Responsibilities

• Lead the execution of an integrated social media strategy aligned with Minnesota PBS’s mission, brand, organizational priorities, audience goals, and membership/fundraising objectives.
• Develop platform-specific strategies that define target audiences, content pillars, formats, publishing cadence, and desired outcomes for each channel.
• Translate annual marketing plans and organizational priorities into social media editorial calendars, content plans, and campaigns.
• Use audience insights, platform data, research, cultural trends, and emerging behaviors to identify opportunities to reach and grow priority audiences.
• Develop and execute social media campaigns supporting programming, premieres, digital series, station initiatives, events, fundraising, membership, and brand priorities.
• Conceptualize, produce, and edit original, platform-native content from idea through execution, including short-form vertical video, graphics, and written content.
• Develop and manage influencer and creator strategy, including opportunities to leverage staff, community partners, and external creators as brand ambassadors.
• Manage the social media budget and prioritize opportunities based on audience value, organizational objectives, available resources, and expected impact.
• Own day-to-day management of primary social media platforms, including Facebook, Instagram, Threads, TikTok, YouTube, LinkedIn, and emerging platforms as appropriate.
• Manage content scheduling, publishing, optimization, monitoring, and community engagement across platforms.

Requirements

• Bachelor’s degree in marketing, communications, journalism, digital media, or a related field, or equivalent combination of education and work experience.
• 5+ years of progressively responsible experience developing and executing social media strategies in a complex, fast-paced environment.
• Demonstrated experience developing end-to-end social media strategies, from audience and content planning through production, publishing, measurement, and optimization.
• Proven ability to develop compelling, platform-native content, including short- and mid-form vertical video, graphics, photography, and written content.
• Demonstrated on-camera experience creating social and digital content, with the ability to communicate naturally and effectively on camera.
• Experience developing and optimizing YouTube and short-form video content.
• Experience managing integrated campaigns involving multiple stakeholders, priorities, and deadlines.
• Experience with social media management and analytics platforms such as Sprout Social, Meta Business Suite, and comparable tools.
• Strong hands-on video editing skills, with experience using tools such as Adobe Premiere Pro, CapCut, or comparable platforms; experience with Canva and motion graphics tools.
• Strong writing, storytelling, editorial judgment, and visual content skills.

Preferred

• Experience working in public media, media, entertainment, nonprofit, or another mission-driven organization.
• Experience developing audience growth strategies for digital or media brands.
• Experience developing or managing influencer, creator, or ambassador programs.
• Experience using paid social media to support audience growth, engagement, website traffic, or conversion goals.
• Experience using emerging social platforms, AI tools, and new technologies to improve content development, audience engagement, and workflow efficiency.
• Strong organizational and time management skills. Able to multitask in a fast-paced, time-sensitive production environment.
• Excellent written, verbal, and interpersonal communication skills.
• Ability to work collaboratively and communicate effectively with all team members.
• Commitment to advancing Inclusion, Diversity, Equity and Accessibility (IDEA) priorities within the organization.