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Social Media Manager

Detroit, MI

About us 

At Shinola, we make beautiful, enduring, handcrafted goods that are built to be lived in, worn out, and well-loved.  Our thoughtful craftsmanship, timeless design, and spirited stories inspire our customers to live well, with confidence & joy—in a style that is uniquely their own!  Because we are a growing and evolving company, each employee is a key stakeholder, making decisions every day that directly impact our overall vision and direction. At Shinola, you’ll have the opportunity to make a significant contribution at the start of what we believe will become an iconic American brand.  

About the Role

We are seeking a dynamic and creative Social Media Manager to lead our social strategy, content creation, and community engagement. This individual will work closely with our Marketing and Creative teams to bring Shinola’s story to life across platforms, aligning with our brand pillars and growth objectives. The ideal candidate is both a strategic thinker and hands-on creator who understands the power of storytelling, is fluent in social trends, and excels at analyzing performance to inform future content.

Responsibilities

  • Overall Social Media Management
    • Collaborate with the Director of Marketing and Art Director to define and maintain the strategy, artistic direction and tone across all social platforms.
    • Develop and maintain a comprehensive monthly social media content calendar aligned with brand pillars, product launches, and marketing initiatives.
    • Participate in cross-departmental meetings to stay informed on product deliverables, campaign updates, and other initiatives that influence the social calendar.
    • Ensure content integrates seamlessly with other marketing channels, including retail, events, catalogs, and e-commerce.
  • Content Production & Creation
    • Drive social-first content creation by conceptualizing, filming, and editing original assets that reflect Shinola’s brand ethos and aesthetic.
    • Ensure coordination between stakeholders and resources for in-house and external content production.
    • Oversee grid composition, platform-specific technical requirements, and final asset delivery formats to ensure cohesive storytelling.
  • Community Management
    • Actively engage with followers, influencers, and key stakeholders to foster meaningful connections and drive brand loyalty.
    • Identify and escalate sensitive issues to leadership while ensuring appropriate and timely responses in collaboration with Customer Experience teams.
    • Refresh and maintain community management guidelines, including escalation procedures, and collaborate with Copy to refine Shinola’s Social Media Guidelines.

  • Analytics & Reporting

    • Utilize data-driven insights from analytics tools, customer research, competitive analysis, and seasonal trends to optimize content strategies.
    • Create detailed monthly reports on engagement, reach, and other key performance indicators, identifying actionable insights.
    • Partner with the Business Intelligence Analyst to track and report on the effectiveness of campaigns and refine strategies accordingly.
  • Trend & Cultural Research
    • Stay ahead of platform changes, emerging trends, and technological advancements to keep Shinola’s social presence innovative and relevant.
    • Monitor cultural moments and identify strategic opportunities to integrate Shinola’s product and values through content and storytelling.
  • Brand Advocacy & Strategy
    • Act as the voice of Shinola in the social space, ensuring all communications are on-brand and support broader marketing goals.
    • Cultivate relationships with influencers, brand advocates, and VIPs to amplify Shinola’s presence and extend reach.
    • Contribute to the development of social media strategies that drive growth, increase brand awareness, and achieve revenue goals.
    • Proactively engage with communities that align with Shinola’s strategic objectives to foster brand connections.

Qualifications

  • Education: BA/BS in Communications, Marketing, or related field.
  • Experience: Minimum of 3+ years in a social media management role, preferably within lifestyle or luxury industries.
  • Expertise:
    • Strong understanding of emerging trends, platform nuances, and audience engagement strategies.
    • Proven track record of creating innovative, high-performing social content. 
    • Critical thinking and creative problem-solving.
    • Self-disciplined and proactive.
    • Strong brand storytelling and interpretation.
    • Highly organized with the ability to prioritize multiple projects.
    • Collaborative and positive mindset with the ability to work across teams and departments.
    • Proficiency in social media tools (CapCut, Sprout Social, Later, Minter.io preferred).
    • Skilled in video creation, editing, and mobile content production.
    • Experience with Asana and Microsoft Office Suite.
    • Deep understanding of native social platforms, including Instagram, TikTok, YouTube, and Facebook.

At Shinola, we're committed to growing and empowering an inclusive community within our company and industry. This is why we hire and cultivate diverse teams of the best and brightest from all backgrounds, experiences, and perspectives across our organization. Research shows that oftentimes women and other minority groups only apply to open roles if they meet 100% of the listed criteria. Shinola encourages everyone to apply for our available positions, even if they don't necessarily check every box on the job description.  

Note: This job description is not meant to be all-inclusive. You may be required to perform other duties to meet the ongoing needs of the organization.

 

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