About Us
At Travel Counsellors, our customers, communities, and colleagues are at the heart of everything we do. For over 30 years, we've empowered 2,200+ independent travel agents worldwide, helping them build successful businesses while providing deeply personal, human connections with their customers. Supported by a talented team of over 400 people in our Support Offices, we create unique travel experiences that keep customers coming back. Named the Best Place to Work in Travel (2022) and ranked in the Sunday Times Best Places to Work (2023, 2024 & 2025), we’re expanding rapidly and looking for exceptional individuals to join our Head Office team.
Role Overview
We’re looking for a senior social media leader who combines creative instinct with commercial impact. You’ll own the social vision for Travel Counsellors — setting strategy, driving channel growth, and delivering day-to-day excellence across both organic and paid social.
This is a hands-on leadership role: part strategist, part creator, part coach. You’ll lead a video-first approach to storytelling, ensuring we stand out through emotionally engaging, insight-driven short-form content across Reels, TikTok, YouTube, and beyond.
You’ll bring deep expertise in organic audience growth, community building, influencer and UGC collaboration, and paid performance optimisation — shaping how we engage, convert, and retain followers across every platform. You’ll also ensure each channel has its own distinct voice, content rhythm, and growth plan.
You’ll combine creativity with commercial acumen — connecting content to measurable outcomes such as brand visibility, engagement, lead generation, and sales.
Your remit spans audiences — from premium leisure travellers and corporate clients to prospective franchisees and our global colleague community — with a focus on storytelling, innovation, and community-driven growth. You’ll play a key role in shaping how our 2,000+ Travel Counsellors show up online and inspire customers through authentic, social-first storytelling.
Key Responsibilities
Strategy & Innovation
- Define and lead a joined-up social media strategy spanning organic, paid, influencer, and UGC content — with clear growth objectives for each platform.
- Build and grow distinct, high-performing channel presences across established and emerging platforms, each with a defined purpose, audience, and performance plan.
- Champion a video-first content strategy, embedding short-form video at the heart of how we inspire, inform, and convert audiences.
- Integrate AI-enabled workflows for ideation, creation, and optimisation to drive agility and efficiency.
- Evolve and own measurement frameworks to track audience growth, engagement, conversion, and ROI across both brand and TC-led social.
- Stay ahead of platform trends, algorithms, and audience behaviours — advising the business on where to play next.
Executional Leadership
- Oversee the social calendar end-to-end — from strategy and planning to creative commissioning, posting, and performance optimisation.
- Create and curate thumb-stopping video and visual content, working with our design, content, and video teams, as well as tools such as Canva, VEED, and CapCut.
- Manage and optimise paid social activity, from audience targeting and creative testing to spend efficiency and reporting.
- Lead ongoing testing and insight cycles, translating analytics into actionable improvements.
- Represent social within campaign planning forums to ensure the channel is built in from the start, not added on at the end.
Community & Enablement
- Build a social-first culture across our community of 2,000+ Travel Counsellors, empowering them to become confident storytellers through video and social.
- Develop scalable toolkits, playbooks, and training programmes to elevate quality, reach, and consistency of TC-led content.
- Identify, showcase, and reward best practice — turning exceptional examples into repeatable models.
- Develop programmes that grow TC social reach and engagement month-on-month, tracking progress at both network and individual level.
- Partner with internal comms and learning teams to integrate social capability into wider development pathways.
Collaboration & Influence
- Work closely with the Head of Content to align tone, storytelling, and campaign direction.
- Collaborate with CRM, growth, recruitment, and design teams to deliver integrated campaigns that convert.
- Partner with leadership to champion the value of social, building confidence and understanding across the business.
Experience & Skills
Essential
- 6–8 years’ experience in social media management with proven success growing brands and communities.
- Deep expertise across both organic and paid social, from content strategy and audience growth to performance optimisation.
- Demonstrable ability to link content and community growth to commercial outcomes, including lead generation, conversion, and retention.
- Proven ability to plan, produce, and deliver video-led social campaigns — particularly across Reels, TikTok, and YouTube Shorts.
- Strong analytical capability: confident interpreting data, dashboards, and reports to drive continuous improvement.
- Expert understanding of major platforms (Meta, LinkedIn, TikTok, YouTube, Pinterest) and their evolving algorithms.
- Track record of building large, engaged social communities and nurturing advocacy through engagement, conversation, and creator partnerships.
- Excellent communication and stakeholder management skills.
- Confident using or implementing tools such as Sprout, Meta Business Suite, and AI-driven creative platforms.
Desirable
- Experience within a multi-site, franchise, or decentralised business model.
- Background in travel, hospitality, or premium lifestyle sectors.
- Experience with in-house or creator-style video workflows (e.g. Canva, VEED, CapCut).
- Proven ability to lead influencer and creator partnerships.
- Familiarity with social listening, sentiment analysis, and crisis management.
- Enthusiasm for AI, social innovation, and emerging content formats.
Our Benefits
- Competitive salary + annual bonus
- Flexible hybrid working
- Career development opportunities
- 25 days holiday (increasing to 28 after 5 years)
- Enhanced Maternity/Paternity pay
- 1 day paid charity day
- Company events and incentives
- 3x salary death in service benefit
- Pension scheme
- Private Medical Insurance or Healthcare Cash Plan
- Free breakfast and beverages
Inclusive Recruitment at Travel Counsellors
Travel Counsellors is an equal opportunity employer committed to diversity and inclusion. We welcome applicants from all backgrounds and do not discriminate based on race, gender, disability, or any protected characteristic. We provide accommodations for individuals with disabilities throughout the hiring process. We believe diverse perspectives strengthen our team and encourage all to apply.
For more information about this role – and others – at Travel Counsellors, please do not hesitate to contact the Talent Acquisition team at [email protected]
