Social Media Lead

We have an exciting opportunity for a Social Media Lead to join Greggs and shape the future of one of the UK's most loved brands on social media.

Fast, original and relentlessly creative, you'll use social media to bring the story of Greggs to life, creating ideas and content that could only come from our brand. You'll build an engaged and participative community, create standout campaigns and content, and help make Greggs best-in-class on the platforms that matter most.

From showcasing our products, people and culture to spotting reactive opportunities and driving commercial results, you'll help more people discover what makes Greggs special while delivering social activity that grows engagement, strengthens our brand and supports sales.

We can offer you:

• Management Bonus Scheme which is worth up to 17.5% of your salary
• Pension scheme with matching employer contributions up to 7%
• Company car or car allowance
• Colleague discount, up to 50% off our own-produced products
• Profit share - We want everyone to share in the success of the business, so we distribute 10% of our profits to all our colleagues who have at least 6-month service, or more, each year
• 25 days (5 weeks) annual leave, pro-rated, increasing with service (in addition to bank holidays), plus 1 additional floating day
• The opportunity to purchase additional annual leave twice a year
• Colleague share plans, giving you the opportunity to save and invest in Greggs, with the chance to buy Greggs shares at a discounted rate
• Private Medical Insurance which is free for you and subsidised for your dependants
• Income Protection should you become unable to work due to long-term sickness
• Death in service benefit which provides a lump-sum payment equal to 4 times your year's salary
• Virtual GP, Physiotherapy and Lifestyle Consultations - we provide access to a fantastic total wellbeing app for you and your family
• Employee Assistance Programme - we provide all colleagues with access to an EAP helpline providing mental health support as well as financial and legal support
• Savings and discounts, including digital gift card discounts, online cashback, in-store and online coupons and lifestyle offers
• Career progression and learning and development opportunities
• A company who cares about our communities; the environment and being a better business! Click here to read about The Greggs Pledge
• Colleague Networks - internal groups where colleagues and their allies can share their own experiences, offer feedback on the way we do things at Greggs, and provide support to one another

About the role

• This is a full-time role, however flexibility in this will be considered
• We know that having a work-life balance is important, so we offer our colleagues as much flexibility as possible in line with the needs of their role
• The base location for this role is Greggs House, Newcastle Upon Tyne, NE12 8BU

What you'll do

Define and Deliver Greggs' Social Media Strategy

• Own and evolve Greggs' long-term social media strategy, ensuring alignment with brand, customer and commercial objectives.
• Identify emerging consumer behaviours, platform developments and cultural trends, turning insights into opportunities that keep Greggs at the forefront of social media.
• Develop channel-specific audience strategies, content frameworks and best practice guidelines across all social platforms.
• Establish and maintain governance, risk management and social media standards to protect and enhance the Greggs brand.
• Lead the future roadmap for social media capability, innovation and investment.

Tell the Greggs Story

• Bring the Greggs brand to life through engaging social content that showcases our products, shops, colleagues, customers and communities.
• Seek out and amplify the stories happening across the business that deserve a wider audience.
• Create content that drives product consideration while highlighting what makes Greggs unique.
• Continually challenge conventional approaches to social media, creating content and experiences that are unmistakably Greggs.

Create Outstanding Content and Ideas

• Develop, write, film and edit original social content across multiple formats and platforms.
• Spot and capitalise on reactive, topical and cultural moments to create engaging and shareable content.
• Generate creative ideas that connect Greggs with relevant conversations in ways that are authentic, memorable and distinctive.
• Deliver content that captures attention, drives engagement and reinforces the Greggs brand.

Develop Campaigns That Drive Trading

• Partner with PR and creative teams to develop integrated campaigns that launch products, promote categories and support key business objectives.
• Create social-first campaign activity that amplifies wider marketing initiatives and encourages audience participation.
• Deliver innovative and unexpected campaign ideas that generate conversation and commercial impact.
• Ensure campaign activity drives both engagement and measurable business results.

Build and Grow the Greggs Community

• Develop a thriving network of creators, colleagues, customers and brand advocates who actively share and champion Greggs content.
• Encourage and harness user-generated content, turning customer participation into engaging brand stories.
• Create compelling reasons for audiences to create, share and engage with Greggs content.
• Grow community engagement and participation while supporting product awareness and sales performance.

Measure and Optimise Performance

• Define, monitor and report on social media performance against engagement, brand and commercial KPIs.
• Use data, insight and audience behaviour to continually optimise content, campaigns and investment decisions.
• Provide performance analysis and strategic recommendations to senior stakeholders.
• Demonstrate the impact of social media on brand health, customer acquisition, engagement and sales.

Lead Partnerships and Agencies

• Manage relationships with social media, creator and production agency partners.
• Ensure agency output consistently delivers against Greggs' brand and commercial objectives.
• Identify, develop and negotiate strategic creator, influencer and platform partnerships.
• Manage budgets effectively, ensuring resources are allocated to deliver maximum impact and return on investment.

About you

You will fit right into this role if you:

• Have a proven track record of creating successful social media content for a consumer-facing brand.
• Have exceptional creative instincts and a natural ability to generate ideas that people want to talk about and share.
• Have a deep understanding of mass-market Britain, popular culture and the moments that shape online conversations.
• The ability to spot opportunities in everyday products, people and events, turning them into engaging social content.
• Strong content creation skills, including writing, filming and editing for a variety of social media platforms.
• A clear understanding of how to tailor content for different social channels, ensuring it performs effectively wherever it appears.
• Excellent judgement and an instinctive understanding of what works for the Greggs brand and when it's right to join a conversation.
• Experience using performance data and insights to optimise content and improve results.
• The ability to take ideas from concept through to execution and measure their impact.
• Experience creating and managing a consistent flow of content, not just campaign-based activity.
• Hands-on experience across organic, paid and earned social media.
• The energy, curiosity and resilience to thrive in a fast-paced, ever-changing environment.

It would be great if you also have:

• Experience leading and developing team members.
• Experience working with creators, influencers and brand advocates.
• Experience within a retail, food, hospitality or FMCG environment.
• A track record of building or evolving an in-house social media capability.
• A strong interest in emerging technologies, including AI-powered creative tools and content production platforms.
• Experience developing partnerships that help brands reach new audiences and drive engagement.

About Greggs

Here at Greggs, we love what we do, and we have fun! What makes us so special is out culture - how we behave and support each other. Everyone's welcome at Greggs. Whatever their background, preferences or beliefs we want all of our colleagues to feel welcome and able to be themselves at work. You can read more about us here: Greggs Careers | About Greggs.