Assistant Social Media Manager - TikTok

About The INKEY List

At The INKEY List, we believe skincare should be simple. We make science easier to understand, so everyone can make informed choices about their skin.

Since launching in 2018, we've challenged the industry by putting education, honesty and efficacy first. We listen to our community, create products backed by science and never overcomplicate what should be simple.

We Give A Care. About our customers, our community and the people who make The INKEY List what it is. We know our best work happens when people feel supported, trusted and able to be themselves.

About the role

As Assistant Social Media Manager – TikTok, you'll own the day-to-day execution of The INKEY List's global TikTok channel, with a particular focus on growing our awareness, relevance, engagement and community in the US.

This is a highly hands-on, platform-native role where you'll be immersed in TikTok culture: spotting trends, conversations, creators and cultural moments and turning them into content and opportunities for the brand.

You'll work closely with our Social Media Manager and across our wider Social, Influencer, Creator, Community, Marketing, Creative and TikTok Shop teams to make TikTok an integral part of the wider INKEY advocacy ecosystem.

Every role at INKEY contributes to making skincare simple, more accessible and more effective. This one is no different.

What you'll be doing

• Own our global TikTok channel day-to-day, managing the content calendar, scheduling and publishing in line with our brand and commercial priorities.

• Lead TikTok-first content ideation, developing original, entertaining and educational concepts that feel native to the platform and authentically INKEY.

• Be the eyes and ears of TikTok, staying relentlessly close to emerging trends, formats, sounds, creators, conversations and cultural moments, particularly within the US market.

• Turn culture into content, identifying opportunities for reactive and real-time content and moving quickly when the right conversations and moments emerge.

• Create, edit and source content, from filming and editing TikToks to finding brilliant UGC and creator content that can be brought into the channel.

• Develop our TikTok content pillars, continuously testing new formats, ideas and approaches based on audience behaviour, platform trends and brand priorities.

• Build an engaged TikTok community, actively managing comments and conversations, understanding audience sentiment and turning community interactions into content opportunities.

• Own TikTok performance and optimisation, tracking KPIs, understanding what's working and why, and using data and insights to continuously improve our content and channel strategy.

• Bring TikTok intelligence into the wider team, sharing trends, cultural insights, emerging creators and audience behaviours that could unlock opportunities beyond the channel itself.

• Own the day-to-day management of Founder Colette Laxton's TikTok, developing her content calendar and working closely with Colette to create, film, edit and publish content that brings her personality, expertise and founder perspective to life.

• Connect our TikTok ecosystem, working closely with the Social Media Executive responsible for Instagram and our Influencer, Creator, Community, Marketing, Creative and TikTok Shop teams to share learnings and amplify the best content and opportunities across channels.

• Support campaigns, launches and key brand moments, identifying how TikTok can amplify wider activity and how insights from the platform can influence our broader content and advocacy strategy.

TikTok Shop isn't directly owned by this role, but you'll work closely with the TikTok Shop team to ensure our organic and commercial TikTok activity feels connected and complementary.

What we're looking for

We're interested in the person as much as the experience.

You'll likely have:

• 3–4+ years' social media experience, with strong hands-on TikTok experience and ideally experience managing a brand TikTok channel.
• A deep understanding of TikTok – its culture, trends, formats, creators, sounds, communities and audience behaviours. You don't just use TikTok; you understand why things work on it.
• A strong understanding of the US TikTok ecosystem and US culture, or the curiosity and cultural awareness to stay genuinely close to what's happening in the market.
• A strong track record of creating and developing engaging, platform-native short-form content, with experience filming, editing and/or sourcing content.
• Brilliant content instincts and the ability to spot an opportunity, develop an idea and move quickly to bring it to life.
• Strong community management skills and confidence engaging with audiences in an authentic and recognisable brand voice.
• Confidence using analytics and performance data to understand what's working and inform what you do next. We currently use Dash Hudson.
• Strong copywriting skills and excellent attention to tone of voice, from hooks and captions to on-screen messaging.
• A highly organised, proactive approach and the confidence to make decisions and work at pace.
• A natural curiosity about culture, beauty and what people are talking about online, with knowledge of skincare, ingredients and the wider beauty landscape a plus.
• A collaborative approach and an enthusiasm for working across teams to make great ideas happen.

You don't need to tick every box. If you're excited about the role and think you could be a great fit, we'd encourage you to apply.

What you'll get from us

We're committed to creating an environment where everyone can do their best work.

Alongside a competitive salary, we offer:

• Hybrid working – giving you the flexibility to balance work and life in a way that works for you.

• Private medical insurance through Vitality

• An Employee Assistance Programme

• Enhanced family policies & support

• Life Assurance - giving you extra peace of mind.

• 25 days' holiday, plus bank holidays

• Your birthday off – celebrate your day, your way.

• Monthly product allowance – so you can enjoy and experience the products you help bring to life.

• Cycle to Work and Electric Car schemes

• Regular team days and a dog-friendly office, because great work happens when people connect (and we're always happy to see four-legged colleagues too!).

Most importantly, you'll join a team that cares deeply, makes things happen and does it together.

Our commitment

At The INKEY List, we know different perspectives make us stronger. We're committed to creating an inclusive workplace where everyone feels welcome, respected and able to do their best work.

If you need any adjustments during the recruitment process, please let us know. We're happy to help.