Business Unit Description

AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million that helps people turn their goals and dreams into 'Real Possibilities' by changing the way America defines aging. With staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, AARP works to strengthen communities and promote the issues that matter most to families such as healthcare security, financial security and personal fulfillment.

AARP Services (ASI) is where AARP's mission meets the marketplace for the 50+ population, by sparking new solutions that transform the marketplace to improve people's lives as they age. Founded in 1999 as the professional services arm of AARP, ASI supports the Association's mission of Disrupt Aging by helping bring new products to drive market innovation and build richer connections with consumers. ASI acts as a bridge, connecting companies to people by helping bring experiences, products and services that matter to them as they move through specific life stages.
Summary

As a member of AARP Services Inc's (ASI) Digital Services Center of Excellence, the Social Media Manager is responsible for leading, developing and optimizing social media strategies to grow the AARP Member Benefits social channels, as well as drive engagement around social-first content that promotes awareness, interest and referrals/leads for lifestyle, financial and healthcare benefits providers. He/She will serve as subject matter expert and lead on social content planning across multiple platforms, with a creative approach to effective messaging across each platform. The candidate will provide recommendations to marketing teams on asset development, effective copy development and calendarization of pre-planned, seasonal and evergreen content initiatives.

Additionally, the Social Media Manager will help to grow reach of social content through paid social media tactics, including managing a monthly budget to boost content, drive leads and grow followers. The candidate will collaborate with internal cross-functional teams, as well as partner with provider and agency social media/digital teams and lead ongoing efforts to experiment and expand into new and emerging platforms. This role seeks to improve the performance and relevancy of these channels through continuous optimization, working closely with marketing and digital stakeholders to ensure alignment of messaging and priorities. This role serves as a team member in formulating business objectives and strategies to meet business stakeholder needs.
Responsibilities

• Serve as Social Media Manager within Digital Services and ASI Marketing, leading strategies to plan, develop, optimize and expand ASI and AARP Member Benefits social channels (Facebook, Instagram, Twitter)
• Proactively lead social media content planning initiatives for ASI, including social channel prioritization, social asset recommendations (images, video, stop motion, etc.), copy and messaging development, and management of external agencies/social design resources
• Plan, publish, monitor, strengthen and maintain presence on ASI's key social media channels; seek and lead new opportunities for platform growth and expansion into relevant channels (such as LinkedIn)
• Oversee and partner with outside agency on development of a social media playbook, outlining social channel engagement voice, identity and best practices; develop social media toolkits for external partners and assist in educating providers on content guidelines
• Develop and execute paid media plans for social campaigns across relevant social platforms, including spend, targeting and objectives
• Maintain and optimize campaigns to improve overall performance against pre-determined benchmarks on an ongoing basis
• Set audience engagement and growth goals across all social platforms
• Develop, execute and test (A/B testing) across campaign variables that helps inform future campaigns
• Brainstorm and research targeting and copy ideas for specific campaigns, including new betas and opportunities to innovate with platform partners
• Maintain and optimize campaigns to improve overall performance against pre-determined benchmarks on an ongoing basis
• Support commercial marketing and content opportunities and communications strategy across three lines of business (lifestyle, financial and healthcare)
• Seek opportunities to support AARP social mission related member benefits and develop content plan with outside agency
• Work with data and analytics teams to compile and share insights around channel engagement, audience growth, content reach/impressions and referrals; Monitor effectiveness of content and creative/campaigns
• Develop and maintain content calendars, standards, and procedures for social media development, approval and publishing, utilizing Sprinklr and other tools
• Manage and optimize workflows to ensure efficiency and timely content publishing across all social channels. Works with various ASI departments and staff to obtain approval of content and marketing communications prior to publication.
• Serve as a critical liaison between ASI Digital Services and other business stakeholders that have communications needs in social channels. Partner with the ASI line of business Marketing teams to understand and reflect the unique requirements and strategies of each product line.
• Provide social media POVs, presentations, summaries, reports, and graphics to internal clients

Requirements

• Completion of Bachelor's degree required
• 5+ years' experience in social media management and communications required
• 3+ years' experience in paid social media planning, buying and optimization across Facebook/Instagram and Twitter; familiarity with Facebook Business Manager
• Successful track record in managing social media accounts in agency or in-house environments, demonstrating strong experience in social content publishing tools such as Sprinklr or Sprout
• Familiarity with social media design/content best practices; design experience a plus
• Familiarity with social analytics, and optimization
• Strong project management and organizational skills
• Client service and matrix management experience desired
• Proven critical thinking and analytical skills to drive successful digital experiences
• Must possess excellent written, visual and communication skills

Benefits Offered

AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.
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.