Social Media Manager

• Own Mia’s organic social strategy across Instagram, TikTok, Facebook, YouTube, and emerging platforms
• Develop distinct strategies for national, location, and surgeon accounts
• Establish content pillars, creative concepts, recurring series, and platform-specific strategies
• Maintain a recognizable, culturally relevant, and differentiated brand voice
• Use performance data and trends to identify content, formats, and creators to scale or adjust
• Lead and develop Mia’s social media and influencer marketing organization
• Establish roles, workflows, accountability, and performance expectations
• Manage social leaders and support location-based teams
• Build processes for content planning, approvals, publishing, analytics, and account governance
• Own influencer strategy, including creator selection, partnerships, compensation, deliverables, and performance standards
• Develop relationships with influencers, creators, patient ambassadors, and strategic partners
• Track influencer performance, including engagement, leads, consultations, deposits, procedures, and ROI
• Establish KPIs and dashboards for account, content, employee, location, surgeon, and campaign performance
• Monitor reach, engagement, video performance, follower growth, inquiries, leads, consultations, and booked procedures
• Translate social performance into recommendations and action plans
• Partner with CRM, paid media, sales, and analytics teams to improve patient-acquisition attribution
• Identify high-performing organic content for paid-media and other marketing channels
• Partner with content production teams on creative priorities, briefs, and deliverables
• Ensure shoots generate reusable assets for social, paid media, email, SMS, and patient education

Director, Social Media – Influencer Marketing

• Oversee social media strategies and management and reporting of vendor-implemented strategies
• Provide direction for social media strategy, including SEO/GEO best practices and audience engagement across social platforms
• Design audience-building and social engagement strategies using performance-based and earned media tactics
• Create an annual social media content calendar aligned with MarComm planning
• Monitor higher education social media trends, platform updates, and digital communication best practices
• Manage social media monitoring tools and analyze share of voice and social listening
• Develop actionable reporting for social media and influencer-related content and communicate insights to internal stakeholders and leadership
• Analyze digital KPIs and provide measurable insights to maximize campaign performance
• Manage day-to-day operations across Instagram, Facebook, LinkedIn, and other organizational social media platforms
• Create compelling, platform-specific content aligned with organizational goals and target audiences
• Oversee community management, including comments, direct messages, and conversations; respond and escalate issues as needed
• Manage platform settings, account access, permissions, and governance for security and compliance
• Coordinate social media support for campaigns, events, and institutional initiatives
• Supervise the social media student worker team
• Maintain collaborative relationships with team members, project managers, multimedia, SEO, content teams, and outside constituencies
• Serve as W. P. Carey School representative on campus-wide social media initiatives
• Perform other duties as assigned