Role: Social Media & Performance Executive
Location: Remote Working – ideally based in the Midlands
Role Overview
TGI Fridays is looking for a creative, digitally savvy Social Content Creator & Digital Marketing Executive to own our social presence end-to-end — from ideation and content creation through to community management and paid digital performance.
This role is perfect for someone who lives and breathes social culture, understands what performs organically and through paid media, and can turn brand moments, menu launches, and everyday restaurant energy into engaging, high-performing content.
You’ll be responsible for content creation A–Z, managing our organic social channels, driving community engagement, and supporting the planning and execution of paid social and digital campaigns to maximise reach, engagement, and conversion.
Key Responsibilities
Content Creation & Social Management (A–Z)
* Own the full social content lifecycle: ideation, planning, shooting, editing, publishing, and optimisation
* Create engaging, video-first content for TikTok, Instagram, Facebook, and emerging platforms
* Manage and maintain the social content calendar, ensuring alignment with brand priorities, campaigns, and cultural moments
* Capture in-restaurant content (food, drinks, people, experiences) and bring the Fridays brand to life through storytelling
* Ensure consistent brand tone of voice, visual identity, and messaging across all content
* Support and guide local restaurant social accounts, providing best practices, templates, and content ideas
Community Management & Advocacy
* Manage day-to-day community engagement across social platforms (comments, DMs, UGC, reviews)
* Monitor and respond to guest feedback in a timely, brand-appropriate way (including occasional out-of-hours support)
* Identify, curate, and leverage user-generated content to build advocacy and authenticityDevelop and manage brand ambassador / creator communities to fuel ongoing content creation
Influencer & Creator Partnerships
* Identify and collaborate with relevant influencers and creators aligned with the Fridays brand
* Coordinate gifted visits, paid partnerships, events, and content collaborations
* Manage influencer workflows end-to-end and track performance against KPIs
* Ensure influencer content integrates seamlessly into broader organic and paid strategies
Paid Social & Digital Performance
* Support the planning, execution, and optimisation of paid social campaigns (Meta, TikTok, Google, etc.)
* Assist with paid search (PPC) activity in collaboration with internal teams and agencies
* Work closely with the wider marketing team to ensure strong alignment between organic and paid activity
* Monitor performance metrics (reach, engagement, CTR, CPA, ROAS) and provide insights for optimisation
* Support creative development for paid assets, ensuring content is designed to perform, not just look good
Reporting & Optimisation
* Track and report on weekly and monthly performance across organic, paid, influencer, and digital activity
* Analyse content and campaign performance to identify learnings, trends, and opportunities
* Continuously test, learn, and optimise content formats, messaging, and platforms
Essential
What We’re Looking For
* Proven experience creating content for TikTok and Instagram (strong short-form video skills essential)
* Ability to shoot and edit high-quality content on mobile
* Experience managing organic social channels and community engagement
* Working knowledge of paid social and paid digital media
* Strong understanding of social trends, pop culture, and platform best practices
* Data-literate, with the ability to interpret performance metrics and insights
* Highly organised, proactive, and comfortable managing multiple priorities
* Willingness to travel occasionally for restaurant filming and events (UK)
Desirable
* Experience in hospitality, food & beverage, or consumer lifestyle brands
* Experience working with influencers, creators, or brand ambassadors
* Familiarity with tools such as Sprout Social, Meta Business Manager, TikTok Ads, Google Ads
* Basic design or motion skills (Canva, CapCut, Adobe)
* Photography skills
* Experience working with agencies
Personal Attributes
* Creative self-starter with strong initiative
* Confident communicator, both online and in person
* Highly collaborative with a positive, can-do mindset
* Detail-oriented with strong planning and organisational skills
* Naturally curious, trend-obsessed, and always thinking one step ahead
* Comfortable working at pace and reacting to real-time social moments
Apply now or contact tom.scully@tgifridays.co.uk
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