Overview
Social Media Lead – Newcastle Upon Tyne, Tyne and Wear
- This is a full-time role, however flexibility in this will be considered
- We know that having a work-life balance is important, so we offer our colleagues as much flexibility as possible in line with the needs of their role
- The base location for this role is Greggs House, Newcastle Upon Tyne, NE12 8BU
Main Responsibilities
Define and Deliver Greggs’ Social Media Strategy
- Own and evolve Greggs’ long-term social media strategy, ensuring alignment with brand, customer and commercial objectives.
- Identify emerging consumer behaviours, platform developments and cultural trends, turning insights into opportunities that keep Greggs at the forefront of social media.
- Develop channel-specific audience strategies, content frameworks and best practice guidelines across all social platforms.
- Establish and maintain governance, risk management and social media standards to protect and enhance the Greggs brand.
- Lead the future roadmap for social media capability, innovation and investment.
Tell the Greggs Story
- Bring the Greggs brand to life through engaging social content that showcases our products, shops, colleagues, customers and communities.
- Seek out and amplify the stories happening across the business that deserve a wider audience.
- Create content that drives product consideration while highlighting what makes Greggs unique.
- Continually challenge conventional approaches to social media, creating content and experiences that are unmistakably Greggs.
Create Outstanding Content and Ideas
- Develop, write, film and edit original social content across multiple formats and platforms.
- Spot and capitalise on reactive, topical and cultural moments to create engaging and shareable content.
- Generate creative ideas that connect Greggs with relevant conversations in ways that are authentic, memorable and distinctive.
- Deliver content that captures attention, drives engagement and reinforces the Greggs brand.
Develop Campaigns That Drive Trading
- Partner with PR and creative teams to develop integrated campaigns that launch products, promote categories and support key business objectives.
- Create social-first campaign activity that amplifies wider marketing initiatives and encourages audience participation.
- Deliver innovative and unexpected campaign ideas that generate conversation and commercial impact.
- Ensure campaign activity drives both engagement and measurable business results.
Build and Grow the Greggs Community
- Develop a thriving network of creators, colleagues, customers and brand advocates who actively share and champion Greggs content.
- Encourage and harness user-generated content, turning customer participation into engaging brand stories.
- Create compelling reasons for audiences to create, share and engage with Greggs content.
- Grow community engagement and participation while supporting product awareness and sales performance.
Measure and Optimise Performance
- Define, monitor and report on social media performance against engagement, brand and commercial KPIs.
- Use data, insight and audience behaviour to continually optimise content, campaigns and investment decisions.
- Provide performance analysis and strategic recommendations to senior stakeholders.
- Demonstrate the impact of social media on brand health, customer acquisition, engagement and sales.
Lead Partnerships and Agencies
- Manage relationships with social media, creator and production agency partners.
- Ensure agency output consistently delivers against Greggs’ brand and commercial objectives.
- Identify, develop and negotiate strategic creator, influencer and platform partnerships.
- Manage budgets effectively, ensuring resources are allocated to deliver maximum impact and return on investment.
Ideal Candidate
You will fit right into this role if you:
- Have a proven track record of creating successful social media content for a consumer-facing brand.
- Have exceptional creative instincts and a natural ability to generate ideas that people want to talk about and share.
- Have a deep understanding of mass-market Britain, popular culture and the moments that shape online conversations.
- The ability to spot opportunities in everyday products, people and events, turning them into engaging social content.
- Strong content creation skills, including writing, filming and editing for a variety of social media platforms.
- A clear understanding of how to tailor content for different social channels, ensuring it performs effectively wherever it appears.
- Excellent judgement and an instinctive understanding of what works for the Greggs brand and when it’s right to join a conversation.
- Experience using performance data and insights to optimise content and improve results.
- The ability to take ideas from concept through to execution and measure their impact.
- Experience creating and managing a consistent flow of content, not just campaign-based activity.
- Hands-on experience across organic, paid and earned social media.
- The energy, curiosity and resilience to thrive in a fast-paced, ever-changing environment.
It would be great if you also have:
- Experience leading and developing team members.
- Experience working with creators, influencers and brand advocates.
- Experience within a retail, food, hospitality or FMCG environment.
- A track record of building or evolving an in-house social media capability.
- A strong interest in emerging technologies, including AI-powered creative tools and content production platforms.
- Experience developing partnerships that help brands reach new audiences and drive engagement.
IMPORTANT: Before applying for this role, please make sure you have the right to work in the country where the role is based. Unless it clearly stipulates within in the job advert above that the hiring company is looking to or able to sponsor applicants it is deemed that the hiring employer will only consider applications from those able to comply with and work in the country where the role is based.
