Social Media Manager, D2C

About the Social Media Manager at Sword:

Sword recently acquired Headspace!

Headspace helped make mental health something people talk about online. Now we’re looking for a Social Media Manager to write its next chapter. In this role, you’ll own Headspace’s organic social presence end to end. You’ll have real creative freedom to show up for more than 4 million followers across Instagram, TikTok, Threads and LinkedIn, and to bring a brand that’s already strong on social media into a new era.

You’re a strategist and a writer first, as comfortable shaping a quarterly channel strategy and jumping into a trending format the same afternoon, and you love staying close to the work. Reporting to our Brand Marketing Lead, you’ll partner closely with marketing leadership, brand creative, content, comms, product marketing, partnerships, and a small, talented social team.

What you will do:

• Own organic social channel strategy end to end: the place where millions of people meet our brand for the first time. Set the platform vision, audience goals, and content pillars that support Headspace’s brand and business objectives.
• Lead Headspace’s voice on social. Concept and write the hooks, captions, scripts, and series that help people through life’s wobbles, and protect voice and tone in partnership with the brand creative team.
• Tell the story of a digital product. Show how Headspace fits into people’s everyday lives, turning expert insight and research into content that feels useful, human, and trustworthy.
• Lead monthly editorial planning. Bring themes, evergreen series, cultural moments, and cross-functional priorities together into one channel calendar, and choose focused, brand-defining work over volume.
• Serve as the organic social channel lead for campaigns. Develop social-first concepts, lead brainstorms, and build content plans and measurement for key campaigns and brand-partner collaborations.
• Drive cultural participation. Keep a finger on the pulse of platform trends, algorithm shifts, and cultural moments, moving beyond reactive trendjacking toward intentional cultural relevance.
• Grow community engagement. Design formats that invite participation, turn social listening and comment insights into future content, and test new approaches to deepen engagement. Co-own escalation protocols and safe-messaging standards for sensitive conversations.
• Set the quality bar. Give final review for craft, voice, and brand consistency, so the grid looks as good as it reads.
• Drive social analytics and reporting. Own the quarterly social report and partnership benchmarks, turn performance data into clear recommendations, and partner on a small organic boosting budget.

What you will bring:

Required Skills:

• 7+ years of experience in social media strategy and content.
• Exceptional copywriting skills: you write in a brand’s voice, not a template’s.
• Strong creative strategy: you develop social-first ideas that ladder up to business goals, and you can sell them to senior stakeholders.
• Proven end-to-end ownership of a brand’s organic social channel, with measurable audience, engagement, or brand impact. Deep fluency in Instagram, TikTok, and Threads, working literacy in LinkedIn, and experience with tools like Sprout Social, Meta Business Suite, and AI tools in creative workflows.
• Demonstrated horizontal leadership: experience leading through influence and guiding the work of peers, freelancers, or internal teams — and an appetite to grow into people leadership over time. Excellent communication and relationship-building skills; thrives in cross-functional, fast-moving environments.
• Short-form content craft: you’ve concepted and scripted platform-native video that performed.
• Experience with AI-powered tools to drive efficiency, creative impact, and audience resonance.
• Strong analytical instincts: you turn channel data into specific, actionable recommendations.
• Sound editorial judgment on sensitive topics: you know how to talk about mental health with care, and when not to post at all.
• A genuine belief in Headspace’s mission of a world where everyone is kind to their mind.

Preferred Skills:

• Experience at a consumer health, wellness, or tech brand.
• Experience telling the story of a digital product and its impact on people’s lives, without a physical product to show.
• Campaign, product marketing, or content marketing experience.
• A strong visual eye for craft and grid.
• Working knowledge of organic-to-paid mechanics.
• Comfortable on camera, or skilled at directing talent.
• Experience with creator partnerships or UGC.

Location:
This role is open to candidates based in the United States, with a preference for the San Francisco Bay Area.