Social Media Coordinator

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