Social Media Specialist

Après Nail has innovated the nail market as the creator of Gel X. Our mission is to improve nail industry standards and the lives of nail artists by providing innovative products that help both them and their services thrive. Our nails are seen everywhere, from the Met Gala to the Oscars to your local nail salon. The Gel X revolution is real, and we're looking for our next great team member!

ROLE OVERVIEW

We are looking for a highly creative and data-driven Social Media Specialist to lead content strategy, creation, and community growth across our social platforms—with a strong emphasis on TikTok and Pinterest. This role requires an individual who not only understands what performs on social but is capable of creating it—filming, editing, writing, and executing content that resonates with our nail/beauty audience and aligns with brand goals.

The ideal candidate is equal parts strategist and creator: someone who understands platform mechanics, can identify and capitalize on niche opportunities, and has demonstrated success scaling channels in both follower growth and engagement. They will help accelerate our organic presence while also supporting TikTok Shop growth and creator collaborations.

KEY RESPONSIBILITIES

Social Strategy & Platform Ownership

• Own day-to-day management, growth strategy, and content execution for TikTok and Pinterest, while supporting Instagram, YouTube, and additional social channels as needed.
• Develop and maintain a platform-specific social strategy that drives reach, engagement, and follower growth.
• Identify niche opportunities within each platform and develop creative approaches that help differentiate the brand.
• Leverage platform capabilities—including TikTok Shop—to support both content and commerce growth.

Content Creation & Production

• Create original content: concepting, writing scripts, filming, editing, and producing short-form and visual content.
• Build and maintain monthly content calendars that align with product launches, campaigns, and social moments.
• Source, brief, and collaborate with content creators, influencers, and internal creative teams to ensure cohesive brand storytelling.
• Stay deeply aware of platform trends, while also thinking creatively beyond trend-driven content to develop unique, ownable concepts.

Analytics, Reporting & Optimization

• Track, analyze, and report on performance metrics across TikTok, Pinterest, and other social platforms.
• Use insights from tools like Dash Social, Sprout Social, or native platform analytics to optimize content and inform strategy.
• Conduct ongoing testing (creative formats, hooks, posting times, content pillars) to continually improve growth and engagement.

Cross-Functional Collaboration

• Work closely with Creative, Influencer, Ecomm, and Paid Media teams to ensure content supports broader marketing, product, and revenue goals.
• Collaborate with Marketplace/TikTok Shop teams to integrate social content with commerce strategies.
• Help source creative assets, maintain brand consistency, and support storytelling across departments.

KEY SKILLS & COMPETENCIES

• 4–5+ years of social media management experience, ideally within beauty, CPG, lifestyle, or another visually-driven consumer brand.
• Proven track record of growing social platforms—with tangible examples of increasing follower count, improving engagement, and scaling content visibility.
• Hands-on experience managing TikTok and Pinterest channels (required).
• Strong content creation skills: on-camera filming, editing, copywriting, scripting, and storytelling.
• Familiarity with analytics tools such as Dash Social, Sprout Social, or similar reporting platforms.
• Deep understanding of social media algorithms, platform nuances, and emerging trends.
• Ability to think creatively beyond trends and develop fresh, original ideas that resonate with niche communities.
• Experience collaborating with creators, influencers, and internal creative teams.
• Highly organized, proactive, and capable of managing a content pipeline and publishing schedule.
• Passion for beauty, social storytelling, and digital culture.

NICE-TO-HAVE

• Experience supporting TikTok Shop content strategies and understanding social commerce mechanics.
• Basic graphic design, motion graphics, or photography skills.
• Experience with community management and audience engagement.
• Understanding of SEO as it applies to Pinterest and short-form content.