What are the responsibilities and job description for the Director Social Media and Engagement position at Children's National Hospital?

The Director Social Media and Engagement is responsible for brand development through social media. The Director identifies target customers, sets clear objectives, builds an effective content strategy to engage the audience, increase traffic and boost conversions. Leads the strategic planning, development, execution, and measurement of all social media marketing efforts. Conducts market research to identify trends, opportunities and threats in the social media landscape and evaluate emerging channels.

The following information aims to provide potential candidates with a better understanding of the requirements for this role.

The Director collaborates with other departments including as marketing, strategic communication, digital strategy and foundation to ensure that the social media efforts are in line with the overall business objectives for the hospital, foundation and brand identity. Additionally, manages and mentors a team of social media specialists and collaborate with editors, designers, and influencers.

This role requires a visionary leader who is both creatively and analytically driven, capable of elevating our brand presence, engaging diverse audiences, and driving business results through innovative social media strategies.

M inimum Education

Bachelor's Degree in marketing, communications, or a related field (Required)

Master's Degree (Preferred)

Minimum Work Experience

12 years proven experience in social media management (Required)

2 years experience in leadership role and / or managing a social media team (Required)

Required Skills / Knowledge

Strong understanding of social media platforms, tools, and best practices.

Proficiency in digital marketing tools and platforms (Google Analytics, HubSpot, Sprout etc.)

Exceptional written, and verbal communication skills.

Excellent analytical skills and the ability to interpret data to drive decision-making

Demonstrated ability to develop and execute successful social media strategies.

Proficient in social media analytics and reporting.

Experience with paid social media advertising.

Creative thinker with a passion for staying ahead of industry trends.

Strong leadership and team management skills.

Ability to thrive in a fast-paced, dynamic, entrepreneurial environment; ability to exercise flexibility and good judgment in complex situations

Preferred Qualifications :

Experience working in both healthcare and non-healthcare industries.

Experience working with in a multi-channel environment.

Knowledge of SEO, web traffic metrics, and digital marketing principles.

Familiarity with graphic design and video editing software.

Functional Accountabilities

Strategy Development

Develop and implement a comprehensive social media strategy that aligns with the overall marketing and communications objectives.
Identify and leverage emerging social media trends, platforms, and technologies to keep the brand at the forefront of the industry.

Content Creation and Management

Oversee the creation, curation, and management of engaging, high-quality content across all social media channels.

Collaborate with internal teams (e.g., design, content, PR) to ensure consistent brand messaging and visual identity.

Campaign Management

Plan and execute social media campaigns that drive brand awareness, engagement, and conversions.

Monitor, analyze and optimize campaign performance, adjusting strategies as needed to achieve desired results.

Community Engagement

Build and nurture relationships with social media influencers, brand advocates, and key audience segments.

Ensure the team responds to comments, messages, and inquiries in a timely and professional manner.

Influencer Engagement

Develop and manage an influencer engagement strategy to amplify brand messaging.

Identify and collaborate with relevant influencers to create authentic and impactful partnerships.

Reputation Management and Crisis Communications

Monitor and manage the brand’s online reputation, addressing any negative feedback or misinformation promptly and effectively.

Develop and execute crisis communication plans to mitigate potential social media crises, ensuring rapid and appropriate responses.

Support an on-call rotation for social media monitoring outside of normal business hours as part of the organization’s crisis communications function.

Analytics and Reporting

Utilize social media analytics tools to track and report on key performance metrics.

Provide actionable insights and recommendations to improve performance and achieve business goals.

Team Leadership

Lead, mentor, and develop a high-performing social media team.

Foster a collaborative and innovative team culture that encourages creativity and continuous improvement.

Compliance and Governance

Ensure all social media activities comply with legal and regulatory requirements.

Develop and enforce social media policies and guidelines to maintain brand integrity and reputation.

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