Social Media Specialist

Birks. Pure Delight.
Since 1879, Birks has been synonymous with exceptional jewellery, luxury craftsmanship and meaningful client experiences, offering both our own creations and a curated selection from renowned luxury brands. We’re looking for a versatile, experienced developer to help shape the next generation of our digital commerce and business-application ecosystem.
The RoleReporting to the Manager, Digital Marketing, the Social Media Specialist is responsible for developing and executing the social media strategy and content across Birks Group's social media channels, including Birks and Maison Birks.
This is a hands-on creative and strategic role, responsible for developing engaging, relevant and original content that strengthens brand awareness, builds community and supports business objectives.
The Social Media Specialist owns the social media editorial calendars and leads content development, whether creating original content independently, collaborating directly with the in-house Creative Studio, or leveraging existing brand, influencer and partner content.
Working closely with the Brand Marketing, Creative Studio, Digital Marketing and other internal teams, the Specialist ensures a consistent and compelling social media presence across platforms. The role also oversees external agency partners supporting Chinese social media channels and is accountable for social media performance, audience growth and ongoing optimization.
Role Description and ResponsibilitiesSocial Media Strategy & Editorial Planning
Develop and execute the annual social media strategy across Birks Group's relevant channels, including but not limited to Instagram, Facebook, TikTok, Pinterest, YouTube and LinkedIn.
Own and manage the social media editorial calendars for Birks and Maison Birks, ensuring alignment with the overall marketing calendar, brand initiatives, product launches, events and business priorities.
Develop engaging content concepts and editorial themes tailored to each brand, platform and target audience.
Identify opportunities to evolve content strategies based on audience insights, platform performance, emerging trends and changes in consumer behaviour.
Recommend new formats, content initiatives and platform opportunities to expand reach, engagement and brand relevance.
Content Creation & Creative Collaboration
Lead the development of social media content from ideation through production, ensuring a consistent flow of engaging and relevant content across all channels.
Independently create original social-first content, such as photography, short-form video, Reels, Stories and behind-the-scenes content, using appropriate content creation and editing tools.
Collaborate directly with the in-house Creative Studio, briefing graphic designers and other creative resources to develop content and assets adapted to social media platforms.
Work closely with Brand Marketing to translate brand strategies, campaign concepts and key messages into relevant social media content.
Curate, adapt and repurpose content from existing brand campaigns, product imagery, external brand partners, influencers and other available sources.
Collaborate with internal teams, including Merchandising, Retail, Public Relations, Partnerships and E-commerce, to identify relevant content opportunities and ensure alignment with business objectives.
Attend and capture content at events, store activations, product launches and other relevant brand experiences as needed.
Ensure that all content reflects the brands' identities, visual standards and tone of voice while remaining engaging and native to each platform.
Social Media Operations & Agency Collaboration
Oversee the execution of social media calendars in collaboration with the Digital Marketing Coordinator
Provide content assets, publishing priorities, messaging direction and relevant campaign information to ensure accurate and timely execution.
Oversee external Chinese social media agency partners responsible for content development and execution on platforms including RED ( Xiaohongshu ), WeChat and Weibo.
Develop creative briefs, share relevant brand and marketing priorities, review content proposals and ensure alignment with brand standards and social media objectives.
Collaborate with the Marketing and Customer Service teams to oversee community management practices, identify emerging issues and ensure appropriate escalation when required.
Work with PR and Partnerships teams to identify opportunities to leverage influencer collaborations, creator content and brand partnerships across social media channels.
Support retail teams and sales professionals with social media initiatives, best practices and training as needed.
Performance, Analytics & Optimization
Establish annual social media objectives and KPIs in collaboration with the Digital Marketing Manager, aligned with brand and business priorities.
Own social media performance and the achievement of established objectives, including audience growth, reach, engagement, content performance and relevant traffic-driving metrics.
Review and interpret regular performance reports, identifying key insights, opportunities and areas for improvement.
Continuously optimize content strategies, creative formats, publishing cadence and channel priorities based on performance insights.
Identify content amplification opportunities and recommend boosting priorities to maximize reach and engagement.
Monitor competitor activity, industry benchmarks and emerging social media trends to inform recommendations.
Prepare and present social media strategies, initiatives, performance results and recommendations to internal stakeholders and brand partners as required.
Support the Marketing team with other relevant projects and initiatives as needed.
Our Ideal Candidate Has
3–5 years of relevant experience in social media marketing, content creation or digital marketing, either in-house or at a creative, marketing or advertising agency.
University degree in Marketing, Communications, Business or a related field, or equivalent experience.
Demonstrated experience developing social media strategies, editorial calendars and engaging content across multiple platforms.
Strong hands-on content creation capabilities, including photography, videography and short-form video editing.
Proficiency with social media content creation and editing tools such as CapCut, Canva, Adobe Creative Suite or equivalent platforms.
A strong creative eye and ability to translate brand positioning and marketing objectives into compelling social-first content.
Experience collaborating with graphic designers, creative teams and external agency partners.
Strong understanding of social media platform dynamics, algorithms, audience behaviour and emerging content trends.
Analytical mindset with experience interpreting social media KPIs and translating insights into actionable recommendations.
Strong project management and organizational skills, with the ability to manage multiple calendars, content projects and deadlines simultaneously.
Excellent communication and presentation skills with the ability to collaborate effectively across teams.
Strong attention to detail and sensitivity to brand identity, aesthetics and tone of voice.
Experience in the luxury, jewellery, watchmaking, fashion or lifestyle industries is an asset.
Bilingual, with strong proficiency in English and French.
Role Requirements
Flexibility to work evenings and/or weekends when required for events and content creation.
Ability to attend events, store activations and other brand experiences to capture real-time social media content.
Willingness to work both independently and collaboratively in a fast-paced environment.
Ability to manage shifting priorities and multiple simultaneous projects.
Proactive, resourceful and adaptable, with a genuine interest in social media trends, creative storytelling and evolving digital platforms.
In return for your commitment to excellence, we offer:
Hybrid work model
Competitive earnings, including bonuses
Group Insurance benefits
Telemedicine
Employee discounts
At Birks, you will find a management team that truly cares about your professional growth. You will be empowered to be yourself, and build a lasting career.
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