Social Media Director - Sesame Workshop - Staff
New York, NY
About the Job
Sesame Workshop is looking for a Social Media Director . The Director of Social Media leads strategy, operations, and content development for Sesame Workshop’s growing array of social media channels, leveraging their success to drive both mission impact and revenue goals, while ensuring they continue to be recognized as best in class. The Director leads the development and implementation of the Workshop’s global social media strategy and oversees the day-to-day management of 54 domestic channels including publishing calendars, content curation, copywriting, approval processes, and community engagement.
The Director supervises and mentors a team of two and is supported by the Audience Development Strategist.
Reporting to the Vice President of Audience Development, the Director will also support international social media teams through the facilitation of a community of practice, monthly content reviews, and the development and distribution of shareable content and campaign strategies. They will support the ongoing adoption of global benchmarks, reporting, and analysis, ensuring social strategy is agile, iterative, and compelling to audiences worldwide.
Who You Are
- Active on social platforms with a deep understanding of the influencer marketing mindset. You can explain how each platform is different from the other. You can easily produce clever, short social copy and relevant hashtags.
- Have a deep understanding of social media communities and are an active participant in them. You have thoughts on the best meme accounts, YouTube channels, tweets, and TikTok challenges, and are always looking out for what will trend next.
- Strive for excellence in everything you do.
- Confident and never shy away from a challenge. You work well with teams and direction but know how to adapt and figure out how to solve problems on your own as well.
- Devoted to upholding the values of Diversity, Equity, and Inclusion in your work and the content you create. You should be committed to going the extra mile to making sure that work speaking to the experiences of these communities is accurate, well-researched, and peer-reviewed.
- Share community feedback, identify potential issues, manage day-to-day responses across social platforms
- Be a true brand ambassador; able to demonstrate a deep understanding of the brand, tone of voice, visual identity, and target audiences
RESPONSIBILITIES
Social Media:
- Oversee day-to-day social media operations including content calendars, asset curation and creation, copywriting, scheduling, and publishing
- Optimize content across Sesame Workshop’s social media platforms based on available data, historical performance, and insights from the Audience Development strategist.
- Grow Sesame Workshop’s social media audiences, reach, video views, and engagement across all platforms
- With the VP and Strategist, develop and iterate social media strategies on a brand and channel level, and oversee implementation both domestically and globally
- Lead evergreen and holiday content development for all channels
- Manage and assign all social media requests from internal stakeholders to ensure all areas of Sesame Workshop’s business are properly promoted across all owned channels.
- Prioritize projects, secure deadlines and ensure deliverables are met by the team, including regular creative requests for Social Media content.
- Work closely with the Philanthropic Development team to support individual giving campaigns on social media to drive donations and awareness of Sesame Workshop’s non-profit status and mission.
- Work closely with the Partnerships, Themed Entertainment, and Publishing teams to ensure business needs are met within our brand guidelines
- Analyze data and performance regularly and as necessary, in real-time, updating VP on performance and optimizing strategies and content accordingly
- Ensure the development of social media partner guides to communicate major launches, character birthdays, holidays, and other key moments to all of Sesame Workshop’s partners and international social media teams as needed
Global:
- Serve as the organization’s leading social media expert, offering guidance and support to regional social media teams
- Review and approve international content calendars on a monthly basis and facilitate the global community of practice on a bi-monthly basis
- Ensure the internal asset portal is updated on an ongoing basis
Management:
- Manage Social Media Senior Manager and Manager; co-manage Audience Development Coordinator
- Work with internal Brand Creative team to brainstorm and create new and engaging social media content as needed
- Oversee all social copy, assets, scheduling, and calendars.
- Oversee weekly/monthly social media report creation, distribution, and analysis.
- Own the Workshop’s relationships with platform representatives
QUALIFICATIONS
- Four-year degree in marketing, journalism or communication, or equivalent experience
- Minimum 8 years of social media experience, at least 3 of which were spent managing multiple channels for a single brand or company
- At least 4 years of supervisory experience
- Active and engaged participant in social media
- In-depth knowledge of social media platforms and their users (TikTok, Instagram, Threads, Facebook, Twitter/X, Linkedin, Youtube, etc.)
- Superb verbal, written, and presentation skills to communicate effectively, and on-brand, with consumers, in-house stakeholders and outside vendors
- Savvy and knowledgeable about current social media trends and innovations
- Solid understanding of digital content, communication and marketing principles and best practices
- Photo/Video editing experience and basic design capabilities for social media a plus
- Familiarity with web and social media analytics (Facebook Insights, Twitter Analytics, Google Analytics, Tableau, social listening software, etc.)
- Ability to derive insights and actionable next steps from social listening data and social platform performance; experience with Meta Business Manager is necessary, LinkedIn Business Manager is a plus
- Proven ability to manage projects independently and collaboratively to successful completion
- Highly creative, strategic thinker with ability to develop fresh, executable ideas that support internal initiatives
- Highly organized, detail-oriented and able to manage/execute multiple ongoing projects
- An independent work ethic and drive and know when to escalate to higher-ups
- Excellent interpersonal skills
Equal Opportunity Employer/Minorities/Females/Veterans/Individuals with Disabilities/Sexual Orientation/Gender Identity