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Senior Director, Social Media Lead
2 months ago
The Role
Sets overall strategic vision, tone, and direction for the USTA and US Open social media presence, driving engagement, increasing brand awareness, and growing audiences through the effective communication of key themes inclusive of the mission and promotion of tennis as the healthiest sport in the world.
This seasoned professional will build, develop, and lead a dynamic team of future-forward high-performing social media experts – content creators, strategists, community managers, analysts, and more – that utilize highly creative, on-trend approaches to publish and optimize content that gets noticed. This talented leader will ensure that USTA and US Open social media content and strategy remain fluid, adaptable to changing trends, and always at the forefront of digital innovation.
Develop annual strategic plans and incremental campaigns that are data-informed and translate organizational goals and key tennis moments into compelling content that advances the organization’s growth objectives.
Identifies and activates strategic partnerships and collaborations that help grow the tennis ecosystem with new audiences.
Become a trusted social media expert and business partner to the Head of Professional Tennis, Head of Community Tennis, Chief People Officer, CEO of the USTA Foundation, and other C-Suite executives.
Build relationships with Executive Directors and marketers within the 17 USTA sections to serve as SME and help their teams cultivate social media excellence.
Utilizes audience segmentation to ensure the right content reaches the right audience to drive intent to follow/play.
Actively measures performance and results of organic content on US Open and USTA channels, providing executive reports on performance and results against KPIs.
Encourages creativity and collaboration within the social team and across the wider group of communication experts as part of the Communications & Content team.
Generates new ideas and partners with key business stakeholders on strategic initiatives.
Remain at the cutting edge of social trends and culture, infusing innovation and new ideation among the team while maintaining brand safety and values.
Build and maintain relationships with key global social media platforms and technology partners.
Manage and develop a team of high-performing social experts who represent the full spectrum of social media skill sets.
Who You Are
10+ years of experience in building and leading high-performing social media teams; sports experience is a must.
An exceptional communicator who maintains a proactive and strategic approach to ensure that key stakeholders remain informed and aware of current and future social media directives.
Strategic and creative self-starter who demonstrates forward vision and infuses new thinking.
Proven track record of growing and building social media audiences;
Proficient across the entire range of social media capabilities and skill sets with strong knowledge of the social web and experience with relevant listening, measurement, and paid platforms.
Strong business acumen and exceptional professional maturity to build trusted relationships at senior levels in and outside of the organization and provide executive-level briefs.
Ability to effectively negotiate and manage third-party agencies and resources.
Demonstrable track record of teamwork as evidenced by collaboration, positive and inspirational leadership style, and proactive communication.
Bachelor’s Degree required in a related field e.g. journalism, communications, or marketing.
Highly organized, excellent writing skills, and strong attention to detail.
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