Manager, Social Media

POSITION SUMMARY
The Manager, Social Media (Organic) leads the development and execution of organic social media strategies across all campaigns and institutional priorities. This role translates overarching marketing objectives into platform specific content strategies that drive audience growth, engagement, brand affinity, and measurable revenue impact, including ticket sales.
This is a hands-on role responsible for both strategic leadership and day-to-day execution, while building the foundation for scalable organization growth. The Manager, Social Media serves as the organization’s organic social subject matter expert and a key partner to Advertising (Paid Media), Public Relations, Creative, and internal stakeholders to ensure social media is fully integrated into campaign execution and organizational storytelling.
ESSENTIAL JOB FUNCTIONS/RESPONSIBILITIES
Social Media & Content Strategy
• Lead the development and execution of a comprehensive organic social media strategy across all campaigns and always-on brand initiatives
• Translate campaign briefs and marketing priorities into platform-specific content strategies, including messaging, cadence, and channel approach
• Ensure social media is fully integrated into campaign planning and contributes to overall marketing and revenue objectives
• Identify opportunities to leverage cultural moments, trends, and timely content to increase relevance, reach, and engagement
• Identify, coordinate, and collaborate on opportunities to partner with creators and influencers in partnership with internal teams to extend reach, enhance cultural relevance, and support campaign and revenue objectives
Content Planning, Development & Execution
• Manage the organic social content calendar across all platforms, ensuring consistent, high-quality, and strategic content distribution
• Lead day-to-day channel management, including publishing, scheduling, and real-time content execution, partnering closely with Creative teams (copywriters, designers, videographers, project managers) to develop compelling content optimized for each platform and messaging aligned with brand standards and campaign goals
• Lead, contribute to, and execute the creation of social content and copy in partnership with Creative teams, ensuring all outputs are aligned with brand voice, campaign objectives, and platform best practices
• Partner with the Advertising team to align organic and paid efforts, share insights, and support integrated campaign execution to maximize impact across channels
• Provide clear directions and briefs to guide content development, ensuring alignment with audience behavior and platform best practices
• Demonstrate a strong understanding of and respect for production, artist, and venue protocols, including backstage access, rehearsal and performance boundaries, and content capture limitations; ensure all content aligns with approvals, rights, and established theater etiquette
• Ensure all content reflects brand standards and storytelling while supporting performance goals, including audience growth, engagement, and conversion
Performance, Optimization & Revenue Impact
• Define, track, and report on key performance indicators (KPIs) including engagement, reach, traffic, conversion support, and contribution to revenue (e.g., ticket sales)
• Analyze content and campaign performance to generate actionable insights and continuously optimize strategy
• Leverage data to refine content approaches, improve audience engagement, and increase effectiveness/conversion across platforms
• Partner with Advertising (Paid Media) team to align organic and paid strategies, maximizing campaign performance and return on investment
Community Management & Engagement
• Lead and execute community management across platforms, ensuring timely, thoughtful, and brand-aligned engagement
• Monitor audience sentiment, conversations, and feedback to proactively manage and enhance brand reputation
• Maintain a consistent and authentic brand voice across all interactions, including high-volume and event-driven periods
• Identify opportunities to foster deeper audience connection and encourage ongoing engagement and loyalty
Team Development & Operational Scalability
• Contribute to building a sustainable, high-performing social media operation that can support increasing campaign volume and complexity
• Establish and refine workflows for content planning, creation, approvals, publishing, and performance reporting to support efficient, high-quality execution
• Support onboarding, mentorship, and direction of interns and future social media/marketing colleagues
• Identify tools, resources, and processes needed to scale the organic social media function effectively as the organization grows
Profess