Social Media Assoc Manager - poppi

The Social Media Manager leads the strategic vision and execution of social for our culture first brand, owning how we show up across content, community, and culture. Operating at the intersection of creativity and real-time engagement, they drive a high volume content engine while shaping the brand’s voice within broader cultural conversation. 

They oversee the end-to-end social ecosystem, developing cross functional creative briefs, translating cultural insights into impactful content, and leading both content and community management through direct reports. This role is also a visible external voice of the brand, actively engaging in pop culture moments and ensuring relevance in real time by identifying what trending conversations to insert poppi into. 

With ownership of an audience of 2M+ followers, they are accountable for driving engagement, fostering community, and scaling both output and team performance. Ultimately, this role solidifies the brand’s position as a cultural leader, setting the standard for modern, socially driven brand building across all and future brand platforms – Instagram, TikTok, YouTube, X, Pinterest, Threads & more.  

• Embody our marketing purpose and pillars: Be creative and critical, culturally relevant, and champion others. Get everyone to love & drink poppi.
• Support the ideation of disruptive brand campaigns and product launches; develop marketing strategies and plans that align with campaign goals
• Leverage consumer insights in the development of brand/product campaigns and in always-on brand messaging, hierarchy, and communications
• Support the rollout of company purpose and values internally and externally
•  Own and evolve the overarching social media vision and strategy, ensuring alignment with broader brand and business objectives while positioning the brand as a cultural leader 
• Execute the full social ecosystem, overseeing content, community management, and real time engagement across all platforms 
• Direct a high performing, high volume content engine, delivering culturally relevant, best in class assets monthly 
• Identify real time trends, viral content, and cultural moments, inserting the brand into conversation in ways that feel timely, authentic, and impactful 
• Translate cultural insights, trends, and emerging moments into proactive and reactive content that drives reach, relevance, and conversation 
• Serve as a key external voice of the brand, actively engaging in pop culture spaces and identifying opportunities for meaningful participation in real time 
• Oversee performance across all social channels, leveraging data and insights to inform strategy, optimize output, and drive continuous growth 
• Own audience development and community health, guiding engagement strategy to foster a deeply connected, active audience of 2M+ followers 
• Build and lead cross functional creative briefing, ensuring clarity, alignment, and strong execution across internal teams and external partners 
• Partner closely with marketing, brand, and creative leadership to translate campaigns into social first storytelling and culturally resonant moments 
• Oversee content calendars and publishing strategy, maintaining an always on presence while balancing planned and reactive content 
• Stay ahead of platform innovation, audience behavior, and industry trends, continuously evolving the brand’s social approach to remain best in class
• Be the asana master: own social briefs, campaign brainstorms and any other assets needed from creative team
• Develop monthly marketing reporting and keep KPI dashboard up to date

Compensation and Benefits:

• The expected compensation range for this position is between $93,500 - $156,450.
• Location, confirmed job-related skills, experience, and education will be considered in setting actual starting salary. Your recruiter can share more about the specific salary range during the hiring process.
• Bonus based on performance and eligibility target payout is 10% of annual salary paid out annually.
• Paid time off subject to eligibility, including paid parental leave, vacation, sick, and bereavement.
• In addition to salary, PepsiCo offers a comprehensive benefits package to support our employees and their families, subject to elections and eligibility: Medical, Dental, Vision, Disability, Health, and Dependent Care Reimbursement Accounts, Employee Assistance Program (EAP), Insurance (Accident, Group Legal, Life), Defined Contribution Retirement Plan.

• Finger on the pulse of culture and trends
• Strong knowledge of social space
• Ability to inspire team to collaborate and produce great work
• Team player and A+ attitude
• Strong and confident presentation skills
• Excellent written and verbal communication
• Expertise in developing and evolving social media strategy and channel planning aligned to broader brand and business goals 
• Strong cultural fluency with the ability to identify trends, emerging conversations, and viral moments, and translate them into meaningful brand opportunities 
• Advanced analytical mindset, with the ability to translate cultural moments into actionable, high performing social posts 
• Strong risk assessment instincts, knowing when to lean into cultural moments versus when to hold back to protect brand equity 

3-5 years on :

• • managing brand social media accounts across platforms including Instagram, TikTok, LinkedIn, and X
  • developing and executing social media strategies tied to broader marketing and business objectives
  • creating creative briefs and collaborating with creative, PR and paid media teams
  • strong community management skills - including engagement, sentiment monitoring and crisis escalation
  • identify and quickly translate cultural trends and platform moments into on brand posts / campaigns
  • proficiency with social media management and analytics tools such as Sprout Social, Dash Hidson, AirTable & Planoly
  • understanding of platform algorithms, content formats, and best practices across organic and paid channels
  • reporting on performance metrics and translating data into actionable insights and optimizations
  • managing multiple campaigns and priorities simultaneously in a fast paced environment