Social/Digital Content Creator

Job Overview

This role will play a key part in shaping how our best-selling Welch's Fruit Snacks portfolio shows up in feeds, culture, and consumer conversations. You'll help evolve our organic social presence by translating brand strategy into platform-native content that drives engagement, relevance, and business impact.

Working closely with Brand Marketing, Creative, Communications, PIM's in-house social team and Agency Partners, this individual will lead the development and execution of best-in-class organic social content. The ideal candidate is chronically online, social-first, highly creative, trend-obsessed, analytically minded, and passionate about digital storytelling.

Acting as the day-to-day steward of our social channels, this role spans three key areas: developing social-first strategies, creating and publishing platform-native content, and leveraging performance insights to continuously optimize results. The Content Creator will own organic social execution end-to-end, helping build awareness, cultural relevance, consumer engagement, and growth for the beloved Welch's Fruit Snacks brand.

Responsibilities

Develop and execute channel-specific, social-first strategies that build brand love, spark conversation, and drive business results.
Translate broader brand positioning into social-first ideas that feel native to each platform
Balance planned storytelling, business priorities, always-on content, and cultural moments
Identify cultural trends / participation opportunities and rapidly translate into on-brand content ideas
Develop and manage monthly content calendars
Influence social channel evolution through continuous testing of formats, beta features, and content approaches

Create and publish platform-native content that brings the brand to life across TikTok, Instagram, Facebook, Youtube, Pinterest, and emerging platforms
Lead end-to-end organic social video production: concepting, shooting, editing, and optimizing short-form video content
Support integrated campaigns by developing social-first creative assets
Capture real-time content at brand events, shoots, and activations
Maintain a consistent brand look, feel, tone across all content

Leverage performance insights to continuously refine content, improve engagement, and maximize impact
Use social listening and platform insights to inform content and refine creative output
Analyze effectiveness and optimize creative based on engagement trends and content performance
Test and evolve content strategies across formats (Reels, Stories, TikTok, emerging features)
Establish measurement frameworks and performance benchmarks
Deliver weekly and monthly performance recaps, highlighting key learnings, top-performing content, and optimization opportunities

Qualifications

• Passion for social media and proficiency with major social media platforms and social media management tools
• Deep understanding of how CPG brands creatively show up across social
• Strong content creator mindset with a deep understanding of what performs across social platforms
• Advanced video editing skills with experience creating high-volume, short-form content
• Strong visual storytelling and copywriting skills, tailored to each platform
• Ability to analyze performance and optimize creative based on data and trends
• Highly organized, detail-oriented, and able to move quickly in a fast-paced environment

Education and Experience

• Bachelor?s degree required, preferably in marketing, graphic design, or a related field.
• 4+ years? experience with B2C social media marketing or content development (in-house or agency)
• Proven portfolio of short-form video and social content personally planned, captured, edited and produced by the candidate
• Strong understanding of social media platforms, especially Instagram and TikTok
• Experience with Adobe Creative Cloud (Photoshop, Illustrator, Premier Pro) or equivalent mobile-first editing tools (CapCut, InShot, Canva)
• Familiarity with social media management and analytics tools (e.g, native platform insights, Meltwater or similar social listening tools)
• Experience with shooting content on iPhone/DSLR, including lighting, framing, and audio basics
• Experience with Microsoft Office (Excel, Outlook, PowerPoint)
• Relevant CPG experience strongly preferred, especially within confections/snack foods.