Responsibilities

• 50% Organic Social Media Content Ownership & Community Management - Develop and implement a comprehensive organic social media strategy in alignment with brand voice, marketing priorities, and business objectives.
• Create and manage editorial calendars to develop tailored content strategies for both brand-level and local social media channels.
• Plan, create, and schedule high-quality, consistent content across brand and local social media channels (e.g., Facebook, Instagram).
• Manage day-to-day community engagement, responding to comments, messages, and inquiries in a timely, professional manner.
• Track and analyze performance metrics (e.g., engagement, reach, follower growth) to optimize content.
• Partner with internal teams to align social content with broader digital and marketing strategies.
• Curate user-generated content to support national content needs.
• Support social platform administration, including access, troubleshooting, and day-to-day operational needs.
• Contribute to content templates, guidelines, and tools to support consistent execution across locations.
• 30% Reputation Management, Crisis Response & Public Relations - Lead external crisis communication processes in partnership with our agency and internal teams to address potential resort issues or emergencies, including scripting, media response, and social responsiveness.

• Monitor media and social channels for brand sentiment and escalate risks as needed.
• Support the execution of PR strategies that strengthen brand visibility and reputation, including identifying and activating media and influencer opportunities.
• Draft and edit press materials, including press releases, media pitches, and blog content in partnership with the agency.
• Coordinate with internal teams and agency partners to ensure consistent, on-brand messaging.
• Track and report on public relations performance, including media coverage and campaign impact.
• Develop internal communication materials as the SME for organic social and PR, including Go Fetch pages, posts, and training materials/sessions to maintain transparency and provide best-in-class education across the company.

• 20% Field Marketing Enablement & Integrated Campaign Support - Lead marketing and social media training for the New Site Leader Program, delivering foundational social media knowledge along with education on content strategy, platform best practices, and brand-aligned execution, while developing decks and resources to equip site leaders for local execution.
• Provide guidance for local community marketing initiatives by managing site-level ticket requests related to events, partnerships, and community efforts, and supporting resorts through planning and execution.
• Contribute to internal resources and training materials to strengthen field marketing capabilities.
• Execute integrated campaigns across social media and public relations channels and support campaign toolkits and develop resources to enable consistent local execution.

Requirements

• Bachelor's degree in Public Relations, Communications, Marketing, Journalism, or related field.
• 3–5 years of experience in social media management and/or public relations, ideally in a similar industry (e.g., pet, retail, consumer goods, travel, etc.).
• Strong working knowledge of leading social platforms (Facebook, Instagram, TikTok, YouTube, Pinterest), including platform-specific formats and best practices.
• Hands-on experience creating social content from concept through execution.
• Experience using social scheduling, analytics, and creative/design tools (e.g., Sprout Social, Adobe Creative Suite, Canva, or similar).
• Understanding social performance metrics and the ability to translate insights into content optimization.
• Crisis communication and reputation management experience.
• Creativity in content development and strategy.
• Excellent written and verbal communication skills, with the ability to tailor messaging to different audiences (from field level to executive level).