Birks Social Media Specialist

About Birks

Founded in Montreal in 1879 by Henry Birks, Birks is a distinguished Canadian jewellery house whose heritage combines fine craftsmanship, refined design and attentive client service. Renowned for its diamond jewellery and enduring connection to life’s milestones, the brand occupies a distinctive place in Canada’s luxury landscape. As an employer, Birks brings together expertise in jewellery, luxury retail and client relationships, alongside the corporate disciplines that support its business. Its professional environment places a premium on product knowledge, attention to detail and the ability to create meaningful client experiences, offering a compelling setting for careers rooted in luxury and personal service.

Role & Responsibilities

• Develop and execute the annual social media strategy across relevant channels, including Instagram, Facebook, TikTok, Pinterest, YouTube and LinkedIn.
• Manage the Birks and Maison Birks social media editorial calendars, aligning them with marketing plans, brand initiatives, product launches, events and business priorities.
• Develop engaging content concepts and editorial themes tailored to each brand, platform and audience.
• Evolve content strategies using audience insights, platform performance, emerging trends and changes in consumer behaviour; recommend formats, initiatives and platforms to expand reach, engagement and brand relevance.
• Lead social content development from ideation through production, ensuring a consistent flow of engaging, relevant content across channels.
• Create original social-first photography, short-form video, Reels, Stories and behind-the-scenes content using appropriate creation and editing tools.
• Collaborate with the in-house Creative Studio, briefing designers and other creative resources to develop platform-adapted content and assets.
• Work with Brand Marketing to translate brand strategies, campaign concepts and key messages into social content.
• Curate, adapt and repurpose content from brand campaigns, product imagery, external brand partners, influencers and other available sources.
• Work with Merchandising, Retail, Public Relations, Partnerships and E-commerce to identify content opportunities aligned with business objectives.
• Attend events, store activations, product launches and other brand experiences as needed to capture content.
• Ensure content reflects brand identities, visual standards and tone of voice while remaining engaging and native to each platform.
• Oversee execution of social media calendars with the Digital Marketing Coordinator; provide assets, publishing priorities, messaging direction and campaign information for accurate, timely execution.
• Oversee external Chinese social media agency partners responsible for content development and execution on RED (Xiaohongshu), WeChat and Weibo.
• Develop creative briefs, communicate brand and marketing priorities, review content proposals and ensure alignment with brand standards and social media objectives.
• Collaborate with Marketing and Customer Service on community management, emerging issues and appropriate escalation.
• Work with PR and Partnerships to identify opportunities to leverage influencer collaborations, creator content and brand partnerships across social channels.
• Support retail teams and sales professionals with social media initiatives, best practices and training as needed.
• Establish annual social media objectives and KPIs with the Digital Marketing Manager, aligned with brand and business priorities.
• Own social media performance and achievement of objectives for audience growth, reach, engagement, content performance and relevant traffic-driving metrics.
• Review and interpret performance reports, identifying insights, opportunities and areas for improvement.
• Continuously optimize content strategies, creative formats, publishing cadence and channel priorities based on performance insights.
• Identify content amplification opportunities and recommend boosting priorities to maximize reach and engagement.
• Monitor competitor activity, industry benchmarks and emerging social media trends to inform recommendations.
• Prepare and present social media strategies, initiatives, performance results and recommendations to internal stakeholders and brand partners as required.
• Support the Marketing team on other relevant projects and initiatives as needed.

Qualifications

• 3–5 years of relevant experience in social media marketing, content creation or digital marketing, in-house or at a creative, marketing or advertising agency.
• University degree in Marketing, Communications, Business or a related field, or equivalent experience.
• Demonstrated experience developing social media strategies, editorial calendars and engaging content across multiple platforms.
• Hands-on content creation capabilities, including photography, videography and short-form video editing.
• Proficiency with social media content creation and editing tools such as CapCut, Canva, Adobe Creative Suite or equivalent platforms.
• A strong creative eye and ability to translate brand positioning and marketing objectives into compelling social-first content.
• Experience collaborating with graphic designers, creative teams and external agency partners.
• Strong understanding of social media platform dynamics, algorithms, audience behaviour and emerging content trends.
• Analytical mindset and experience interpreting social media KPIs and turning insights into actionable recommendations.
• Strong project management and organizational skills, including the ability to manage multiple calendars, content projects and deadlines simultaneously.
• Excellent communication and presentation skills, with the ability to collaborate effectively across teams.
• Strong attention to detail and sensitivity to brand identity, aesthetics and tone of voice.
• Experience in the luxury, jewellery, watchmaking, fashion or lifestyle industries is an asset.
• Bilingual, with strong proficiency in English and French.
• Flexibility to work evenings and/or weekends when required for events and content creation.
• Ability to attend events, store activations and other brand experiences to capture real-time social media content.
• Willingness to work independently and collaboratively in a fast-paced environment.
• Ability to manage shifting priorities and multiple simultaneous projects.
• Proactive, resourceful and adaptable, with a genuine interest in social media trends, creative storytelling and evolving digital platforms.

Skills

Experience

3–5 years in social media marketing, content creation or digital marketing, either in-house or at a creative, marketing or advertising agency.

Education

University degree in Marketing, Communications, Business or a related field, or equivalent experience.

Benefits

Hybrid work model; competitive earnings including bonuses; group insurance benefits; telemedicine; employee discounts; management support for professional growth.

Culture

Birks’ workplace culture is rooted in its Canadian heritage and fine-jewellery expertise, placing craftsmanship, attention to detail and personalised client service at the heart of its professional identity. Its environment blends respect for tradition with a contemporary approach to luxury, emphasising product knowledge, thoughtful presentation and lasting client relationships.

About Cerulean

Cerulean is the definitive career portal for the global luxury industry. We match exceptional professionals with exclusive opportunities at the world's most prestigious brands. From haute couture and fine watchmaking to prestige beauty, hospitality, and boutique retail, Cerulean centralises luxury employment to help you find the career for which you were destined.