Social Media Manager

📌 Core Information

🔹 Job Title: Social Media Manager

🔹 Company: Relay

🔹 Location: Toronto, Ontario, Canada (Remote)

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: 2025-05-30

🔹 Experience Level: 5-10 years

🔹 Remote Status: Hybrid (2 office days per week)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing Relay’s organic social media strategy
• Growing brand awareness and expanding audiences of U.S. small business owners
• Producing engaging content that drives qualified leads and approvals
• Collaborating with a high-performing, creative team to build a brand with purpose
• Working in a fast-growing startup environment with a mission to help small businesses thrive

ASSUMPTION: This role requires a strategic mindset, creativity, and a deep understanding of social media trends and best practices to drive business outcomes.

📋 Key Responsibilities

✅ Developing and executing the social media content strategy to build awareness of Relay and grow owned audiences across various platforms

✅ Creating compelling, educational, and thumb-stopping organic social media content and campaigns to connect with U.S. small and medium-sized businesses

✅ Building and managing a content calendar to support marketing activities, including brand campaigns, product launches, demand generation initiatives, customer stories, UGC content, employer brand posts, and more

✅ Actively engaging in relevant social media conversations, influencer posts, and target communities to foster positive brand interactions

✅ Monitoring and reporting on social media content performance and trending conversations among target audiences to proactively suggest opportunities to improve or iterate on efforts to drive awareness and business goals

✅ Creating original and repurposed short-form video content for social platforms to showcase Relay’s content and grow audience engagement

✅ Flexing creativity and storytelling skills to create content that is on-brand, on-point, and delights the audience

ASSUMPTION: This role requires a strong project management skill set to organize and prioritize tasks effectively, as well as the ability to work independently and collaborate with cross-functional teams.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Communications, or a related field (or equivalent experience)

Experience: 4+ years of social media content creation and management experience with a proven track record of growing brand awareness

Required Skills:

• Proven ability to use organic content to grow brand awareness and followers
• Strong content creation skills across various content outputs, including written, static visuals, infographics, and video
• Data-driven approach to measuring content performance and identifying important conversations and topics for target audiences
• Excellent project management skills with the ability to organize and prioritize tasks effectively
• Strong communication and storytelling skills with the ability to adapt tone across different social media channels

Preferred Skills:

• Experience being on camera or as the "face" of a brand’s social media presence
• Experience creating engaging content about financial topics for SMB audiences or in B2B markets
• Experience working in a fintech/startup environment

ASSUMPTION: Candidates with a proven track record of driving business outcomes through social media content and a deep understanding of the U.S. small business market will be most successful in this role.

💰 Compensation & Benefits

Salary Range: CAD 80,000 - 120,000 per year (Based on industry standards for a Social Media Manager role with 4+ years of experience in Toronto)

Benefits:

• Competitive salary and meaningful equity
• Comprehensive health benefits, including flexible Health or Wellness Spending Accounts and medical, dental, and vision coverage for you and your dependents
• Flexible vacation and time off, with an extra week of office closure during the end-of-year holidays
• Parental leave with top-up for all full-time employees, regardless of location, and accessible for all parents: birthing, non-birthing, and adoptive
• Hybrid work environment with 2 office days per week and dog-friendly space
• Personal and professional growth opportunities through ongoing feedback, mentorship, and coaching
• Top-tier equipment, including multiple screens and ergonomic seating
• Social connection with two annual company-wide get-togethers, quarterly team events, happy hours, and special events and networking opportunities with industry leaders

Working Hours: Full-time (40 hours per week) with flexible working hours and the option to work remotely 3 days per week

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Social Media Manager role with 4+ years of experience in Toronto. The actual salary may vary depending on the candidate's skills, experience, and the company's budget.

📌 Applicant Insights

🔍 Company Context

Industry: Fintech

Company Size: Small (11-50 employees) - A small company size fosters a collaborative and agile work environment where employees have a significant impact on the company's success.

Founded: 2022 - Relay is a relatively new company with a short history, focusing on increasing the success rate of small businesses through its all-in-one, collaborative money management platform.

Company Description:

• Relay is a Toronto-based fintech startup on a mission to increase the success rate of small businesses by providing an all-in-one, collaborative money management platform
• The company aims to be a growth enabler for small businesses rather than a growth limiter, focusing on delivering a human-centric customer experience
• Relay helps small businesses be "on the money" by providing a comprehensive suite of financial management tools and resources

Company Specialties:

• All-in-one money management platform for small businesses
• Collaborative financial management tools and resources
• Human-centric customer experience

Company Website: relayfi.com

ASSUMPTION: Relay is a fast-growing startup with a strong focus on innovation, collaboration, and customer-centricity. The company's small size and rapid growth present unique opportunities and challenges for employees.

📊 Role Analysis

Career Level: Mid-level - This role requires a strategic mindset, creativity, and a deep understanding of social media trends and best practices to drive business outcomes. The ideal candidate will have 4+ years of experience in social media content creation and management.

Reporting Structure: The Social Media Manager will report directly to the Director of Brand and collaborate with cross-functional teams, including marketing, product, and customer success.

Work Arrangement: Hybrid - This role requires 2 office days per week to foster collaboration and connection with the Toronto-based team. The remaining 3 days can be worked remotely.

Growth Opportunities:

• As Relay grows, there will be opportunities for the Social Media Manager to take on additional responsibilities and grow into a leadership role
• The company's focus on innovation and collaboration presents opportunities for the Social Media Manager to learn and develop new skills
• Relay's commitment to personal and professional growth provides opportunities for the Social Media Manager to receive ongoing feedback, mentorship, and coaching

ASSUMPTION: The Social Media Manager role at Relay offers significant growth potential as the company continues to expand its customer base and product offerings.

🌍 Location & Work Environment

Office Type: Hybrid - The Relay office is located in Toronto and requires employees to be present 2 days per week. The remaining 3 days can be worked remotely.

Office Location(s): Toronto, Ontario, Canada

Geographic Context:

• Toronto is the capital city of Ontario and the largest city in Canada, with a diverse and multicultural population
• The city is known for its vibrant arts and culture scene, as well as its strong economy and robust job market
• Toronto is home to a thriving tech industry, with numerous startups and established tech companies calling the city home

Work Schedule: Full-time (40 hours per week) with flexible working hours and the option to work remotely 3 days per week

ASSUMPTION: The hybrid work arrangement at Relay offers employees the best of both worlds, with the opportunity to collaborate and connect with the team in the office and the flexibility to work remotely for part of the week.

💼 Interview & Application Insights

Typical Process:

• A 30-minute Google Meets video call with a member of the Talent Team
• A 45-minute Google Meets video call with the Director of Brand
• A 30-minute Google Meets video call with a member of Relay’s Leadership team
• A take-home case study followed by a presentation to the team in a 60-minute Google Meets video call

Key Assessment Areas:

• Candidates' understanding of Relay's mission and target audience
• Candidates' ability to create engaging and on-brand social media content
• Candidates' strategic thinking and data-driven approach to social media content creation and management
• Candidates' ability to work collaboratively and independently in a fast-paced startup environment

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for the Social Media Manager role at Relay
• Include a portfolio showcasing your best social media content and campaigns
• Prepare for interview questions by researching Relay's mission, target audience, and competition in the small business banking space
• Practice your presentation skills for the take-home case study and presentation component of the interview process

ATS Keywords: Social Media Management, Content Creation, Brand Awareness, Engagement, Storytelling, Video Production, Data Analytics, Project Management, Creativity, Communication, Customer Engagement, Trend Analysis, Content Strategy, Community Engagement, User-Generated Content, Influencer Collaboration

ASSUMPTION: The interview process at Relay is designed to assess candidates' technical skills, cultural fit, and strategic thinking. The company values directness, clarity, and respect in its interview process.

🛠️ Tools & Technologies

• Social media platforms: Instagram, LinkedIn, Facebook, YouTube, Twitter, TikTok
• Content creation tools: Canva, CapCut, and other social media tools
• Project management tools: Asana, Trello, or other project management software
• Analytics tools: Google Analytics, Sprout Social, Hootsuite, or other social media analytics platforms

ASSUMPTION: The Social Media Manager role at Relay requires proficiency in various social media platforms, content creation tools, project management tools, and analytics tools to effectively execute the company's organic social media strategy.

👔 Cultural Fit Considerations

Company Values:

• Push relentlessly for reinvention
• Crave autonomy
• Own your work
• Treat comfort as a red flag
• Care about impact, not noise
• Be energized by complexity and ambiguity
• Seek out feedback
• Be here for more than a job

Work Style:

• Collaborative and agile, with a focus on innovation and continuous improvement
• Data-driven and results-oriented, with a strong emphasis on measuring and iterating on content performance
• Open and honest communication, with a commitment to directness, clarity, and respect
• Comfortable working in a fast-paced startup environment with a high degree of autonomy and flexibility

Self-Assessment Questions:

• Do you push relentlessly for reinvention and seek out opportunities to drive change and improvement?
• Are you comfortable working independently and taking initiative in a fast-paced startup environment?
• Do you take pride in your work and feel a deep sense of responsibility for outcomes, not just tasks?
• Are you energized by complexity and ambiguity, and do you thrive in environments where you can build from scratch and iterate as you go?
• Do you care deeply about the substance of your work and measure success by results, not recognition?
• Are you committed to becoming an expert on Relay’s target audience and advocating for the type of content they want to see?
• Do you have several big ideas and are you comfortable pitching them to your team?

ASSUMPTION: The ideal candidate for the Social Media Manager role at Relay will be a strong cultural fit with the company's values and work style, with a deep understanding of the company's mission and target audience.

⚠️ Potential Challenges

• The fast-paced nature of the startup environment may present challenges in managing multiple projects and deadlines
• The role requires a strong understanding of the U.S. small business market and may involve working with remote teams across time zones
• The Social Media Manager may need to adapt to changes in the company's organic social media strategy as the business grows and evolves
• The role may require occasional travel to attend industry events, conferences, or meet with clients and partners

ASSUMPTION: The Social Media Manager role at Relay presents unique opportunities and challenges, requiring a strong work ethic, adaptability, and a strategic mindset to succeed.

📈 Similar Roles Comparison

• Compared to other Social Media Manager roles, this position at Relay offers a unique opportunity to build a brand with purpose and create content that drives real business outcomes for small businesses
• Relay's focus on innovation and collaboration presents opportunities for the Social Media Manager to learn and develop new skills in a fast-paced startup environment
• As a small company, Relay offers a more intimate and agile work environment than larger organizations, with a greater emphasis on employee impact and growth opportunities

ASSUMPTION: The Social Media Manager role at Relay offers a unique combination of challenges, opportunities, and benefits compared to similar roles in the industry.

📝 Sample Projects

• Developing and executing a social media content strategy to grow brand awareness and engagement for a new product launch
• Creating a series of educational videos to showcase Relay's content and grow audience engagement on social media platforms
• Managing a content calendar to support various marketing activities, including brand campaigns, product launches, and customer stories
• Collaborating with influencers and industry experts to create engaging content that highlights Relay's unique value proposition

ASSUMPTION: The Social Media Manager role at Relay offers a diverse range of projects and initiatives, requiring a strong project management skill set and the ability to adapt to changing priorities and deadlines.

❓ Key Questions to Ask During Interview

• How does Relay differentiate itself from other small business banking platforms, and how can social media content help communicate this unique value proposition?
• What are the key performance indicators (KPIs) for social media content at Relay, and how are they tracked and measured?
• How does Relay approach collaboration and communication between marketing, product, and customer success teams, and how can the Social Media Manager contribute to this process?
• What are the most significant challenges facing small businesses today, and how can social media content address these pain points and provide value to Relay's target audience?
• How does Relay support the professional growth and development of its employees, and what opportunities exist for the Social Media Manager to learn and grow in this role?

ASSUMPTION: Asking thoughtful and strategic questions during the interview process demonstrates the candidate's interest in the role and their commitment to driving business outcomes for Relay.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for the Social Media Manager role at Relay
• Include a portfolio showcasing your best social media content and campaigns
• Prepare for interview questions by researching Relay's mission, target audience, and competition in the small business banking space
• Practice your presentation skills for the take-home case study and presentation component of the interview process
• Follow up with the hiring manager one week after submitting your application to express your interest in the role and inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.