Brand Social Media Marketing Manager at Galls in Lexington, KY

GALLS is a 60-year-old supplier of uniforms and equipment to law enforcement, fire, EMS, military, and public safety professionals. Our brands earn trust by showing up for the people who show up for others. We help them become the best version of themselves: to be prepared, professional, and confident in their gear. JOB SUMMARY The Brand Social Media Marketing Manager leads the voice and visual storytelling across all GALLS brands and the broader portfolio, on every social platform and in new brand media such as YouTube. This role builds audience, deepens engagement, and drives brand affinity with individual consumers and agency decision-makers. The person in this role keeps the team agile and informed: spotting trends early, managing risk, seizing opportunities, and tracking consumer sentiment and competitor moves. Authenticity and credibility are the foundation of this role. Our audience can spot an inauthentic message quickly, and they trust content made by and for people in the field. WHAT YOU'LL DO Strategy and Content Develop and execute the brand social strategy across Instagram, Facebook, LinkedIn, YouTube, and emerging platforms to grow awareness, engagement, and brand affinity. Launch and scale long-form and series-based content on YouTube and other video platforms, including product education, first-responder stories, and creator-led content. Build and manage content calendars aligned with campaigns, customer-connected contests, product launches, industry events, and seasonal moments, including our 60th anniversary campaign. Produce and publish original copy, photography, graphics, and short- and long-form video that reflects our brand voice, values, and product performance. Maintain voice and tone for each brand, and enforce it across all content, including AI-assisted work. Authenticity, Credibility, and AI Use Use AI tools to accelerate ideation, research, versioning, captioning, and analytics summaries, with human review and approval on all published content. Ensure every product claim, statistic, and customer or first-responder story is verified before publication. Source real customer, agency, and first-responder stories with signed releases. Do not publish AI-generated people, synthetic testimonials, or fabricated scenarios. Ensure all sponsored and influencer content meets FTC endorsement disclosure requirements. Protect brand integrity by developing clear internal guidelines for AI use, disclosure, and content approval. Partnerships and Events Plan and execute social coverage for industry trade shows, conferences, and sponsored events, both on-site and remote, including live content, event recaps, and real-time engagement. Identify, vet, and manage relationships with creators, influencers, ambassadors, and brand partners, especially in public safety and military communities. Partner with creative, merchandise, customer service, eCommerce, and outside agencies to produce high-quality, on-brand content. Coordinate with eCommerce and digital teams to connect social activity to campaign goals such as product education, promotions, and site traffic. Community and Reputation Manage community engagement across comments, DMs, and mentions in a timely, on-brand voice. Monitor and report weekly on KPIs and optimize content and strategy using analytics and monitoring tools such as Sprout. Analyze brand conversation sentiment, reach, and impact, and benchmark against competitors and industry influencers. Identify and escalate potential PR crises, misinformation, and negative trends. Support crisis and media communications on social platforms as directed. Stay current on platform trends, algorithm changes, and audience behavior. Travel Requirements This role requires regular travel, approximately 25–35% of the year, to industry trade shows, conferences, and sponsored events. Responsibilities include capturing and publishing content in real time, representing the brand in person, and building relationships with creators, partners, and customers. Travel may require weekend and evening availability. WHAT YOU BRING Bachelor's degree in marketing, communications, or a related field. 4–6 years of experience in social media, digital marketing, or brand communications. Deep understanding of social platforms, online communities, and internet culture, with a strong sense of what feels authentic versus performative. Experience with social listening tools, dashboards, and best practices. Skilled in content creation, including Canva, Adobe Creative Suite, and video tools such as Premiere Pro, CapCut, or iMovie.
Working knowledge of generative AI tools and their appropriate use in brand content, including disclosure, quality control, and risk. Strong analytical skills with the ability to turn data into strategy. Excellent written and verbal communication skills with a distinct, credible brand voice. Proactive, detail-oriented, and able to manage multiple priorities simultaneously. Preferred Qualifications Experience in a fast-paced, consumer-focused brand or agency environment. Experience in public safety, military, or uniform industries, or familiarity with first-responder culture. Background in public relations. Experience with creator partnerships, influencer programs, podcast and YouTube sponsorships. Experience producing YouTube or long-form video. Knowledge of sentiment analysis and data visualization. What Success Looks Like A cohesive view of brand health across all digital channels. Authentic, credible content that audiences trust and share. Real-time insights that inform brand strategy and protect reputation. A growing YouTube and video presence built on real stories and expertise. Quick, strategic responses to social opportunities and issues. Takes initiative and has a willingness to learn new strategies and tactics. WHAT WE OFFER Excellent medical, dental, and vision coverage – Eligible the 1st day of the month following your start date 401(k) retirement plan with company contribution (because you will retire someday) Flexible benefits – Choose what you like, ignore the rest Generous employee discount Vacation and Personal Time Paid Holidays Tuition Reimbursement DailyPay – Receive up to 50% of your earned wages daily WHAT TO SEND OUR WAY Your resume highlighting your experience, accomplishments, and expertise in Paid Media, Growth Marketing, and AI-driven marketing innovation. EOE/Disability/Veterans