Senior Director, Social Media and Online Influencer Engagement Strategy

Summary:

The ASPCA Communications Department is a passionate, collaborative team responsible for leveraging various communications channels to further the organization’s mission of preventing cruelty to dogs, cats, equines, and farm animals throughout the United States. 

The ASPCA’s social media channels are a powerful engagement tool for raising awareness about the ASPCA’s brand and lifesaving work among a strong supporter base potential reach to new supporters and external audiences. Under the direction of the Vice President of External Communications and other senior leaders in the Communications department, the Senior Director, Social Media and Online Influencer Engagement Strategy will develop and guide the ASPCA’s social media communications strategy to promote, enhance, and protect the organization's brand reputation online. 

As strategic lead of the ASPCA’s social media channels, this role will oversee the strategy and planning for paid and organic social media efforts for the ASPCA and ASPCApro channels, as well as online influencer engagement. Overseeing a team of five, this role will collaborate with program partners, ASPCA leadership, and outside vendors to develop effective social media strategies in support of priority campaigns and initiatives, fundraising efforts, while also helping to drive digital marketing strategies to reach a target growth audience. 

This is a hybrid on-site/remote position that will report at least 1 day per week to our 8th Avenue office in New York City.

Responsibilities:

Responsibilities include but are not limited to:

Organic Social Media Strategy, Paid Social Media Strategy, and Influencer Strategy (40%)

• Collaborate closely with senior leaders across Communications and Development teams to develop and execute on social media channel strategy and goals in order to successfully elevate our brand and work, maintain channel health and engagement, and activate external audiences on social media channels. 
• Work closely and collaboratively with other marketing and communications functions, helping to develop social media concepts and content that are fully integrated with other communications efforts. This includes aligning with Creative Strategy and Branding, Events, Media Relations, Membership Marketing and Content Strategy, Digital Acquisition, and Cause Partnerships. 
• Conceptualize big ideas that have potential to create a major impact in traditional and social media, directly in support of priority program areas and digital marketing initiatives to reach a target growth audience. 
• Develop event and campaign ideas with the purpose of generating social and traditional media traction around key programmatic issues. This can include event concepts in NYC or at other major ASPCA target cities like L.A., Miami and Asheville, as well as relevant conference activation opportunities around the country. Identify ways to incorporate online influencers into the events to elevate reach and impact.    
• Establish partnerships and collaboration opportunities with technology and social media companies like Facebook/Instagram to elevate the ASPCA’s work. 
• Collaborate with Talent Engagement Specialist and members of the Media & Comms team to develop compelling asks for online influencers, including meaningful engagement opportunities such as boots-on-the-ground or virtual experiences. 
• Identify creative ways to leverage relationships with key influencers, bloggers, and media contacts and to raise awareness about top ASPCA initiatives throughout the year. 
• Monitor social media trends and provide thought leadership in the social media space on best practices and emerging technologies.
• Oversee analytics reports of paid and organic efforts to track the success of social media campaigns and initiatives, reporting back regularly to relevant teams.

Crisis Communication (30%)

• Oversee strategies and recommendations related to social media monitoring and crisis communications, working to shape and protect ASPCA online brand reputation.
• Identify potential problems on social media, escalating when necessary and working with appropriate teams to develop solution and effective communications strategies.
• Collaborate with relevant communications stakeholders, leadership, and programmatic and infrastructure departments, to stay on top of issues and chatter percolating online, and ensure appropriate and timely messaging and response.

Team Management (20%)

• Oversee a team of 4-5 social media specialists, guiding them by providing effective coaching, mentorship, and feedback through excellent and transparent communication.
• Work with team members to identify professional development opportunities most relevant for each individual and guide them in their professional growth. 
• Review all paid social media campaigns and reports, providing counsel and guidance to Social Media Advertising Manager on how to elevate their effectiveness.

Project Management and Cross-Departmental Collaboration (10%)

• Provide leadership on major projects and campaigns, encouraging inter-departmental collaboration, inspiring teams to co-create big ideas that meet multiple objectives. 
• Cultivate strong, positive working relationships with experts from ASPCA’s major program areas, including Adoptions, Government Relations, Farm, Puppy Mills, Behavioral Rehab Center, Cruelty Recovery Center, L.A. initiative, and others. 
• Collaborate with various departments to develop mutually beneficial activations that help teams meet their objectives while leaning into social media best practices. 
• Guide strategy to leverage innovative and effective social media tactics to raise awareness about ASPCApro’s key areas of focus with targeted audiences, in a way that produces measurable results. Ensure that social media is fully integrated with ASPCApro’s Email, Content, and Web activities. 
• Serve as primary contact and consultant for programs on paid social media campaign strategy and guide social media advertising manager on tactical implementation and impact metrics reporting. 

Exemplifies the ASPCA’s Core Values:

• Has Commitment and dedication to improving the lives of animals
• Demonstrates Ownership and feels responsible for outcomes
• Believes in Team – that we are stronger together
• Seeks to Elevate others and reimagine what is possible
• Focuses on Impact, specifically making change for animals

Qualifications:

• Outstanding leadership and critical thinking skills with ability to motivate and inspire
• Ability to bring teams together toward a common goal
• Superior communication (written and verbal) skills with the ability to translate information into a meaningful, understandable context and message, regardless of the format (e.g., documents, public speaking situations, presentations, etc.)
• Strong social media monitoring and analytics skills, with the ability to identify potential PR crises and develop social media crisis communication plan
• Excellent writing, proofreading, and editing skills
• Strong project management skills
• Strong knowledge and experience in all social media platforms
• Strong social media monitoring and analytics skills
• Strong crisis communications and public relation skills and experience
• Strong supervisory and mentorship skills 
• Ability to travel for business a few times a year
• Ability to meet deadlines and work quickly under pressure
• Strong interpersonal skills with the ability to cooperate with various departments and personalities
• Demonstrated ability to work with a high degree of autonomy and accountability and to be a team player
• Can work with a remote supervisor

Compensation & Benefits:

Starting pay for the successful applicant will depend on a variety of factors, including but not limited to education, training, experience, location, business needs, internal equity, market demands or budgeted amount for the role. The target hiring range is for new hire offers only, and staff compensation may increase beyond the maximum hiring range based on performance over time. The maximum of the hiring range is reserved for candidates with the highest qualifications and relevant experience. The expected hiring salary range for this role is set forth below and may be modified in the future.  

• The target hiring range for this role is $150,000 - $160,000 annually

For more information on our benefits offerings, can be found here. 

Stay Connected – Join Our Talent Community

If you are interested in joining our team but do not see a position listed that fits your experience or interests, please visit our website to join our Talent Community and stay connected to future opportunities with the ASPCA.

Qualifications:

See above for qualifications details.

  

Language:

English (Required)

Education and Work Experience:

High School Diploma (Required)

  

Experience using Facebook Business Manager, Sprout Social, and similar social media management and analytics platforms, Experience with brand marketing and working within a style guide, Minimum of 3 years prior supervisory or management experience, Minimum of 3 years work experience conducting paid social media campaigns across different channels, Minimum of 7 years work experience in Social Media Marketing, Proficient in Microsoft Office, Project Management Experience

Our EEO Policy:

The ASPCA is an Equal Employment Opportunity employer.  All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, national origin, ancestry, gender, gender identity or expression, age, marital or domestic partner status, citizenship status, sexual orientation, disability, genetic information, military or veteran status, or any other characteristic protected by applicable federal, state or local laws, regulations or ordinances.

Applicants with disabilities may be entitled to a reasonable accommodation under the terms of the Americans with Disabilities Act and certain state or local laws.  A reasonable accommodation is a change in the ASPCA’s standard application process, which will ensure an equal employment opportunity without imposing undue hardship on the ASPCA.  Please inform the ASPCA’s People Team if you need an accommodation in order to complete any forms or to otherwise participate in the application process.

Individuals seeking employment are considered without regards to race, color, creed, religion, sex, national origin, ancestry, gender, gender identity or expression, age, marital or domestic partner status, citizenship status, sexual orientation, disability, genetic information, military or veteran status,  or any other characteristic protected by applicable federal, state or local laws, regulations or ordinances.

ASPCA is an Equal Opportunity Employer (M/F/D/V).

About Us:
The ASPCA was founded in 1866 on the belief that animals are entitled to kind and respectful treatment by humans and must be protected under the law. As a 501(c)(3) not-for-profit corporation with more than two million supporters nationwide, the ASPCA is committed to preventing cruelty to dogs, cats, equines, and farm animals throughout the United States.

The ASPCA is headquartered in New York City, where we maintain a full-service animal hospital, spay/neuter clinic, mobile spay/neuter and primary pet care clinics, a rehabilitation center for canine victims of cruelty, kitten nursery, adoption center, and two community veterinary centers.

The ASPCA also operates programs and services that extend nationwide. We assist animals in need through on-the-ground disaster and cruelty interventions, behavioral rehabilitation, animal placement, legal and legislative advocacy, and the advancement of the sheltering and veterinary community through research, training, and resources.

At the ASPCA, we are committed to fostering a collaborative and compassionate culture and we welcome all voices to contribute to our lifesaving mission. Our staff represent a vast array of backgrounds and diversity dimensions, bringing with them valuable experiences and perspectives. They join the ASPCA to learn, grow, and continually do their best work on behalf of animals. We are inspired by our staff, partners, and the communities we support across the country who work to improve animal lives. We are committed to diversity, equity, and inclusion at the ASPCA because it elevates our organizational culture, aligns with our Core Values, and enables us to move further and faster toward the ASPCA’s vision – that all animals live good lives; valued by society, protected by its laws, and free from cruelty, pain and suffering.

Applicants that are residents of Colorado: Per CO Senate Bill 23-058, we cannot generally request or require any age-related information (i.e., age, DOB, attendance or graduation dates from an educational institution) on an initial employment application; this includes any age-related inquiries in the initial interview. We are permitted to require/request additional application materials; if those materials contain any age-related information, an applicant may redact the information before submitting an initial employment application.