Social Media Lead

London, GB

About us 

Go City is transforming the way people see and experience the world’s greatest destinations.  We give our customers total flexibility to choose the experiences, tours and activities they want to visit at incredible savings.  

Backed by highly successful Private Equity firm Exponent and headquartered in Covent Garden, London the business is highly profitable with over 3 million+ customers globally. We have ambitious plans to leverage these capabilities to drive the business’ continued growth. Go City are excited for like-minded, problem-solving individuals to join the team and make their mark on our future. 

We listen to our customers, our partners and our team, to help improve our business every day.  And that’s where you come in! For more information and a sneak at our product take a look at 

About the role  

Title Social Media Lead 

Full time  


London (hybrid) 2/3 days a week in the office  

Reports to VP Global Brand Marketing 

Direct Reports: Influencer Marketing Manager (London-based); Social Content Creator, EMEA (London-based); Social Content Creator, AMER (US-based) 

Summary of the role but also what our team are up to:  

We are seeking a bright, talented and strategic Social Media Lead to join our team and shape the way we communicate our exciting products to the world. If you are currently in a Head of Social Media, Social Manager, Community Manager or Senior Social Media Manager role looking for a step up, and you have awesome experience and knowledge of the US sightseeing market, then we’d love to hear from you. 

What will you be responsible for /helping us to do?  


Social Strategy: 

  • Manage and lead a lean social team, developing internal talent by working with them to set and implement vision, strategy, and best practices to drive demand generation, growth, engagement, and brand perception across all social platforms. 
  • Develop and lead the overall organic social strategy for the business in collaboration with the paid media team (for paid social and affiliates) and the brand team to stimulate Go City’s revenue opportunities 
  • Shape the narrative around the Go City proposition, ensuring a compelling and industry-leading voice in the travel and tourism sectors covering both B2B and B2C – Facebook, Instagram, TikTok, LinkedIn, Pinterest and more. 


Creative Social Campaigns & Execution: 

  • Create and own a Go City Social Media Toolkit for content creation, content curation, UGCs, social engagement, community management and influencer marketing as well as promotional and marketing activities and calendars. 
  • Plan, draft, edit and execute impactful organic social content of varying formats from static creatives to infographics, demo videos and live streaming covering our product offerings and various ideas within the realm of sightseeing that truly speaks to the end customer.  
  • Collaborate with the design and paid media teams to deliver on paid social strategy, campaign set up and execution 
  • Ensures solid tracking and reporting of organic social results that lead to website conversions and revenue. 


Community Management: 

  • Lead efforts to deepen engagement with our audience, fostering a strong and active online community by interacting with our customers and strategically responding to feedback. 
  • Experience in handling customer feedback, working with the PR team on crisis management, providing guidance to the customer service team, managing online discussions, and building earned brand loyalty. 
  • Keep your finger on the pulse of social trends and happenings, FIT traveller culture, new social platforms, and the competitive landscape 


Influencer Marketing: 

  • Oversee the influencer marketing strategy and execution  
  • Collaborate with both the PR and Affiliate marketing teams to expand our reach through influencer, blogger, and vlogger outreach. 
  • This also includes internal brand advocates, building on employee advocacy within the Go City family, encouraging engagement across employee platforms as well as LinkedIn and the like. 
  • Assist in identifying influencer talent, conducting influencer outreach, creating briefs, negotiating contracts and delivering on earned influencer content and campaigns globally. 
  • We support a culture where Health and Safety, Wellbeing and Personal Data at work are important. We are all adults, which means we expect the same in return. Each of us plays our part looking out for ourselves, each other, our Partners and our customers every day. 
  • Commitment to live and breathe our Company values in the delivery of your role and responsibilities. 


As you can see, this role covers a wide range of responsibilities, but we know that our People are more than just their job description. We are a team here at Go City which means there will be plenty of opportunities to stretch your thinking, expand your knowledge and make a contribution to the wider business not reflected here. 


What skills do you have that are essential in this role?  


  • Bachelor’s degree in Digital Marketing, Media, Entertainment, Communications, Public Relations, Marketing, or related field. 
  • At least 7 years of experience working in the following industries is a plus: travel, ecommerce and media with a B2C scope. 
  • Proven experience in a senior social media role, with a track record of developing and executing successful social strategies and obtaining solid business growth – community engagement, traffic and revenue for consumer brands 
  • Exceptional written and verbal communication skills; proficiency of a second language is a plus 
  • A strategic, creative thinker with the ability to generate innovative story ideas and influence decision making, possessing a flair for visual aesthetics and storytelling that pushes boundaries. 
  • A deep-seated grasp of contemporary social media trends, algorithms, and best practices. 
  • Familiarity with social analytics tools for performance tracking   
  • Exemplary written and verbal communication skills, with the ability to craft compelling and disruptive content. 
  • Ability to thrive in fast-paced environments, trouble shoot challenges, adapt to changing priorities, and never shying away from being hands-on. 
  • Possess strong emotional intelligence with experience in managing external agencies and collaborating with cross-functional teams globally. 
  • Proactive, excellent organizational and project management skills. 
  • Energy and passion for new experiences. We love sightseeing, you should too! 


 The all-important perks: 

  • Competitive market rate salary
  • Enhanced Pension Contributions
  • Life Assurance
  • Annual leave - 25 days per year + Bank Holidays
  • Buy Annual Leave scheme (up to 5 days each year)
  • Floating bank holiday
  • Upgraded Family Leave
  • Flexible and Hybrid working
  • Work from Anywhere for up to 4 weeks per year
  • Dedicated time for personal professional development each month
  • Personal Learning Budget
  • Access to Mental Health First Aiders
  • Annual Explorer Passes allowance 
  • EAP providing access to counselling, finance support etc
  • Cycle to Work Scheme
  • Simplyhealth Cashplan


We are committed to our stance as an Equal Opportunity Employer in line with inclusivity being one of our 6 core company values. We welcome and encourage applications from all backgrounds and uphold the highest standards in our ways of working, whether at application or promotion stage. All of our Colleagues are responsible for upholding these values and ways of working.



Why Join Us You Say?

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