Social Media Manager TikTok and Founder

Who You Are

You are a culturally plugged, TikTok-obsessed content creator and strategist who understands how to own TikTok content and TikTok Shop. You will drive Once Upon a Farm’s TikTok presence end-to-end—strategy, creation, publishing, and performance—while also developing and producing content for our co-founders. This role will have vendor resources, but must be able to execute content on their own as well. While this is a remote role, this candidate must be based out of Los Angeles, CA , NYC or San Francisco/Bay Area, CA.

The Task At Hand

This is a rare dual mandate: roughly half your time is building Once Upon a Farm’s TikTok into a high-converting Gen-Z and millennial destination, and the other half is working directly our founders to develop their own content. You will report to the Senior Manager of Social and collaborate closely with the broader Marketing and Creative teams.

Responsibilities

TikTok Strategy & Growth

• Own our TikTok channel as the driver of primarily Gen-Z audience growth, with a secondary focus on Millennial parents, health enthusiasts, and athletes, to help Once Upon a Farm find niche markets to expand reach, brand awareness, and TikTok Shop revenue
• Develop and execute a platform-native content strategy built around Once Upon a Farm’s product lineup, brand mission, and cultural relevance to young parents and Gen-Z consumers
• Build and manage Once Upon a Farm’s TikTok Shop presence along with the E-Commerce team, driving traffic, conversion, and repeat purchase through shoppable content, live formats, and product integrations
• Stay ahead of TikTok trends, sounds, formats, and creator culture to ensure our brand is consistently early, authentic, and on-platform
• Partner with the Senior Manager of Social Media on cross-platform content strategy, ensuring TikTok content complements and amplifies Once Upon a Farm’s Instagram and YouTube presence
• Work proactively within your budget to find and develop agencies and influencers who can create additional TikTok Content for the brand.
  
  

TikTok Content Creation & Production

• Personally concept, shoot, edit, and publish much of Once Upon a Farm’s TikTok content—you are the creator, not just the director
• Develop recurring formats and series that build audience loyalty and drive saves, shares, and follows
• Create content spanning product storytelling, childhood nutrition education, brand values, and culturally relevant moments—all tailored for a TikTok-first audience
• Capture real-time content at brand events, activations, and shoots with prepared concepts and shot lists, and direct on-site photographers and videographers to do the same with your art direction.
• Brief and collaborate with the Partnerships & Influencer team to activate creators who extend OFarm’s TikTok reach and authenticity.
• Own vendor selection, outreach, payment and execution for the TikTok platform including agencies, CGI creators and videographers.
  
  

Founder Content

• Work directly with our founders to produce content, with a focus on TikTok and Instagram.
• Work with Once Upon a Farm Brand team to proactively identify relevant brand moments in a timely manner, allowing you time to capture, execute and edit the content with founders ahead of launch.
• Translate founders’ authentic personality, passions, and voice into platform-native content that resonates with their audiences, while reinforcing their roles as our founders.
• Concept, produce, and edit content for Once Upon a Farm specific founder appearances—including product launches, campaigns, and brand storytelling moments—that works in concert with their personal channel’s content
• Develop repeatable formats for founders that are engaging, sustainable, and distinctly theirs
• Coordinate shoot logistics, prep shot lists and talking points, and ensure content is captured efficiently during Jen’s available windows
  
  

Performance & Optimization

• Track and report on TikTok KPIs including follower growth, engagement rate, video views, TikTok Shop GMV, and conversion metrics
• Translate performance data into actionable content decisions—double down on what works, kill what doesn’t
• Partner with the E-commerce team to align TikTok content with promotional calendars and TikTok Shop campaigns
• Present TikTok and Founder content performance to stakeholders in quarterly business reviews
  
  

In This Role, You’ll Bring With You

• 4+ years of social media or content experience, with a significant portion focused on TikTok content creation and st