The Challenge
Franki is a discovery app built on video recommendations from creators—think Yelp meets TikTok for restaurants and experiences. You'll own the social strategy and execution that drives both brand awareness and user acquisition for a fast-moving startup in a hot category.
Your Mission
Audit current social presence and establish baseline metrics (follower growth, engagement rate, reach) across Instagram and TikTok
Develop and ship Franki's core content pillars and posting calendar (3-4 pillars, 4-week calendar minimum)
Launch first 2-3 branded short-form video campaigns with creator collabs and measure performance
Build and onboard 5-10 creator partners for ongoing content collaboration
Grow Instagram and TikTok audiences by 50%+ while maintaining or improving engagement rates
Establish Franki as a recognizable voice in local dining/discovery space through consistent, on-brand content
Drive measurable traffic and sign-ups from social channels (track UTM performance, attribution)
Ship 2+ major campaign initiatives tied to product launches or seasonal moments with documented ROI
KPIs You'll Own
Follower Growth Rate
Month-over-month growth % on Instagram and TikTok; target 8-12% MoM for a growing brand.
Engagement Rate
Likes + comments + shares / total followers; benchmark 2-4% for consumer apps.
Traffic to App
Monthly unique clicks from social to landing page or app store; track via UTM parameters.
Video Completion Rate
% of viewers who watch to end of short-form video; target 50%+ for TikTok/Reels.
User Acquisition Cost (UAC) from Social
Cost per install/signup driven by social campaigns; optimize against company targets.
Tools & Stack
Your Team
Your Manager
Director of Marketing
Current Team
Co-owning strategy with Director of Marketing; hands-on solo execution on content and publishing
New role, building out social function
The Package
Salary
$90K-$130K base
Equity
Likely equity stake as early-stage startup (not specified; negotiate)
Remote
On-site in Austin, TX (fully in-office)
Benefits & Perks
Company Intelligence
Franki is a discovery and rewards app that helps people find great local restaurants, bars, and experiences through short-form video recommendations from creators. The platform closes the loop with rewards when users spend, sitting at the intersection of discovery, content, and community. It's a fast-moving startup focused on reducing decision fatigue and building trust through real experiences.
Culture
Fast-moving, high-ownership team that values creativity and execution. Strategy and execution both matter; shipping consistently is non-negotiable. Open to strong ideas from team members who can make them happen.
Is This Role For You?
- You've grown Instagram and TikTok audiences from scratch or scaled them significantly at a consumer brand or app (5-7 years proven)
- You're hands-on with short-form video: you can concept, script, film, edit, and direct talent—or at minimum, oversee production confidently
- You thrive in ambiguity and move fast; you're comfortable shipping imperfect, iterating based on data and trends
- You're genuinely passionate about food, dining, discovery, or community—not just working on any social account
- You can operate independently while collaborating closely with product, marketing, and creator partners
- You need a fully remote setup or flexibility—this is on-site only in Austin
- You're looking for a pure strategy role; this is 60% hands-on execution (content creation, posting, optimization) and 40% strategy
- You're not comfortable being on camera or directing others on-camera—some content will require your presence or direction
- You prefer a structured, risk-averse environment; Franki moves fast and expects you to own decisions and ship quickly
Interview Process
Initial screening call
Conversation with recruiter or hiring manager about background, social media experience, and growth mindset (15-20 min)
Portfolio/case study review
Share 2-3 campaigns or accounts you've grown; be ready to discuss strategy, execution, results, and what you'd do differently
Take-home creative brief
Franki will likely send a short content challenge or brief (e.g., concept 3 TikTok ideas for a new feature) to assess creative instincts
Team interview
Meet with Director of Marketing and possibly product/founder to discuss strategy, collaboration style, and fit with fast-moving culture
Interested in this role?
Apply now and hear back within days, not weeks.
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About Redes Sociais Roles
Social media professionals build and manage a brand's presence across platforms like Instagram, TikTok, LinkedIn, X, and YouTube. The best ones are equal parts creative, analytical, and community-driven.