Job Overview

This role will play a key part in shaping how our best-selling Welch's® Fruit Snacks portfolio shows up in feeds, culture, and consumer conversations. You'll help evolve our organic social presence by translating brand strategy into platform-native content that drives engagement, relevance, and business impact.

Working closely with Brand Marketing, Creative, Communications, PIM's in-house social team and Agency Partners, this individual will lead the development and execution of best-in-class organic social content. The ideal candidate is chronically online, social-first, highly creative, trend-obsessed, analytically minded, and passionate about digital storytelling.

Acting as the day-to-day steward of our social channels, this role spans three key areas: developing social-first strategies, creating and publishing platform-native content, and leveraging performance insights to continuously optimize results. The Content Creator will own organic social execution end-to-end, helping build awareness, cultural relevance, consumer engagement, and growth for the beloved Welch's® Fruit Snacks brand.

Responsibilities

Develop and execute channel-specific, social-first strategies that build brand love, spark conversation, and drive business results.
•    Translate broader brand positioning into social-first ideas that feel native to each platform
•    Balance planned storytelling, business priorities, always-on content, and cultural moments
•    Identify cultural trends / participation opportunities and rapidly translate into on-brand content ideas
•    Develop and manage monthly content calendars
•    Influence social channel evolution through continuous testing of formats, beta features, and content approaches

Create and publish platform-native content that brings the brand to life across TikTok, Instagram, Facebook, Youtube, Pinterest, and emerging platforms
•    Lead end-to-end organic social video production: concepting, shooting, editing, and optimizing short-form video content
•    Support integrated campaigns by developing social-first creative assets
•    Capture real-time content at brand events, shoots, and activations
•    Maintain a consistent brand look, feel, tone across all content

Leverage performance insights to continuously refine content, improve engagement, and maximize impact
•    Use social listening and platform insights to inform content and refine creative output
•    Analyze effectiveness and optimize creative based on engagement trends and content performance
•    Test and evolve content strategies across formats (Reels, Stories, TikTok, emerging features)
•    Establish measurement frameworks and performance benchmarks
•    Deliver weekly and monthly performance recaps, highlighting key learnings, top-performing content, and optimization opportunities 

Qualifications

• Passion for social media and proficiency with major social media platforms and social media management tools
• Deep understanding of how CPG brands creatively show up across social
• Strong content creator mindset with a deep understanding of what performs across social platforms
• Advanced video editing skills with experience creating high-volume, short-form content
• Strong visual storytelling and copywriting skills, tailored to each platform
• Ability to analyze performance and optimize creative based on data and trends
• Highly organized, detail-oriented, and able to move quickly in a fast-paced environment

Education and Experience

• Bachelor’s degree required, preferably in marketing, graphic design, or a related field.
• 4+ years’ experience with B2C social media marketing or content development (in-house or agency)
• Proven portfolio of short-form video and social content personally planned, captured, edited and produced by the candidate
• Strong understanding of social media platforms, especially Instagram and TikTok
• Experience with Adobe Creative Cloud (Photoshop, Illustrator, Premier Pro) or equivalent mobile-first editing tools (CapCut, InShot, Canva)
• Familiarity with social media management and analytics tools (e.g, native platform insights, Meltwater or similar social listening tools)
• Experience with shooting content on iPhone/DSLR, including lighting, framing, and audio basics
• Experience with Microsoft Office (Excel, Outlook, PowerPoint)
• Relevant CPG experience strongly preferred, especially within confections/snack foods.