Job Title

Social Media Coordinator (Wellness and Lifestyle)

Full-time | Remote

US Time

The Role

This role owns the day-to-day strategy, creation, execution, and growth of Abbot's social channels,

with a primary focus on Instagram and secondary focus on TikTok.

You'll be responsible for translating Abbot's wellness positioning into compelling content from

educational carousels and recipes to founder stories, trends, and short-form video while staying on top

of platform algorithms, performance, and growth levers.

This is a hands-on role for someone who can think strategically and execute quickly.

Key Responsibilities

Content Strategy & Planning

? Own and manage a monthly social content calendar, built around Abbot's approved content

buckets (wellness & education, food & recipes, product & ingredient spotlights, retailer moments,

founder/BTS, and cultural moments)

? Ensure content ladders back to Abbot's broader brand goals: wellness authority, engagement,

community, and discovery

? Balance Know Us / Get Us / Love Us content to move followers from awareness to advocacy

Content Creation

? Create on-brand content using Canva (static posts, carousels, infographics, story assets)

? Produce and/or edit short-form video (Reels & TikTok): simple recipe videos, lifestyle clips,

founder moments, ASMR, trends

? Turn raw assets (UGC, iPhone videos, product shots, founder clips) into polished, high-

performing content

? Leverage AI tools (ChatGPT, caption tools, idea generators, editing tools) to increase speed,

ideation, and testing without losing brand voice

Copywriting & Captioning

? Write captions that are:

? Wellness-forward (not preachy)

? Smart, warm, and approachable

? Educational but digestible

? Optimized for SEO, reach, and saves

? Maintain a consistent Abbot's voice across posts, stories, and replies

Publishing & Community Management

? Publish all grid posts, Reels, TikToks, and Stories

? Post and manage Instagram Stories regularly (product, BTS, reposts, polls, education, retailer

moments)

? Engage with the community daily: comments, DMs, replies, proactive engagement

? Identify and save strong UGC for future use

Growth, Performance & Paid

? Deep understanding of Instagram and TikTok algorithms

? Track performance and optimize content based on:

? Reach, saves, shares, engagement, follower growth

? Run and manage:

? Boosted posts

? Light paid social (IG ads, retargeting, testing creative)

? Make recommendations on content formats, hooks, trends, and posting cadence

? Collaborate with the broader team on launches, promotions, and retailer moments

What We're Looking For

Must-Haves

? 35+ years managing brand social media accounts (CPG, wellness, food, or lifestyle strongly

preferred)

? Deep knowledge of Instagram & TikTok best practices

? Strong Canva skills (carousels, story templates, infographics)

? Comfortable creating and editing short-form video

? Excellent copywriting skills with an eye for brand voice

? Proven experience growing engagement and reach organically

? Comfortable working independently and owning outcomes

Nice-to-Haves

? Experience running paid social or boosting posts

? Familiarity with wellness, nutrition, or functional food brands

? Experience leveraging AI tools to speed up content creation

? Founder-led or small-brand experience

? Strong aesthetic eye aligned with premium wellness brands

How You'll Be Measured

? Engagement rate & saves

? Reach and discoverability

? Follower growth

? Content consistency and quality

? Community health and interaction

? Ability to turn strategy into execution on time, every month

Why This Role Is Special

? You're not just posting - you're building a wellness brand

? Direct access to the founder and leadership team

? Clear brand vision, buckets, and playbook (no guessing)

? Opportunity to shape how Abbot's shows up culturally

? Room to grow the role as the brand scales

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