Social Media Manager, D2C

At Sword, we’re building AI to heal billions and unlock humanity’s full potential. In doing so, we’re pioneering AI Care, a fundamentally new approach to healthcare built for medical reasoning, safety, and real-time treatment, not generic technology applied after the fact. As both a clinical-centric frontier AI lab and an applied AI platform, Sword is reimagining how care is delivered at scale, removing traditional barriers like appointments, waiting rooms, and stigma so more people can access the care they need—and ultimately get back to lives lived in full.

Since 2020, Sword has expanded across physical therapy, women’s health, cardiometabolic, and mental health, and is now moving beyond the session to a fully AI-native, 24/7 care program that brings physical activity, therapeutic exercise, psychotherapy, nutrition, and behavior change into one connected experience. More than 700,000 members across three continents have completed over 10 million AI sessions, helping 1,000+ enterprise clients avoid more than $1 billion in unnecessary healthcare costs. Backed by 42 clinical studies, 44+ patents, and more than $500 million raised from leading investors including Khosla Ventures, General Catalyst, and Founders Fund, Sword is defining a new standard for healthcare.

AI Proficiency at Sword

AI fluency is a core expectation at Sword. Every candidate is assessed against our three-level framework — be ready to share real examples of how AI is already part of how you work.

• Explorer (Level 1) — Uses AI daily to boost personal productivity

• Builder (Level 2) — Creates workflows and tools that elevate the whole team

• Integrator (Level 3) — Embeds AI into products and processes at scale

Every hire must demonstrate at least Level 1. The expected level will vary depending on the seniority of the role.

About the Social Media Manager at Sword:

Sword recently acquired Headspace!

Headspace helped make mental health something people talk about online. Now we’re looking for a Social Media Manager to write its next chapter. In this role, you’ll own Headspace’s organic social presence end to end. You’ll have real creative freedom to show up for more than 4 million followers across Instagram, TikTok, Threads and LinkedIn, and to bring a brand that’s already strong on social media into a new era.

You’re a strategist and a writer first, as comfortable shaping a quarterly channel strategy and jumping into a trending format the same afternoon, and you love staying close to the work. Reporting to our Brand Marketing Lead, you’ll partner closely with marketing leadership, brand creative, content, comms, product marketing, partnerships, and a small, talented social team. 

What you will do:

• Own organic social channel strategy end to end: the place where millions of people meet our brand for the first time. Set the platform vision, audience goals, and content pillars that support Headspace’s brand and business objectives.
• Lead Headspace’s voice on social. Concept and write the hooks, captions, scripts, and series that help people through life’s wobbles, and protect voice and tone in partnership with the brand creative team.
• Tell the story of a digital product. Show how Headspace fits into people’s everyday lives, turning expert insight and research into content that feels useful, human, and trustworthy.
• Lead monthly editorial planning. Bring themes, evergreen series, cultural moments, and cross-functional priorities together into one channel calendar, and choose focused, brand-defining work over volume.
• Serve as the organic social channel lead for campaigns. Develop social-first concepts, lead brainstorms, and build content plans and measurement for key campaigns and brand-partner collaborations.
• Drive cultural participation. Keep a finger on the pulse of platform trends, algorithm shifts, and cultural moments, moving beyond reactive trendjacking toward intentional cultural relevance.
• Grow community engagement. Design formats that invite participation, turn social listening and comment insights into future content, and test new approaches to deepen engagement. Co-own escalation protocols and safe-messaging standards for sensitive conversations.
• Set the quality bar. Give final review for craft, voice, and brand consistency, so the grid looks as good as it reads.
• Drive social analytics and reporting. Own the quarterly social report and partnership benchmarks, turn performance data into clear recommendations, and partner on a small organic boosting budget.

What you will bring:

Required Skills:

• 7+ years of experience in social media strategy and content.
• Exceptional copywriting skills: you write in a brand’s voice, not a template’s.
• Strong creative strategy: you develop social-first ideas that ladder up to business goals, and you can sell them to senior stakeholders.
• Proven end-to-end ownership of a brand’s organic social channel, with measurable audience, engagement, or brand impact. Deep fluency in Instagram, TikTok, and Threads, working literacy in LinkedIn, and experience with tools like Sprout Social, Meta Business Suite, and AI tools in creative workflows.
• Demonstrated horizontal leadership: experience leading through influence and guiding the work of peers, freelancers, or internal teams — and an appetite to grow into people leadership over time. Excellent communication and relationship-building skills; thrives in cross-functional, fast-moving environments.
• Short-form content craft: you’ve concepted and scripted platform-native video that performed.
• Experience with AI-powered tools to drive efficiency, creative impact, and audience resonance.
• Strong analytical instincts: you turn channel data into specific, actionable recommendations.
• Sound editorial judgment on sensitive topics: you know how to talk about mental health with care, and when not to post at all.
• A genuine belief in Headspace’s mission of a world where everyone is kind to their mind.

Preferred Skills:

• Experience at a consumer health, wellness, or tech brand.
• Experience telling the story of a digital product and its impact on people’s lives, without a physical product to show.
• Campaign, product marketing, or content marketing experience.
• A strong visual eye for craft and grid.
• Working knowledge of organic-to-paid mechanics.
• Comfortable on camera, or skilled at directing talent.
• Experience with creator partnerships or UGC.

Location:
This role is open to candidates based in the United States, with a preference for the San Francisco Bay Area.

*The range below reflects base, variable, and equity for this role.

This is a starting point, not a ceiling — once someone joins and proves they're outlier talent, we adjust quickly to make sure their compensation matches their impact.

Job titles may span more than one career level, so actual pay depends on skills, qualifications, experience, location, and market demand, among other factors. The range reflects base salary plus any variable, bonus, or sales incentives, and our estimate of the value of private company stock options where applicable. It's subject to change, and future stock value isn't guaranteed. Sword also offers additional benefits beyond total compensation.