Organic Social Media Manager at Winona

About Winona:

Winona is a leading telemedicine company specializing in Hormone Replacement Therapy (HRT) for women navigating menopause. The company has developed its entire technology stack in house, including an Electronic Health Record (EHR) system, a patient care administration system, a patient portal, website, and marketing technology. Winona also operates two compounding pharmacies and employs a team of in house physicians, delivering world-class care through a fully vertically integrated business model.

Role Summary:

The Organic Social Media Manager will be responsible for the daily management of Winona's organic social media channels. This involves planning the content calendar, briefing internal teams and external creators for content production, publishing content across various platforms, and actively engaging externally to expand reach. This role translates the overarching channel strategy defined by the Head of Social and performance insights from the Growth team into a consistent, on-brand presence designed to connect with women experiencing menopause. This is a planning and creative direction role, with the manager owning the content plan and posting strategy (what content is produced, for which platform, when, and how often). The manager is expected to bring an independent perspective on the audience and interpret recommendations rather than simply executing them. Overarching channel strategy and all paid media activities are outside the scope of this role.

Reporting and Cross-functional Relationships:

Direction for this role is provided by:

• Head of Social: For channel strategy, priorities, quarterly goals, and final content approval.
• Growth Team: For performance insights and content recommendations, including signals from Community and Lifecycle teams on messaging effectiveness. These insights inform the content plan but do not replace the manager's own audience assessment.

Key Partners:

• Creative/Design: Produces static and video assets based on briefs from this role.
• Content/SEO: Supplies long form editorial content for adaptation to social media.
• Patient Services: Responds to inbound comments and direct messages concerning the brand, products, orders, and clinical questions. This role routes inquiries and provides advance notice of launches, campaigns, or posts likely to generate high volume.
• Community: Manages the Winona community app and platform. Insights are shared mutually, and cross-promotion is coordinated.
• Paid Team: Manages the influencer program and provides trending TikTok content from creators for organic use. This role may suggest creators and repurpose approved creator content but does not brief, negotiate, or manage paid partnerships.
• PR (under Community): Handles amplification opportunities, press coverage, and situations requiring a coordinated response.
• Copy: Edits captions drafted by this role. Social owns caption strategy and first drafts; Copy provides an editorial pass for clarity, accuracy, and brand consistency.

Out of Scope:

• Paid social strategy, buying, and budget management.
• The influencer program, including briefs, contracts, and paid creator relationships.
• Responding to inbound questions in comments and direct messages on Winona's accounts.

Core Responsibilities:

1. Posting Strategy, Content Planning, and Publishing:

Own the posting strategy for all owned channels, including cadence, frequency, timing, sequencing, and platform specific publishing conventions. This strategy is set by this role, informed by performance data, and operates within the channel strategy and goals established by the Head of Social. Build and maintain a rolling content calendar, determining content mix and formats, and execute all publishing. Ensure live content remains accurate and current; promptly identify and correct affected posts when product details, prices, or claims change.

2. Brand Persona Accounts:

Publish and maintain organic content for Winona's distinct brand persona accounts, in addition to the primary Winona accounts. Each persona has a unique voice, audience, and content remit, requiring consistent differentiation from the main brand and from other personas over time. This includes planning each persona's content, originating or adapting material suited to that persona, and publishing on its own cadence.

3. Concepting and Briefing:

Develop concepts and create ClickUp tickets that guide all content production. Each ticket must contain clear quality guidelines for creative teams to produce the intended asset without further direction, including the concept, hook, script or talking points, format and specifications, reference material, and desired content outcome. Ticket quality is a central competency of this role; effective tickets are specific enough for execution without follow up but allow creators creative latitude. Imprecise tickets can consume Creative capacity and lead to delays or rework.

4. Repurposing Content from Paid Media and Other Channels:

Identify and adapt content originally produced for paid media, ambassador programs, and other channels for organic social use. Review incoming creative and the ClickUp submission queue, assessing each asset against platform standards. Much of the paid library (e.g., creator clips, short form video) is already social native. The task involves selecting what merits organic placement, reworking hooks and captions for an audience not opting into advertisements, and pacing usage to avoid the channel appearing as recycled advertising. Own caption strategy and produce initial drafts of all hooks and captions, using AI tools for generation and refinement. Drafts are submitted to Copy for editorial review. Accountability for captions reading as native to the platform and appropriate to placement rests with this role.

5. Outbound Engagement:

Proactively engage with external accounts, including creators, practitioners, menopause advocates, adjacent brands, and relevant conversations, to build Winona's reach, relationships, and recognition. This is a defined deliverable, distinct from inbox management. Engagement should be substantive and add value to conversations, excluding responding to critics, participating in competitor comment sections, or answering clinical/product questions in third-party threads. Relationships progressing toward paid partnerships are handed to the Paid team. Inbound comments and direct messages to Winona's accounts are handled by Patient Services; this role routes them and escalates reputationally sensitive matters to the Head of Social immediately.

6. Reporting:

Deliver regular performance reports against KPIs set by the Head of Social, covering results, contributing factors, and recommended next tests. Escalate anomalous performance immediately rather than waiting for monthly reports.

Qualifications:

Required:

• 3-5 years of experience managing organic social media for a brand or agency, with a portfolio of work demonstrating reasoning and outcomes.
• Demonstrated strength in creative briefing: the ability to translate an idea into a production ticket that creative teams can execute correctly the first time, including concept, hook, script, format specifications, and reference material.
• A strong editorial eye for short form video. This role does not require shooting or editing but demands effective directorial judgment.
• Strong copywriting skills, particularly for hooks, captions, and conversational engagement.
• Practical fluency with AI writing tools and the editorial judgment to distinguish usable from generic output.
• Thorough working knowledge of Instagram and TikTok mechanics, including formats, audio, algorithm behavior, and current performance trends.
• Daily, short form first presence on primary channels: Instagram, TikTok, and Facebook.
• Consistent cadence on secondary channels: YouTube Shorts, X, and Pinterest.
• A distinct, more corporate register for LinkedIn, and substantive, disclosed long form answers on Quora.
• Disciplined listening only monitoring on Reddit; no posting without explicit sign-off.
• Strong analytical skills: the ability to interpret performance reports and form defensible viewpoints.
• Proven reliability in roles with fixed publishing schedules and live audiences.
• The ability to write and publish in multiple distinct voices, maintaining separate persona accounts without tone convergence.

Strongly Preferred:

• Experience in healthcare, telehealth, supplements, or wellness.
• A record of account growth driven by outbound engagement and creator relationships, not solely by publishing.
• Familiarity with menopause, perimenopause, or women's midlife health (professional, academic, or personal).

Attributes:

Possesses substantive empathy for women in their 40s and 50s whose health concerns have been dismissed, along with the judgment to create content that genuinely engages the audience without exploiting them. Trends should be adapted to suit this audience rather than adopted wholesale.

What’s in it for you?

As a full time member of our team, you’ll enjoy:

• Remote first, work wherever you choose
• Unlimited paid time off
• Paid non working holidays per country of residence
• Medical/Dental/Vision insurance (US-W2)
• Referral bonuses
• Financial support for online courses
• Fun and casual work environment
• Employee engagement activities and virtual gatherings
• We are a diverse, global team! 🌍

Equal Employment Opportunity:

Winona provides equal employment opportunities to all qualified individuals without regard to race, color, religion, sex, gender identity, sexual orientation, pregnancy, age, national origin, physical or mental disability, military or veteran status, genetic information, or any other protected classification. Equal employment opportunity extends to all aspects of employment, including recruitment, hiring, training, promotion, demotion, transfer, leaves of absence, and termination. Winona takes allegations of discrimination, harassment, and retaliation seriously and will promptly investigate such behaviors.