Responsibilities

• Deliverables: An audience growth plan and its execution for 350.org's global social media channels (Instagram and Facebook) among US-based audiences, aligned with the KPI targets outlined below. A dedicated growth project for the 350 Action US Instagram account, aimed at reaching the 10,000-follower target outlined below. At least one message-testing project focused on energy affordability, connected to and informing the Great Power Shift campaign. A final set of recommendations, delivered by the end of the contract, covering: priority audience segments, key messages to prioritize going forward, and practices to continue, based on data and insights gathered throughout the assignment. Key Performance Indicators: Growth of 20% in the US-based following of 350.org's global Instagram and Facebook pages, especially within the age segment of 25 - 45 years old. Growth of the 350 Action US account to 10,000 followers. Increased engagement rate (likes, comments, shares, saves, video views, click-through rate on Linktree and petition links) among US-focused posts on global pages. Improved conversion rate on calls-to-action (e.g., petition sign-ups, sign-ups via Linktree) attributable to US-targeted content and advertising. Benchmarking will be conducted at the start of the assignment. Main Duties include: Strategy and Content Localization: Develop and execute a US-audience social media growth strategy aligned with global campaign priorities and organizational KPIs. Adapt global campaign narratives, key messages, and creative assets for US audiences, calibrating tone, cultural framing, and format while maintaining brand consistency with the organization's global voice. Produce at least 15 content pieces per month across all channels, including short-form video, copy, and visual content optimized for US audiences, applying platform-specific best practices (aspect ratios, captioning, hook structure, posting cadence, content trends) for distribution across the organization's global Instagram and Facebook channels, as well as the 350 Action US account. Develop a content review protocol, with criteria and workflow for assessing incoming global content for risk of underperformance or cultural misalignment with US audiences. Apply the protocol to review each piece of content as it comes in (approximately 5 pieces per week), providing feedback within 24 hours of submission. Coordinate with global communications colleagues on audience segmentation, content production, and publishing schedules. Apply geolocation and audience segmentation protocols when publishing US-specific content, to preserve relevance for non-US followers on shared global channels. Liaise with Digital Engagement and Global Social Media colleagues to localize and adapt CTAs for the US audience context. Audience Insight and Evaluation: Analyze engagement and growth metrics for US-based followers (including reach, impressions, engagement rate, follower growth rate, and audience retention) using platform analytics and social listening tools. Submit findings and recommendations to the Global Social Media team. Deliver proactive and timely content strategy recommendations and outputs, based on ongoing monitoring of US cultural discourse, platform algorithm updates, creative trends, and emerging social/media narratives. Design and interpret A/B and message testing protocols targeted at US audiences, using statistically sound sample sizes and control variables. Track performance against growth KPIs and iterate tactics based on data analysis. Advertising: Set up, manage, and evaluate paid awareness and growth advertising campaigns (e.g. Meta Ads) to support follower growth objectives. Optimize ad targeting parameters, budget allocation, bidding strategy, and creative assets based on performance metrics including CPM, CPC, CTR, conversion rate, and ROAS (return on ad spend). Monitor cost-efficiency indicators (CPA, cost-per-follower) and advise budget allocation across campaigns/ad sets to maximize return on investment, with approval from the Global Communications Director. Crisis Communication: Support the global communications team in developing and executing crisis communication protocols relevant to US audiences and platforms. Monitor for reputational risk indicators or fast-moving situations requiring rapid-response content.

Requirements

• Senior-level experience in social media strategy, with a demonstrated track record of driving measurable audience growth.
• Tech-savvy, with proven experience adapting content and strategy to platform algorithm changes and evolving creative trends, leveraging these shifts to drive performance improvements.
• Hands-on experience creating and publishing content for Instagram and Facebook, including copy, graphics, and short-form video production. Proficiency with Canva.
• Experience setting up, managing, and evaluating paid social advertising campaigns, with fluency in core performance metrics (CPM, CTR, CPA, ROAS, conversion rate).
• Proficiency with audience insight and social listening tools (e.g. Google Trends/Insights, Junkipedia, Brandwatch or similar) to inform content and strategic decisions.
• Proven senior experience in crisis communication and rapid response situations.
• Strong analytical skills, with the ability to translate performance data into actionable strategy and concrete content outputs.
• Strong writing skills in English, with demonstrated ability to adapt tone and voice across audience segments.

Preferred

• Spanish as a secondary language.