Senior Social Media Manager

About PATH

PATH is on a mission to create a more sustainable future by becoming the go-to bottled water brand that helps break the addiction to single-use plastic. As global consumer demand for sustainable and reusable packaging continues to grow, PATH is leading the way with innovative, purpose-driven solutions that make a real impact.

About The Role

We are looking for a bold, innovative, full-stack social media marketer to energize PATH’s social presence. You’ll own both strategy and execution, and work quickly across every platform. As the brand’s leading voice in the social conversation, you’ll set the strategy, create and source standout content, build an engaged community, and use data to show impact. You’ll work across ongoing social strategy, campaigns, and live events, looking for ways to make the work more relevant to audiences and more impactful for PATH. You’ll partner closely with the Brand, Creative, and Partnerships teams to deliver content that breaks through.

The ideal candidate uses every major platform natively and creates trends instead of just following them. They’re creative, agile, and data-driven, and they thrive in a fast-paced environment. Key responsibilities include social strategy, content creation, community management, influencer and creator programs, analytics, social listening, and paid social.

We offer competitive benefits for all full-time team members, including:

• 401k with a 6% employer match
• Flexible Time Off policy
• 12 company holidays + year-end company shutdown
• Communications and wellness stipends
• Medical, dental, and vision insurance
• Long-term and short-term disability insurance
• Life insurance
  
  

Responsibilities

• Develop and execute social media strategies that align with PATH’s marketing goals, brand identity, and content pillars
• Adapt the brand’s personality and tone for each platform (Instagram, TikTok, LinkedIn, Facebook, Pinterest)
• Deliver quarterly social playbooks with original creative concepts, trend-setting ideas, and distinctive launch strategies
• Build and manage influencer, content creator, and affiliate/ambassador strategies
• Partner with the Brand, Creative, and Partnerships teams to create provocative, engaging, and timely content
• Write copy, design basic visuals and storyboards, shoot short-form video (Reels/TikToks), and schedule posts across platforms
• Partner with the Content Producer on strategy, then source, negotiate with, and coordinate the creators who carry it out
• Evaluate content formats (influencer, UGC, static, video, infographics, retail, etc.) and optimize the mix based on performance
• Build a best-in-class community strategy that sparks two-way dialogue with followers
• Engage the audience through comments, DMs, and mentions to build loyalty and handle customer service questions
• Identify and engage relevant brands for collaborations, social conversations, and giveaways
• Track and analyze KPIs, including engagement, reach, growth, and conversions, to optimize campaigns and show ROI to stakeholders
• Monitor industry trends, competitor activity, and cultural moments to keep PATH relevant and capitalize on viral opportunities
• Create, manage budgets for, and optimize paid social campaigns (e.g., Meta Ads Manager, LinkedIn Ads)
  
  

Qualifications

• 6–8 years of social media marketing experience, including leading strategy and hands-on execution (CPG, beverage, or consumer brand experience preferred)
• A portfolio showing successful campaigns, follower growth, and creative content you personally produced
• Deep, current knowledge of platform algorithms, best practices, and emerging features
• Proficiency with design and video editing tools (e.g., Canva, Adobe Creative Suite, CapCut)
• Experience with scheduling and reporting tools (e.g., HeyOrca, Hootsuite, Sprout Social, Buffer, HubSpot)
• Hands-on experience running paid social campaigns and managing budgets
• Strong copywriting skills across audiences and platforms, plus an understanding of social SEO (keywords, hashtags, alt text)
• A creative, out-of-the-box mindset and a strong eye for a cohesive visual aesthetic
• Agility to pivot quickly when algorithms change or crises arise
• Excellent communication, empathy, and cross-functional collaboration skills
• Bachelor’s degree in Marketing, Communications, Public Relations, Journalism, or a related field preferred
• Certifications from Google, HubSpot, or Hootsuite Academy are a plus
  
  

Reports to:

Vice President of Marketing

Compensation

$100,000 - $130,000

Our Commitment

We are proud to be an Equal Opportunity/Affirmative Action Employer. PATH does not discriminate on the basis of race, color, religion, sex (including pregnancy and gender identity), national origin, political affiliation, sexual orientation, marital status, disability, genetic information, age, membership in an employee organization, retaliation, parental status, military service, or other non-merit factor. Applicants and employees are protected from discrimination under Federal law. For more information, please see EEO is the Law.

Individual pay rate decisions are based on a number of factors, including qualifications for the role, experience level, skillset, and balancing internal equity relative to peers at the company. We expect the majority of the candidates who are offered roles at our company to fall healthily throughout the range based on these factors. While the range above is for the expectations as laid out in the job description, the final offer amount will depend on the factors listed above.