Social Media Marketing Manager

Social Media Marketing Manager — Stay Connected Plus Job Title Social Media Marketing Manager — Platform Strategy, Content Creation, Paid Ads & Audience Growth (Stay Connected Plus) Project Overview Stay Connected Plus, LLC is seeking an experienced Social Media Marketing Manager to build, manage, and execute a multi-platform social media strategy for our communication platform. This role requires a marketer who can do more than schedule posts. You must understand our platform, our two distinct user audiences, our sensitive brand environment, and the unique communication challenges that come with marketing to communities connected to the correctional system. You must be able to develop strategy, create compelling content ideas, write strong copy, manage or assist with paid advertising, and deliver measurable results. This is a hands-on, ongoing role. I expect regular communication, clear deliverables, and a marketer who takes ownership of results — not someone who posts content and waits to be managed. About Stay Connected Plus Stay Connected Plus, LLC is a communications platform that helps incarcerated individuals stay connected with approved outside users including friends, family members, supporters, and other approved contacts. The platform serves two primary user groups: Outside Users: Non-incarcerated individuals — including friends, family members, supporters, and approved contacts — who access the platform through a web application to send and receive messages, manage communication access, and handle account functions. Incarcerated Users: Individuals in correctional facilities who access the platform through a phone-based system, authenticate with a PIN, manage approved contacts, send and receive messages, and use available voice features. The platform includes web applications, a phone-based voice system, messaging features, wallet and payment functionality, and inmate profile management. Future expansion includes mobile applications and additional automation. This platform serves real people dealing with real challenges. Marketing must be handled with care, accuracy, and genuine respect for the communities we serve. Brand Language Requirements The following requirements are non-negotiable. Any marketer who cannot demonstrate an understanding of these principles in their proposal will not be considered. Do not assume every user is communicating with a spouse or romantic partner. Use inclusive, neutral language: friends, family members, loved ones, supporters, and approved contacts. Do not imply guaranteed access to any incarcerated individual. Access depends on facility rules, individual eligibility, and platform enrollment. Do not make legal, correctional, or outcome-based claims that cannot be substantiated. Do not use exploitative language that treats incarceration as a hook or headline. Do not shame incarcerated individuals, their families, or their communities. Keep messaging respectful, trustworthy, clear, and human. Stay Connected Plus is about connection, communication, access, and support — not crisis, desperation, or novelty. Responsibilities Develop and maintain a multi-platform social media strategy Create a monthly and quarterly content calendar Develop content ideas for YouTube, TikTok, Instagram, and Facebook Create short-form video concepts and scripts Develop user-generated content (UGC) concepts Write captions, hooks, and ad copy Develop paid ad concepts and assist with ad campaign management Define and refine audience segments for both outside users and communities connected to incarcerated individuals Create educational content explaining how the platform works Create trust-building content that establishes credibility and reliability Create conversion-focused content that drives sign-ups and platform adoption Track and report on performance metrics weekly or bi-weekly Recommend strategy adjustments based on data Maintain brand consistency across all platforms and content formats Communicate directly with me by phone and written messages during Pacific Time business hours Understanding the Two Audiences A core requirement of this role is the ability to develop distinct strategies for two different audiences: Audience 1: Outside Users These are the people most likely to see and engage with social media content directly. They are family members, friends, supporters, and approved contacts of incarcerated individuals. They may be actively searching for communication tools, or they may not yet know that platforms like ours exist. Marketing to this audience requires education, trust-building, and clear communication about how the platform works and what it offers. Audience 2: Communities Connected to Incarcerated Individuals Reaching incarcerated individuals directly through social media is not possible. However, the communities surrounding them — family members, advocates, reentry organizations, legal support groups, and community organizations — can be reached. The contractor must demonstrate an understanding of how to reach this broader community through organic content, targeted advertising, community engagement, and appropriate partnerships or referrals. Mandatory Pre-Interview Requirement Before I will schedule an interview with any applicant, the applicant must submit a short written report (minimum 400 words) addressing the following: Summarize your understanding of Stay Connected Plus and how the platform works. Who are the two main user audiences, and how are they different from a marketing perspective? How would you approach marketing to outside users? What platforms, content formats, and messaging would you prioritize? How would you reach communities connected to incarcerated individuals indirectly through social media, paid ads, or other channels? What social media platforms would you prioritize first and why? What type of content would you create first, and what would your first 30 days look like? What paid advertising strategy would you recommend for this type of platform? What compliance risks or sensitivities do you see in marketing this type of platform, and how would you avoid them? Applicants who submit generic proposals, skip this requirement, or provide copy-paste responses will not be reviewed. Required Skills and Experience Social media strategy across YouTube, TikTok, Instagram, and Facebook Short-form video strategy and scripting Paid advertising (Meta Ads, TikTok Ads, or YouTube Ads) Content calendar development and management UGC strategy and concept development Brand messaging and copywriting Audience research and segmentation Experience marketing in sensitive, cause-based, or community-focused industries Ability to research and understand complex platforms before creating content Fluent English — written and spoken Real-time availability by phone during Pacific Time business hours Expected Deliverables Initial platform and audience analysis report 30-day content calendar 60-day content strategy plan Paid ad concept plan (creative direction, audience targeting, budget recommendations) UGC video concepts and briefs Short-form video scripts Caption and hook library Hashtag and keyword strategy Audience breakdown by platform Brand voice and messaging guidelines Weekly or bi-weekly performance reports Timeline and Availability This is an ongoing role with an initial project phase Contractor must be available by phone during Pacific Time business hours Regular check-ins by phone or video are expected Deliverables must be met on agreed timelines Delays without communication are not acceptable Communication Requirements Fluent spoken and written English is required You must be available by phone during Pacific Time business hours When I call during agreed working hours, I expect you to answer or respond promptly You must be able to present your strategy, explain your reasoning, and take direction clearly You must have a quiet, professional workspace and dedicated high-speed internet Screening Questions All applicants must answer the following questions. Vague or generic answers will disqualify your proposal. Describe a social media campaign you have managed for a service-based platform or startup. What was the platform, what was your strategy, and what results did you achieve? What is your experience with paid advertising on Meta, TikTok, or YouTube? Describe a specific campaign, including targeting approach and performance. Have you created content or developed strategy for a cause-based, community-focused, or sensitive-topic brand? How did you handle messaging? How would you market Stay Connected Plus to outside users — friends, family members, and supporters of incarcerated individuals — without using exploitative or insensitive language? How would you reach communities connected to incarcerated individuals through social media, paid ads, or other indirect channels, given that incarcerated individuals themselves are not on social media? What short-form video content would you create first for this platform and why? What compliance risks do you see in marketing this type of platform, and how would you mitigate them? Are you available by phone during Pacific Time business hours? How quickly can you respond to a call during agreed working hours? What Your Proposal Must Include Your experience managing social media for startups or service platforms Examples of social media accounts or campaigns you have worked on — with links where available Your experience with paid advertising and short-form video The required pre-interview written report (see Mandatory Pre-Interview Requirement section above) Confirmation that you can be available by phone during Pacific Time business hours Confirmation that you have fluent English, a quiet workspace, and high-speed internet Disqualifiers Generic or copy-paste proposals Failure to submit the required pre-interview written report No demonstrable experience with paid advertising No experience marketing for sensitive or community-based brands Inability or unwillingness to be available by phone during Pacific Time business hours No examples of social media accounts or campaigns Closing Statement Stay Connected Plus serves a real community with real communication needs. This is not a vanity brand project. This is a platform that exists to help people stay connected when physical barriers make that difficult. I am looking for a marketer who understands that, respects it, and can build a strategy that serves those communities while growing the platform responsibly. If you have the skills, the sensitivity, and the professionalism this role requires, I want to hear from you. Submit your proposal along with the required written report. Show me you have read this posting and understand the platform. That alone will put you ahead of most applicants.