Social Media Manager – Drive Brand Growth

About the role

Abbpay is seeking a creative, strategic and result‑driven Social Media Manager to lead and grow its online presence across major digital platforms. The role involves planning, creating, publishing and monitoring content that promotes Abbpay’s suite of HR, payroll and accounting solutions, builds brand awareness and generates leads.

Key responsibilities

• Develop and execute a social media strategy for platforms including Instagram, Facebook, LinkedIn, TikTok and YouTube.
• Create monthly content calendars aligned with business goals, product features and campaigns.
• Produce engaging content such as flyers, carousels, reels, videos, testimonials and educational posts.
• Write captions, hashtags, video scripts and short marketing copy.
• Collaborate with the design team to ensure visuals follow brand guidelines.
• Monitor comments, direct messages, mentions and customer enquiries; respond or route them appropriately.
• Track recurring questions and report insights to customer service or management.
• Plan and support social media campaigns for product launches, promotions, partnerships, webinars and education.
• Assist paid social campaigns by preparing content, captions and targeting ideas.
• Track performance metrics weekly and monthly; report on reach, impressions, engagement, followers, clicks, enquiries, leads and conversions; recommend improvements.

Required profile

• Creative, strategic and result‑driven mindset.
• Minimum of 1 month of experience managing social media for B2B products or services.
• Strong written communication skills for captions, scripts and copy.
• Ability to work with design teams and follow brand guidelines.
• Proactive in community management and customer interaction.
• Data‑oriented with ability to analyse performance metrics.

Required skills

• Instagram
• Facebook
• LinkedIn
• TikTok
• YouTube
• Social media analytics tools (platform native analytics)