Director, Digital Content & Social Media (Association Office)

The Director of Digital Content and Social Media will lead the organization’s digital storytelling and social media content strategy.

Job Description

The YMCA of Greater New York is here for all New Yorkers — to empower youth, improve health, and strengthen community. Founded in 1852, today the Y serves a diverse population of more than half a million New Yorkers who learn, grow, and thrive through programs and services at our 24 branches. Community is the cornerstone of the Y. Together, we connect active, engaged New Yorkers to build stronger communities.

To help fulfill our mission, we cultivate a culture of learning, leading, and collaboration to enhance community impact. Through our talented staff and “LEAP” career framework (Leadership, Empowerment, Accountability, Personal Growth), we are committed to a people-first approach that fosters trust, inclusion, growth, and development for all.

The YMCA of Greater New York Association Office is seeking a Director of Digital Content and Social Media who will lead the organization’s digital storytelling and social media content strategy. This role is responsible for shaping the Y’s voice across digital platforms, enhancing brand visibility, and driving engagement to support membership growth, program participation, and philanthropic efforts.

Qualifications

• Bachelor’s degree with at least ten (10) years of digital and/or social media marketing experience, preferably with at least two (2) years in a leadership role. Or equivalent work experience.
• Minimum of five (5) years of professional experience working with social media management and reporting platforms.
• Minimum of five (5) years of professional content creation experience
• An understanding and passion for audience development and engagement.
• Strong interpersonal skills and experience working across different teams to inform and produce content.
• A strong attention to detail in both written and visual contexts and an “always on” sense of urgency.
• Highly creative individual with enthusiasm for conceptualizing and implementing programs that bring the brand to life at the AO and local levels.
• An eye for great photography and the ability to write pithy, call-to-action copy that is appropriate for social media.
• Proven ability to engage, connect, and build an audience across multiple channels.
• Ability to interpret analytics, communicate results, and formulate strategy.
• Excellent written/verbal communication and time management skills.
• Deep understanding of and proficiency in all social media platforms (e.g., Instagram, Facebook, LinkedIn & Twitter/X, TikTok).
• Knowledge of content and social media analytics, experience working with social media management tools such as Sprout Social.
• Strong project management skills, including managing deadlines and objectives and delivering analysis and recommendations.
• Ability to work flexible hours, occasionally weekends and evenings.
• Must be a self-initiator.
  
  

Essential Functions

• Evolve and elevate YNYC’s social storytelling through both evergreen brand-driven and timely campaigns in partnership with the Association Office and branch marketing and membership colleagues.
• Be responsible for shaping and maintaining brand voice consistency across digital platforms.
• Develop an overall organic social media strategy, audience growth plan, and measurement/KPI framework focusing on Instagram, Facebook, LinkedIn, TikTok, and Twitter/X.
• Collaborate with the marketing team on creating social media campaigns to support larger brand marketing initiatives to drive growth, reach, and engagement.
• Establish and maintain efficient workflows for content creation, review, and publishing.
• Provide support to YMCANYC branches on social media content planning and creation to ensure brand consistency and quality control.
• Oversee management of the social media content calendar, including crafting and implementing effective content marketing strategies to reach and engage qualified external and internal audiences.
• Manage internal social media ambassador programs – identifying and collaborating with internal staff on content creation and execution across YMCANYC social channels on program development and reporting on program successes.
• Report on content performance and optimize strategy based on findings.
• Lead and mentor a social media community manager.
• Oversee the ideation, planning, scheduling, and publishing of day-to-day social postings across all channels.
• Analyze and present social media insights.