Social Media Manager

Who We Are

Tower 28 is building a world where beauty is accessible, inclusive, and sensitive. We want to push the boundaries of what beauty should be: a mix of high quality, high standards, and high levels of fun. We want to be a beauty big sister, who knows what’s right (clean, non-toxic, vegan, cruelty-free) but also knows how to have a good time (clean beauty doesn’t have to be so serious!).

What You’ll Be Doing

We're looking for a Social Media Manager who's equal parts creative, data-driven and strategic- someone who can run a full program, lead a small internal team, and manage an agency. You'll split your focus between Instagram and TikTok, with a sharp instinct for what works on each. You'll set the strategy, visual identity, keep the calendar tight, and hold the creative bar for everything we put out — knowing when to brief others and when to roll up your sleeves.

Strategy & planning

Own social strategy across Instagram and TikTok - balancing long-term brand building with real-time cultural moments.
Build and manage the content calendar end-to-end: planning, scheduling, and maintaining a consistent cadence across campaigns, product launches, and cultural moments
Stay ahead of algorithm shifts, platform updates, and competitive movements and act on them quickly when it matters.

Creative direction & content

Build a visual social strategy in partnership with creative/agency: repeatable visual formats that instantly signal “this is Tower 28” even without a logo. Must define what Tower 28 looks like and sounds like every single day on social.
Own content ideation and execution across TikTok, Reels, Stories, and IG Feed— in partnership with creative.
Lead campaigns, product drops, and brand initiatives to be social-first, inclusive of visual strategy and narratives that stop the scroll, drive engagement and high entertainment.
Day to day management of platforms including posting, scheduling and light community management when needed.
Shoot and edit content yourself when the moment calls for it — at events, activations, or when speed matters more than production.

Team & Agency leadership

Manage and develop two direct reports: a Video Content Producer (Coordinator level) and summer intern.
Own the agency relationship for owned channel content: creative briefing, product coordination, creative production and approvals.
Manage incoming social requests from retail and paid social: briefing the team or agency as needed and ensuring deliverables stay on track and on brand.
Set a high bar for the team: provide clear direction, real feedback, and develop their skills over time

Community & Brand Presence

Keep a pulse on conversations happening across beauty, culture, and adjacent spaces and show up in them thoughtfully on behalf of the brand
Engage with relevant brand, creator, and cultural content in a way that builds awareness and reflects our personality

Performance & insights

Monitor social performance against established KPIs, providing input and recommendations as strategy evolves
Analyze campaign performance and generate regular reports, translating data into clear, actionable insights for the team and leadership
Provide ongoing recommendations to optimize content, engagement, and growth across channels
Bring audience signals and cultural observations back to the business to inform content, product, and brand decisions

WHAT WE’RE LOOKING FOR:

4+ years managing social for a beauty, fashion or lifestyle brand, with real, measurable growth to show for it.
Deep platform fluency on TikTok and Instagram: the algorithm, the formats, how people actually consume content
A genuine understanding of beauty and skincare: The trends, the products, the ingredients, and what moves consumers
Strong copywriting with a sharp instinct for brand voice and tone
Experience managing direct reports and/or agency partners
Proficiency with social analytics tools (Dash Social, Nectar AI and similar tools) and social creative tools (Figma, Canva, CapCut)
The organizational skills to hold a lot without dropping anything
A plus if you can shoot and edit, not just direct

YOU’LL THRIVE HERE IF:

You have a point of view. You know what's happening across platforms, you understand what fits the brand and what doesn't, and you bring strong opinions to the table — rooted in both instinct and data.
You think in stories. You don't just post content: you think about narrative, arc, and how individual pieces ladder up to something bigger. You know how to make a product launch feel like a moment, and a brand feel like a world.
You're deeply organized. Managing an internal team, an agency, and a packed content calendar across two primary platforms takes real systems thinking. You prioritize well and nothing slips.
You're a creative problem solver. You don't need a big budget or a full production team to make something great. You're resourceful, you think on your feet, and you find a way.
You take ownership. You don't wait to be told what to do next. You chart your own path, motivate the people around you, and make the work better by being in the room.
You're tuned into culture. Not just beauty: fashion, design, and every major cultural moment. You understand why things resonate, not just what's trending, and you bring that awareness into your content every day.
You're energized by building. This is a founder-led environment where there's real room to shape what the program looks like

Salary Band: $90,000-115,000 USD

About the company

Tower 28 Beauty is a Los Angeles beauty company developing makeup and skincare for sensitive skin. The company creates complexion, lip, eye, facial-care, and body-care products sold through direct and retail channels. It serves beauty consumers, people with sensitive skin, retailers, creators, makeup professionals, and skincare communities. Its operating model centers on consumer product development connected to formulation, testing, merchandising, e-commerce, wholesale, and community marketing. Teams work across product development, regulatory, operations, merchandising, creative, marketing, retail sales, and customer care.

Company Size

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Company Stage

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Total Funding

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Headquarters

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Founded

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Simplify's Take

What believers are saying

September 13, 2026 JELL-O collaboration triggered a Sephora waitlist within hours.
August 2026 Swipe Serum Foundation and brushes expanded Tower 28 beyond lips.
Sephora UK listed 14 Tower 28 items on September 15, 2026, showing international traction.

What critics are saying

Sephora concentration is brutal: September 2026 exclusives depend on one retailer’s algorithms.
Limited-edition JELL-O drops build buzz, but repeatability vanishes after sell-through ends.
Haus Labs, ILIA, and Fenty crowd the same clean-complexion shelf by 2026.

What makes Tower 28 Beauty unique

Tower 28 owns sensitive-skin credibility: NEA, rosacea, and psoriasis seals.
Amy Liu’s 2025 medical advisory board anchors R&D around dermatology-backed formulas.
Sephora stocked 10 Tower 28 products on September 15, 2026, reinforcing prestige access.

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Benefits

Health Insurance
Dental Insurance
Vision Insurance
Paid Holidays
Paid Vacation
Paid Sick Leave
Hybrid Work Options

Company News

Kraft Heinz

Sep 9th, 2026

JELL-O and Tower 28 team up to launch the limited edition Lip collection you've been craving.

JELL-O and Tower 28 team up to launch the limited edition Lip collection you've been craving. Sep 09, 2026 6:00 AM JELL-O brings its iconic, fun-loving flavors to the beauty aisle with collection of Tower 28 lip glosses and treatments Key Summary Bullets: * JELL-O and Tower 28 are teaming up to launch the limited-edition Lip Jelly Duo & Lil' Pudding Snack Sets, combining JELL-O-inspired flavors with Tower 28's best-selling lip products. * The collection features two offerings: the Lip Jelly Duo ($24, Value $32) and the Lil' Pudding Snack Set ($20, Value $32). * The Lip Jelly Duo features two full-size ShineOn Lip Jelly glosses in Strawberry and Lemon Lime flavors. The Lil' Pudding Snack Set includes four mini LipSoftie Tinted Lip Treatments inspired by JELL-O pudding flavors including Strawberry Cheesecake, Chocolate Vanilla Swirls, Banana Cream, and Pistachio. All flavors featured in the collection are exclusive to these sets. * Available September 13 on Sephora.com and September 15 at Sephora stores nationwide, the limited-edition collection taps into the growing intersection of food and beauty culture. PITTSBURGH & CHICAGO-(BUSINESS WIRE)- JELL-O has been making everyday moments sweeter for more than 125 years, livening up the world with vibrant colors, delicious flavors, and unique textures. Now, JELL-O is teaming up with Tower 28 to bring the brand's playful spirit to the beauty aisle in a collaboration that's as fun to wear as it is to eat with your eyes. Inspired by JELL-O's fan-favorite flavors and Tower 28's cult-favorite lip products, the limited-edition JELL-O x Tower 28 Lip Jelly Duo & Lil' Pudding Snack Set serve up never-before-seen Tower 28 flavors. YOUR FAVORITE JELL-O FLAVORS REIMAGINED The JELL-O x Tower 28 Lip Jelly Duo features two exclusive full-size ShineOn Lip Jelly glosses inspired by two classic JELL-O flavors: * Strawberry: A sheer pink gloss with a pH-activated stain * Lemon Lime: A crystal-clear gloss housed in a vibrant green tube The Lil' Pudding Snack Set includes four mini LipSoftie Tinted Lip Treatments inspired by beloved JELL-O pudding flavors: * Strawberry Cheesecake: A creamy pink shade with a sweet strawberry cheesecake flavor * Chocolate Vanilla Swirls: A rich chocolate brown shade with a sweet chocolate-vanilla flavor * Banana Cream: A clear lip treatment with a sweet banana cream flavor * Pistachio: A clear lip treatment with a sweet, nutty pistachio flavor Staying true to Tower 28's clean beauty promise, both collections are fragrance-free, formulated for sensitive lips and crafted with non-artificial, 100% food-grade flavor while delivering instant comfort and long-lasting hydration. Together, the collaboration captures the joy, color and jiggle that have made JELL-O a beloved household name for generations. "JELL-O has been adding brightness to everyday moments since 1897, creating one-of-a-kind treats that are as fun as they are delicious," said Kathryn O'Brien, Head of Marketing, Desserts at Kraft Heinz. "Today, JELL-O is bringing that same charisma to the beauty space with Tower 28, tapping into the growing intersection of food and beauty and giving fans a new way to add a jiggle of excitement to their day." A COLLABORATION MADE FOR CULTURE As food and beauty collaborations continue to resonate with consumers, JELL-O and Tower 28 are meeting fans at the intersection of nostalgia, self-expression and pop culture. Cross-category campaigns between food and cosmetics have increased 23% year over year since 2021, demonstrating growing demand for unexpected brand partnerships that create authentic, collectible moments.[1] This collaboration finds the overlap between Tower 28's cult following and JELL-O's loyal fanbase, and brings the famous JELL-O jiggle and flavor to a space it fits seamlessly: beauty. "Partnering with a true household name like JELL-O is a proud moment for me - not just professionally, but personally too," said Amy Liu, Founder and CEO of Tower 28. "Layered rainbow JELL-O was my mom's favorite potluck dish, so launching a JELL-O collaboration inspired by those iconic flavors is especially meaningful." WHERE TO FIND THE COLLECTION ABOUT THE KRAFT HEINZ COMPANY Kraft Heinz (Nasdaq: KHC) is one of the world's largest food and beverage companies, with approximately $25 billion in net sales in 2025 and a portfolio of iconic brands enjoyed by consumers in more than 40 countries. By investing in its capabilities and brands, including Heinz, Kraft, Philadelphia, Primal Kitchen, and Lunchables, Kraft Heinz Company is unlocking the full power of its portfolio. Kraft Heinz Company deliver high-quality, great-tasting, and affordable food for the consumers of today, while shaping the future of food. Learn more at www.kraftheinzcompany.com. ABOUT TOWER 28 Founder Amy Liu served for over 20 years as an executive at some of the fastest-growing beauty brands, but as an eczema sufferer, she couldn't enjoy the best part: trying out products! So, in 2019, she launched Tower 28 as a beauty brand inclusive of all skin types, skin tones, budgets, and beauty philosophies. With the message #ItsOkayToBeSensitive, Tower 28's award-winning SOS skincare line is the first to earn seals of approval from the National Psoriasis Foundation, National Rosacea Society, and National Eczema Association - a true testament to its commitment to skin-safe, effective formulations. It's also the only beauty brand to fully adhere to the National Eczema Association's Ingredient Guidelines across both skincare and color cosmetics, ensuring every product is free from all known skin irritants. Clean, vegan, and rigorously dermatologist-tested, Tower 28 has quickly become a trailblazer in the beauty industry, earning a loyal following among customers, tastemakers, and celebrities alike.

Forbes

May 27th, 2025

Tower 28 Introduces New Medical Advisory Board Supporting Innovation For Sensitive Skin

Tower 28 is the only skincare and makeup brand to carry the seals of approval from the National. More Eczema Association, National Psoriasis Foundation, and the National Rosacea Society. Courtesy of Tower 28Eczema affects approximately 10% to 20% of children and 2% to 10% of adults worldwide. Over 31.6 million people in the U.S. alone suffer from some type of eczema. With the global beauty and skincare market expected to generate $677.19 billion this year, the only brand to proudly invest in research and development of eczema safe products, proudly carrying the seals of approval from the National Eczema Association, National Psoriasis Foundation, and the National Rosacea Society across its entire skin care line is Tower 28

&Barr

Apr 8th, 2025

Space Coast Credit

In similar fashion, Poppi, another prebiotic soda brand, collaborated with Tower 28 Beauty, a skin care line.

Trend Hunter

Mar 17th, 2025

2-In-1 Cosmetic Powders

Tower 28 has unveiled the 'GetSet Blur + Set Matte Powder Blush,' a first-of-its-kind formula that delivers long-lasting color with setting powder benefits.

Trend Hunter

Jan 2nd, 2025

Lunar New Year Lip Tints

In honor of the Year of the Snake, Tower28 has launched a special version of its best-selling LipSoftie Tinted Lip Treatment.

Tower 28 Beauty