Associate Director of Social Media Strategy

The Associate Director of Social Media Strategy is a dynamic position responsible for leading and overseeing the social media presence of Embry-Riddle Aeronautical University, ensuring the University's message and brand are communicated effectively across digital platforms. This leadership role requires a strategic and creative mindset with the ability to design and execute innovative initiatives that align with University goals and enrollment priorities. Reporting to the Director of Digital Strategy, the Associate Director manages social media specialists and student assistants on the Daytona Beach and Prescott campuses while collaborating with internal and external partners, senior leadership and enrollment deans.

This role is responsible for developing and executing a cohesive social strategy across Facebook, Instagram, X, LinkedIn and TikTok. The strategy includes maintaining a content calendar for proactive campaign planning, creating initiatives that move beyond sharing news and developing campaigns designed to drive engagement, awareness and prospective student interest.

A key priority is ensuring that each campus and the University maintain distinct and authentic social personas tailored to their audiences and recruitment goals while aligning under a unified Embry-Riddle brand identity. This includes upholding visual standards across platforms, collaborating with Creative on campaign templates and working with Multimedia to develop consistent photography and videography styles.

To be successful, the Associate Director must stay ahead of trends in higher education social media, applying best practices and innovative approaches to keep Embry-Riddle's presence relevant and impactful. The role requires expertise in analytics, data-driven strategy, paid and organic campaign development and short-form storytelling, with the ability to measure performance against key indicators and deliver strategies that advance enrollment and brand goals.

Key Responsibilities:

• Leads the development and execution of a cohesive social media strategy across all University platforms, designing campaigns that drive awareness, engagement and enrollment outcomes while aligning with institutional goals and staying ahead of industry trends.

• Maintains distinct and authentic social personas for each campus while upholding a unified University brand identity, collaborating with Creative and Multimedia teams on graphics, templates and photography standards, and managing a robust content calendar for proactive planning.

• Oversees and mentors a team of social media specialists and student assistants across multiple campuses, providing direction, training and support while ensuring daily operations, projects and campaigns are delivered accurately and on time.

• Monitors, analyzes, and reports on social media performance using native platform tools and third-party dashboards, leveraging data to optimize campaigns, measure ROI and provide regular updates to leadership and stakeholders.

• Serves as the primary liaison between the social media team and internal or external stakeholders, collaborating with admissions, marketing, academics and athletics to align priorities and maximize the University's digital impact.

• Leads the University's social media response during sensitive or crisis situations, coordinating with University Communications and leadership to ensure timely, appropriate and brand-aligned messaging that safeguards reputation.

Perks Await You at Embry-Riddle!

• Health Benefits: Experience comprehensive medical, dental, and vision coverage, along with wellness programs that include preventive care and fitness memberships. Our flexible spending and health savings accounts simplify managing healthcare costs. Join a workplace that prioritizes your health-because your journey to wellness should be rewarding! Buckle up for a healthier, happier you!

• Tuition Coverage: Get 100% tuition coverage for yourself for one undergraduate and one graduate degree, and discounted rates for your spouse and dependent children up to age 26.

• Retirement Contributions: ERAU contributes an annual 6% gift of your base salary to your retirement plan and offers a 4% matching contribution, with no vesting period.

• Generous Time Off: Generous Time Off: Relax with 18 days of personal leave in your first year. Enjoy 9+ paid holidays, including the day after Thanksgiving and the week between Christmas Eve and New Year's Day.

Required Education and Qualifications:

• Bachelor's Degree in Marketing, Communications or other related field.

• 1+ years of leadership experience required (prefer within Social Media Management).

• 3+ years of experience in social media management, preferably in higher education or a similar industry.

• Strong knowledge of social media best practices and platform algorithms.

• Strong project management skills and ability to multitask in a fast-paced environment.

• Experience with social media analytics and reporting tools.

• Preferred experience with Hootsuite or other social media management software.

• Ability to communicate design ideas and solutions clearly and effectively to teams/stakeholders.

• Ability to make sound editorial decisions and judgment calls based on prospective student recruitment lifecycle as well as university policies and goals.

• Must have the ability to effectively manage multiple tasks and competing priorities.

• Must be a self-starter with the ability to work independently and collaboratively.

• Excellent written and verbal communication skills, and knowledge of AP style writing practices.

• Team player with strong work ethic.

Working Conditions:

• Standard office environment: This position may require working additional hours outside of the normal work week for events, special occasions, crisis/emergency situations, etc.