Social Media Coordinator & Junior Copywriter

Summary

The Social Media Coordinator & Junior Copywriter is responsible for managing Fratello Coffee Roasters’ daily social media presence and producing copy that drives measurable action - from scroll-stopping ad headlines to compelling brand narratives that convert followers into subscribers and customers.

This is not a traditional “social media” role. We are looking for a creative hybrid who can write beautiful brand storytelling and performance copy that sells. The ideal candidate understands that great writing isn’t just about sounding good - it’s about making someone click, subscribe, and buy.

This role works directly with the Marketing Manager and top-tier production teams, with access to AI-powered tools (Claude Pro, Midjourney, Gemini) as core workflow instruments. You will help redefine the voice of a 50-year Calgary institution undergoing a major cultural and digital evolution.

Areas of Responsibility

Performance Copywriting & Conversion Content

• Write ad copy (Meta, Google, email) engineered to stop the scroll, drive clicks, and convert - not just sound good

• Develop and test multiple headline and body copy variations for paid campaigns, optimizing for CTR, conversion rate, and ROAS

• Craft compelling product descriptions, landing page copy, and email sequences that move customers through the purchase funnel

• Write subscription-focused copy that communicates value over discounts, supporting Fratello’s transition to an LTV-driven acquisition model

• Collaborate with the Performance Growth Architect (Media Buyer) to align copy with campaign strategy and audience targeting

Brand Storytelling & Creative Copy

• Develop narrative-driven content that connects Fratello’s 50-year heritage with Calgary’s local culture and a new generation of coffee lovers

• Write with a bold, irreverent, and culturally aware brand voice - Fratello is not a generic coffee brand, and the copy shouldn’t be either

• Craft compelling captions, stories, blog posts, and short-form copy that reflect the brand’s evolving identity• Develop website copy, about pages, and brand messaging that positions Fratello as a cultural institution, not just a coffee roaster

• Translate complex product narratives (origin stories, roast profiles, sensory notes) into accessible, engaging content

Social Media Management & Daily Engagement

• Manage daily posting, engagement, and community interaction across TikTok, Instagram, Facebook, and YouTube Shorts

• Monitor and respond to comments, DMs, and mentions in a timely and on-brand manner• Maintain a consistent posting schedule aligned with the content calendar provided by the Marketing Manager

• Track trending topics, hashtags, sounds, and formats to identify timely content opportunities

• Report on daily and weekly engagement metrics, flagging notable trends or opportunities

AI Integration & Content Optimization

• Use AI-powered tools (Claude Pro, Midjourney, Gemini, OpusClip, Munch) as core workflow instruments for content ideation, copy drafting, visual generation, and video repurposing•

Apply strong editorial judgment to refine, curate, and elevate AI-generated outputs — the AI accelerates the work, your taste makes it great

• Explore and recommend emerging AI tools and workflows that can improve content efficiency, quality, and creative output

• Repurpose high-quality video assets into short-form viral content optimized for each platform

Community Building & Subscriber Growth

• Foster authentic relationships with followers, turning engagement into meaningful brand connections and measurable conversions

• Support campaigns designed to convert social followers into newsletter subscribers and e-commerce customers

• Identify and engage with local influencers, creators, and community partners to expand brand reach in Calgary and across Western Canada

• Support user-generated content (UGC) initiatives and brand ambassador programs

Content Planning & Cross-Department Collaboration

• Assist the Marketing Manager in developing and maintaining the monthly content calendar across social, email, and ad copy

• Coordinate with the creative and production teams to align content with broader marketing campaigns

• Attend occasional in-person strategy sessions and content shoots in Calgary

• Communicate professionally and proactively with internal stakeholders across departments

Analytics & Reporting

• Track and report on key social media and copy performance KPIs including reach, engagement rate, follower growth, CTR, and conversion metrics

• Prepare weekly performance summaries for the Marketing Manager

• Identify content themes, formats, and copy approaches that drive the highest engagement and conversion, and recommend optimizations

• Support A/B testing of ad copy, content formats, posting times, and messaging

Required Tech Stack & Platforms

Social Platforms

• TikTok, Instagram, Facebook (Reels/Stories), YouTube Shorts

AI Tools (Core Workflow)

• Claude Pro (Copywriting, ideation, content strategy)• Midjourney (Visual concept generation)• Gemini (Research, analysis, content assistance)• OpusClip or Munch (Video repurposing)

Experience and Qualifications

You’re a great fit if you have:

• 1+ years of experience in social media management, copywriting, or content creation - or a standout portfolio that demonstrates strong creative and persuasive writing skills

• Proven ability to write copy that sells, not just copy that sounds good - we want to see examples of ad copy, product descriptions, email campaigns, or landing pages that drove measurable results

• Strong brand storytelling skills with the ability to write engaging, culturally relevant content

• Comfort and enthusiasm working with AI-powered tools as part of the daily creative workflow

• A bold, irreverent creative sensibility - you understand that Fratello’s voice is confident, culturally aware, and never generic

• A proactive, self-starter attitude - you find the story in the roasting room without being asked

• Strong organizational skills and ability to manage multiple content and copy deadlines simultaneously

• Excellent communication skills and a collaborative, team-oriented mindset

• Passion for coffee culture, local community, and authentic brand storytelling

• Based in or near Calgary (preferred) for occasional in-person strategy sessions and content shoots

Job Type: Part-time

Pay: $18.00-$23.00 per hour

Expected hours: 20 per week

Benefits:

• Casual dress
• Company events
• Flexible schedule
• On-site parking
• Store discount
• Work from home

Work Location: Hybrid remote in Calgary, AB T2G 3C7