Social Media Manager

About AV Communications

AV Communications (AVC) is a Toronto-based multicultural marketing agency on a mission to create a more inclusive future through marketing. We help brands connect authentically with Canada's diverse communities through insight-driven strategy, creative, media and digital. AVC has been recognized as one of Canada's Top Growing Companies by The Globe and Mail's Report on Business for four consecutive years.

Role Summary

The Social Media Manager leads organic and paid social for our clients' brands. You set the strategic direction for social, guide a dedicated social team from monthly planning through content development, client approval, publishing and reporting, and run paid social campaigns that extend reach and drive results. You bring experience across industries, ideally CPG, fashion and financial services.

What You Bring to the Role

You understand how organic and paid social work together, and you plan them as one program. You know how to build a consistent brand presence through always-on content and community, and how to use paid social to amplify it and convert attention into measurable results.

You have worked across different categories and understand what each demands, from the speed and cultural relevance of CPG and fashion to the compliance, approvals and trust required in financial services.

You have strong editorial judgment and a sharp eye for platform-native content. You lead teams with clear priorities and accountability, and you turn performance data into practical recommendations for clients and creative teams.

What You'll Do

Lead Social Strategy

Develop organic and paid social strategies that define audiences, platform roles, content pillars, publishing cadence, paid objectives and measurable KPIs. Guide monthly plans that balance brand storytelling, community interests, seasonal moments and campaign priorities.

Direct Content and Quality

Guide the social team in developing calendars, briefs, captions, graphics, photography, short-form video, Reels, Stories and other platform-specific content. Review all work for strategy, brand voice, accuracy, accessibility and platform fit before client submission, and bring in the Creative Team when a brief needs a new concept or specialist production.

Run Paid Social

Plan, build, launch and optimize paid social campaigns across Meta, TikTok, LinkedIn, Pinterest and other platforms. Manage audiences, testing, creative rotation, bidding and pacing, working with the Media Team on overall media plans and budgets.

Manage Workflow and Client Relationships

Oversee delivery from brief to publication with clear priorities, ownership and deadlines. Coordinate client reviews, consolidate feedback and secure final approval, including compliance sign-off when required. Partner with the Account Team on scope, expectations and escalations.

Build Community

Oversee scheduling, publishing and day-to-day community management. Set response guidelines, moderation coverage and escalation procedures, and guide responses to sensitive comments or emerging issues with the client.

Measure and Improve

Set and monitor organic and paid KPIs aligned with each client's objectives. Translate reporting into practical improvements to content, formats, cadence, targeting and spend, and manage paid budgets, pacing and reconciliation.

Key Responsibilities

• Develop integrated organic and paid social strategies for client brands.
• Set priorities across Instagram, Facebook, TikTok, LinkedIn and other platforms according to each client's needs.
• Lead the social team, assigning clear responsibilities and holding the team accountable for content quality and timely delivery.
• Identify relevant trends and timely content opportunities, using sound judgment about brand fit and audience relevance.
• Plan, set up, launch and optimize paid social campaigns, including audience targeting, A/B testing and creative rotation.
• Manage paid social budgets, pacing and bid strategies, and reconcile spend with the Media Team and Finance.
• Ensure pixels, conversion tracking and UTMs are in place before launch.
• Coordinate client reviews and approvals, maintain clear approval records and ensure only approved content and ads are published.
• Establish community management guidelines, moderation coverage and issue escalation procedures.
• Partner with creators and influencers, including briefing and disclosure compliance.
• Ensure content and ads meet platform policies and category requirements, including financial services regulatory and disclosure guidelines.
• Report on organic and paid performance, including reach, engagement quality, shares, saves, video retention, audience growth, conversions and return on ad spend.
• Stay current on platform updates, algorithm changes and new ad products, and share learnings with the team.

Qualifications

• 4-6 years of hands-on social media experience managing both organic and paid social for brands or clients, ideally in an agency environment.
• Experience across multiple industries; CPG, fashion or retail, and financial services experience is strongly preferred.
• A portfolio showing strong social storytelling, platform-specific content, audience engagement and paid campaign results.
• Proven ability to plan, launch and optimize paid campaigns in Meta Ads Manager, TikTok Ads Manager and LinkedIn Campaign Manager.
• Experience directing designers, content creators or video producers.
• Strong editorial judgment, copywriting and content review skills.
• Experience with community management, social reporting and issue escalation.
• Familiarity with Asana, Canva, Sprout Social, Google Analytics and native platform tools, or comparable systems.
• Understanding of advertising standards and influencer disclosure guidelines (e.g., Ad Standards Canada); familiarity with financial services marketing compliance is an asset.
• Platform certifications (e.g., Meta Certified Media Buying Professional) and additional language skills are assets.

What Success Looks Like

• A consistent, recognizable brand presence across agreed social channels.
• Relevant organic content that encourages meaningful audience interaction.
• Paid social campaigns that meet or beat agreed performance targets and budgets.
• Reliable delivery against the approved calendar and agreed turnaround times.
• Clear briefs, efficient reviews and documented client approvals.
• Responsive community management and timely escalation of sensitive issues.
• Measurable progress against agreed social objectives, with learnings applied to each content and campaign cycle.

Use of artificial intelligence

AV Communications does not use artificial intelligence to screen, assess or select applicants for this position.

Application follow-up

We will let all candidates who are interviewed for this position know the outcome of their application within 45 days of their final interview.

Equal Opportunity Employer

AV Communications is an equal opportunity employer. We are committed to building a team that reflects the diverse communities and audiences we serve, and to maintaining a workplace where everyone is treated with dignity and respect.

We welcome applications from all qualified individuals regardless of race, ancestry, place of origin, colour, ethnic origin, citizenship, creed, sex (including pregnancy), sexual orientation, gender identity, gender expression, age, record of offences, marital status, family status or disability. All employment decisions are based on qualifications, merit and business needs. Canadian work experience is not a requirement for this position.

Accommodation

In accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act (AODA), accommodations are available on request for candidates taking part in all aspects of the recruitment and selection process. If you require an accommodation, please contact [email protected] and we will work with you to meet your needs. All information will be kept confidential.