Senior Manager, Social Media

Responsibilities

• Develop and execute a comprehensive social media strategy aligned with brand positioning, campaign goals, and guest engagement objectives.
• Lead platform-specific strategies for Instagram, Facebook, LinkedIn, Reddit, TikTok, YouTube, Pinterest and emerging channels.
• Define and evolve the brand voice and visual identity across social platforms.
• Partner with Brand and Creative teams to ensure storytelling consistency and high-quality content production.
• Oversee editorial calendar planning, including campaign launches, seasonal promotions, and real-time engagement.
• Lead community management strategy, ensuring timely, empathetic, and brand-aligned responses across platforms.
• Identify and activate user-generated content (UGC) and brand advocates to amplify reach and authenticity.
• Collaborate with Guest Services and onboard teams to surface real-time moments and guest stories.
• Build and manage influencer and creator partnerships to drive awareness and engagement.
• Negotiate contracts, oversee content deliverables, and measure ROI of influencer campaigns.
• Partner with PR and Sales to align influencer efforts with media outreach and trade initiatives.
• Define KPIs including engagement rate, follower growth, reach, sentiment, and conversion metrics.
• Lead monthly and quarterly reporting, providing insights to leadership and cross-functional teams.
• Use analytics tools (e.g., Sprout Social, Meta Business Suite, Google Analytics) to optimize content and audience targeting.
• Manage and mentor social media team members, including coordinators and agency partners.
• Lead cross-functional workshops to educate internal teams on social media best practices and trends.
• Collaborate with Paid Media to ensure organic–paid synergy and maximize campaign performance.
• Stay ahead of platform updates, algorithm changes, and emerging content formats.
• Pilot new tools and approaches (e.g., AI-generated content, social commerce, live streaming).
• Act as the internal champion for social media innovation and audience-first storytelling.