Job Description

Our Story So Far

Founded in 1862, FAO Schwarz is one of the oldest and most iconic toy retailers in the world. Frederick August Otto Schwarz dreamed of a marvelous, bountiful emporium full of extraordinary, one-of-a-kind toys from all over the world. His dream became a reality, and as one of America's oldest brands, we have provided this wonder to families for more than 160 years.

The Job

The Social Media Manager is responsible for overseeing the FAO Schwarz brand through social media platforms such as Instagram, Facebook, TikTok, and others. This role involves planning and executing content strategies, creating and scheduling posts, managing community interactions, and monitoring performance metrics to optimize engagement and reach. The Social Media Manager will stay up to date on platform trends and emerging tools to keep the FAO Schwarz brand fresh and effective across all social media outlets.  

This role will collaborate closely across all departments within the FAO Schwarz Flagship, including Merchandising, Sales, VIP, and Experience teams to ensure that messaging is consistent, on-brand, and aligned with broader business objectives. This position will balance creativity with analytics, blending compelling storytelling with data-driven decision-making.

Reporting to: Chief Merchandising Officer

What You’ll Do

• Develop and execute playful, trend-conscious social media strategies to drive omni-channel engagement and sales.
• Create and post visually engaging, on-brand content that resonates with kids, parents, and gift-buyers (e.g. unboxings, how-to-play videos, trend challenges).
• Monitor toy and pop culture trends (e.g. viral TikTok toys) and incorporate them into social content
• Collaborate with Merchandising, Marketing, and VIP teams to promote product launches, in-store events, and activations.
• Partner with child-friendly influencers and content creators for product demos and collaborations.
• Manage daily community engagement, including responding to comments, questions, and tags in a fun, brand-appropriate voice, and in a timely and appropriate manner.
• Track performance metrics like reach, engagement, and conversions to evaluate content effectiveness and guide future strategies.
• Ensure all content complies with relevant advertising guidelines (e.g. COPPA, FTC).
• Develop and maintain a content calendar aligned with holidays, toy release schedules, business activities, and social trends.
• Develop and implement social media strategies aligned with overall marketing and brand goals.
• Create, curate, and manage original, high-quality content (text, images, video) across all relevant social media platforms.
• Stay up to date on platform updates, algorithm changes, and emerging trends.
• Collaborate with internal teams (Marketing, Merchandising, PD, Experience, Sales, VIP) to coordinate campaigns and messaging.
• Manage paid social campaigns, including budgeting, targeting, and performance tracking.
• Ensure brand consistency in voice, tone, and visual identity across all social media channels.
• Identify opportunities for influencer partnerships or user-generated content.
• Provide strategic input during campaign planning and product launches.
• Drive overall business strategy through engaging social content highlighting in-store experiences, products, brand activations, and events.

  What You Have

• 2+ years of professional experience managing social media for a brand, preferably in retail, consumer products, or a fast-paced, trend-driven environment
• Demonstrated success in growing and engaging audiences across various social media platforms.
• Strong portfolio of social content, especially short-form video and visually engaging campaigns.
• Solid understanding of platform analytics and ability to use data to optimize content and strategy
• Up-to-date knowledge of internet culture and emerging trends, especially those relevant to toys, kids, and family entertainment
• Experience working with influencers or creators, particularly in trend-driven or family-friendly markets
• Strong writing and communication skills with the ability to craft a fun, on-brand voice
• Strong collaboration, attention to detail, and interpersonal skills
• Bachelor’s degree in marketing, communications, media, or a related field preferred
• Flexible availability based on the needs of the business.
• Capable of lifting up to 30 pounds, bending and twisting and standing for long periods of time. 

FAO Schwarz is an equal opportunity employer and complies with all applicable federal, state, and local fair employment practices laws.

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