Social Media Manager

About Us

At Travel Counsellors, our customers, communities, and colleagues are at the heart of everything we do. For over 30 years, we've empowered 2,100+ independent travel agents worldwide, helping them build successful businesses while providing deeply personal, human connections with their customers. Supported by a talented team of over 400 people in our Support Offices, we create unique travel experiences that keep customers coming back. Named the Best Place to Work in Travel (2022) and ranked in the Sunday Times Best Places to Work (2023 & 2024), we’re expanding rapidly and looking for exceptional individuals to join our Head Office team.

About the Role

This is an exciting new role to lead and re-energise Travel Counsellors’ social media strategy and execution. Working with the wider marketing team, the successful candidate will define how we use social media to improve our brand reach, engagement and sentiment, increase audience bases, generate leads, and support our commercial partnerships.

We are looking for someone who can bring experience and understanding of how to select, drive and introduce social media platforms, tools and techniques to support the achievement of stretching business objectives. We’re also looking for someone who will find it rewarding to help educate our TCs in their own use of social media and help build their toolkits and knowledge so they can do this with confidence.

The ideal candidate will be a subject matter expert with a huge passion for social media and will really enjoy taking this area of our brand and marketing and invigorating it. We are keen for new ideas, creativity and innovation, and of course results. You’ll need to be comfortable operating at all levels, from devising strategies and plans, to rolling your sleeves up to support on some of the execution and delivery.

Principal Accountabilities

• Create a social media strategy to support the achievement of business objectives, with a clear platform and content strategy, and associated KPIs for each of our core audiences (leisure customer, corporate travel buyers, potential new TCs and colleagues)
• Support the TC engagement team to empower and support Travel Counsellors in optimising their own social media presence through education, best practice sharing, and the creation of easily customisable assets and campaigns.
• Develop and implement scalable frameworks for franchisees to collaborate on social campaigns, share UGC, and amplify content across their own channels.
• Support the evolution of our brand narrative
• Define and drive social media KPIs
• Continuously test and optimise content, ads and campaigns based on data insights
• Regularly test and iterate ad formats, messaging, and targeting to maximise ROI
• Leverage analytics to refine audience targeting, understand content performance, and continuously optimise organic and paid social efforts for maximum impact.

Key Skills Required

• Educated to degree or equivalent with at least five years hands-on social media experience, and proven experience in delivering a high performing social media strategy, in line with a company’s brand, communications and digital strategy
• Ideally you are experienced in both B2B and B2C Social Media
• Experience in the travel industry desirable, but more importantly you will have gained your experience within a genuinely customer service focused businesses; a premium lifestyle or leisure B2C brand is highly desirable Skills:
• Commercial acumen: aligns social media efforts with broader business goals such as lead generation, sales and customer retention
• Brand positioning: develops and refines social media brand voice, messaging and storytelling to maintain a strong and consistent social media presence
• Content strategy and creation: leads high-quality, engaging content across platforms
• Audience growth and engagement: develops strategies to expand reach and boost engagement through community building
• User-generated content utilisation: leverages customer content for authenticity
• KPI-ROI Measurement: defines, tracks and reports on key performance indicators
• A/B Testing and Optimisation: continuously tests and optimises contents, ads and campaigns based on data insights
• Ad spend and budget management: Proven ability to manage and optimise paid social budgets for maximum return, using performance data to refine spend allocation
• Platform mastery: deep understanding of all established and emerging social media platforms
• SEO and algorithm adaptation: understand the role that social media plays in SEO, keeps up to date with algorithm changes and adjusts strategies accordingly
• Marketing automation and tools: proficiency in social media scheduling and monitoring tools, Google Analytics, Meta Business Suite
• Proactively tracks algorithm changes and platform developments, adapting strategies to maximise engagement and reach.

Our Benefits

• Competitive salary + annual bonus scheme
• Flexible hybrid working
• Career development opportunities
• 25 days holiday (increasing to 28 after 5 years)
• Enhanced Maternity/Paternity pay
• 1 day paid charity day
• Company events and incentives
• 3x salary death in service benefit
• Pension scheme
• Private Medical Insurance or Healthcare Cash Plan
• Free breakfast and beverages

Inclusive Recruitment at Travel Counsellors

Travel Counsellors is an equal opportunity employer committed to diversity and inclusion. We welcome applicants from all backgrounds and do not discriminate based on race, gender, disability, or any protected characteristic. We provide accommodations for individuals with disabilities throughout the hiring process. We believe diverse perspectives strengthen our team and encourage all to apply.

For more information about this role – and others – at Travel Counsellors, please do not hesitate to contact the Talent Acquisition team attalentacquisition@travelcounsellors.com