Social Media Specialist (TikTok + YouTube)

TikTok and YouTube are central to nail culture moves—through trend cycles, tutorials, application techniques, reviews, and creator-led discovery. This person builds our presence on both platforms from scratch and makes the new brand feel native to those communities rather than like an advertiser arriving late. Video-first thinking, speed, and cultural fluency matter as much as polish.

This role sits within the shared Aprés Nail social team, with defined capacity and priorities protected for the new brand. The Social Media Manager provides day-to-day people management and channel leadership. The Marketing Manager translates the Brand Director's approved strategy into campaign priorities, briefs, and timing; this specialist owns platform-level recommendations and execution for TikTok and YouTube.

Key Responsibilities

• Build our TikTok and YouTube presence from the ground up—including account setup, content pillars, recurring formats, platform best practices, and an active testing roadmap—in partnership with the Social Media Manager, Creative team, and Marketing Manager.
• Own the content calendar for both platforms, balancing fast, culturally relevant responses with planned launch beats and ongoing brand storytelling.
• Develop original, platform-native concepts and repeatable series—including tutorials, application content, trend participation, creator formats, and community-led ideas—that establish a distinct voice.
• Grow followers, subscribers, views, and watch time from a standing start, with clear accountability to agreed launch and post-launch targets.
• Own timely, thoughtful community management across both platforms—including comments, replies, stitches/duets, and YouTube community features—and surface useful audience insights to the broader team.
• Identify and nurture creators and UGC opportunities relevant to TikTok and YouTube; support product seeding, creator briefs, usage rights tracking, and performance follow-up in coordination with the influencer/PR owner.
• Stay current on platform formats, commerce features, audience behavior, and algorithm changes; bring forward opportunities early with a clear recommendation.
• Partner closely with the Videographer/Editor and Creative Director on concepts, shot lists, hooks, edits, and format testing, with clear requirements and deadlines.
• Film and edit nimble social content independently when speed, authenticity, or trend responsiveness calls for it.
• Track performance weekly and monthly; translate results into clear content recommendations and adjust the testing roadmap based on what is working.

Qualifications and Requirements

• 2–4 years managing TikTok for a consumer brand; YouTube experience is strongly preferred. Beauty, fashion, or lifestyle experience is a plus.
• A track record of growing an account from a small or standing-start base, ideally with examples of organic content that materially expanded reach or community.
• Genuine fluency in short- and long-form video language, trend cycles, hooks, pacing, and community behavior.
• Exceptional organization and follow-through: you can manage a detailed content calendar, rapid-turn production, approvals, and publishing without losing accuracy.
• Experience sourcing creators, supporting UGC, or working with social commerce is a strong plus.
• A clear point of view and the ability to pitch ideas with a rationale—not just fill a content calendar.