Social Media Manager, D2C

Responsibilities

You will own the end-to-end organic social media strategy for Headspace, setting the platform vision and content pillars to drive brand and business objectives. You will lead the brand voice, concept and write engaging content, and manage editorial planning while driving community engagement and cultural participation.

Requirements

The role requires 7+ years of experience in social media strategy and exceptional copywriting skills with a proven track record of brand impact. Candidates must demonstrate deep fluency in major social platforms, experience with AI-powered creative tools, and strong analytical instincts to turn data into actionable insights.

Skills

• Social media strategy
• Copywriting
• Creative strategy
• Content creation
• Instagram
• TikTok
• Threads
• LinkedIn
• Sprout Social
• Meta Business Suite
• AI tools
• Data analysis
• Editorial planning
• Brand management
• Community engagement
• Short-form video

Benefits

• Equity
• Variable compensation

About this role

At Sword, we’re building AI to heal billions and unlock humanity’s full potential. In doing so, we’re pioneering AI Care, a fundamentally new approach to healthcare built for medical reasoning, safety, and real-time treatment, not generic technology applied after the fact. As both a clinical-centric frontier AI lab and an applied AI platform, Sword is reimagining how care is delivered at scale, removing traditional barriers like appointments, waiting rooms, and stigma so more people can access the care they need—and ultimately get back to lives lived in full.
Since 2020, Sword has expanded across physical therapy, women’s health, cardiometabolic, and mental health, and is now moving beyond the session to a fully AI-native, 24/7 care program that brings physical activity, therapeutic exercise, psychotherapy, nutrition, and behavior change into one connected experience. More than 700,000 members across three continents have completed over 10 million AI sessions, helping 1,000+ enterprise clients avoid more than $1 billion in unnecessary healthcare costs. Backed by 42 clinical studies, 44+ patents, and more than $500 million raised from leading investors including Khosla Ventures, General Catalyst, and Founders Fund, Sword is defining a new standard for healthcare.
AI Proficiency at Sword
AI fluency is a core expectation at Sword. Every candidate is assessed against our three-level framework — be ready to share real examples of how AI is already part of how you work.
Explorer (Level 1) — Uses AI daily to boost personal productivity
Builder (Level 2) — Creates workflows and tools that elevate the whole team
Integrator (Level 3) — Embeds AI into products and processes at scale
Every hire must demonstrate at least Level 1. The expected level will vary depending on the seniority of the role.
About the Social Media Manager at Sword:
Sword recently acquired Headspace!
Headspace helped make mental health something people talk about online. Now we’re looking for a Social Media Manager to write its next chapter. In this role, you’ll own Headspace’s organic social presence end to end. You’ll have real creative freedom to show up for more than 4 million followers across Instagram, TikTok, Threads and LinkedIn, and to bring a brand that’s already strong on social media into a new era.
You’re a strategist and a writer first, as comfortable shaping a quarterly channel strategy and jumping into a trending format the same afternoon, and you love staying close to the work. Reporting to our Brand Marketing Lead, you’ll partner closely with marketing leadership, brand creative, content, comms, product marketing, partnerships, and a small, talented social team.
What you will do:
Own organic social channel strategy end to end: the place where millions of people meet our brand for the first time. Set the platform vision, audience goals, and content pillars that support Headspace’s brand and business objectives.
Lead Headspace’s voice on social. Concept and write the hooks, captions, scripts, and series that help people through life’s wobbles, and protect voice and tone in partnership with the brand creative team.
Tell the story of a digital product. Show how Headspace fits into people’s everyday lives, turning expert insight and research into content that feels useful, human, and trustworthy.
Lead monthly editorial planning. Bring themes, evergreen series, cultural moments, and cross-functional priorities together into one channel calendar, and choose focused, brand-defining work over volume.
Serve as the organic social channel lead for campaigns. Develop social-first concepts, lead brainstorms, and build content plans and measurement for key campaigns and brand-partner collaborations.
Drive cultural participation. Keep a finger on the pulse of platform trends, algorithm shifts, and cultural moments, moving beyond reactive trendjacking toward intentional cultural relevance.
Grow community engagement. Design formats that invite participation, turn social listening and comment insights into future content, and test new approaches to deepen engagement. Co-own escalation protocols and safe-messaging standards for sensitive conversations.
Set the quality bar. Give final review for craft, voice, and brand consistency, so the grid looks as good as it reads.
Drive social analytics and reporting. Own the quarterly social report and partnership benchmarks, turn performance data into clear recommendations, and partner on a small organic boosting budget.
What you will bring:
Required Skills:
7+ years of experience in social media strategy and content.
Exceptional copywriting skills: you write in a brand’s voice, not a template’s.
Strong creative strategy: you develop social-first ideas that ladder up to business goals, and you can sell them to senior stakeholders.
Proven end-to-end ownership of a brand’s organic social channel, with measurable audience, engagement, or brand impact. Deep fluency in Instagram, TikTok, and Threads, working literacy in LinkedIn, and experience with tools like Sprout Social, Meta Business Suite, and AI tools in creative workflows.
Demonstrated horizontal leadership: experience leading through influence and guiding the work of peers, freelancers, or internal teams — and an appetite to grow into people leadership over time. Excellent communication and relationship-building skills; thrives in cross-functional, fast-moving environments.
Short-form content craft: you’ve concepted and scripted platform-native video that performed.
Experience with AI-powered tools to drive efficiency, creative impact, and audience resonance.
Strong analytical instincts: you turn channel data into specific, actionable recommendations.
Sound editorial judgment on sensitive topics: you know how to talk about mental health with care, and when not to post at all.
A genuine belief in Headspace’s mission of a world where everyone is kind to their mind.
Preferred Skills:
Experience at a consumer health, wellness, or tech bran...

About Sword

Hospitals and Health Care · 501-1,000 employees · headquartered in New York, New York · founded 2015