Senior Manager, Social Media

Social Media Strategy & Leadership

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.

Content Planning & Community Engagement

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.

Influencer & Partnership Strategy

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.

Performance Measurement & Optimization

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.

Team Development & Cross-Functional Collaboration

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.

Innovation & Trendspotting

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.

Supervisory Responsibilities

This role will supervise one or more direct reports and/or agency partners.