Responsibilities

• Lead the development, oversight, optimization, and long-term evolution of Pace University’s enterprise social media ecosystem across institutional, school, and college channels, ensuring alignment with university priorities, brand standards, enrollment initiatives, and academic reputation-building goals.
• Oversee the day-to-day social media strategy, publishing approach, audience engagement, and content direction for Pace University’s primary institutional social media accounts, including Instagram, TikTok, LinkedIn, YouTube, Facebook, and emerging platforms.
• Supervise and mentor the Associate Director of Social Media and Social Media Content Manager, providing leadership, strategic direction, editorial oversight, and professional development support.
• Guide the development of platform-native storytelling strategies, including short-form vertical video, photography, graphics, trend-responsive content, live event coverage, and community-focused digital storytelling optimized for social audiences.
• Oversee and guide a centralized ecosystem of student content creators and contributors, ensuring content quality, creativity, platform optimization, and alignment with institutional messaging and standards.
• Develop and execute integrated social media campaigns that support university-wide initiatives, academic storytelling, admissions and enrollment marketing, thought leadership, events, and executive visibility.
• Collaborate closely with the Web, Editorial Content, Internal Communications, Media Relations, and Creative teams to coordinate messaging, align campaign strategies, and amplify institutional storytelling across digital channels.
• Partner with school, college, and departmental communicators to provide strategic guidance on social media best practices, governance, audience engagement, content optimization, and platform strategy while maintaining consistency across university-affiliated channels.
• Monitor emerging social media trends, audience behaviors, platform updates, and evolving digital storytelling formats to identify opportunities for innovation, audience growth, and increased engagement.
• Oversee social listening, community engagement, and issue monitoring efforts, including the identification and escalation of reputational concerns, sensitive conversations, and emerging issues impacting the University.

Requirements

• Bachelor’s degree in communications, marketing, digital media, journalism, public relations, or related field required; master’s degree preferred.
• At least seven years of professional experience in social media, digital communications, marketing, public relations, or related fields, including experience leading social media strategy for a complex organization or brand.
• Demonstrated experience developing and managing enterprise social media strategies across multiple platforms, including Instagram, TikTok, LinkedIn, YouTube, Facebook, and emerging channels.
• Strong understanding of audience behavior, platform trends, digital storytelling, community engagement, and content optimization strategies.
• Experience leading integrated social media campaigns that support brand awareness, audience engagement, enrollment, thought leadership, and reputation-building goals.
• Strong visual storytelling instincts and a demonstrated understanding of video-first content strategies, including short-form vertical video and platform-native content creation.
• Experience managing, mentoring, and developing communications or social media professionals and content creators.
• Working knowledge of social media analytics, listening, and management platforms, including Meltwater or similar tools.
• Exceptional communication, writing, editing, presentation, and relationship-building skills.
• Experience working collaboratively across multiple stakeholders and departments within a matrixed organization.

Preferred

• Master’s degree preferred.
• Higher education experience preferred.

Benefits

• Medical, vision and dental insurance for preventive care or diagnostic and surgical procedures as well as an incentivized medical plan waiver option for those who choose not to participate (FT Employees).
• Income protection in the event an employee is not actively at work, due to illness (FT Employees).
• 403B investment opportunity to save toward financial security in retirement (PT and FT Employees).
• Programs and services that assist in balancing work and personal life (PT and FT Employees).
• Educational opportunities for the employee and eligible members of their family to pursue a degree at Pace or another higher education institution (PT and FT Employees).
• Opportunity for faculty and staff to participate in Pace’s award-winning health and wellness program, Pace Yourself to Wellness, which is designed to inspire employees to engage in healthy habits while optimizing health care resources (PT and FT Employees).
• Discount purchase plans for everything from entertainment, shopping and travel (PT and FT Employees).