Social Media Manager

Type: Full-time|Permanent

Location: Toronto, ON

Salary: $60,000 – $75,000 CAD annually

Reports to: Executive Creative Director

COMPANY OVERVIEW 

50,000+ athletes. 22+ markets. 600+ weekly games. Two countries. One mission: prove that athletic dreams don't have expiration dates.

Brodie League is more than a basketball league, it's a community. As one of North America's fastest-growing sports brands, Brodie League is redefining adult recreational basketball by delivering an elevated, professional-quality experience rooted in culture, competition, and community. Our mission is to make every league night the best night of the week for our athletes.

BRL Studio® is the creative engine behind Brodie Rec. League, the world's largest adult recreational basketball organization. Led by Executive Creative Director Shane Stirling, we operate at the intersection of sport, art, and culture. We're building a 24-person studio that moves fast, thinks differently, and makes work that matters.

Always Fresh. Never Washed.™

ROLE OVERVIEW

This role is the daily voice of Brodie online and the architect of our Instagram growth. You own content creation, audience building, and community engagement—making Brodie unmissable on social media. Your cultural fluency positions us at the forefront of basketball culture, your content creation skills turn moments into scroll-stopping posts, and your growth mindset expands our reach across 22+ markets.

You're native to social. Through instinctive understanding of trends, platform dynamics, and online culture, you create content that resonates—content that turns followers into community and community into athletes. You know what works before the data tells you, and you adapt faster than the algorithm changes.

You play a critical growth role without carrying the weight of broader creative strategy, allowing you to focus on what you do best: creating daily content, building authentic community, and driving measurable Instagram growth.

When someone asks, "How did Brodie's Instagram get so good?", you're proud to say, "I built it."

CORE RESPONSIBILITIES

Instagram Content Creation & Management

Own Brodie's main Instagram account: create and publish 4-6 feed posts per week and daily stories that drive engagement and registrations. Develop content that stops the scroll: reels, carousels, single images optimized for Instagram algorithm. Write captions in Brodie's distinct voice—street-level authenticity meets basketball culture. Shoot and edit content independently: capture moments at games, events, and activations using mobile and professional equipment. Create Instagram stories daily: behind-the-scenes, registration reminders, community highlights, cultural commentary. Develop recurring content series and formats that become signature Brodie touchpoints.

Instagram Growth & Community Building

Grow Instagram followers through strategic content, engagement tactics, and platform best practices across 22+ markets. Increase engagement rates: optimize posting times, formats, captions, and hashtag strategy. Build an authentic community: respond to DMs, engage with comments, interact with followers meaningfully. Identify and collaborate with relevant accounts: players, influencers, basketball community, brand partners. Monitor Instagram analytics and adapt strategy based on performance data. Test new features and formats early: stay ahead of algorithm changes and platform updates.

Regional Page Coordination & Strategy

Develop content strategy and guidelines for 20+ regional Instagram pages across North American markets. Create templates, formats, and content ideas regional managers can execute locally. Ensure regional pages maintain brand consistency while reflecting local market flavor. Share best-performing content across regions to maximize reach and efficiency. Train regional managers on Instagram best practices and content creation. Monitor regional page performance and provide optimization guidance.

Trend Monitoring & Cultural Relevance

Stay ahead of Instagram trends: audio, formats, features, cultural moments before they peak. Identify opportunities to participate in trending conversations authentically. Monitor basketball culture, streetwear, sports, and youth culture for content inspiration. Track competitor and industry social media for insights and differentiation opportunities. Bring fresh ideas to weekly planning: what's working now, what's coming next. Adapt Brodie's voice to current social language without losing authenticity.

Content Planning & Cross-Functional Collaboration

Maintain a content calendar with 2-3 weeks visibility for planning and approvals. Coordinate with Graphics Designer for high-production assets when needed. Work with Marketing Operations Coordinator to align social with registration campaigns. Support partnership announcements with social content and amplification. Balance planned content with real-time reactive posting for maximum cultural relevance.

Instagram Expertise

• 2-4 years proven experience managing and growing Instagram accounts with demonstrable results
• Deep understanding of Instagram algorithm, features, and best practices
• Portfolio demonstrating consistent follower growth and engagement rate improvements with specific metrics
• Experience managing multiple social accounts or coordinating multi-regional social strategies

Content Creation Skills

• Strong photography and videography skills using both mobile and professional equipment
• Proficiency in content editing tools (CapCut, Adobe Premiere, Final Cut Pro, or similar)
• Ability to shoot, edit, and publish content independently without external support
• Experience creating Instagram-native content: Reels, Stories, carousels, and static posts

Cultural & Communication Abilities

• Native fluency in social media culture and internet language
• Exceptional copywriting skills with ability to write in distinct brand voices
• Deep knowledge of basketball culture, streetwear, and youth culture trends
• Ability to identify and leverage trends before they reach saturation

Strategic & Analytical Skills

• Experience using Instagram Insights and analytics tools to drive strategy
• Track record of using data to optimize content performance
• Understanding of content strategy, editorial calendars, and campaign planning
• Ability to balance planned content with real-time reactive posting
  

Nice to Have:

• Experience in sports, lifestyle, or culture-focused brands
• Background managing regional or multi-market social media programs
• Experience collaborating with design teams and marketing departments
• Familiarity with community building and engagement tactics beyond posting
• Experience with athlete communities or recreational sports
• Understanding of Toronto and North American urban culture
• Previous experience training or guiding other content creators

• Self-starter who can work independently and take ownership
• Fast adapter who thrives in dynamic, trend-driven environments
• Detail-oriented with strong organizational and time management skills
• Collaborative team player comfortable working cross-functionally
• Passionate about community building and authentic connection
• Comfortable working in a fast-paced, high-growth startup environment
  

Performance Tracking & Optimization

Monitor Instagram Insights: track follower growth, engagement rates, reach, impressions across all content types. Analyze top-performing content and identify patterns for replication. Report on social performance weekly/monthly to leadership. Test and learn continuously: try new formats, measure results, optimize approach. Maintain performance benchmarks and drive continuous improvement across all metrics.

Other

5 days in office at our Toronto HQ - Brodie has thrived due to a culture of collaboration and teamwork in office. Flexibility for event coverage at games and activations.

Compensation Disclosure

The expected annual compensation range for this role is between $60,000 and $75,000 CAD. Compensation is based on skills, experience, qualifications, internal equity, and business needs. The compensation range may be adjusted in the future.

Why Join Brodie League

• Comprehensive health and wellness plan
• Access to a yearly Brodie takeover of the Toronto Raptors court
• Significant growth and mentorship opportunities
• Professional development budget
• League membership with access to 600+ weekly games across 22+ markets
• Brodie Athletics gear and seasonal merchandise
• Free league play
• Content creation budget for tools, subscriptions, and equipment
• Details regarding our full benefits package will be provided during the interview process.

Artificial Intelligence Disclosure

Artificial intelligence may be used in the recruitment and selection process, including to screen, assess, or evaluate applicants.

Position Status

This job posting is for a new position at Brodie League.

Application Process

Interested candidates should apply by submitting their resume through the designated application platform.

Include:

• Resume
• Instagram portfolio (link to accounts you've managed OR 10-15 content examples)
• Brief note explaining:
• • Your most impressive Instagram growth achievement (include metrics)
  • How you identify and leverage trends before they peak
  • Your approach to balancing planned content with real-time moments
  • Why recreational athletes deserve scroll-stopping social content
  • Examples of content you've shot and edited yourself

Our Commitment to Inclusion

We know through experience that different ideas, perspectives, and backgrounds foster stronger and more creative work. We strive to create workplaces that reflect the communities we serve and where everyone feels empowered to bring their full, authentic selves to work.

We are committed to working with candidates from all ability levels throughout the recruitment process.