Social Media Manager

Job Purpose

At Panera, social media is more than content, it's how we show up in culture, build community, and bring our brand to life in real time.

As Social Media Manager, you will play a pivotal role in shaping Panera's voice and presence across social platforms, driving innovation, and fostering a sense of community for our fans and followers.

This role requires a blend of strategic thinking, cultural fluency, and fast-moving execution. You'll be responsible for shaping our voice across platforms, identifying trends worth acting on, and bringing ideas to life in ways that feel timely, relevant, and unmistakably Panera.

Duties & Responsibilities

The primary responsibilities of this job include, but are not limited to:

1. Content Strategy & Creation

• Evolve Panera's social media strategy across all major platforms and emerging channels
• Develop a roadmap to grow Panera's social following, increase engagement with current fans, and enhance our digital footprint in alignment with brand goals
• Develop and execute a social content strategy that aligns with brand priorities and cultural moments
• Concept and produce engaging, platform-native content for priority channels (Tik Tok, Instagram, Threads, etc) that reflects Panera's voice and values
• Identify real-time trends and cultural moments early and act quickly to bring relevant ideas that align with Panera's brand identity to life
• Ensure all content highlights Panera's quality, craveability, and role a place for connection and creativity
• Work closely with social platforms to stay ahead of emerging trends and features, ensuring Panera remains a pioneer in the digital space.
• Execute buzz-worthy brand activations, such as product launches and collaborations, that spark conversation and drive engagement.
• Manage external agency partners responsible for content creation, ensuring alignment with brand strategy, voice, timelines, and quality standards while providing clear direction and feedback throughout the development process

2. Content Calendar & Execution:

• Own and maintain a real-time, accurate content calendar with clear visibility across teams
• Ensure working files are organized, linked, and up to date across tools (e.g., Canva, platform-native editors)
• Manage end-to-end execution of content, from ideation through publishing
• Deliver high-quality work with strong attention to detail, including accuracy of offers, messaging, and legal requirements
• Oversee the development of a social media content calendar that balances daily engagement with campaign-driven storytelling.
• Work with omni-channel marketers to ensure seamless integration of social efforts with larger marketing initiatives.

3. Community Management:

• Lead day-to-day engagement across social platforms, responding to comments and messages in a timely, brand-appropriate voice, in partnership with Guest Care.
• Build relationships with superfans and followers, rising talent, and influencers, to amplify brand loyalty and advocacy.
• Actively participate in cultural conversations, building awareness with new guests and loyalty with existing guests.
• Identify opportunities to join cultural or community moments in real time.

4. Cross-Functional Collaboration:

• Partner with influencer team on content calendar execution and community management opportunities.
• Collaborate with Panera's creative and marketing teams to ensure all social content aligns with brand values, voice, and visual identity.
• Influence seasonal campaign briefs to prioritize social-first content that resonates with audiences and elevates the Panera brand.
• Partner closely with teams across marketing (Brand, In-Cafe, MyPanera/Email/SMS, PR, Culinary) to prioritize social-first content that resonates with audiences and elevates the Panera brand to bring integrated campaigns to life
• Ensure social is aligned with broader brand initiatives while maintaining a distinct, social-first perspective
• Communicate proactively with stakeholders, providing updates and surfacing opportunities

5. Performance & Optimization:

• Define and track KPIs across organic social efforts, regularly analyzing data to measure success and inform future strategies. Partner with paid media team to understand holistic performance and learnings.
• Partner with Consumer Insights team to conduct social listening.
• Provide actionable insights to cross-functional teams, ensuring data-driven decision-making throughout the organization.

Qualifications (Education & Experience)

Qualifications include:

• 3-5 years of experience in social media, digital marketing, or a related field, ideally in food service, retail, or lifestyle brands.
• Thrives on cultural relevance and has a deep passion for social media trends and pop culture.
• Proven track record of driving cultural relevance and creating engaging, high-impact social campaigns.
• Passion for food and community, with a strong understanding of Panera's brand ethos and customer base.
• Experience with Sprinklr/Sprout and on platform measurement.
• Deep expertise in platforms like Instagram, TikTok, and YouTube, with a keen interest in emerging social media trends.
• Strong creative instincts, with the ability to guide content development and ensure alignment with Panera's visual and verbal brand identity.
• Skilled in social analytics and reporting, using data to refine strategies and achieve measurable results.
• Exceptional project management skills, with the ability to juggle multiple priorities and meet deadlines in a fast-paced environment.
• Team-oriented, with excellent communication and leadership skills that inspire collaboration and innovation.

Working Conditions

• Required travel - 30%

Physical Requirements

• While performing this job, the incumbent is regularly required to stand, sit, talk hear & use hands and fingers to operate keyboards

Competitive Pay: $104,942 - $125,930 annually

The actual pay offered will be determined by multiple factors, including but not limited to the candidate's relevant experience, job-related knowledge, skills, and geographical location. Individual compensation decisions are dependent upon the facts and circumstances of each position and candidate.