Social Media Manager, Direct to Consumer
Lifescan
Summary
The Social Media Manager-DTC (SMM) will support the US Consumer & Retail Channel team through hands-on development and execution of social media content for the OneTouch direct-to-consumer (DTC) business and broader OneTouch brand. This role reports to the Marketing Manager – US Consumer and Retail Channel.
Job description
Position Summary
The Social Media Manager-DTC (SMM) will support the US Consumer & Retail Channel team through hands-on development and execution of social media content for the OneTouch direct-to-consumer (DTC) business and broader OneTouch brand. This role reports to the Marketing Manager – US Consumer and Retail Channel.
The SMM will serve as the team’s social media subject-matter expert, translating DTC and brand priorities into compelling, platform-native content across organic and paid social channels. The primary focus is content development, copywriting, publishing, Reddit activation, community engagement, and development of DTC-focused creative assets for Meta and other social platforms. These activities will support DTC growth objectives including qualified traffic, conversion, subscription and reorder.
Major Duties & Responsibilities
Organic Social Content & Execution
- Develop, write, schedule, and publish organic social content aligned with US consumer, brand, and DTC priorities across Instagram, Facebook, Reddit, TikTok, and other relevant platforms.
- Partner with the Marketing manager to translate annual and quarterly DTC priorities into social content & platform specific executions.
- Develop paid and organic DTC-focused content designed to move consumers through the funnel from awareness to consideration to trial, subscription and reorder.
- Identify relevant social trends, conversations, cultural moments, and platform behaviors that can inform content.
Reddit & Community
- Bring specific Reddit expertise, including platform culture, communities, content formats, engagement norms, and paid/organic opportunities.
- Develop and execute Reddit strategy and activations in support of DTC awareness, consideration and conversion goals.
Paid Social Creative & Meta
- Develop, adapt & optimize DTC-focused social creative assets for Meta and other paid social platforms in partnership with internal teams, agencies, and creative resources.
- Review paid social performance to understand which creative, messaging, and formats are driving engagement, traffic, and conversion; use learnings to recommend and develop new creative iterations.
- Partner with media and agency teams on paid social execution, creative testing and optimization, with the core intent of driving qualified traffic to OT.com and supporting subscription conversion.
DTC & Cross-Functional Support
- Support social execution for the OneTouch subscription/reorder program and campaigns designed to drive qualified traffic, conversion, subscription and reorder on OneTouch.com.
- Manage day-to-day execution of applicable influencer campaigns in support of brand and DTC acquisition campaigns.
- Partner with the Marketing Manager, e-commerce, CRM/retention and Legal/Regulatory teams on DTC-driving campaigns and social executions that support acquisition, subscription and reorder objectives.
Analytics & Optimization
- Track organic social and creative performance including engagement, reach, and follower growth while monitoring DTC indicators such as traffic, conversion and subscription activity; translate learnings into actionable recommendations for future content and assets.
Requirements
- Bachelor’s degree in Marketing, Communications, Digital Marketing, or related field; Master’s degree a plus
- 4+ years of hands-on social media experience across organic and paid social, including direct content creation and publishing
- Demonstrated experience writing social copy and developing platform-native content across Instagram, Facebook, Reddit, TikTok, and/or similar platforms
- Specific Reddit experience, including understanding of Reddit communities, platform culture, engagement, and content best practices
- Experience developing or briefing creative assets for Meta advertising and using performance results to improve future creative
- Experience supporting a direct-to-consumer, e-commerce, subscription, or performance marketing business preferred
- Experience with social media management/listening tools (e.g., Sprout Social) and familiarity with Meta Ads Manager and web analytics (e.g., GA4)
- Preferred: experience in a regulated industry (HCP/Consumer/Pharma OTC & Medical Device or similar), working with Legal/Regulatory/MLR review processes
Company overview
LifeScan is a global leader in blood glucose monitoring innovation and digital health technology, specializing in diabetes management solutions. Founded in 1981 and headquartered in Malvern, Pennsylvania, the company has established itself as a pioneer in glucose monitoring systems through its iconic OneTouch brand. With over 40 years of experience, LifeScan serves more than 20 million people worldwide who depend on their products to manage diabetes and related conditions. The company's comprehensive portfolio includes blood glucose meters, test strips, lancets, and integrated digital health platforms, all designed with simplicity, accuracy, and trust as core principles. LifeScan operates globally with facilities in the United States, Scotland, and Puerto Rico, and has undergone significant corporate transitions, including being a former Johnson & Johnson subsidiary before being acquired by Platinum Equity in 2018. The company's vision is to create a world without limits for people with diabetes through patient-centric products and clinically-proven solutions that improve quality of life and enable better health outcomes.