Digital & Social Media Specialist

About the Role

Key Responsibilities

• Develop, manage and execute comprehensive digital marketing strategies that support brand awareness, guest engagement and sales growth.
• Manage paid digital advertising campaigns (Google Ads, Meta Ads, programmatic, etc.), ensuring maximum ROI and alignment with brand goals.
• Collaborate with the Marketing Manager to integrate digital initiatives with broader marketing strategies and promotions.
• Lead the strategy, creation, scheduling, and publishing of content across Big Boy's social platforms (Facebook, Instagram, TikTok, LinkedIn, X, YouTube, etc.).
• Monitor trends, competitor activity, and emerging platforms to keep Big Boy's digital presence fresh, innovative and relevant.
• Engage with followers, manage community interactions and ensure timely responses to guest feedback and inquiries.
• Create compelling, on-brand content including graphics, videos, blogs and short-form storytelling tailored for each platform.
• Partner with internal and external creative resources to produce high-quality digital assets.
• Ensure brand consistency and voice across all digital and social content.
• Track, analyze and report on digital marketing performance, leveraging insights to continuously improve campaigns.
• Develop KPIs and dashboards for digital performance (engagement rates, click-throughs, conversions, ROI, etc.).
• Recommend strategies for optimizing paid and organic digital initiatives.
• Partner with Operations, Franchise and HR teams to support recruitment campaigns, local store marketing, and internal communications.
• Assist with digital and social promotion of special events, seasonal campaigns and community initiatives.
• Provide digital support for franchisees and corporate restaurants as needed.

Requirements

• Bachelor's degree in Marketing, Communications, Digital Media or related field.
• Minimum 5+ years of experience in digital marketing and social media strategy, ideally in restaurant, hospitality, or consumer-facing industries.
• Proven track record of successfully managing and growing brand social media channels and digital campaigns.
• Advanced proficiency with digital tools and platforms (Meta Business Suite, Google Analytics, Google Ads, Canva/Adobe Creative Suite, Sprout Social or similar).
• Strong copywriting, storytelling, and creative content development skills.
• Deep knowledge of SEO/SEM, website management, and email marketing.
• Highly analytical with the ability to interpret data and make data-driven decisions.
• A true team player with the flexibility to assist the marketing team in ad hoc projects and special off-site events as needed.
• Excellent communication, organizational, and project management skills.

Nice to Have

• Experience in restaurant, hospitality, or consumer-facing industries.

Benefits & Perks

• Dental insurance
• Health insurance
• Paid time off
• Vision insurance