Social Media & Content Lead
(Finnmark Sauna · Durham · Full-time Office Based)
The role:
We are hiring a Social Media & Content Lead to take full ownership of social at Finnmark, including strategy, content production, voice, and growth. The ambition is significant: to build a social presence that matches the quality of the product, the customer base, and the brand, and to establish Finnmark as one of the most recognisable home and wellness brands on UK social.
This is a category with extraordinary visual potential, a customer base that lives in beautiful homes and gardens, and a brand that is investing seriously in creative. The right person will see open ground and the freedom to define what social looks like for Finnmark from this point forward.
Key responsibilities:
Strategy and channel ownership - Define and deliver the social strategy across Instagram, TikTok, Pinterest, Facebook, and YouTube Shorts. Decide what we post, why, and how it ladders up to brand awareness and commercial outcomes. Report on performance monthly within the wider marketing team.
Content creation - Produce content end-to-end across formats including reels, carousels, green screen, behind-the-scenes, customer features, and trend-led pieces. Work in two modes as required: solo and fast for run-and-gun, UGC-style content; and in collaboration with our talented in-house photographer/videographer for higher-production work, where you will lead the brief, shot list, and creative direction.
On-camera presence - Be a regular on-camera face for the brand, complementing the existing founder voice rather than replacing it. We see this person as the styling, home-and-garden, and customer-storytelling voice of Finnmark.
Customer and on-location work - Occasional travel to customer installs, trade shows, and showroom days across the UK, with occasional international travel to suppliers in Finland and across Europe.
Cross-functional collaboration - Share community management with the wider marketing team. Work with the paid media team to ensure social content can be amplified effectively, without owning paid yourself. Feed Pinterest and YouTube into wider SEO planning. Maintain a clear monthly reporting cadence.
What we're looking for:
Strategic thinking and analytics fluency - You can articulate why a piece of content exists, what it is doing in the funnel, and how it fits within a wider plan. You read native and third-party analytics fluently, and adapt the approach based on what they show.
Current, working knowledge of social - You have a strong grasp of what is performing across platforms in real time: formats, trending audio, creator behaviours, and platform changes. This is something you stay close to as a matter of course.
AI fluent - You’re using AI within all aspects of your day-to-day, helping maximise both quality, and output simultaneously.
Genuine taste and visual judgement - This is one of the most important requirements of the role. You understand premium home and lifestyle aesthetics, you can distinguish what is current from what is dated, and you can articulate why. You have strong reference points across premium home, lifestyle, and design brands, and you instinctively understand the visual world our customer lives in.
Camera presence - You are confident, warm, and watchable on camera, and able to talk to a phone with the same ease as you would to a friend.
Creative direction skills - You can write a clear brief, build a shot list, give creative direction to a videographer, and run a shoot day on location without losing momentum.
Genuine interest in the category - Home, garden, wellness, design, and ritual. Our audience is broadly 35–65: people who might already own hot tubs, are into fitness, take their gardens seriously, and are increasingly interested in cold plunges, sauna, and wider wellness routines. You should naturally resonate with that audience, regardless of your own demographic.
Premium, accessible communication - You can speak confidently about product, design, materials, and craft in a way that feels effortless and human, drawing out the deeper essence of what makes something special rather than defaulting to technical detail or sales language.
Brand voice - You write in British English, in an understated and confident tone consistent with how premium home and lifestyle brands present themselves.
Desirable:
- Experience working with a considered purchase or premium home brand
- Demonstrable Pinterest and YouTube Shorts experience
- Working knowledge of CapCut, Premiere, or equivalent editing tools
- Photography skills beyond mobile capture
- Familiarity with Meta Business Suite and native platform analytics
- Existing relationships with relevant creators, stylists, or home and garden press
Practical details:
- Location: Based at our Durham HQ full-time.
- Travel: Regular UK travel to customer installs, trade shows, and supplier visits. Occasional international travel.
- Start date: As soon as the right candidate is available.
Benefits:
- Work with an industry-leading luxury sauna provider, experiencing consistent year-over-year growth.
- Continuous training and coaching opportunities.
- Join a skilled, energetic, and dedicated team of A-players.
- 28 days of annual leave, including public and bank holidays.
- Option to purchase up to 10 additional holiday days via salary sacrifice.
- Free on-site parking.
Pay: £40,000.00 per year
Benefits:
- Casual dress
- Company pension
- Flexitime
- Free parking
- On-site parking
Application question(s):
- You acknowledge this role is full-time office-based at our HQ in Spennymoor
Work Location: In person
