Senior Social Media Manager — Ninja Mexico

ABOUT US

SharkNinja is a global product design and technology company, home to two of the world's most trusted consumer brands — Shark and Ninja. With a portfolio of 5-star lifestyle solutions sold across key retailers online and offline worldwide, we have a proven track record of disruptive innovation and aggressive market expansion. With 3,600+ associates globally, SharkNinja is scaling across Latin America with Mexico as our proof-of-concept market and strategic entry point for the region. How we win in Mexico sets the blueprint for how we win everywhere else.

ABOUT THE ROLE

Ninja is not just a kitchen brand in Mexico — it is a cultural participant. From the way Mexican families cook together to the food content that dominates TikTok México, from the street food obsession that shapes culinary identity to the aspirational home culture that drives purchase decisions, Ninja has a unique opportunity to earn a place not just on the counter but in the conversation. This role is about seizing that opportunity at full speed.

We are looking for a Senior Social Media Manager who will own Ninja's entire social presence across Mexico — across all Ninja verticals — with full strategic, creative, and commercial accountability. You will lead local strategy, manage budget, and drive end-to-end implementation while serving as the essential bridge between Mexico and the global Ninja team.

The ideal candidate is someone who lives and breathes Mexican digital culture — who understands why a food video lands differently on TikTok México than anywhere else, who knows which creators are shaping culinary conversation before the algorithm catches up, and who can translate Ninja's product innovation into content that feels like it was made by someone who actually cooks. You will operate with global connection and local conviction, turning Mexico into a market that feeds ideas upward into the LATAM and global strategy.

WHAT YOU'LL DO

Strategic Leadership & Brand Building

• Define and execute a forward-thinking, Mexico-specific social media strategy across all Ninja verticals — grounded in Mexican food culture, lifestyle aspiration, and platform behavior.
• Own the Culture → Credibility → Conversion framework for Mexico: positioning social as the strategic and creative engine that drives awareness, consideration, and sellout — not just a channel for content distribution.
• Serve as SharkNinja's internal authority on Mexican digital culture, platform trends, and the creator landscape — proactively surfacing opportunities before competitors identify them.
• Develop long-term roadmaps for organic social and influencer partnerships across all Ninja verticals, anchored to product launch calendars, cultural moments, and commercial milestones.
• Champion a data-informed culture across the local team, aligning stakeholders on KPIs, benchmarks, and the metrics that connect social activity to business outcomes.
• Position Mexico as SharkNinja's LATAM proof-of-concept market — building social programs that are documented, repeatable, and exportable to other markets in the region.

Budget Ownership & Commercial Accountability

• Own and manage the full Ninja Mexico social media budget — spanning influencer fees, content production, platform investment, agency partnerships, tools, and creator programs.
• Develop quarterly budget plans with clear allocation rationale across verticals and activation types; present to senior leadership with ROI projections and post-campaign performance analysis.
• Track spend in real time, flag risks early, and rebalance investment across priorities based on performance data and commercial windows.
• Frame every budget decision commercially — connecting social investment directly to sellout, market share, share of voice, and brand equity outcomes.
• Build a clear and defensible investment narrative for Mexico that earns increasing budget as the market matures.

Cultural Intelligence: Mexico-First Thinking

• Develop a deep, nuanced understanding of Mexican food culture and how it shows up on social media — from home cooking rituals and street food obsession to the role of the kitchen in family identity and social gathering.
• Map the cultural calendar for Mexico with social precision: Día de Muertos, Las Posadas, Día de las Madres, Independence Day, Hot Sale, El Buen Fin, and every moment where food, family, and aspiration converge.
• Understand how class, region, and generational identity shape how different Mexican audiences relate to kitchen innovation — and brief content that speaks to those nuances rather than flattening them.
• Track Mexican pop culture, music, humor, and social conversation across platforms — identifying the connective tissue between what's trending culturally and where Ninja can show up authentically.
• Build a cultural intelligence practice for Mexico that informs not just local content but shapes how LATAM and global teams think about the market.
• Identify the tension between aspirational and accessible in Mexican consumer culture — and position Ninja at that intersection: innovative enough to excite, grounded enough to trust.

Influencer Marketing & Creator Ecosystem

• Build and own Ninja Mexico's creator ecosystem across all verticals — from macro culinary voices and lifestyle creators to micro communities, UGC advocates, and TikTok Shop-native sellers.
• Identify and cultivate the specific creator cohorts that matter for Ninja: food creators who cook the way Mexican families actually cook, not just performative recipe content; lifestyle creators who connect kitchen culture to aspiration; and entertainment voices who can make a blender feel like must-have culture.
• Oversee contract negotiations, campaign briefs, content approvals, and performance tracking for all influencer campaigns across Ninja verticals.
• Use data-driven insights to continuously refine creator strategy — optimizing for audience alignment, content quality, engagement authenticity, and conversion.
• Manage day-to-day relationships with influencer agencies (including SharkNinja's existing Mexico agency stack), individual creators, and talent partners.
• Identify and activate UGC opportunities — flagging strong creator content for organic reshares, paid amplification, and retailer media placements.
• Coordinate influencer seeding logistics end-to-end across all Ninja product lines: allocation, shipping, creator confirmation, and post-seeding follow-up.

TikTok Shop Mexico & Social Commerce

• Own Ninja's TikTok Shop Mexico strategy — developing the creator and content programs that turn platform engagement into direct purchase behavior.
• Identify and activate TikTok Shop affiliate creators who can authentically demonstrate Ninja products in the context of real Mexican cooking and lifestyle.
• Develop and manage live commerce activations on TikTok — briefing hosts, building show formats, and coordinating with e-commerce and retail teams to ensure inventory and promotional alignment.
• Collaborate with the MercadoLibre partnership team to integrate social content and creator activations with Mexico's dominant e-commerce platform — particularly Clips content and real product review programs.
• Track TikTok Shop performance metrics in real time: GMV, conversion rate, creator attribution, and category contribution — using data to optimize the program continuously.
• Stay ahead of platform feature changes and new social commerce tools in Mexico — testing new formats early and scaling what works.

Organic Social Media & Content

• Develop and execute a sophisticated organic social strategy designed to grow and engage a Mexican audience across Instagram, TikTok, and YouTube Shorts — across all Ninja verticals.
• Maintain the cross-vertical content calendar — ensuring consistent cadence, coverage across product lines, and on-time publishing without sacrificing creative quality for volume.
• Partner with creative and production teams to develop high-impact, platform-native content that is unmistakably Mexican and unmistakably Ninja.
• Monitor evolving platform algorithms, content formats, and best practices — keeping Ninja Mexico agile and ahead of trend cycles rather than chasing them.
• Manage community across all Ninja Mexico handles: comments, DMs, and brand mentions in Ninja's distinct voice; escalate viral moments, sentiment spikes, or crisis signals immediately.
• Maintain and evolve a brand voice guide for each Ninja vertical in the Mexican market context — ensuring each product line has a distinct personality while staying within the Ninja universe.

Content Production Oversight

• Oversee the ideation, briefing, and production of short-form social video content for all Ninja verticals — directing the Content Creator and Video Editor to produce content that communicates each product's "wow" moment in a culturally resonant way.
• Develop content briefs that go beyond product specs to cultural context: not "show the CREAMi making ice cream" but "show the CREAMi at a Sunday family gathering in Guadalajara."
• Manage fast-turnaround content requests and reactive briefs without sacrificing brand alignment — particularly around trend moments where speed is the competitive advantage.
• Ensure content production serves the full funnel: awareness content that introduces new verticals, consideration content that demonstrates product value, and conversion content that closes the sale.

Agency Management & Ways of Working

• Manage SharkNinja's Mexico agency stack across social, influencer, and creative production — including day-to-day direction, brief quality, output standards, and performance accountability.
• Define clear roles and responsibilities across agencies to minimize overlap, eliminate gaps, and ensure every peso of agency investment is working.
• Build strong working relationships with agency partners while maintaining high creative standards — knowing when to push back and when to empower.
• Identify opportunities to shift work from agency to in-house as the local team grows and build the infrastructure that makes that transition smooth.
• Ensure agencies are briefed with enough cultural context and brand knowledge to produce work that feels genuinely local — not templated.

Global Connectivity & Cross-Functional Collaboration

• Serve as the primary Mexico representative in global and LATAM social media meetings — ensuring local insights, cultural intelligence, and market learnings flow upward into the broader strategy.
• Collaborate closely with the LATAM Senior Social Media Director and global Ninja brand leads to integrate Mexico's social strategy into wider marketing initiatives and global campaigns.
• Partner with paid social, PR, product, retail, and e-commerce teams to ensure Ninja Mexico's social strategy is fully integrated into commercial plans and channel execution.
• Compile monthly and quarterly performance recap decks with key learnings per vertical for stakeholder review — in both Spanish and English.
• Support regional and global award submissions (Cannes Lions, Effie LATAM, El Ojo, Shorty Awards) by packaging Mexico campaigns as case study-ready assets — positioning Mexico as a market that generates ideas worth exporting.

Trend Intelligence & Platform Fluency

• Monitor TikTok México, Instagram Reels, and YouTube Shorts daily for emerging trends relevant to each Ninja vertical — with particular attention to food, cooking, and lifestyle content.
• Flag timely opportunities to brand leads and draft reactive content briefs for quick-turn execution — treating trend responsiveness as a competitive advantage, not a nice-to-have.
• Maintain a living trend log the broader regional and global team can pull from, with Mexico-specific cultural context that makes it actionable beyond the market.
• Concept UGC prompts and seed ideas that support influencer activations and organic storytelling across all Ninja verticals.

WHAT WE'RE LOOKING FOR

Experience & Background

• 8+ years of experience in social media, influencer marketing, or digital brand strategy — brand-side or senior agency.
• Proven track record of owning and executing high-impact social and influencer strategies that drive measurable business outcomes across multiple product lines or brand verticals.
• Demonstrated experience managing meaningful social media budgets with full commercial accountability.
• Deep knowledge of the Mexican creator and influencer ecosystem — existing relationships across food, culinary, lifestyle, and home verticals are a strong advantage.
• Food and culinary content fluency is a genuine differentiator: you understand how Mexican food culture shows up on social media and what makes cooking content resonate authentically vs. performatively.
• Experience managing agencies and external partners in a multi-agency environment, with a track record of getting strong creative output from partner teams.
• Experience working within a global brand organization and navigating matrixed structures across markets — comfortable holding the local perspective while operating within a global framework.
• CPG or consumer electronics experience strongly preferred.

Skills & Platform Fluency

• Native TikTok fluency — you understand TikTok México from the inside, including how Mexican food and lifestyle content behaves differently from global or US TikTok.
• Deep working knowledge of Instagram and YouTube Shorts mechanics and what drives organic performance in the Mexican market.
• Hands-on experience with TikTok Shop and social commerce — understanding how affiliate programs, live commerce, and platform-native shopping behavior work in Mexico.
• Strong analytical mindset with hands-on experience in tools like Sprout Social, CreatorIQ, Aspire, GRIN, Google Analytics, or equivalent.
• Familiarity with paid social strategy to complement organic and influencer efforts — understanding how to build content that works organically and scales with budget behind it.
• Familiarity with MercadoLibre's content and affiliate ecosystem as a social commerce channel.

Soft Skills & Ways of Working

• Outstanding communication and presentation skills in both Spanish and English — able to influence and align senior stakeholders across markets with confidence.
• Strategic thinker who can also execute: equally comfortable building a six-month roadmap and reviewing a TikTok brief on the same afternoon.
• Culturally precise — you understand the difference between Mexican cultural authenticity and pan-LATAM generalization, and you brief, create, and approve content accordingly.
• Strong collaborator with low ego — creators, global teammates, agency partners, and internal brand leads will all rely on you, often simultaneously.
• Detail-oriented and organized across multiple vertical pipelines, approval queues, and content calendars at once.
• Comfortable with ambiguity and speed — Mexico is a market we are actively building, and you thrive in the energy of constructing something rather than maintaining it.
• Bilingual: Spanish (native) and English (business fluent) required; Portuguese a plus.