Social Media and Content Specialist

Summary

The Social Media and Content Specialist is the digital heartbeat and primary cheerleader for Norvell’s Professional Spray Tanning Community. Working closely with marketing leadership, this high-visibility, on-camera role is responsible for growing follower count and driving deep engagement among spray tan artists and salon professionals across North America and international markets.

Unlike behind-the-scenes coordination roles, this position requires a hands-on content creator who thrives in front of the lens, edits their own short-form video and static graphics, and builds persuasive email campaigns. While consumer/self-tanner social channels are managed via external agency partners, you will own the B2B professional ecosystem across Meta (Instagram/Facebook), TikTok, YouTube, and email—amplifying the voices of Norvell Pros, leading tentpole event coverage, and turning everyday artists into lifelong brand advocates.

Essential Responsibilities

Content Creation, Community Management & Email Marketing

• Content Strategy & Execution: Own and manage the social media content calendar across TikTok and Meta (Instagram/Facebook), ensuring all content is tailored for both US and international professional markets.
• Norvell Insider Channel Management: Handle and manage the exclusive Norvell Insider channel on Instagram to foster community engagement and deliver targeted updates to core partners.
• Hands-On Production: Concept, shoot (frequently on-camera), and edit weekly "net-new" static and video content tailored to professional spray tan artists.
• Signature Series Production: Produce, host, and edit monthly episodes of the Spray Tan Confessional Series.
• Community Amplification & Engagement: Act as the daily cheerleader for Norvell Pros by curating user-generated content (UGC), reposting #Norvell tagged content to Instagram Stories, driving comment engagement, and managing community DMs (while routing technical support and order inquiries to Customer Service).
• Email Marketing: Plan, write, design, and deploy engaging email campaigns in Klaviyo that align with brand voice, educate our professional network, and drive promotional revenue.
• Analytics & Reporting: Track and report core growth KPIs—specifically follower growth, engagement rates, reach, and email conversion metrics—delivering actionable insights to leadership.

Event Marketing, Field Content Capture & Promotions

• National Spray Tanning Day (NSTD): Lead multi-channel social and email execution for Norvell’s largest annual brand holiday, including influencer activations, on-location content capture, and designing downloadable social media creative toolkits that Pros can use to promote their own businesses.
• Trade Shows & Live Events: Travel on-site to major industry trade shows to capture real-time social coverage, conduct booth interviews, and showcase brand energy.
• Beauty School & Ambassador Team Coordination: Partner directly with the Norvell Ambassador Team, Educators, and Beauty School partners in the field to capture authentic educational and behind-the-scenes content.
• Promotions & Sales Campaigns: Develop high-converting social and email assets to support seasonal brand promotions, product launches, and flash sales.

Influencer Outreach, PR & Paid Social Amplification

• Influencer & Pro Partnerships: Identify, vet, and cultivate relationships with industry influencers and high-profile spray tan artists to promote Norvell products, events, and sales.
• PR Box Coordination: Manage end-to-end curation, internal fulfillment coordination, and unboxing amplification of PR boxes for new product launches and "surprise and delight" moments.
• Paid Content Boosting: Monitor organic post and influencer performance to identify top-performing creatives, coordinating paid social boosts (Spark Ads / Meta Whitelisting & Boosting) to maximize reach and ROI.
• Giveaways & Contests: Brainstorm and execute social media and email giveaways, coordinating internal product fulfillment and assisting with terms and conditions for leadership sign-off.
• Other Responsibilities: Additional marketing duties as assigned.

Skills, Experience & Requirements for Success

• On-Camera Presence: Must be comfortable, charismatic, and authentic on camera (hosting Reels/TikToks, conducting live interviews at trade shows, and leading video series).
• Self-Sufficient Creative Suite Skills: Proven ability to independently shoot and edit short-form video (CapCut, Adobe Premiere, or native platform tools) and build polished static graphics (Canva, Adobe Photoshop/Illustrator) without relying on an external design team.
• Platform & Email Mastery: 1–3 years of hands-on experience growing social communities (specifically Instagram, TikTok, YouTube) and executing email marketing campaigns in Klaviyo.
• Education: Bachelor’s degree in Marketing, Communications, Digital Media, or equivalent practical experience building engaged social communities.
• Global & B2B Mindset: Ability to craft copy and curate visuals that resonate with professional beauty entrepreneurs across both domestic (US) and international markets.
• Project Management: Exceptional written and verbal communication skills with the ability to manage multiple campaign timelines simultaneously and proficiency in Microsoft Office and social reporting tools.
• Travel Requirement: Ability and willingness to travel 8–10 times per year for events like National Spray Tanning Day, Trade Shows, Beauty School/Ambassador shoots, and additional brand activations.
• Beauty Industry Passion: Background in or strong passion for the beauty and sunless tanning industry is a major plus.

Company Policies & Disclaimer

Disclaimer – This position description is subject to change at any time.

Innove, Inc. is an Equal Opportunity Employer and will not discriminate against an applicant or employee based on race, color, religion, creed, national origin or ancestry, sex, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity, familial status, or any other legally recognized protected basis under federal, state, or local law. Applicants with disabilities may be entitled to reasonable accommodation under the Americans with Disabilities Act and certain state or local laws. A reasonable accommodation is a change in the way things are normally done which will ensure an equal employment opportunity without imposing undue hardship on Innove, Inc. Please inform the company's personnel representative if you need assistance completing this application or to otherwise participate in the application process.