Social Media Marketer
Cross-cutting
The Social Media Marketer creates social strategy, ad creative, and ongoing social content. Covers six primary platforms — LinkedIn, Facebook, Instagram, X, TikTok, YouTube — plus five secondary platforms. Produces HTML5 banner ads, content calendars, and platform-specific posts.
← Receives from: Strategist (audience, positioning), Brand Designer (assets), Copywriter (ad copy, voice guide)
Hands off to: Quality Control →
What It Produces
Deliverables
Social Strategy
Platform selection, audience targeting, content themes, and posting cadence.
Ad Creative
Campaign creative for paid social across Meta, LinkedIn, X, and TikTok.
HTML5 Banner Ads
Animated display ads built to IAB specifications.
Content Calendar
Monthly content plan with post copy, visual direction, and scheduling.
Platform Posts
Ready-to-publish posts adapted to each platform's format and audience.
5
key deliverables
How It Works
Operating Pattern
Receives
Reads from the Strategist's audience and positioning, Brand Designer's assets, and Copywriter's voice guide.
→
Processes
Operates in three modes: Planning (strategy), Creative Production (ads, banners, posts), and Ongoing Marketing (monthly content).
→
Hands Off
Platform-specific adaptations handle character limits, aspect ratios, and engagement patterns per platform.
Same message works differently on LinkedIn than on Instagram — platform-specific adaptation is automatic.
Deliverable Examples
Example Output
Acme Rebrand
acme-rebrand-social-ad-creative.md
Social Ad Creative — Platform Posts
Instagram · Feed (paid)
Made to be kept. Recycled stainless, welded seams, a lid that actually seals — the bottle you stop reaching past. 🌿
LinkedIn · Organic
We spent two decades making things that last. This year we changed what’s inside — recycled steel, post-consumer resin — without changing what they cost you. Still Acme. Made better.
Facebook · Feed (paid)
The good version, once. Insulated drinkware and storage built to outlast the trend cycle.
HTML5 Banner — 300×250 Medium Rectangle
Pipeline Context
…
Quality Control
Social Media Marketer
Coordinator
Cross-cutting