Social Media Marketing Manager

Social Media Manager

Pay Range: $87,600.00 - $144,000.00

About the role

The Social Media Manager is responsible for shaping and executing Bio-Techne's social media strategy across customer-facing brands. This position serves as a key cross-functional partner, collaborating closely with Product Marketing and Content Marketing, Corporate Communications, Creative, Marketing Operations, Analytics, SEO and SEM teams to help guide social-first storytelling approaches and promote social media best practices.

Key Responsibilities

• Social Media Strategy and Governance
• Collaborate with Product Marketing, Content Marketing, Corporate Communications, Brand and business stakeholders to shape and execute enterprise social media strategies that align with business objectives and audience needs
• Serve as the subject matter expert for social media strategy, platform best practices and social content optimization, helping guide stakeholders in adopting effective social media approaches
• Own channel roadmaps and lead strategic channel initiatives, partnering with stakeholders to prioritize and execute high-impact opportunities
• Partner with stakeholders to coordinate social content planning, governance and calendar management across brands and platforms
• Build social media frameworks that support engagement, awareness and thought leadership objectives
• Govern social channel standards, publishing processes and platform optimization
• Monitor and share insights on competitor activity, social trends and industry best practices

Content Amplification, Thought Leadership & Brand Authority

• Influence content development through audience insights, platform expertise, performance data and emerging social media trends
• Develop content distribution plans that increase visibility, engagement and content reach across priority audiences
• Support the enterprise employee advocacy strategy and own program governance, enablement and performance measurement
• Expand social media employee advocacy and thought leadership initiatives across brands and business units
• Support creating programs that strengthen brand credibility, expertise and authority across digital ecosystems
• Partner with SMEs, Product Marketing and Corporate Communications to expand Bio-Techne's thought leadership presence across social, community and emerging discovery platforms

AI Visibility

• Closely with SEO and Content teams to improve visibility within AI-powered search experiences
• Incorporate GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) best practices into social media content strategies
• Create playbooks and best practices that connect social signals, content authority and AI discoverability
• Support testing and measurement of AI visibility initiatives

Community & Audience Engagement

• Help build programs that strengthen customer engagement and community participation
• Partner with stakeholders to identify opportunities for meaningful customer interactions
• Monitor community health and engagement trends and share insights and recommendations with stakeholders

Team Leadership & Vendor Management

• Lead, coach and develop a small team of social media professionals
• Establish priorities, allocate resources and remove obstacles to enable successful execution of social media initiatives
• Manage relationships with social media platform partners
• Partner with vendors to identify new opportunities, optimize performance and incorporate industry best practices

Measurement & Insights

• Define KPIs and reporting frameworks for social performance and AI visibility efforts
• Deliver actionable insights and recommendations to stakeholders
• Tie back performance to actions and determine next steps to drive results
• Measure contribution to brand authority, engagement, audience growth and discoverability
• Support development of dashboards and performance reporting