatment Brand: Providing professional semi-permanent makeup and beauty treatments. * Brand 2 – Aesthetic/Treatment Brand: Providing aesthetic and complementary beauty treatments. * Brand 3 – Training Academy: Providing professional training, education and development for aspiring and established beauty professionals. The successful candidate will play a key role in increasing brand awareness, building credibility and trust, generating desire for our services and ultimately converting social media attention into bookings, enquiries, course registrations and commercial growth. This is not simply a role for someone who can “post on Instagram”. We are looking for someone who understands how social media works as a marketing and sales channel and can combine creativity, storytelling, audience psychology, trends, analytics and commercial awareness to produce content that gets noticed, builds relationships and drives action. You will be responsible for managing and developing our presence across Instagram, Facebook and TikTok, creating a consistent and recognisable brand identity while ensuring each individual brand has its own personality, audience and commercial purpose. ⸻ THE PRIMARY OBJECTIVE The primary objective of this role is to use social media to: * Increase awareness of all three brands. * Build credibility and authority within the beauty, aesthetics and education sectors. * Establish trust with potential customers and students. * Showcase the quality of treatments, results and training. * Create desire around our services and courses. * Increase engagement and audience interaction. * Grow our social media following organically. * Generate high-quality enquiries. * Drive traffic towards our booking and enquiry platforms. * Increase treatment bookings. * Increase training/course enquiries and registrations. * Build stronger relationships with existing customers and students. * Support customer retention and repeat bookings. * Maximise the return from a relatively small paid advertising budget. * Develop a measurable and repeatable social media strategy. The successful candidate should therefore be comfortable thinking beyond likes and followers. We want social media activity to contribute directly to measurable business outcomes. ⸻ KEY RESPONSIBILITIES 1. SOCIAL MEDIA STRATEGY Develop and implement a structured social media strategy across all three brands. Responsibilities will include: * Creating an overall social media strategy aligned with the wider business objectives. * Developing individual strategies for each brand based on its target audience and commercial objectives. * Identifying the type of content that works best for each audience. * Creating clear content pillars for each brand. * Establishing appropriate posting frequency across Instagram, Facebook and TikTok. * Developing a content calendar covering all three brands. * Planning campaigns around promotions, treatments, courses, events and key dates. * Identifying opportunities to leverage relevant trends. * Developing strategies to increase organic reach. * Identifying opportunities to turn high-performing organic content into paid advertising. * Regularly reviewing and adapting the strategy based on performance data. * Keeping up to date with changes to Instagram, Facebook and TikTok algorithms, features and best practice. * Identifying emerging social media opportunities and recommending new approaches where appropriate. ⸻ 2. CONTENT CREATION A significant part of the role will involve creating compelling, professional and engaging content. This will include: * Creating Instagram posts. * Creating Instagram Reels. * Creating TikTok videos. * Creating Facebook content. * Creating Stories. * Creating carousel posts. * Creating educational content. * Creating promotional content. * Creating before-and-after content. * Creating treatment transformation content. * Creating client-focused content. * Creating practitioner-focused content. * Creating student-focused content. * Creating behind-the-scenes content. * Creating testimonials and social proof content. * Creating FAQs. * Creating myth-busting content. * Creating tips and advice. * Creating industry-related content. * Creating infographics. * Creating promotional graphics. * Creating branded templates. * Creating campaign assets. * Repurposing existing content across multiple platforms. Content should be designed specifically for the platform rather than simply copying the same post across every channel. ⸻ 3. VIDEO CONTENT & EDITING Video will be a major component of the role. The successful candidate will be expected to confidently create and edit short-form video content for Instagram Reels and TikTok. This will include: * Creating video concepts. * Writing video hooks. * Editing short-form videos. * Adding captions and subtitles. * Adding appropriate music and sound. * Creating transitions where appropriate. * Creating educational videos. * Creating talking-head videos. * Creating treatment videos. * Creating transformation videos. * Creating behind-the-scenes videos. * Creating testimonial videos. * Creating “day in the life” content. * Creating practitioner/student-focused videos. * Creating trend-led videos where appropriate. * Creating strong opening hooks designed to stop users scrolling. * Creating appropriate calls to action. * Repurposing longer footage into multiple pieces of short-form content. The successful candidate should understand that the first few seconds of a video are critical and should be able to create content that captures attention quickly. ⸻ 4. BRAND STORYTELLING We want our social media to communicate much more than the treatments or courses we offer. The candidate will be responsible for helping tell the story of our brands. Content should communicate: Credibility Demonstrate our knowledge, experience, professionalism, qualifications, standards and results. Trust Show real people, real experiences, real results, testimonials and the personality behind the brands. Desire Show customers what is possible and why they would want the treatment, service or experience. Education Help audiences understand treatments, procedures, products, aftercare, expectations and professional standards. Community Create a sense of belonging around our clients, practitioners, students and wider beauty community. Conversion Give people a clear reason and opportunity to take the next step. The candidate should be able to turn everyday business activity into compelling social media stories. ⸻ 5. CONTENT FOR THE TREATMENT BRANDS For the two treatment-focused brands, content should be designed to increase awareness and ultimately encourage customers to make bookings. Content should include areas such as: * Treatment showcases. * Before-and-after results. * Client transformations. * Treatment explanations. * Treatment benefits. * Frequently asked questions. * Treatment suitability. * Client testimonials. * Client journeys. * Practitioner introductions. * Practitioner expertise. * Behind-the-scenes content. * Treatment preparation. * Aftercare information. * Common misconceptions. * Educational content. * Seasonal treatment campaigns. * Limited-time offers. * New treatment launches. * Packages and promotions. * Client reviews. * “What to expect” content. * Booking reminders. * Availability updates. * Rebooking content. * Repeat customer campaigns. The objective is to move potential customers through the journey: Awareness → Interest → Trust → Desire → Enquiry → Booking → Repeat Customer ⸻ 6. CONTENT FOR THE TRAINING ACADEMY The training brand will require a different content strategy focused on attracting aspiring and established beauty professionals. Content should include: * Course introductions. * Training videos. * Student transformations. * Student success stories. * Student testimonials. * Before-and-after work created by students. * Classroom content. * Training day content. * Trainer introductions. * Trainer expertise. * Course demonstrations. * Educational tips. * Industry advice. * Career opportunities. * Business advice for practitioners. * Student FAQs. * Course comparisons. * “What you will learn” content. * “A day at the academy” content. * Course availability. * Course dates. * Course promotions. * Accreditation/qualification information where applicable. * Equipment and product demonstrations. * Student support. * Post-course support. * Practitioner business advice. The goal is to establish the academy as a credible and trusted source of education while generating course enquiries and bookings. ⸻ 7. CONTENT PLANNING The Social Media Manager will be responsible for maintaining a structured content calendar. This should include: * Monthly content planning. * Weekly content scheduling. * Key campaign dates. * Promotional campaigns. * Treatment launches. * Course launches. * Special offers. * Relevant national awareness days. * Seasonal opportunities. * Industry events. * Trending topics. * Filming requirements. * Graphic requirements. * Campaign deadlines. * Paid advertising requirements. The content calendar should provide enough structure to ensure consistency while remaining flexible enough to react to relevant trends and opportunities. ⸻ 8. ORGANIC GROWTH A major responsibility will be increasing organic reach and engagement. The successful candidate will be expected to actively look for ways to grow the audience rather than relying solely on paid advertising. This may include: * Developing highly shareable content. * Developing saveable educational content. * Encouraging comments and conversations. * Creating content designed for Instagram Explore and TikTok discovery. * Using relevant hashtags appropriately. * Using trends strategically. * Engaging with relevant accounts. * Engaging with followers. * Responding to comments. * Encouraging user-generated content. * Encouraging clients to tag the business. * Encouraging students to share their experiences. * Developing collaborations. * Identifying potential local collaborations. * Working with influencers or relevant creators where appropriate. * Developing competitions or giveaways where commercially appropriate. * Creating community-focused content. * Identifying high-performing content and developing variations of it. Organic growth should be approached strategically rather than simply chasing follower numbers. ⸻ 9. COMMUNITY MANAGEMENT The Social Media Manager will also be responsible for helping build an active and engaged online community. Responsibilities include: * Monitoring comments. * Responding to appropriate comments. * Monitoring direct messages. * Identifying potential customer enquiries. * Identifying potential course enquiries. * Responding professionally and promptly within agreed guidelines. * Escalating treatment-specific or clinical questions where appropriate. * Encouraging conversations. * Engaging with relevant followers. * Monitoring brand mentions. * Monitoring tags. * Monitoring reviews and feedback. * Identifying opportunities to turn engagement into enquiries. * Maintaining a professional tone across all platforms. Where a customer demonstrates clear booking intent, the social media journey should make it as easy as possible for them to move from interest to booking. ⸻ 10. BOOKING & CONVERSION Social media must ultimately contribute to commercial performance. The candidate will therefore be expected to understand conversion. This includes: * Creating clear calls to action. * Directing users towards the booking platform. * Creating content designed specifically to generate bookings. * Creating content designed to generate training enquiries. * Using appropriate links and booking prompts. * Testing different calls to action. * Identifying which content generates enquiries. * Tracking enquiries originating from social media where possible. * Working with the wider team to improve the conversion journey. * Identifying where potential customers are dropping out. * Testing different approaches to improve conversion. Examples of calls to action could include: “Book your consultation.” “See available appointments.” “Message us to find out more.” “Start your training journey.” “View upcoming course dates.” The candidate should understand that a beautiful Instagram page is not enough if it does not generate commercial activity. ⸻ 11. PAID SOCIAL MEDIA & ADVERTISING There will be a relatively small advertising budget, so the successful candidate will need to understand how to maximise its effectiveness. Responsibilities may include: * Creating paid social campaigns. * Creating advertising content. * Boosting suitable organic content. * Developing targeted campaigns. * Retargeting website/social audiences where appropriate. * Testing different creative assets. * Testing different audiences. * Testing different messaging. * Monitoring campaign performance. * Monitoring cost per enquiry/lead where measurable. * Monitoring booking-related results where measurable. * Identifying underperforming campaigns. * Adjusting campaigns accordingly. * Allocating budget towards better-performing activity. * Producing regular performance reports. The objective is not simply to spend the available budget. The objective is to generate the maximum commercially relevant result from the available budget. ⸻ 12. ANALYTICS & REPORTING The Social Media Manager will be expected to understand and report on social media performance. Key metrics may include: * Reach. * Impressions. * Engagement. * Engagement rate. * Video views. * Video completion rate. * Watch time. * Follower growth. * Profile visits. * Website clicks. * Booking-platform clicks. * Direct messages. * Enquiries. * Leads. * Bookings. * Course enquiries. * Course registrations. * Cost per lead. * Advertising spend. * Return on advertising spend where measurable. Monthly reporting should not simply provide numbers. The candidate should be able to explain: What happened? Why did it happen? What worked? What did not work? What should we do more of? What should we change? What should we test next? ⸻ 13. COMPETITOR & MARKET RESEARCH The successful candidate will regularly monitor the social media landscape within: * Semi-permanent makeup. * Aesthetics. * Beauty. * Skincare. * Beauty education. * Practitioner training. * Local competitors. * National competitors. * Relevant influencers. * Relevant creators. * Emerging beauty trends. This should be used to identify: * Content opportunities. * Emerging trends. * Audience interests. * Competitor strengths. * Competitor weaknesses. * Market gaps. * New content formats. * New opportunities for differentiation. The purpose is not to copy competitors, but to understand the market and identify opportunities to create stronger, more distinctive content. ⸻ 14. BRAND CONSISTENCY Although the three brands will have their own identities, the candidate will be responsible for maintaining professional standards across the portfolio. This includes: * Consistent visual quality. * Appropriate use of logos. * Consistent typography. * Consistent brand colours. * Consistent tone of voice. * Consistent messaging. * High-quality imagery. * High-quality video. * Correct spelling and grammar. * Professional presentation. * Appropriate use of brand templates. Every piece of content should reinforce the quality and professionalism of the business. ⸻ 15. CONTENT & CREATIVE TOOLS The successful candidate should be comfortable using appropriate social media and creative tools. These may include: * Meta Business Suite. * Instagram. * Facebook. * TikTok. * Canva. * CapCut. * Adobe Creative Cloud or equivalent tools. * Video editing software. * Social media scheduling platforms. * Analytics platforms. * AI-assisted creative tools where appropriate. The candidate should be willing to learn new platforms and technologies as the social media landscape develops. ⸻ 16. COLLABORATION WITH THE TEAM The role will require close collaboration with practitioners, trainers, management and other members of the team. You will be expected to: * Identify good content opportunities within the team. * Coordinate filming remotely where appropriate. * Help practitioners feel comfortable on camera. * Develop content ideas with practitioners. * Capture client journeys. * Capture student experiences. * Request testimonials. * Identify success stories. * Coordinate promotional campaigns. * Ensure the team understands upcoming content requirements. * Encourage staff participation in social media. A successful candidate should be able to make content creation feel straightforward and enjoyable for the wider team. ⸻ 17. CONTENT CREATION SESSIONS Where required, the Social Media Manager will organise and/or participate in dedicated content creation sessions. These may involve: * Creating filming schedules. * Preparing shot lists. * Preparing content concepts. * Preparing scripts. * Coordinating footage from practitioners. * Capturing or requesting video and photography. * Recording practitioner interviews. * Recording testimonials. * Capturing treatment footage. * Capturing training footage. * Creating multiple pieces of content from a single filming session. A key expectation will be to maximise the value of each content session. For example, one treatment session should potentially produce multiple Reels, TikToks, Stories, photographs, educational posts and promotional assets rather than a single piece of content. ⸻ 18. CONTENT QUALITY & COMPLIANCE Because the brands operate within the beauty, semi-permanent makeup and aesthetics sectors, content must be produced responsibly and professionally. The Social Media Manager must: * Follow agreed brand guidelines. * Follow relevant platform advertising policies. * Avoid misleading claims. * Avoid making inappropriate medical or treatment claims. * Ensure appropriate permissions are obtained for client imagery. * Respect client privacy. * Use before-and-after imagery responsibly. * Ensure testimonials are genuine. * Follow agreed procedures for promotional claims. * Escalate sensitive or technical treatment questions to appropriately qualified members of the team. The candidate does not need to be a clinical expert, but must understand the importance of accurate, responsible communication. ⸻ PERSON SPECIFICATION Essential Skills & Experience The successful candidate should have: * Proven experience managing social media accounts. * Strong knowledge of Instagram. * Strong knowledge of Facebook. * Strong knowledge of TikTok. * Experience creating short-form video content. * Strong video editing skills. * Strong graphic/content creation skills. * Excellent written communication. * Strong visual awareness. * Understanding of social media algorithms and trends. * Understanding of organic social media growth. * Understanding of paid social advertising. * Ability to interpret social media analytics. * Strong organisational skills. * Excellent attention to detail. * Ability to work independently. * Commercial awareness. * Ability to meet deadlines. * Ability to manage multiple brands simultaneously. ⸻ DESIRABLE EXPERIENCE Experience within any of the following sectors would be advantageous: * Beauty. * Aesthetics. * Semi-permanent makeup. * Skincare. * Hair and beauty. * Health and wellness. * Training and education. * E-commerce. * Hospitality. * Local service businesses. Experience working with multiple brands or businesses simultaneously would also be advantageous. ⸻ PERSONAL ATTRIBUTES We are looking for somebody who is: * Creative. * Proactive. * Commercially minded. * Curious. * Energetic. * Organised. * Reliable. * Detail-oriented. * Confident. * Self-motivated. * Comfortable experimenting. * Comfortable using data to make decisions. * Able to take feedback. * Able to work independently. * A strong communicator. * Passionate about social media. * Interested in beauty, aesthetics and digital marketing. * Focused on outcomes rather than simply completing tasks. Most importantly, we want somebody who takes ownership. We are not looking for someone who waits to be told what to post. We want someone who sees an opportunity and says: “We should create this.” Then works out how to make it happen. ⸻ KEY PERFORMANCE INDICATORS Performance will be assessed using a combination of quantitative and qualitative measures. These may include: Audience Growth * Consistent growth across Instagram, Facebook and TikTok. * Growth in relevant local and target audiences. * Growth in followers who are genuinely relevant to the brands. Engagement * Increased engagement rate. * Increased comments. * Increased shares. * Increased saves. * Increased video views. * Increased watch time. Lead Generation * Increased enquiries through social media. * Increased direct messages. * Increased booking-platform traffic. * Increased course enquiries. Commercial Performance * Treatment bookings attributable to social media. * Course bookings attributable to social media. * Revenue generated through social campaigns where measurable. * Cost per lead. * Advertising efficiency. Content Performance * Number and consistency of content pieces produced. * Growth in high-performing content. * Improvement in average reach. * Improvement in video performance. * Development of repeatable successful content formats. ⸻ EXPECTED OUTPUT The exact volume of content will be agreed based on the working arrangement and available resources, but the candidate should be capable of maintaining a consistent flow of content across all three brands. As an indicative framework, this could include: * Multiple feed posts each week. * Multiple Reels/TikToks each week. * Regular Stories. * Educational content. * Promotional content. * Client transformation content. * Testimonials. * Behind-the-scenes content. * Training content. * Community engagement. * Campaign-specific content. Quality, relevance and performance are more important than simply hitting a high number of posts. ⸻ THE IDEAL CANDIDATE The ideal candidate is someone who understands that social media is a combination of: Creativity + Strategy + Psychology + Consistency + Data + Commercial Awareness You should be able to look at a blank content calendar and develop ideas. You should be able to take a 30-second treatment video and turn it into compelling short-form content. You should be able to look at analytics and identify why something performed well. You should be able to recognise when a trend is relevant to our audience. You should understand the difference between content that receives attention and content that generates bookings. You should also understand that not every post needs to sell. Some content exists to build awareness. Some exists to educate. Some exists to build trust. Some exists to create desire. And some exists to convert. The successful Social Media Manager will understand how these pieces fit together. ⸻ WHAT SUCCESS LOOKS LIKE Within the role, success will ultimately mean that our social media becomes a valuable and measurable part of the wider business. We want prospective customers to discover our brands online and immediately understand: Who we are. What we offer. Why they should trust us. What makes us different. What results they can expect. How they can take the next step. For the treatment brands, this should translate into increased awareness, enquiries, bookings, repeat customers and stronger customer relationships. For the training academy, this should translate into increased awareness, credibility, student enquiries, course bookings and a stronger community of practitioners. ⸻ THE ROLE IN ONE SENTENCE Create compelling social media content that builds credibility, trust and desire, grows our audience organically and converts attention into enquiries, bookings and long-term customers and students. ⸻ APPLICATION / WHAT WE WOULD LIKE TO SEE When applying, candidates should provide: * Examples of social media accounts they have managed. * Examples of Reels/TikToks they have created. * Examples of graphics or infographics they have produced. * Examples of campaigns they have managed. * Examples of organic growth they have achieved. * Examples of paid advertising campaigns where applicable. * Details of the platforms and software they are comfortable using. * An indication of their experience within beauty, aesthetics or related industries. * Their availability within the 10–20 hours per week requirement. * Examples of measurable results achieved through their previous social media work. Candidates may also be asked to complete a short practical task demonstrating how they would approach the social media strategy for the three brands. ⸻ OUR EXPECTATION We are looking for a Social Media Manager who will become an important part of the growth of the business. This is an opportunity for someone who wants genuine ownership of social media and wants to see their work translate into brand growth, customer engagement, bookings and revenue. If you are creative but commercially focused, understand how to tell a story through content, enjoy creating video and graphics, understand social media trends and are motivated by measurable results, we would like to hear from you.