Social Media Manager

Social Media Manager

**Job Purpose**

At Panera, social media is more than content, it’s how we show up in culture, build community, and bring our brand to life in real time.

As **Social Media Manager**, you will play a pivotal role in shaping Panera’s voice and presence across social platforms, driving innovation, and fostering a sense of community for our fans and followers.

This role requires a blend of strategic thinking, cultural fluency, and fast-moving execution. You’ll be responsible for shaping our voice across platforms, identifying trends worth acting on, and bringing ideas to life in ways that feel timely, relevant, and unmistakably Panera.

**Duties & Responsibilities**

The primary responsibilities of this job include, but are not limited to:

**1. Content Strategy & Creation**

* Evolve Panera’s social media strategy across all major platforms and emerging channels
* Develop a roadmap to grow Panera’s social following, increase engagement with current fans, and enhance our digital footprint in alignment with brand goals
* Develop and execute a social content strategy that aligns with brand priorities and cultural moments
* Concept and produce engaging, platform-native content for priority channels (Tik Tok, Instagram, Threads, etc) that reflects Panera’s voice and values
* Identify real-time trends and cultural moments early and act quickly to bring relevant ideas that align with Panera’s brand identity to life
* Ensure all content highlights Panera’s quality, craveability, and role a place for connection and creativity
* Work closely with social platforms to stay ahead of emerging trends and features, ensuring Panera remains a pioneer in the digital space.
* Execute buzz-worthy brand activations, such as product launches and collaborations, that spark conversation and drive engagement.
* Manage external agency partners responsible for content creation, ensuring alignment with brand strategy, voice, timelines, and quality standards while providing clear direction and feedback throughout the development process

**2. Content Calendar & Execution:**

* Own and maintain a real-time, accurate content calendar with clear visibility across teams
* Ensure working files are organized, linked, and up to date across tools (e.g., Canva, platform-native editors)
* Manage end-to-end execution of content, from ideation through publishing
* Deliver high-quality work with strong attention to detail, including accuracy of offers, messaging, and legal requirements
* Oversee the development of a social media content calendar that balances daily engagement with campaign-driven storytelling.
* Work with omni-channel marketers to ensure seamless integration of social efforts with larger marketing initiatives.

**3. Community Management:**

* Lead day-to-day engagement across social platforms, responding to comments and messages in a timely, brand-appropriate voice, in partnership with Guest Care.
* Build relationships with superfans and followers, rising talent, and influencers, to amplify brand loyalty and advocacy.
* Actively participate in cultural conversations, building awareness with new guests and loyalty with existing guests.
* Identify opportunities to join cultural or community moments in real time.

**4. Cross-Functional Collaboration:**

* Partner with influencer team on content calendar execution and community management opportunities.
* Collaborate with Panera’s creative and marketing teams to ensure all social content aligns with brand values, voice, and visual identity.
* Influence seasonal campaign briefs to prioritize social-first content that resonates with audiences and elevates the Panera brand.
* Partner closely with teams across marketing (Brand, In-Café, MyPanera/Email/SMS, PR, Culinary) to prioritize social-first content that resonates with audiences and elevates the Panera brand to bring integrated campaigns to life
* Ensure social is aligned with broader brand initiatives while maintaining a distinct, social-first perspective
* Communicate proactively with stakeholders, providing updates and surfacing opportunities

**5. Performance & Optimization:**

* Define and track KPIs across organic social efforts, regularly analyzing data to measure success and inform future strategies. Partner with paid media team to understand holistic performance and learnings.
* Partner with Consumer Insights team to conduct social listening.
* Provide actionable insights to cross-functional teams, ensuring data-driven decision-making throughout the organization.

**Qualifications (Education & Experience)**

Qualifications include:

* 3-5 years of experience in social media, digital marketing, or a related field, ideally in food service, retail, or lifestyle brands.
* Thrives on cultural relevance and has a deep passion for social media trends and pop culture.
* Proven track record of driving cultural relevance and creating engaging, high-impact social campaigns.
* Passion for food and community, with a strong understanding of Panera’s brand ethos and customer base.
* Experience with Sprinklr/Sprout and on platform measurement.
* Deep expertise in platforms like Instagram, TikTok, and YouTube, with a keen interest in emerging social media trends.
* Strong creative instincts, with the ability to guide content development and ensure alignment with Panera’s visual and verbal brand identity.
* Skilled in social analytics and reporting, using data to refine strategies and achieve measurable results.
* Exceptional project management skills, with the ability to juggle multiple priorities and meet deadlines in a fast-paced environment.
* Team-oriented, with excellent communication and leadership skills that inspire collaboration and innovation.

**Working Conditions**

* Required travel – 30%

**Physical Requirements**

* While performing this job, the incumbent is regularly required to stand, sit, talk hear & use hands and fingers to operate keyboards

Competitive Pay: $104,942 - $125,930 annually

The actual pay offered will be determined by multiple factors, including but not limited to the candidate’s relevant experience, job-related knowledge, skills, and geographical location. Individual compensation decisions are dependent upon the facts and circumstances of each position and candidate.

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