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University of California, Santa Cruz · 2 months ago

Manager of Social Media and Digital Engagement

Santa Cruz County, CA

Full-time

Hybrid

Mid, Senior Level

$79K/yr - $86K/yr

3+ years exp

University of California, Santa Cruz is a unique public university known for its innovative approach to education and research. They are seeking a dynamic professional to lead the university's social media presence, driving strategy, innovation, and engagement across multiple platforms while managing high-impact campaigns and ensuring a consistent brand voice.

ArtEducationUniversities

Responsibilities

Serve as the central campus resource and thought leader on social media trends, tools, and best practices

Convene and lead a cross-campus social media working group to ensure alignment, collaboration, and consistent brand voice across academic divisions, administrative units, and student services

Provide training, guidance, and toolkits for faculty, staff, and student communicators managing affiliated accounts

Monitor and manage reputational risks across platforms, escalating issues and supporting crisis communications response when needed

Ensure compliance with UC and UCSC social media policies, accessibility standards, and legal requirements

Develop and implement the university's overarching social media strategy to advance institutional priorities, raise brand awareness, and engage key audiences (prospective students, current students, alumni, faculty, staff, donors, and the general public)

Create, manage, and evaluate paid digital and social advertising campaigns to support recruitment, fundraising, event promotion, and reputation-building initiatives

Use analytics and listening tools to measure performance, track sentiment, and provide actionable insights to campus leadership

Collaborate with Communications and Marketing colleagues to integrate social media into multi-channel campaigns, storytelling efforts, and media outreach

Maintain editorial calendars and oversee the day-to-day management of flagship UCSC social media accounts, including content planning, publishing, and engagement

Lead high-impact digital campaigns for priority university initiatives (e.g., major announcements, fundraising drives, crisis response, or milestone events)

Partner with relevant campus units on targeted campaigns that leverage social media ad buys, influencer outreach, and emerging platforms

Explore new digital formats and channels to expand UCSC's reach and relevance

Manage special cross-platform initiatives such as hashtag campaigns, social takeovers, and coordinated messaging around major events

Pilot and evaluate emerging technologies (AI-driven tools, new analytics dashboards, social listening platforms) to enhance UCSC's digital presence

Qualification

Social media strategySocial media managementDigital advertisingAnalytics toolsMultimedia content developmentCrisis communicationsWriting skillsInterpersonal skillsProject managementCollaboration

Required

Bachelor's degree in related area and / or equivalent experience / training

Minimum 3–5 years of professional experience managing organizational social media accounts across multiple platforms (Facebook, Instagram, X/Twitter, LinkedIn, YouTube, TikTok, etc.)

Demonstrated experience developing and executing social media strategy aligned with organizational goals

Ability to manage multiple projects simultaneously, meet deadlines, and collaborate with diverse stakeholders in a fast-paced environment

Understanding of accessibility standards, copyright, and ethical/legal issues in digital communications

Strong writing, editing, and storytelling skills with the ability to adapt voice and tone for different audiences and platforms

Creative skills in multimedia content development (short-form video, graphic design, photography, or podcasting)

Strong interpersonal skills and experience working with a range of stakeholders

Preferred

Proficiency with social media advertising platforms (e.g., Meta Ads Manager, LinkedIn Campaign Manager, Google Ads) and experience managing ad buys

Experience using analytics and monitoring tools (e.g., Sprout Social, Hootsuite, Meltwater, native platform insights) to measure performance and guide strategy

Experience in higher education, nonprofit, or mission-driven organizations

Familiarity with crisis communications and social media's role in reputational management

Demonstrated success leading cross-functional working groups or providing training in social media best practices