Marketing Content Manager, Social Media

Summary

The Marketing Content Manager, Social Media manages the strategy, planning, production, and day-to-day operations of the United Way of Greater St. Louis social media presence and related digital engagement processes. As the primary owner of social media content, the person in this role will manage operations across United Way of Greater St. Louis and its family of brands, including United Way 2-1-1 and the Volunteer Center. The Marketing Content Manager develops and maintains content calendars, campaign workflows, publishing standards, platform strategies, and performance reporting processes that strengthen brand awareness, build meaningful community connections, and move audiences toward volunteerism, advocacy, event participation, and giving.

General Responsibilities:

• Manage the social media strategy, platform priorities, and day-to-day content operations for United Way of Greater St. Louis and its family of brands.
• Own and maintain the social media content planning process, including editorial calendars, campaign timelines, platform priorities, approvals, and publishing workflows.
• Establish and maintain social media standards, best practices, and operating processes that support brand consistency, accessibility, engagement, and campaign alignment.
• Oversee the planning, development, publishing, and distribution of social media content, including written copy, graphics, photography, video, and campaign assets.
• Manage short-form video content strategy and production workflows for Instagram Reels, TikTok, YouTube Shorts, and emerging platforms, including concepting, scripting, filming, editing, publishing, and performance optimization.
• Manage the use of AI-enabled, design, and marketing technology tools, including Canva, Adobe Express, Microsoft Copilot, and similar platforms, to improve content workflows and maintain brand standards.
• Manage social media community engagement processes, including monitoring comments, messages, mentions, and conversations to ensure timely, appropriate, and brand-aligned responses.Coordinate podcast production and editing workflows in partnership with internal stakeholders and external partners as needed.
• Manage social listening and trend monitoring processes, including industry trends, regional news, online conversations, and community sentiment, to identify engagement opportunities and support reputation management.
• Develop and manage audience engagement strategies that move social media followers toward volunteerism, advocacy, event participation, digital fundraising, and charitable giving.
• Establish performance benchmarks, monitor KPIs, and prepare reports evaluating audience growth, engagement, conversion, and campaign success.
• Translate audience behavior, campaign performance, and engagement insights into recommendations that strengthen content strategy, paid and organic performance, and audience conversion.
• Evaluate, test, and recommend emerging digital platforms, features, and content formats to expand reach among younger and underrepresented audiences.
• Serve as the internal social media process lead and subject matter resource on digital marketing technologies, platform trends, content standards, and engagement best practices.

Knowledge, Skills and Abilities:

• Minimum three years of relevant experience managing social media, digital content, marketing communications, or related content operations
• Bachelor's degree in journalism, marketing, communication, public relations, or similar field
• Strong project management, analytical, organizational, and process management skills
• Strong interpersonal and stakeholder management skills, including the ability to coordinate priorities and collaborate effectively across organizational levels
• Proficiency in Microsoft Suite and experience using digital collaboration, planning, and reporting tools
• Experience managing social media publishing and performance tools, including Meta Business Suite and Google Analytics
• Availability to attend evening and weekend events to capture content as needed
• Proficiency using Canva and Adobe Creative Suite preferred, with the ability to guide content quality, design consistency, and efficient asset production
• Strong eye for design, visual storytelling, photography, videography, and platform-appropriate creative execution
• Comfortable appearing on camera for social media content and representing the brand in a professional, mission-aligned manner
• Understanding of audience conversion strategies, donor engagement, volunteer recruitment, digital fundraising principles, and campaign journey development
• Hybrid work environment w/flexible options
• Non-traditional work hours: evenings and weekends as needed
• Travel: Less than 30%, meetings and events within United Way's 16-county region
• Must have valid driver's license and reliable transportation or access to reliable and available transportation