Luckin Coffee · 3 weeks ago
Social Media Specialist (TikTok & Video Production)
NYC Metro Area
Full-time
Onsite
Entry, Mid LevelLuckin Coffee is expanding its U.S. brand team and seeking a Social Media Specialist who excels in short-form video creation for TikTok and Instagram Reels. This role involves content creation, social media channel management, and supporting paid social initiatives to shape Luckin’s U.S. brand identity.
CoffeeFood and BeverageRetail
Responsibilities
Produce frequent TikTok and IG Reels videos featuring products, stores, NYC culture, and trends
Shoot, edit, script, and publish content end-to-end
Create content that feels native to the platform: humor, POVs, transitions, street interviews, “day-in-the-life”, product reviews
Conduct TikTok-style street interviews (“man-on-the-street” videos) to capture NYC voices and reactions to Luckin
Capture content during store openings, sampling events, campus activations, and partnerships
Leverage AI tools (Runway, Pika, HeyGen, Midjourney, Descript, CapCut AI) to accelerate video creation
Use AI to generate scripts, variations, captions, thumbnail ideas, and editing enhancements
Build an efficient, fast-moving content engine using automation and tech leverage
Manage daily posting on TikTok, Instagram, YouTube Shorts
Maintain the monthly content calendar aligned with product launches, holidays, and marketing campaigns
Engage with community comments, creators, and relevant NYC trend accounts
Maintain asset libraries and ensure all content meets Luckin’s brand aesthetic
Work with the Growth team to support paid social campaigns
Develop creative assets for performance ads (multiple hooks, variations, short clips)
Understand creative performance basics to optimize videos for acquisition
Help test and iterate creative across platforms
Monitor weekly performance: views, engagement rate, watch time, follower growth
Identify what formats perform best and why
Prepare monthly reports with actionable insights
Recommend new content angles based on data patterns and audience behavior
Communicate Luckin’s U.S. brand positioning through compelling content
Produce videos featuring product recipes, taste reactions, and behind-the-scenes moments
Highlight value messaging, flavor innovation, and “smart luxury” positioning
Support new store openings with high-volume content output
Qualification
Required
Strong portfolio showcasing TikTok, Reels, or Shorts content (applications without a portfolio will not be considered)
Ability to independently shoot and edit short-form videos
Strong understanding of coffee culture and Gen Z content style
Experience conducting on-camera TikTok-style street interviews
Experience using AI tools for content generation or editing
Fast execution skills; ability to produce content same-day
Deep love for coffee and interest in coffee culture
Excellent English writing and storytelling skills
Familiarity with TikTok Analytics, IG Insights, and basic social metrics
Preferred
Experience producing content for consumer brands
Background in food, lifestyle, beverage, or retail content
Photography or light motion graphics skills
Company
Luckin Coffee
Luckin Coffee is a tech-driven retail model designed to provide coffee and other products.
Founded in 2017
1001-5000 employees
Funding
Current Stage
Public CompanyTotal Funding
$1.58BKey Investors
Centurium CapitalBlackRockGIC
2022-01-27Acquired
2021-04-16Post Ipo Equity· $250M
2020-01-10Post Ipo Equity· $775.83M
Recent News
2026-01-16
2026-01-16
The Motley Fool
2025-12-24
Company data provided by crunchbase