Assistant Manager, Brand Marketing - Social Commerce & Community Marketing

HanesBrands (NYSE: HBI) makes everyday apparel that is known and loved by consumers around the world for comfort, quality and value. Among the company’s iconic brands are Hanes, the leading basic apparel brand in the United States; Bonds, which is setting new standards for design and sustainability; Maidenform, America’s number one shapewear brand; and Bali, America’s number one bra brand. HBI employs 48,000 associates in 29 countries and has built a strong reputation for workplace quality and ethical business practices. The company, a longtime leader in sustainability, has set aggressive 2030 goals to improve the lives of people, protect the planet and produce sustainable products.

The Assistant Manager, Brand Marketing - Social Commerce & Community Marketing will play a crucial role in developing and implementing marketing strategies to enhance brand awareness, drive customer engagement, and increase market share. This position requires a dynamic and creative individual with a strong understanding of marketing principles, excellent communication skills, and the ability to work collaboratively in a fast-paced environment.

Creator Strategy:

• Identify and manage TikTok creators to represent the brand in TikTok Shop and related campaigns.
• Develop and deliver creative briefs that reflect brand goals, tone, and messaging.
• Review all creator content for brand safety, product accuracy, and alignment with campaign objectives.
• Track and report on performance metrics such as engagement, sentiment, and top-performing creator content.
• Partner with cross-functional teams (e.g., Product Management, E-Commerce, Marketing) to ensure consistency and impact.

Social Community Management

• Lead daily community engagement across TikTok, Instagram, and other key channels —

responding to comments, messages, and mentions in brand voice.

• Identify and nurture superfans, ambassadors, and UGC opportunities.
• Collaborate with content and brand teams to amplify community trends and insights.
• Monitor and report on sentiment, feedback loops, and community behavior.
• Spot and surface opportunities to surprise, delight, and grow the community in creative ways.

Campaign Management:

• Plan, coordinate, and execute marketing campaigns across social media to align with larger omnichannel campaigns
• Monitor and evaluate campaign performance, making data-driven decisions to optimize results.
• Plan, coordinate, and execute social-first marketing campaigns and capitalize on trends.

Content Creation

• Collaborate with the creative team to develop compelling content that effectively communicates the brand message.
• Ensure consistency in brand voice and visual identity across all marketing materials.

Brand Management:

• Maintain and enhance the brand's image, ensuring alignment with the company’s vision and values, on social media channels
• Conduct brand audits and develop strategies to improve brand equity.

Social Listening:

• Track social media listening for brand sentiment, product feedback, trends, and other relevant sentiment on social media.

Specific Skills or Experience Required

• Bachelor's degree with 3+ years relevant work experience OR Master's + 1+ relevant work experience; 4+ years of equivalent work experience can be substituted for Bachelor's degree.
• Experience in social media management, influencer marketing, or brand content for a large brand, preferably CPG or retail.
• Familiarity with TikTok creator culture and best practices for short-form branded content.
• Strong written communication and brand voice alignment.
• Detail-oriented, organized, and collaborative.
• Proficient with social/content tools (TikTok Creator Marketplace, Meta Business Suite, Sprout, Sprinklr, etc.).
• Experience with reviewing creator or influencer content for brand safety and messaging accuracy.

Job Specific Competencies

• Excellent written and verbal communication skills.
• Proficiency in marketing analytics tools and software.
• Creative thinking and problem-solving abilities.
• Ability to work collaboratively in a team environment.
• Strong project management and organizational skills.
• Knowledge of current marketing trends and best practices.

Core Competencies

• Data Fluency
• Written/verbal communication and listening
• Strong interpersonal and relationship skills
• Teamwork and collaboration
• Results orientation
• Adaptability

Core Values

Play to Win - We expect to win, working together to drive results. We push ourselves to simplify and innovate. When we fail, learn from it. We will break with the past when necessary to move forward.

Act Like Owners - We take action. We build relationships across functions so we can see the company holistically and seek out opportunities for improvement. We’re willing to sacrifice in one area if that leads to our overall success.

Do What’s Right - We behave ethically. We are transparent. We share information about the factors influencing our actions. Our behavior aligns with our values. Our products make the world a better place.

Create Opportunity for All - With success comes opportunity. Everyone is respected and included. We provide opportunities for all associates to reach their Full Potential.

Why Winston-Salem?

We’re looking for an Assistant Manager, Brand Marketing to join us at our global headquarters in Winston-Salem, North Carolina — a city that’s big enough to grow your career and small enough to enjoy your life. Why Winston-Salem? 🌆 It’s not just about the job — it’s about the life you build around it. 💡 Innovation meets quality of life. Winston-Salem blends tech, art, education, and healthcare with a thriving downtown and a cost of living that actually lets you live. 🌳 Breathe easy. Short commutes, walkable neighborhoods, greenways, mountain trails, and no shortage of blue skies. 🍷 Food + Culture. Craft breweries, farm-to-table dining, coffee roasters, galleries, music festivals — it’s all here. 🏡 More home for your money. Whether it’s a historic home downtown or modern living near nature, your budget goes further. 🎓 Education & Family. Home to Wake Forest University, it’s a great place to raise kids or grow roots