Organic Social Media Manager

About Winona:

Winona is one of the leading telemedicine companies providing HRT for women in menopause. We’ve built all of our technology in house including an EHR, patient care admin system, patient portal, website, marketing technology etc. Winona has two compounding pharmacies and a team of in house physicians providing world-class care via a fully vertically integrated business model.

Role summary:

The Organic Social Media Manager is responsible for the day-to-day operation of Winona's organic social channels: planning the content calendar, briefing the teams and creators who produce the work, publishing across platforms, and engaging externally to grow reach. The role translates the channel strategy set by the Head of Social and the performance insights provided by Growth into a consistent, on-brand presence that reaches women navigating menopause.

This is a planning and creative direction role. The Organic Social Media Manager owns the content plan and the posting strategy — what is produced, for which platform, when, and how often — and is expected to bring an independent point of view on the audience rather than executing recommendations without interpretation. Overarching channel strategy and all paid media remain outside the role.

Reporting and cross-functional relationships:

Direction is received from:

• Head of Social — channel strategy, priorities, quarterly goals, and final content approval

• Growth — performance insights and content recommendations, including signals from Community and Lifecycle on messaging performance. These inform the content plan; they do not replace the Organic Social Media Manager's own assessment of the audience

Key partners:

• Creative/Design — produces statics and video against briefs provided by this role

• Content/SEO — supplies long-form editorial for adaptation to social

• Patient Services — responds to inbound comments and direct messages regarding the brand, products, orders, and clinical questions. This role routes those inquiries and provides advance notice of launches, campaigns, and posts likely to generate volume

• Community — owns the Winona community app and platform. Insight is shared in both directions and cross-promotion is coordinated where appropriate

• Paid — owns the influencer program and supplies this role with trending TikTok content produced by creators for organic use. This role may recommend creators and repurpose approved creator content, but does not brief, negotiate, or manage paid partnerships

• PR (under Community) — amplification opportunities, press coverage, and any situation requiring a coordinated response

• Copy — edits captions drafted by this role. Caption strategy and first drafts belong to Social; 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

Core responsibilities:

1. Posting strategy, content planning, and publishing

   Own the posting strategy across all owned channels: cadence, frequency, timing, sequencing, and platform-specific publishing conventions. The posting strategy is set by this role, informed by performance data and operating within the channel strategy and goals established by the Head of Social.

   Build and maintain the rolling content calendar, determining content mix and formats, and execute all publishing. Ensure live content remains accurate and current; when a product detail, price, or claim changes, identify and correct affected posts.

2. Brand persona accounts

   Publish and maintain organic content for Winona's brand persona accounts (Jo, Cat, Menopause with Lisa, and others as they are added), in addition to the primary Winona accounts. Each persona carries a distinct voice, audience, and content remit, and must remain consistent over time and clearly differentiated from the main brand account and from one another.

   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 the ClickUp tickets that direct all production. Each ticket must contain quality guidelines sufficient for the creative teams to build the intended asset without further direction: concept, hook, script or talking points, format and specifications, reference material, and the outcome the content is meant to achieve.

   Ticket quality is the central competency of this role. An effective ticket is specific enough for the creative teams to execute without follow-up, while leaving creators sufficient latitude to retain an authentic voice. Imprecise tickets consume Creative capacity and are a common cause of production delays and 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 use on organic social. Review incoming creative and the ClickUp submission queue, assessing each asset against the standards of the platform it would run on.

   Much of the paid library is already social-native: creator clips and short-form video built for feed. The work is therefore less about screening out unusable assets than about selecting what merits an organic placement, reworking hooks and captions for an audience that has not opted into an advertisement, and pacing usage so the channel does not read as recycled advertising.

   Own caption strategy and produce the first drafts of all hooks and captions, using AI tools to generate and refine options. Drafts are submitted to Copy for an editorial pass. Accountability for whether a caption reads as native to the platform and appropriate to its placement rests with this role.

5. Outbound engagement

   Engage proactively on external accounts — creators, practitioners, menopause advocates, adjacent brands, and the conversations the target audience is already having — to build reach, relationships, and recognition for Winona. This is a defined deliverable rather than discretionary work, and it is distinct from inbox management.

   Engagement should be substantive and add value to the conversation. It excludes responding to critics, participating in competitor comment sections, and answering clinical or product questions in third-party threads. Relationships that progress toward a paid partnership are handed to the Paid team.

   Inbound comments and direct messages to Winona's own accounts are answered by Patient Services. This role routes them and escalates any reputationally sensitive matter to the Head of Social immediately.

6. Reporting

   Deliver regular performance reporting against the KPIs set by the Head of Social, covering results, the factors that drove them, and recommended next tests. Escalate anomalous performance as it is identified rather than holding it for the monthly report.

Qualifications:

Required

• 3–5 years managing organic social for a brand or agency, with a body of work the candidate can present and explain the reasoning behind.

• Demonstrated strength in creative briefing: the ability to translate an idea into a production ticket the 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. The role does not require shooting or editing, but does require the judgment to direct others effectively.

• Strong copywriting, particularly hooks, captions, and conversational engagement.

• Practical fluency with AI writing tools and the editorial judgment to distinguish usable output 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 our 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 there without explicit sign-off.

• Strong analytical skills: the ability to interpret performance reporting and form a defensible point of view from it.

• Proven reliability in a role with a fixed publishing schedule and a live audience

• The range to write and publish in multiple distinct voices, maintaining separate persona accounts without them converging on a single tone.

Strongly preferred

• Experience in healthcare, telehealth, supplements, or wellness.

• A record of account growth driven by outbound engagement and creator relationships, not publishing alone.

• Familiarity with menopause, perimenopause, or women's midlife health, whether professional, academic, or personal.

Attributes:

Substantive empathy for women in their 40s and 50s whose health concerns have been dismissed, and the judgment to distinguish content that engages the audience from content that engages at their expense. 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, but not limited to, 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.