Manager, Social Media Growth & Engagement

The Social Media Growth & Engagement Manager

The Social Media Growth & Engagement Manager will lead the strategic direction, execution, and integration of SHRM’s social media efforts across membership, content, events, and product marketing. This role is central to connecting the dots between organic and paid social, leveraging social as a key driver of brand engagement, demand generation, and audience growth.

This individual will work cross-functionally with demand generation, paid media, content, and product teams to develop audience-centric social strategies that drive measurable business outcomes. The ideal candidate is a storyteller, strategist, and innovator who understands how to create compelling social experiences that inspire, educate, and convert.

This position follows a hybrid work schedule, requiring in-office presence three days per week and remote work two days per week. Core work hours will be designated by the department. The office environment includes a standard workstation setup with collaborative spaces, while remote work requires a reliable high-speed internet connection and a suitable home workspace.

Key Responsibilities

• Oversee the creation, execution, and distribution of high-impact social content that resonates with SHRM’s diverse audiences.
• Work closely with the content teams to amplify SHRM research, reports, and thought leadership.
• Partner with membership teams to develop social campaigns that increase engagement, retention, and acquisition.
• Cultivate community engagement strategies that drive authentic conversations and long-term brand advocacy.
• Collaborate with the paid media team to ensure seamless alignment between organic and paid social strategies.
• Work closely with demand generation teams to leverage social for lead generation and conversion-driven initiatives.
• Develop targeted campaigns that support event registrations, product adoption, and membership growth.
• Use data and audience insights to optimize paid and organic strategies for maximum impact.

Executive Social Media Management

• Partner with third-party vendors and agencies to strategically manage executive social media platforms, ensuring consistent thought leadership, audience engagement, and brand positioning.
• Oversee the development and execution of executive social content, working closely with internal stakeholders to align messaging across platforms.
• Implement a strategic vision for how SHRM executives engage on social media, ensuring alignment with broader organizational goals.

Performance Tracking & Optimization

• Track and analyze key social metrics, leveraging data to refine strategies and improve performance.
• Translate insights into actionable recommendations that drive growth and engagement.
• Provide regular reports on campaign effectiveness, audience insights, and social’s contribution to business goals.
• Conduct A/B testing and content experiments to improve engagement and conversion rates.

Industry Best Practices & Innovation

• Establish best practices, governance, and brand consistency across SHRM’s social ecosystem.
• Stay ahead of industry trends, platform innovations, and emerging digital strategies to optimize SHRM’s presence.
• Identify opportunities for collaborations with industry influencers, partners, and thought leaders to expand SHRM’s reach.

Qualifications

• 7+ years of social media strategy, digital marketing, or growth marketing experience, preferably in a B2B2C, membership-driven, or content-focused organization.
• Experience in executive social strategy, influencer engagement, and thought leadership amplification.
• Experience collaborating with content, membership, and product marketing teams to create integrated campaigns.
• Proficiency in social media analytics, performance tracking, and audience insights tools (Sprout Social, Google Analytics, etc.).
• Strong understanding of paid media strategy and demand generation, with experience collaborating on campaigns.
• Deep understanding of LinkedIn, Facebook, X, Instagram, YouTube, and emerging social platforms.
• Proven ability to develop and execute multi-channel social strategies that align with business objectives.
• Excellent storytelling skills, with the ability to craft compelling narratives that resonate with diverse audiences.

Work Environment & Physical Requirements

• Prolonged periods of sitting at a desk and working on a computer.
• Frequent use of hands and fingers for typing, handling documents, and using office equipment.
• Occasional standing, walking, bending, and reaching.
• Ability to lift and carry up to 30 pounds as needed.
• Clear verbal and written communication skills.

Learn more here