Senior Social Strategist and Community Manager (Hispanic/Latino Community)

11 Jul, 2021


Senior Social Strategist and Community Manager (Hispanic/Latino Community)

Washington, DC

Business Unit Description

AARP is the nation’s largest nonprofit, nonpartisan organization with a membership of nearly 38 million that helps people 50+ turn their goals and dreams into ‘Real Possibilities’ by changing the way America defines aging. Integrated Communications and Marketing is a multimedia, service-focused operation that leads in shaping the impression of AARP by providing communications planning, marketing, support and execution for AARP’s strategic business units.


Drives strategic social media and brand objectives that deliver measurable results. Develops and executes social content strategy, with a focus on the Hispanic/Latino  community. Assists with the development of social content and manages the calendar and delivery of content onto the social platforms. Collaborates enterprise-wide to ensure growth in key social media metrics, in line with overall goals.


  • Provides strategic guidance on social media content tied to AARP issue areas and enterprise strategy priorities.
  • Assists in the development and implementation of social media content, from initial concept to actual scheduling/posting of content on the social platform.
  • Manages day-to-day relationships with internal business unit(s) day-to-day, including but not limited to our Multicultural, Strategic Communications and Editorial teams.
  • Provides valuable strategic communications, as needed to proactively share ideas, opportunities, and best practices on a regular basis.
  • Executes/implements social scheduling, copywriting, and publishing to platforms.
  • Drafts social copy that effectively communicates and engages AARP’s audience across multiple platforms. Translates, as necessary.
  • Maintains the AARP brand voice on established and emerging social platforms.
  • Drives brand equity.
  • Engages prospects, members, and influencers (e.g., AARP communities) and regularly reports on progress.
  • Grows key metrics and provides reporting in line with AARP’s overall social media goals and strategy.
  • Analyzes content performance and provides constructive guidance to better engage communities.
  • Serves as the primary liaison with the social creative team (in-house and agency) with respect to the social media calendar.
  • Maintains the AARP brand voice on established and emerging social platforms.
  • Supports AARP’s mission in social media.
  • Grows brand champions and partners with influencers, if/when appropriate.
  • Works with the social response/customer care team, as appropriate.
  • Manages budget allocation and ensures that project objectives are met on time and within budget.
  • Stays current on industry trends and technological developments; applying thought leadership and learning to AARP’s social media initiatives, as appropriate.


  • Completion of a Bachelor’s degree in Marketing, Communications, Journalism, or a related discipline (advanced degree preferred) and 5-8 years of experience in developing and implementing social media strategies for a variety of clients at an agency or large, complex organization. Previous social media management experience is required, including social content and community management.
  • Paid media management is a plus. Previous multicultural marketing work experience. Bilingual in Spanish.
  • Demonstrates a strong ability to manage/implement social content strategy and engage/grow communities.
  • Demonstrates a strong ability to develop and manage social content for multiple stakeholders and audiences.
  • Deep expertise in social media copywriting for large organizations and/or brands.
  • Demonstrates an ability to use data, analytics, and audience metrics to measure and drive growth.
  • Possesses a strong client service orientation and account management skills.
  • Mastery of third-party scheduling tools, such as Sprinklr, Hootsuite, Spredfast, and third-party project management tools, including Air Table and Asana.
  • Demonstrates excellent understanding of, and ability to work within, organizational politics, networks, and a matrix management system.
  • Exceptional written and verbal communication skills in both English and Spanish, with strong presentation skills and attention to detail.
  • Demonstrates strong interpersonal skills (e.g., listening, negotiating, facilitating, managing conflict, flexibility), with exceptional ability to foster solid business relationships.
  • Demonstrates a strong working knowledge and understanding of social communications platforms, blogs, microblogs, mobile, user-generated sites, etc.
  • Displays a proven track record of working with distributed teams and freelance resources.

Compensation and Benefits

AARP offers competitive benefits with a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition; tuition reimbursement; among others. Visit for more information.

As a result of the COVID pandemic, all interviews will be held virtually and all non-essential employees will continue to work remotely until further notice.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture.  AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.

Learn more here

Job posted: 2021-07-11