Director, Social Media

Job Title 

Director, Social Media

Job Description

For more than 80 years, Kaplan has been a trailblazer in education and professional advancement. We are a global company at the intersection of education and technology, focused on collaboration, innovation, and creativity to deliver a best-in-class educational experience and make Kaplan a great place to work.

The future of education is here and we are eager to work alongside those who want to make a positive impact and inspire change in the world around them.

The Director, Social Media position leads and oversees the organic social media marketing efforts for the Kaplan North America (KNA) products. This position will be responsible and accountable for developing strategic marketing initiatives to build Kaplan’s social media presence, driving brand awareness to students and customers through platforms like Facebook, Instagram, TikTok, and YouTube.

Primary/Key Responsibilities

Leadership and Management

• Manage and coach a team of social media managers, specialists and creators to align with the KPIs required to drive brand awareness, product marketing support, and expanding social media audiences. 
• Act as educator and Social Media expert with leadership to showcase the value of social media, translate performance data and update on industry trends and direction.
• Lead and foster the overall brand impact on social media through initiatives like expanding on external thought leadership, driving large partnerships, and obtaining beneficial, innovative tools and practices. 
• Drive thoughtful and data backed strategies across all social channels, providing guidance on product and channel priorities with student and educators’ needs in mind.

Content & Strategy

• Understand audiences across multiple communities, create a content strategy that provides value, encourages customers to engage with the content, and increase UGC.  
• Execute initiatives to expand brand’s digital presence and reach, including but not limited to partnerships, user generated content, leveraging influencers and sweepstakes. 
• Build and maintain social media communities and humanize the Kaplan brand in social media spaces, engaging in dialogues, providing resources, and answering questions. 
• Provide and lead management team in innovative and trend focused initiatives beneficial for the brand.

Data & Reporting 

• Create weekly, monthly and quarterly reporting to share key social media metrics and insights with various stakeholders.  
• Work closely with the product marketing team to gather inputs and involve social media in campaign planning and execution. 
• Manage multiple projects simultaneously to support community engagement, growth and internal initiatives. 
• Monitor, listen and respond to users on daily basis, conduct online advocacy and delight customers with encouragement to increase positive brand awareness. 

Minimum Qualifications

• Bachelor’s Degree in Business
• 7+ Years of experience promoting and driving brand awareness around a legacy brand and fostering a multi-channel strategy.
• Social landscape and marketing analytical skills, able to interpret multiple data sets to identify trends
• Strong proficiency with social media platforms, social media management platforms (Sprout Social, Hootsuite, etc), Influencer platforms (Minisocial, Tagger, etc), Google Suite, MS Word, Excel, PP, Canva.
• Creative and innovative thinker with a growth mindset 
• Intermediate skills in Photoshop or a design platform. 
• Excellent people and management skills to interact with staff, colleagues and cross-functional teams, and third parties.

Preferred Qualifications

• 5+ Years in Social Media Management
• At least 3 Years in People Management

We offer a competitive benefits package including:

Remote work providing flexible work/life balance
Comprehensive Retirement Package automatically enrolled in The Company Contribution Plan (8-10% annual company contribution based on tenure)
Our Gift of Knowledge Program provides tuition assistance and substantial discounts for our employees and close family members