Company Overview

The organisation operates in a digital-first environment where effective communication, audience understanding, and measurable marketing performance support sustainable business growth. Its approach to social media combines creative content with structured analysis, enabling the marketing function to understand audience behaviour, evaluate campaign effectiveness, and improve how the organisation communicates online.

The team values clear objectives, responsible brand representation, practical experimentation, and collaboration across marketing and business functions. Social media is treated as both a communication channel and a source of useful insights into customer interests, content preferences, and engagement patterns.

Role Summary

The Social Media Manager — Performance Analytics & Digital Engagement will manage social media activity with a strong focus on measurable results, audience interaction, and continuous improvement. The role combines social media planning and execution with performance reporting, content experimentation, and the development of engagement initiatives that support wider business objectives.

The successful candidate will establish meaningful performance indicators, monitor results across relevant platforms, and use data to identify which content formats, messages, and campaign approaches are most effective. They will also maintain active audience engagement, support the development of digital campaigns, and communicate recommendations clearly to colleagues and stakeholders.

This role is appropriate for a social media professional who understands both the creative and analytical sides of digital marketing. The ideal candidate is comfortable working with performance dashboards, translating findings into practical actions, and maintaining consistent execution in a fully remote environment.

Key Responsibilities

• Develop and maintain a social media operating plan that connects audience engagement activities with defined marketing and business objectives.
• Manage the organisation’s social media presence across selected platforms, ensuring consistent publishing, timely interaction, and professional communication.
• Define and monitor key performance indicators such as reach, impressions, engagement rate, audience growth, video completion, link clicks, and referral traffic.
• Establish regular reporting routines to evaluate performance across platforms, campaigns, content themes, and audience segments.
• Analyse social media data to identify changes in audience behaviour, successful content formats, underperforming posts, and opportunities for improvement.
• Prepare concise performance reports that explain results, highlight significant trends, and recommend specific actions.
• Work with marketing colleagues to establish campaign objectives and determine how social media activity will be measured.
• Plan and execute content experiments involving messaging, creative formats, publishing schedules, and calls to action.
• Use results from previous campaigns to improve content planning, audience targeting, and channel-specific communication.
• Monitor audience comments, questions, mentions, and messages, ensuring that interactions are handled professionally and escalated when necessary.
• Identify recurring audience questions and feedback that may inform future content, website improvements, or customer communication initiatives.
• Coordinate with designers, writers, campaign specialists, and other stakeholders to produce content that meets both creative standards and performance objectives.
• Support organic growth initiatives through relevant content distribution, community participation, partnerships, and platform-specific engagement practices.
• Monitor competitor activity and broader digital marketing developments to identify relevant opportunities without relying solely on short-lived trends.
• Maintain accurate records of campaigns, publication dates, performance results, and key lessons learned.
• Ensure social media tracking and reporting practices are consistent with applicable privacy requirements, platform policies, and internal guidelines.
• Escalate significant reputational issues, suspicious engagement patterns, or potentially harmful content through appropriate internal procedures.
• Keep current with platform analytics, reporting capabilities, and changes that may affect how social media results are measured.

Requirements and Qualifications

• Bachelor’s degree or equivalent professional experience in digital marketing, communications, business, analytics, or a related field.
• At least three years of relevant experience in social media management, digital engagement, campaign analytics, or performance-oriented marketing.
• Strong understanding of social media metrics and the ability to distinguish meaningful business indicators from surface-level engagement figures.
• Experience using native platform analytics, social media management tools, reporting dashboards, or comparable digital marketing measurement systems.
• Ability to interpret quantitative information and explain findings clearly to colleagues who may not have an analytical background.
• Demonstrated experience improving content or campaign performance using data, structured testing, and audience feedback.
• Strong writing and communication skills, with the ability to maintain a consistent brand voice across channels.
• Practical knowledge of content planning, community management, social media publishing, and digital campaign coordination.
• Familiarity with website analytics and link-tracking principles is an advantage.
• Strong attention to detail, organisational ability, and confidence managing recurring reporting deadlines.
• Ability to work independently, prioritise competing tasks, and collaborate effectively with a distributed team.
• Professional proficiency in English; knowledge of additional European languages is an advantage.

Benefits

• Fully remote working arrangement within Estonia.
• Full-time, permanent employment.
• Opportunity to shape social media performance measurement and audience engagement practices.
• Exposure to campaign analytics, digital growth initiatives, and cross-functional marketing projects.
• Access to appropriate social media management and reporting tools.
• Opportunities for continued professional development in digital analytics, campaign optimisation, and audience strategy.
• A collaborative environment that values measurable outcomes, clear communication, and continuous improvement.

Application Instructions

Applicants should submit an up-to-date CV describing their social media management experience, analytics capabilities, and relevant campaign achievements. Candidates are encouraged to include a portfolio or a short case study demonstrating how they used performance data or audience insights to improve content or engagement.

Where possible, applications should describe the metrics monitored, the candidate’s contribution, and the practical outcomes of previous initiatives without disclosing confidential business information. Please apply through the designated application channel associated with the vacancy. No company-specific application contact details have been provided in this advert.

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