Mission: Building Better Lives
Values:
- Bold: Confidently representing the organization.
- Collaborative: Recognizing the value of others, allowing the best solution to rise to the top.
- Grit: Relentlessly pursuing success despite obstacles.
- Respectful: Considering others and their situations while giving them the benefit of doubt.
- Positive Optimism: Choosing to be a productive part of the solution.
Position Description:
Our brand is looking for a creative, highly organized Social Media Specialist to own and manage our day-to-day social presence across all platforms. This person will be responsible for social content planning, shooting content, posting, community engagement, social monitoring, and performance reporting. You should be equally strong in trend-based content, storytelling, accuracy, and consistent execution. You understand what makes content convert and how to translate product benefits into scroll-stopping moments. You understand that social media is not only about posting content, but also about monitoring conversations, responding to engagement, identifying risks, and protecting the brand in real time. You understand that the role is bigger than just social media and develop dynamic content that extends to in branch, digital signage, and long format content to feed our website education hub and YouTube channel. You work closely with the creative and marketing team to pressure-test ideas, bring trend intelligence and competitive context to the table, and drive the thoughtfulness behind every concept before it reaches the Head of Content. Your value is measured by how sharp, strategically grounded, and culturally relevant the team’s output becomes because of your influence.
Essential Functions:
Organic Social Strategy and Channel Ownership
- Define and own and execute the full organic social strategy across all platforms — including LinkedIn, Instagram, Facebook, TikTok, YouTube and emerging channels — determining where the organization invests its social presence, what content performs on each platform, and how organic social supports the broader brand and growth objectives.
- Establish and govern social KPIs, performance baselines, and measurement frameworks — including follower growth, engagement rate, share of voice, and contribution to paid media efficiency — holding the channel accountable to defined brand and business outcomes.
- Lead the social channel roadmap, driving capability improvements, content calendar optimization, and emerging format adoption.
- Partner directly with the paid digital media team to develop a holistic approach to paid and organic social.
- Serve as the organization's subject matter expert for organic social, staying ahead of platform algorithm changes, industry developments, and competitive social strategies in the financial services space.
- Contribute directly to enterprise brand strategy, providing strategic perspective on social's role in brand building, audience development, and long-term paid media efficiency.
- Own daily social monitoring and community management across all active platforms, including comments, DMs, tags, mentions, collaboration requests, partner posts, reviews, spam, and third-party content referencing the organization. Respond, route, hide, report, document, or escalate items appropriately and in a timely manner.
Content Development and Editorial Oversight
- Lead the development and governance of the social content framework, defining voice, tone, format, frequency, and audience targeting standards across all divisions and all active platforms.
- Lead the development of required content that extends beyond social, including but not limited to – educational videos, long format video, corporate and partnership content, digital in-branch content, branch monument signage content.
- Partner with the creative and marketing team members to ensure social content is grounded in the brand messaging framework and adapted appropriately for each platform and audience.
- Own and enforce community management standards, ensuring social interactions reinforce brand voice, build genuine audience relationships, and reflect the organization's values.
- Drive content innovation by piloting new formats, platforms, and storytelling approaches that advance social capability and brand engagement.
- Manage editorial governance, quality, and publishing accuracy across all social activity, ensuring content follows established review and approval workflows before publishing and maintains brand consistency, content quality, compliance requirements, and stakeholder approvals
Performance Measurement and Optimization
- Own the social performance measurement framework, tracking organic reach, engagement, follower growth, and contribution to downstream brand health and paid media efficiency.
- Develop and deliver regular performance reporting for marketing leadership, translating social data into strategic recommendations and investment decisions.
- Lead a structured content testing agenda — including A/B testing across format, copy, creative, cadence, and audience variables — using results to drive systematic performance improvement.
- Conduct ongoing competitive social analysis, tracking peer and industry social strategies and identifying opportunities to differentiate and strengthen the organization's social presence.
- Maintain and socialize a learning log that captures test outcomes, codifies best practices, and ensures insights are systematically applied across all social activity.
Cross-Functional Collaboration
- Lead cross-functional partnerships with Paid Media, Creative, Digital, PR, Foundation and Compliance to advance organic social performance and capability.
- Partner with paid media and performance marketing teams to ensure organic social strategy complements paid social investment and contributes to overall media efficiency and reduced cost per impression.
- Collaborate with PR, Foundation and Business leads to amplify earned media and executive thought leadership through social channels.
- Incorporate brand health and awareness data into social strategy decisions, connecting organic social performance to the broader brand measurement system.
- Partner with Legal and Compliance to ensure all social content meets regulatory requirements without sacrificing authenticity or engagement, proactively managing risk across a complex, multi-platform environment.
- Uses independent judgement and discretion to make decisions.
- Analyzes and resolves problems.
Additional Accountabilities
- Perform special projects, and additional duties and responsibilities as required.
- Assist with the planning, coordination, setup, execution, and follow-up of marketing-supported events, ensuring brand consistency and a positive member and employee experience.
- Manage branded promotional item inventory, including tracking stock levels, organizing supplies, coordinating reorders, and supporting distribution for events, branches, and internal requests.
- Maintain organized files, templates, captions, storyboards, content calendars, platform notes, vendor contacts, and process documentation.
- Consistently adheres to regulatory and compliance policies and standards linked to the job as listed and complete required compliance trainings. Accountable to maintain compliance with applicable federal, state and local laws and regulations.
