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FlixTrain is a challenger brand in German long-distance rail travel—green, bold, and different from the incumbent. This role builds Organic Social Media as an independent platform where the FlixTrain brand comes alive for digital-first audiences, not as an afterthought channel.
You will own the strategic build-out of FlixTrain's organic social presence. Starting with existing channels that lack a distinct voice, you will develop a proprietary FlixTrain identity across platforms. You have autonomy over strategy, structure, processes, and partner setup. You decide which channels to focus on and where to expand, translate the FlixTrain brand natively for each platform, and make impact measurable.
Key Responsibilities:
**Strategy & Where-to-Play:** Develop the organic social strategy aligned with overarching brand strategy, defining clear goals, target audiences, and communication pillars. Audit existing channels, decide which to prioritize and which to deprioritize, and identify new platforms where FlixTrain should establish presence. Define the mix of "Big Moment" content (high-reach, culturally relevant campaigns) and ongoing community content (continuous, community-focused).
**Brand Translation & Content:** Translate FlixTrain natively for each platform—authentic, channel-native formats rather than adapted campaign cutdowns. Balance entertainment and cultural trends with genuine brand fit; avoid trend-chasing, AI-generated content, or content for its own sake. Manage community engagement, maintain brand presence in dialogue, and handle sensitive topics with a sovereign tone, escalating to PR when appropriate.
**Partner & Production Setup:** Build and manage the right partner ecosystem (agencies, creators, internal creative teams). Manage budget independently and decide which content to amplify strategically.
**Measurement & Impact:** Establish KPIs for each content type and objective (Big Moment vs. Ongoing). Build a reporting framework that extracts learnings for future planning cycles.
**Stakeholder Management:** Work closely with the Brand Team, FlixBus Social Media Team, and Creative Team to ensure strategic consistency across Organic, Paid, and Campaign initiatives. Act as a sparring partner for internal stakeholders and external partners, representing social media confidently to management and departments.
You are an in-house strategist and pace-setter, steering production through agencies, creators, and internal teams. The role emphasizes substance over volume: reach with real value, not content mass.
Requirements:
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