What are the responsibilities and job description for the Social Media & Influencer Manager position at Lane Boots?
About Lane Boots:
Lane Boots is a bold, fashion-forward women's Western boot brand rooted in handcrafted quality and modern style. Based in Dallas since 2007, we design boots for women who live an expressive, active life — at rodeos, festivals, weddings, work, and everywhere in between. Known for our iconic Blue Bottoms and standout designs, we sell direct-to-consumer at laneboots.com, through wholesale, and in brick-and-mortar. We partner with some of the biggest names and events in Western culture — including the Houston Livestock Show and Rodeo and Megan Moroney — and we're building something genuinely exciting. If you love boots, storytelling, and fashion, this is the place.
About the Role:
We're looking for a creative, organized, and deeply online Social Media & Influencer Manager to own our social presence and influencer program. You'll be the driving force behind how Lane Boots shows up on Instagram, TikTok, Pinterest, and Facebook — building community, creating content, and managing the relationships that help grow our brand.
This role is hands-on: you'll shoot and edit content, manage influencer partnerships end-to-end, and track performance with the same rigor you bring to creative. You'll work closely with leadership on brand storytelling, events, and campaigns. This isn't a "post and ghost" role — we want someone with a genuine point of view on what Lane Boots should look, sound, and feel like online.
What You'll Do:
Social Media
- Manage and post to Instagram, TikTok, Facebook, and Pinterest — consistently and on-brand
- Shoot and edit original content (photo and video) for all platforms
- Own reactive social: comments, DMs, trending audio, and cultural moments
- Develop and execute content calendars aligned to product launches, campaigns, and key events
- Drive measurable follower growth and engagement across all channels
- Report on KPIs weekly and monthly, identifying opportunities to improve performance
Influencer Program
- Manage all existing influencer relationships — communication, gifting, content approvals, and payments
- Identify and vet new influencer talent aligned with Lane Boots brand values and target customer
- Build and manage incentive structures for the influencer program (affiliate, commission, gifting tiers)
- Oversee the influencer budget and track spend against results
- Source micro-influencer content for use in paid social ad creative
- Identify monthly collaboration, micro-influencer, and paid influencer opportunities and present recommendations to leadership
Events & Brand Support
- Attend and create content at key brand events including the National Finals Rodeo (NFR) and Houston Livestock Show and Rodeo
- Support photoshoots, brand trips, and campaign activations as needed
- Collaborate with the broader marketing team on brand storytelling, product launches, and seasonal campaigns
What We Are Looking For:
- 2–4 years of experience in social media management, influencer marketing, or a closely related role
- Demonstrated ability to create content yourself — you shoot, edit, and post with confidence
- Strong understanding of what performs on Instagram and TikTok, including Reels, trending audio, and short-form storytelling
- Experience shooting and editing videos for organic social
- Experience managing influencer relationships and programs, including budget oversight
- Data-informed: you know your metrics and can connect content decisions to performance outcomes
- Highly organized with the ability to manage multiple projects and relationships simultaneously
- Genuine enthusiasm for Western lifestyle, fashion, or the boot/country music world — a major plus
- Comfortable representing the brand in-person at events and on camera when needed
What We Offer:
- Base Salary Dependent on Experience
- Annual performance bonus up to $5,000 based on KPI targets
- Health insurance with 50% of premium funded by Lane Boots
- 2 Free Pair of Boots Per Quarter
- Two weeks paid time off plus seven federal holidays
- Company laptop and equipment
- Hybrid schedule — WFH Wednesdays; in-person Mon/Tue/Thu/Fri at our Arlington, TX office
- Front-row seat at some of the biggest Western lifestyle events in the country
- A close-knit team that moves fast and genuinely loves what we're building