Social Media Marketing Manager

Overview

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence and nearly 38 million members, AARP strengthens communities and advocates for what matters most to families: health security, financial stability and personal fulfillment. AARP also produces the nation's largest circulation publications: AARP The Magazine and AARP Bulletin.

AARP's Integrated Communications and Marketing (ICM) Group includes Membership, Content and Editorial, Customer Experience, External Relations, Brand Strategy and Strategic Communications. Across paid, earned, shared and owned channels, ICM manages AARP's reputation, drives engagement and member growth, and showcases AARP's mission and value through one, integrated voice.

The Social Media Marketing Manager designs and manages social media marketing strategies and activities on social media channels to drive specific outcomes and actions among the target audiences. Working with Strategists from across the Social Media team, the Social Media Marketing Manager will develop paid marketing strategies and advise stakeholders on best practices, strategic targeting, placement considerations, test-and-learn schemes, content and bid optimization, and campaign timing and budget. They will be the paid media lead for the Brand department social media team and manage the design and execution of social paid media buys across Facebook, Instagram, LinkedIn, TikTok, Pinterest, Twitter, and other social platforms as relevant.

The Social Media Marketing Manager will provide strategic insight and work collaboratively with enterprise-wide partners and media vendors and agencies. The position will report into the Sr. Director, Social Media & Marketing Integration.

Responsibilities

• Designs and implements communications and outreach strategies tailored for target audiences, digital channels, and strategic objectives that inform, educate, and influence both internal and external audiences.
• Manages organization's digital properties. Supports and manages the overall strategic direction of organizational digital platforms. Optimizes online channels against key performance indicators and makes data-informed decisions.
• Oversees content creation for various digital platforms. Leads efforts to identify and document strategies for campaigns, working with multiple business units. Provides analyses and recommendations on digital strategies that align with organizational initiatives and goals. Identifies appropriate channels.Designs campaigns to meet specific and varied business unit objectives. Tracks performance and implements necessary changes.
• Works with internal and external teams to develop and execute digital marketing strategies that increase organizational brand equity and build affinity and engagement among programs. Builds and manages strategic partnerships across the enterprise to enhance business unit effectiveness on digital and social channels.
• Tracks and measure results and KPIs and adjusts tactics, accordingly. Keeps abreast of the latest digital trends and best practices to inform digital marketing strategies, as well as to aid internal knowledge sharing.
• Provides exceptional client service by developing timelines to meet project commitments and ensuring deliverables from across the organization and external partners are on time.
• Develops and maintains relationships with internal clients, ensuring a solid understanding of their objectives, developing plans to achieve them across channels (e.g., Email, SMS, Paid Search, etc.), proactively surfacing new opportunities, and productively resolving any challenges.
• Identifies vendors best suited to advance organizational goals and proactively manages vendor relationships to ensure successful completion of projects, obligations, and expectations.

Qualifications

• Bachelor's degree and 5+ year of professional experience.
• Demonstrated ability to increase engagement across multiple social platforms and meet targets/goals across key metrics.
• Solid understanding of membership and brand marketing along with improving user experiences.
• Ability to develop social marketing funnels inclusive of brand, content, and direct response messaging. Excellent understanding of online media planning, implementation and optimizations.
• Strong analytical skills and ability to relate results to organizational objectives, providing a basis for measurement of the social activities.
• Detail-oriented and proficient at managing projects and able to multi-task, organize, prioritize and structure workload.
• Strong interpersonal, verbal and written skills as well as proven ability to develop well-written documents and presentations.
• Proficient in using standard online media research and paid media planning/reporting/integration tools and technology, and developing and implementing test-and-learn approaches.

Additional Requirements

• Regular and reliable job attendance.
• Effective verbal and written communication skills.
• Exhibits respect and understanding of others to maintain professional relationships.
• Independent judgement in evaluation options to make sound decisions
• In office/open office environment with the ability to work effectively surrounded by moderate noise.

Flexible Work Arrangement (FWA)

AARP observes Mondays and Fridays as telecommuting workdays, except for essential functions. Remote work and telecommuting can only be done within the United States and its territories.

Compensation and Benefits

AARP offers a competitive compensation and benefits package including 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.

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.