Social & Content Manager

Lagree West and Jaybird are sister brands, providing two different ways to move under one shared operating philosophy. Lagree West offers high-intensity, low-impact, Pilates-inspired classes that build strength and flexibility. We're known for exceptional instruction, a strong mind-to-muscle connection, and warm service that feels personal. You’ll find us in seven studios across Vancouver and Victoria. Jaybird is a mindful, music-driven experience in a heated infrared room, lit by candlelight. With four studios in Vancouver and Toronto, our Pilates- and Yoga-inspired classes invite you to be present, move with intention, and feel yourself on a deeper level.
Our TeamJoining our team means helping create the kind of experience people look forward to all day. We care about how guests feel in the room, how we support each other, and how we show up every shift. We hold ourselves to a high standard and take pride in delivering consistent excellence, from the first hello to the last stretch.
Our values of Creating Amazement, Growth Mindset, and Pure Connection shape how we show up for guests and for each other. They’re the standard we hold, the way we lead, and the reason our studios feel the way they do.
Role SummaryThe Social & Content Manager is the storyteller-in-chief and day-to-day executor for both brands (Jaybird and Lagree West). This role leads social, content strategy, content creation, and narrative direction for Lagree West and Jaybird, with a heavy emphasis on building and protecting distinct brand voices, driving community connection, and producing content that earns attention before it asks for action.
This is a creative leadership role and a hands‑on production role. It requires strategic thinking, strong aesthetic instincts, and the ability to concept, create, and ship work at a high standard without losing quality or speed. A genuine understanding of and connection to boutique fitness, mindful movement, or the broader wellness and lifestyle space is essential. Writing, directing, scheduling, engaging, reporting, this person owns it end to end.
Day-to-day, this role operates with a high degree of independence on execution and creation. Creative direction comes from the Brand + Creative Director. Performance direction comes from the Digital + Growth Director. This person is a strong executor and creator who takes direction well and runs with it.
Core ResponsibilitiesOwn the social media strategy for Lagree West and Jaybird across Instagram, TikTok, Meta, and LinkedIn
Build and maintain a proactive content calendar planned at least two weeks in advance at all times
Own content scheduling across all platforms, ensuring consistent and timely publishing
Identify emerging platform trends and opportunities and bring recommendations to BCD before they are obvious
Set channel-level goals, track performance, and adjust strategy based on what the data is telling you
Content Creation + DirectionCreate and direct content across formats: short‑form video, photography, copy, graphics, and Reels
Write copy that sounds like each brand, not like a caption, voice‑consistent, intentional, and never generic
Brief and direct external creators, photographers, and videographers when needed
Maintain and evolve the visual and tonal language of both brands through every piece of content produced
Build a content library that is organised, accessible, and never running on empty
Paid Ad Content + Digital AdvertisingOwn paid ad creative strategy: concept, write, and produce social ad content for both brands
Build content that works as an ad before it looks like one, storytelling‑first, performance‑minded
Develop an organic‑to‑paid feedback loop: use top‑performing organic content to inform paid creative decisions
Manage ad creative refresh cadence in partnership with DGD, no ad runs stale
Collaborate with DGD on A/B testing frameworks, creative hypotheses, and performance interpretation
Proficiency in Meta and Google Ads: ability to lead creative testing frameworks and drive targeting optimisations
Brand Storytelling + Campaign IntegrationTranslate campaign briefs into compelling social and content narratives across both brands
Ensure every campaign, launch, and initiative has a clear social and content story, not just an announcement
Protect brand voice consistency across all content, in collaboration with BCD
Lead content direction for key brand moments: studio openings, challenges, seasonal pushes, community events
Bring the brandbook to life through content, storytelling is the operating lens, not a tactic
Community Engagement + Social InboxOwn the social community voice for both brands: comments, DMs, and community‑building interactions
Manage the social inbox across all platforms, ensuring timely, on‑brand responses that reflect each brand's voice
Identify and activate advocates, UGC creators, and ambassadors in partnership with the Community + Partnerships team
Build a social presence that people want to be part of, not just follow
Monthly CRM NewslettersPlan and write monthly newsletters for both brands in collaboration with the Marketing Operations Lead
Ensure newsletters feel community‑first and story‑driven, not purely promotional
Tie newsletter content directly to active social and community campaigns for a consistent cross‑channel narrative
Bring a social and community lens to email, connecting what is happening in the feed to what lands in the inbox
Partner with Marketing Operations Leads on scheduling and deployment, with you owning content and voice
Reporting + PerformanceTrack and report on social and content performance weekly and monthly
Present insights, not just numbers, with clear recommendations for what to do next
Connect content performance to business outcomes in every report
Leverage AI tools to automate processes and increase operational efficiency
Key RequirementsMust-Haves3+ years in a social media, content strategy, or content marketing role;
ideally with dual‑brandor multi‑brand experience
Demonstrated ability to build and protect distinct brand voices across platforms;
not one voice applied to two brands
Strong content creation skills: comfortable directing shoots, writing on‑brand copy, editing short‑form video, and briefing designers
Paid social content experience: knows what makes an ad earn attention before asking for it, and has the results to show for it
Proficiency across Instagram, TikTok, Meta, Google Display/Youtube and LinkedIn
Data fluency: can read performance, extract insight, and adjust strategy;
not just report numbers
Experience with scheduling and social tools (Later, Sprout, Hootsuite, or equivalent)
Strong written communication: concise, clear, and brand‑consistent across all channels
Experience in fitness, wellness, lifestyle, or community‑driven brands is a strong asset
Measures of SuccessContent + StorytellingContent consistently reflects a distinct, differentiated voice for each brand
BCD confirms creative output aligns with brand direction with minimal revision required
Content quality and consistency improve over time, not just output volume
Social + CommunityFollower growth, engagement rate, and reach trend positively across both brands
Social inbox is managed consistently with timely, on‑brand responses
Community sentiment is positive and UGC volume grows over time
Paid + PerformanceAd creative drives strong CTR and ROAS in partnership with DGD
No ad runs stale;
creative refresh cadence is proactive, not reactive
Organic‑to‑paid recommendations are submitted monthly and inform at least one active test
Newsletters + CRMMonthly newsletters are delivered on time in collaboration with Marketing Operations Lead
Newsletter content feels community‑first and story‑driven, not promotional
Open rates, click‑through rates, and engagement meet or exceed benchmarks
Execution + OwnershipContent calendar is always live and planned at least two weeks ahead without prompting
Campaigns are reflected in social and content without being chased
Performance reporting is delivered consistently and informs strategy, not just documents results
Gives and welcomes feedback with a growth mindset, holds a high standard for execution, and leads by example
Perks of Being on the TeamUnlimited Standby Classes – Move, sweat, and reset whenever space allows
Exclusive Discounts – On Jaybird classes, retail, and partner brands
Growth Opportunities – Be part of a growing brand with room to advance
Wellness‑Focused Workplace – A positive, inspiring environment
Connected Team Culture – Work alongside people who get it
Job InformationType: Full‑Time, 40 hours per week (Remote / Hybrid)
Reports to: Digital & Growth Director / Brand & Creative Director
Application Deadline :
July 27th, 9pm pst
Lagree West and Jaybird are equal opportunity employers. We celebrate diversity and are committed to creating an inclusive environment for everyone on our team.
This job description is intended to outline the general responsibilities and expectations of this role. It is not a comprehensive list of all duties that may be required. Responsibilities, deliverables, and expectations may evolve based on business needs. The company reserves the right to modify this description at any time.
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