Responsibilities

• 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 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.
• 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.

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

• Experience with advocacy, campaigning, or nonprofit communications.
• Spanish as a secondary language.