Social Media Lead

Greggs has an exciting opportunity for a Social Media Lead to 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 the 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 products, people and culture to spotting reactive opportunities and driving commercial results.

What You'll Do

Define and deliver Greggs' social media strategy

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

Tell the Greggs story

• Bring the brand to life through content that showcases products, shops, colleagues, customers and communities.
• Seek out and amplify stories across the business that deserve a wider audience.
• Create content that drives product consideration and is unmistakably Greggs.

Create outstanding content and ideas

• Develop, write, film and edit original social content across formats and platforms.
• Spot and capitalise on reactive, topical and cultural moments.
• Generate creative ideas that connect Greggs with relevant conversations authentically.

Develop campaigns that drive trading

• Partner with PR and creative teams on integrated campaigns that launch products and support business objectives.
• Create social-first campaign activity that encourages audience participation.
• Ensure campaigns drive both engagement and measurable business results.

Build and grow the Greggs community

• Develop a thriving network of creators, colleagues, customers and brand advocates.
• Encourage and harness user-generated content.
• Grow community engagement while supporting product awareness and sales.

Measure, optimise and lead partnerships

• Define, monitor and report on performance against engagement, brand and commercial KPIs.
• Use data and insight to optimise content, campaigns and investment, and advise senior stakeholders.
• Manage social media, creator and production agency partners.
• Identify and negotiate strategic creator, influencer and platform partnerships.
• Manage budgets to deliver maximum impact and return on investment.

About You

• A proven track record of creating successful social media content for a consumer-facing brand.
• Exceptional creative instincts and a natural ability to generate ideas people want to share.
• A deep understanding of mass-market Britain, popular culture and online conversation.
• Strong content creation skills, including writing, filming and editing.
• A clear understanding of how to tailor content for different social channels.
• Excellent judgement on what works for the Greggs brand.
• Experience using performance data to optimise content.
• Experience creating a consistent flow of content, not just campaign activity.
• Hands-on experience across organic, paid and earned social media.
• Energy, curiosity and resilience in a fast-paced environment.

It Would Be Great If You Also Have

• Experience leading and developing team members.
• Experience working with creators, influencers and brand advocates.
• Experience in retail, food, hospitality or FMCG.
• A track record of building an in-house social media capability.
• Interest in AI-powered creative tools and content production platforms.

Benefits

• Management Bonus Scheme worth up to 17.5% of salary
• Pension with matching employer contributions up to 7%
• Company car or car allowance
• Up to 50% colleague discount on own-produced products
• Profit share (10% of profits distributed to colleagues)
• 25 days' annual leave plus bank holidays and a floating day, increasing with service
• Private Medical Insurance, income protection and death in service benefit
• Colleague share plans, wellbeing app and Employee Assistance Programme

Location & Salary

Based at Greggs House, Newcastle upon Tyne, NE12 8BU. Monday to Friday, full time (flexibility will be considered). Permanent.

Circa £70,000 per annum, depending on experience.

Closing date: 26 November 2026.