Social Media and Digital Strategy Manager

About the role:

The Social Media and Digital Strategy Manager plays a pivotal role in shaping the digital presence and driving the success of marketing and communication initiatives for one of the world's most iconic destinations, the World Trade Center (WTC). Reporting to the WTC Marketing and Communications Manager, this position requires a seasoned professional with the expertise to strategize, execute, and oversee innovative digital campaigns that amplify brand visibility, enhance customer engagement, and strengthen relationships with internal and external stakeholders. The Manager will lead efforts to support high-profile events, creative activations, and integrated marketing strategies, ensuring all initiatives align with the strategic vision of the WTC Department and the Customer Experience (CX) Program.

Portfolio showcasing past social media campaigns, content creation, and digital marketing initiatives is required. 

Responsibilities:

Social Media Monitoring, Engagement, and Content Creation (35%)

• Monitor and engage with audiences across social media platforms (e.g., Instagram, Twitter, Facebook, Threads) to ensure prompt responses to inquiries, comments, and direct messages.
• Leverage tools like Hootsuite and Brandwatch for streamlined monitoring, engagement, and reporting.
• Create and manage content for WTC’s social media, email campaigns, and other forms of digital communication.
• Develop and execute social media campaigns aligned with WTC’s marketing goals, focusing on audience engagement, brand awareness, and customer loyalty.
• Incorporate user-generated content (UGC) and community engagement into campaigns to foster connections.
• Ensure compliance with brand guidelines and approval processes, as outlined in the Website/Social Content Approval SOP.
• Stay informed of emerging platform features, tools, and trends, providing regular updates and recommendations to internal teams to enhance strategy and campaign performance.
• Maintain an organized and up-to-date content calendar and status sheet to ensure timely execution of social media activities and alignment with broader marketing campaigns.

Marketing, Promotions, and Licensing Support (25%)

• Collaborate with the Marketing Manager and stakeholders to implement marketing campaigns promoting the WTC campus.
• Assist in creating marketing collateral, including copywriting, design coordination, and content for digital and traditional media.
• Research and benchmark industry trends, recommending enhancements to marketing strategies.
• Work with vendors to track creative timelines, print production, and digital promotions.
• Attend and participate in events as needed, capturing real-time content, and supporting on-the-ground engagement to amplify event visibility and enhance audience interaction.
• Support licensing program initiatives and collaboration with Intellectual Property (IP) Agent and Law group.

Customer Service and Communications (20%)

• Respond to Salesforce inquiries, public feedback, and social media mentions in alignment with the Salesforce SOP.
• Address customer concerns and operational issues through real-time digital communication.
• Collaborate with operations teams to provide updates on pathway closures, construction, and safety concerns.
• Draft and schedule operational notices and emergency updates for social and digital platforms.
• Support crisis communication strategies for WTC events by coordinating with internal teams like Security and Media.
• Develop and execute email communication strategies to enhance customer engagement and promote the WTC campus.

Data Analysis, Reporting, and Administrative Support (20%)

• Track and analyze customer engagement, sentiment, and issue resolution metrics from social media and feedback portals.
• Develop monthly and quarterly reports highlighting feedback trends, campaign performance, and actionable insights.
• Monitor and report on the performance of licensing program initiatives, including key metrics and growth opportunities.
• Maintain and update internal systems, including CRM tools, events calendars, and analytics dashboards.
• Assist with budget tracking, procurement processes, and preparing reports/presentations for internal and external audiences.