National Geographic is seeking an experienced Social Media Manager to oversee growth strategies across National Geographic’s award-winning and iconic social presence. In this role, you will partner closely with editorial, marketing, social, and advertising teams to create high-impact and conversion-driving social content, campaigns, and monetization strategies.
As a leading voice on the social team, you will serve as a main point of contact for one or more lines of business and stakeholder groups across the organization—such as Editorial, Consumer Products, Nat Geo Expeditions, Books & Publishing, and more—for campaign ideation, special projects, workflow or process development, and insights reporting. Additionally, you will be expected to have an eye towards the brand’s editorial and organic social strategies for optimization and subscription growth opportunities.
We are looking for a passionate digital and social strategist who has experience managing organic and paid social strategies, affiliate and ecommerce programs, social marketing campaigns, and revenue growth strategies. Excelling in this role requires a knowledge of current trends and best practices on social across industries, an aptitude for developing data-driven strategies, deep and current knowledge of social platforms’ monetization offerings, and excellent project management skills. You will work with and on key social media and digital platforms such as Facebook, Instagram, Pinterest, LinkedIn, YouTube, TikTok, and Threads, as well as seek out emerging platforms that can help grow our brand and business.
Responsibilities
Social Media Strategy & Optimization
- Drive revenue growth, engagement, and subscriber acquisition efforts across National Geographic’s social media accounts and communities with a combined audience of more than 600M.
- Develop and manage the affiliate marketing strategy and program across social platforms such as Instagram, Facebook, Pinterest, YouTube, and TikTok.
- Develop a strategy and framework for consumer product marketing across the Nat Geo Social ecosystem.
- Set revenue and growth targets for key social platforms and track progress quarterly and as needed to demonstrate the value of social platforms in driving business goals.
- Collaborate on social sponsorship campaigns and paid media efforts running across brand accounts, and contribute to proactive packaging and ideation to increase revenue.
- Manage the social publishing and overall platform strategies for multiple platforms such as Pinterest, Reddit, LinkedIn, Facebook, etc., working closely with the title marketing, editorial, and social teams to drive impressions, engagement, web traffic, affiliate revenue, and subscriptions.
- Embed with National Geographic’s editorial teams to provide social perspective and best practices for articles and ecommerce content, including verbal feedback in meetings, writing headlines, and discussing overall framing, presentation and visuals.
Campaign and Project Strategy
- Manage creative development of ecommerce social content through the pipeline including giving creative direction and notes, along with securing final approvals and sign-off.
- Collaborate on social sponsorship campaigns and paid media efforts running across brand accounts, and contribute to proactive packaging and ideation to increase revenue.
- Lead and develop creative social media campaigns for special projects, National Geographic titles or YouTube original content, or marketing campaigns that drive awareness, and ultimately conversion.
Social Analytics and Reporting
- Develop and own team goals and performance metrics for driving direct and indirect revenue from social platforms.
- Monitor performance regularly to understand effectiveness of strategy and content.
- Craft actionable insights and recommendations to optimize content strategy, user experience, etc.
- Support finance teams with revenue forecasting, and field reporting requests and inquiries from centralized data and analytics teams.
- Periodically audit and update best practices documents and guidelines as the industry and platforms evolve.
Communication & Collaboration
- Partner with social platforms to identify new revenue opportunities and develop innovative activations.
- Foster and build excellent working relationships with key internal stakeholders in editorial, communications, marketing, and channel teams across Nat Geo and Disney.
- Consistently and proactively articulate social media best practices, trends, and insights to teams across the organization as a subject matter expert.
- Lead trainings and respond to inquiries about revenue and monetization opportunities from executives as needed.
- Advise marketing teams and stakeholders in vetting, managing, and executing influencer campaigns on social platforms to drive acquisition or related business goals.
Basic Qualifications
- 5+ years of social media experience in media, entertainment, or marketing with a focus on lead acquisition, subscription growth or ecommerce / affiliate marketing platforms.
- Effective communication skills in both verbal and written form, creative writing skills
- Experience using analytics tools to identify trends, communicate insights, and provide recommendations.
- Proficiency with Microsoft Outlook, Word, Excel, and Keynote, Google Suite, and project management tools such as AirTable, Asana, etc. as well as experience with social media content management systems.
- Proven track record in driving sales, lead acquisition, or subscription growth.
- Familiarity with ecommerce and affiliate marketing platforms and social media.
- Creative, proactive and independent thinking with extreme attention to detail and the ability to prioritize, multi-task and meet deadlines.
The hiring range for this position in Washington, D.C. is $90,500 to $124,400 per year. The base pay actually offered will take into account internal equity and also may vary depending on the candidate’s geographic region, job-related knowledge, skills, and experience among other factors. A bonus and/or long-term incentive units may be provided as part of the compensation package, in addition to the full range of medical, financial, and/or other benefits, dependent on the level and position offered.
