Senior Director of Social Media

• Directly oversees a team of Social Media Coordinators to establish social media strategy for the university. Manages the creative use of content development, project assignments and engagement strategies on university and enrollment social channels. Oversees social media governance and policy for the university community ensuring brand cohesion and adoption of best practices. Reviews content for accuracy, strategic alignment, timeliness and creative execution to a high standard.
• Identifies creative and strategic ways to build Pacific's visibility and enhance its reputation through the innovative use of social media platforms, content and storytelling. Develops, socializes and implements strategies and plans for University Strategic Communications, student life and enrollment strategy social media. Works collaboratively with other key departments, such as athletics, on collaborative initiatives that elevate the brand.
• Works together with multiple teams of communicators, graphic designers, photographers, web developers, writers, and marketers etc. to plan and implement creative campaigns that deeply resonate with a wide variety of audiences. Creates new and adapts existing content, in collaboration with the president, senior leaders and colleagues across the university, for the university's signature internal and external communications efforts that encompasses the weekly newsletter, annual Pacific Magazine, high-level internal announcements, annual publications and reports, collateral for key events including Homecoming, Commencement, Week of Welcome, etc., university-wide email blasts, and a variety of print and digital communications.
• Implements social listening to identify audience sentiment among various stakeholder audiences specific to the University - including students, alumni, faculty, staff, community members and more. Performs research audits, messaging analysis and social media data analysis to extract insights and implement content optimizations and inform content and channel strategies. Keeps key stakeholders informed on performance, trends and topics of interest. Establish goals and benchmarks for KPIs on social media and makes recommendations for content optimization. Assists the CCO with creating reports.
• Deep understanding of best practices with online community management and development. Monitor conversations and trends in social media (and respond when appropriate), assessing opportunities for, and threats to, the advancement of the University's reputation. Grows the community engagement with the brand.
• Develops and manages a student intern program for social media content development and supports student development. Manages student workloads and provides feedback loops to staff and students on content development, social media management and metrics and analytics. Reviews content for accuracy and ensures strategic alignment of student projects.
• Supports social media adverting strategy. Works together with marketing copyrighters, ad developers and buyers to craft, review and manage ad campaigns. Understands and can work on ad management platforms (Meta, LinkedIn, Google), with ad buy vendors and understands and manages ad budgets, reporting and processing results.
• Manages and maintains social media governance for the university. Establishes best practices for university social media use on all main social media platforms and emerging platforms. Maintains a university social media group for sharing of best practices, general coordination and ongoing social media training and best practice trainings.
• Stays abreast of and puts into practice ever-changing social media accessibility, inclusivity and cultural competency standards. Plays lead role in development of university editorial style standards, staying abreast of industry best practices and editorial style guide updates. Helps train employees throughout the university on editorial style, accessibility functions and provides consultation and guidance on maintaining editorial style.
• Supports the Chief Communications Officer and colleagues across the university in developing social media messages, community management response and other communications related to reputational issues/crisis communications managing highly-confidential information with sensitivity.
• Performs other related duties as assigned or requested.

• Bachelor's Degree in communications, journalism or other related field.
• Ten (10) years of experience in a social media communications related role.

• Two (2) years of supervisory or management experience.
• Demonstrated experience establishing social media strategy, including use of photos, video, social media and text to tell brand stories.
• Familiar with project management software (such as Asana, Hootsuite) and strong experience using social media platforms (Meta, TikTok, LinkedIn, YouTube, Discord, etc.) and the Adobe Creative Suite.
• Experiencing managing and developing a team of social media professionals, including student interns.
• Experience working with senior level leaders including presidents, vice presidents, senior leaders.
• Excellent command of the English language, including grammar, writing, presentation and verbal communications, specifically AP style. Excellent storytelling, proofreading and editing skills.
• Experience in planning, writing, editing and managing and measuring content for digital communication campaigns.
• Strong critical thinking, analytical and problem-solving skills.
• Strong interpersonal and active listening skills, professional demeanor and an exceptional level of organization and attention to detail.
• Ability to multi-task in a deadline-driven environment.
• Positive attitude.
• Experience and sensitivity in working with people of diverse backgrounds and cultures.
• Demonstrated experience in advancing social justice, equity, and inclusion in a university setting.
• Ability to engage and integrate culturally responsive practices and knowledge in their work.

University of the Pacific is an affirmative action and equal opportunity employer dedicated to workforce diversity. In compliance with applicable law and its own policy, Pacific is committed to recruiting and retaining a diverse faculty and staff and does not discriminate in its hiring of faculty and staff, or in the provision of its employment benefits to its faculty and staff on the basis of race, color, religion, national origin, ancestry, age, genetic information, sex/gender, marital status, military and veteran status, sexual orientation, medical condition, pregnancy, gender identity, gender expression, or mental or physical disability.