Baked By Melissa is hiring: Social Media Manager in New York

Department: Brand
Location: Hybrid; New York, New York
Reports To: CEO
Direct Reports: None

Role Overview

We believe in spreading happiness - one bite-size cupcake at a time. Our brand is built on creativity, community, and connection, and our social media presence is a key ingredient in bringing that vision to life.

We’re looking for a Social Media Manager to support Melissa and our growing brand across platforms. This is a hands-on, creative, and strategic role - perfect for someone who lives and breathes content, thrives in fast-paced environments, and loves engaging with an online community.

If you’re a social media pro who knows how to create viral-worthy content, engage audiences, and analyze performance to optimize strategy, we want to hear from you!

What You’ll Do

Content Creation & Brand Storytelling

• Support Melissa in creating authentic, engaging content that resonates with our audience and aligns with brand goals.

• Capture, edit, and produce high-quality, short-form video, photo, and social-first content for TikTok, Instagram, and emerging platforms.

• Own the editorial calendar, managing a daily posting schedule across platforms.

• Stay on top of trends, leveraging cultural moments and social listening to create timely, buzzworthy content.

• Work in a hybrid capacity, combining remote work with on-site content creation (e.g., PR events, press appearances, campaign shoots, bakery visits).

Revenue Generation: Paid Social & Affiliate

• Create content that supports paid social ad campaigns, working closely with internal teams to optimize performance.

• Develop and execute social strategies to drive revenue through affiliate links and social commerce (e.g., linking to Melissa’s Amazon shop in IG stories).

• Analyze engagement and conversion data to refine content strategies for both organic and paid growth.

Community Engagement & Growth

• Manage Baked by Melissa’s social community, responding to comments, DMs, and customer inquiries in a brand-appropriate voice.

• Engage with our audience, influencers, and partners to foster a strong, loyal community.

• Proactively join and spark conversations, ensuring Baked by Melissa is part of trending cultural moments.

• Continuously test and optimize engagement strategies to increase reach, visibility, and conversion.

Sponsored Content & Partnerships

• Work closely with the Brand Partnerships team to execute influencer and brand collaboration content.

• Ensure timely and effective posting of sponsored content and partnership deliverables.

• Align partnership content with Baked by Melissa’s overall social media strategy for maximum impact.

• Track and analyze sponcon performance, providing insights and recommendations for future campaigns.

Reporting & Analytics

• Track and analyze key social media performance metrics to inform content and engagement strategies.

• Provide regular reports on social trends, performance, and opportunities for optimization.

• Stay informed on platform updates, algorithm changes, and emerging best practices to keep Baked by Melissa ahead of the curve.

What We’re Looking For

• A Social Media Expert: you know the ins and outs of TikTok, Instagram, and emerging platforms, with a proven ability to create engaging content and grow communities.

• Creative & Trend-Savvy: You’re always ahead of the latest trends, memes, and viral moments - ready to jump on opportunities before they peak.

• Revenue-Minded & Analytical: You understand how to turn content into revenue, whether through affiliate, paid social, or strategic partnerships.

• Hands-on & Resourceful: You’re a self-starter who thrives in a fast-moving, dynamic environment, comfortable brainstorming big ideas and executing them yourself.

• A Strong Communicator: You can write compelling captions, craft engaging responses, and maintain a consistent brand voice that resonates with our audience.

Qualifications

• 3-5 years of social media experience, with a strong background in content creation, community management, and analytics.

• Expertise in TikTok, Instagram, and other emerging platforms.

• Experience driving revenue through social media, including affiliate marketing, paid social ads, and partnerships.

• Strong copywriting and storytelling skills, with the ability to craft compelling brand narratives.

• Proficiency in social media analytics tools and a data-driven approach to optimization.

• A passion for food, creativity, and social media culture.