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Empire State Realty Trust · 3 days ago

Sr. Social Media Manager

New York, NY

Full-time

Hybrid

Mid, Senior Level

$125K/yr - $140K/yr

7+ years exp

Empire State Realty Trust, Inc. is a NYC-focused REIT that owns and operates a diverse portfolio of properties. The Sr. Social Media Manager will lead organic social strategy and execution, driving measurable business impact through content and campaigns across various platforms.

Real Estate

Responsibilities

Build and execute platform-specific strategies that grow reach, engagement, and conversion across Instagram, TikTok, Facebook, X, LinkedIn, YouTube, and emerging channels

Translate business priorities into compelling social storytelling that drives action

Lead end-to-end content development: briefs, scripts, copy, visual direction, and coordination with design and production partners

Maintain and optimize weekly and monthly content calendars with consistent tone, quality, and brand alignment

Partner with Digital to surface high-performing organic assets for paid amplification

Own the full ESB influencer program (400+ annual visits) and select ESRT initiatives - source talent, vet creators, direct content, and track results

Build structured influencer tiers and prioritize creators who demonstrate conversion impact in tourism, NYC culture, lifestyle, and commercial real estate

Ensure all talent-driven content aligns with brand standards and supports ticket sales, traffic, or brand lift

Partner with PR, Digital, Leasing, Observatory, Operations, Design, and Executive Communications to maintain unified messaging

Identify content opportunities tied to Observatory events, celebrity moments, sustainability leadership, tenant milestones, and leasing activity

Strengthen the Executive LinkedIn presence through consistent, thought-leadership-driven content

Oversee community engagement strategy with timely responses, platform stewardship, and escalation protocols

Manage the external agency team responsible for community management in the Chinese market (WeChat/Weibo)

Maintain platform relationships with Meta, Google, TikTok, X, LinkedIn, and others

Deliver weekly, monthly, and quarterly reports with insights that guide strategy and investment

Use analytics tools to track performance, uncover trends, and optimize content

Recommend shifts in strategy based on cultural trends, platform changes, and performance signals

Oversee all ESBO and ESRT profiles across Google My Business, Bing Places, TripAdvisor, and related channels

Manage social budgets with efficiency and measurable ROI

Lead skilled social media team with structure, clarity, and coaching to elevate output quality

Qualification

Social media strategyContent developmentAnalytics toolsInfluencer marketingCommunity engagementTeam leadershipB2B experienceTourism backgroundMarketing degreeCommunication skills