Manager, Social Media

The Manager, Social Media plays a pivotal role in shaping and executing the social media strategy to drive brand awareness, engagement, and advocacy for any existing and future brands under and including Armstrong Collective. This role is responsible for developing platform-specific strategies, creating compelling social content, managing community engagement, and analyzing performance across all social channels. The role will have direct report(s) and collaborates cross-functionally to ensure social media efforts align with broader marketing and business goals.

Key Areas of Accountability

Translate strategic initiatives and imperatives into a comprehensive social media strategy aligned with brand and business objectives.

Lead the execution of creating channel-specific, UGC and industry/partner plans to continue to grow our audience and improve engagement.

Develop a community engagement strategy to nurture our past and prospective guests into brand advocates and to drive brand loyalty.

Stay ahead of platform trends, algorithm changes, and emerging technologies to evolve strategy and enhance brand presence.

Work in collaboration with cross-functional teams such as the Brand & Content and Communications teams to ensure social media strategy and activities are fully integrated with and leverage paid, owned and earned channel initiatives.

Create or lead the creation of developing and publishing story-driven, platform-specific content (i.e. reels, static posts, videos, etc.) to drive engagement, enhance brand presence, and grow audience through managing the editorial calendar, briefing teams, reviewing outputs, and ensuring factual accuracy.

Maintain the social media brand guidelines to ensure consistent posting that is aligned with brand aesthetic and tone of voice.

Collaborate cross-functionally with the brand & content teams and other internal teams to generate and fulfill content ideas and requests.

Oversee social media contests including framework development, communications/promotions planning, terms & conditions development and prizing fulfilment.

Manage external partners to produce high-impact content (i.e. content creators, video editors, influencers), ensuring timelines and deliverables are met.

Work with the Partnership Marketing and Communications team to leverage content from industry partners (i.e. DMOs, hotels, travel agents) and influencers.

Act as a subject matter expert to support the Partnership Marketing team in developing and executing partner-focused social media strategies and initiatives.

Optimize all content by applying platform-specific best practices, trends and relevant insights to enhance brand performance and presence.

Community Engagement & Customer Experience

Develop and maintain a brand-aligned tone of voice on our social channels for brand continuity and consistency.

Guide the Social Media Coordinator(s) on the following deliverables:

Develop and update templated responses to frequently asked questions.

Monitor and manage our brand reputation online across platforms, escalating issues as required.

Respond to comments, messages and guest inquiries in a timely manner, with the factually correct responses.

Nurture relationships with our community to drive brand loyalty.

Implement social listening tools to monitor sentiment, identify trends, and surface guest feedback.

Execute on ‘surprise and delight’ tactics to encourage brand advocacy.

Partner with the Customer Insights team to address issues and enhance guest experience with social media content.

Support the Information Office during emergency operations with timely and accurate social media communications outside of regular office hours.

Provide support with social media monitoring and community engagement as needed.

Reporting & Optimization

Utilize tools like Sprout Social, Meta Business Suite, and native platform analytics to track KPIs.

Create monthly performance reports and provide actionable insights to improve strategy and drive positive results on KPIs.

A/B test content formats, posting times, and messaging to optimize results.

Stakeholder Relations and People Management

Hire, lead, and develop a high-performing Social Media team, fostering a collaborative and innovative culture to deliver high-impact work.

Build strong cross-functional relationships to ensure alignment and successful delivery of initiatives.

Serve as a social media subject matter expert, providing guidance on marketing initiatives and projects.

Champion the Social Media team’s work across the organization through clear, timely communication.

Continuously optimize processes and systems to improve efficiency and business outcomes for the team.

Budget Management

Manage the social media budget, including invoice management, expense reconciliation and monthly forecasting.

Develop plans that identify spending requirements for operational budgets on an annual basis.

Qualifications

Education/ Certifications / Knowledge

Post-secondary degree in Marketing, Communications, or related field.

Experience

5+ years of experience in social media management, preferably in travel/tourism or consumer brands.

3+ years of experience leading teams and managing external partners.

Previous customer service experience is an asset.

Proven track record in developing successful social media strategies including experience with paid social advertising and campaign optimization.

Skills

Deep knowledge of Facebook, Instagram, YouTube, Pinterest, and their business tools, as well as social media management platforms such as Sprout Social and Crowdriff. Experience and knowledge of other social media platforms considered an asset.

Passion for the social media landscape, with a keen ability to monitor, interpret, and adapt to emerging trends and platform innovations.

Strong storytelling ability with a visual-first mindset.

Excellent copywriting and editorial skills.

Guest-first mindset with the ability to build and maintain strong relationships with internal and external stakeholders.

Ability to interpret data and translate insights into strategy.

Intermediate graphic/video editing tools (i.e. Canva, Adobe Creative Suite).

Excels at multi-tasking and prioritizing.

Strong business acumen, analytical skills, and budget management experience.

Must be legally entitled to work in Canada

Corporate Office – Vancouver based; hybrid role with a minimum 3 days / week in the office

Compensation

The base salary offered for this role is $92,000 to $102,000 per annum and can vary based on job-related expertise, qualifications, experience and internal equity. Eligible for Armstrong Collective’s discretionary bonus program.

Armstrong Collective supports our team members’ health and wellness by providing a comprehensive medical plan with 100% employer paid premiums, some of which includes:

- Short term disability, long term disability benefits

- Travel emergency assistance

- Vacation time and sick time

- Up to 5% RRSP and/or TSFA match

- Two complimentary annual train tickets after first year of employment

The company is an equal opportunity employer, driven by our values of Creating Meaningful Moments, Being One Team, and Achieving Extraordinary Outcomes. Our strong company culture supports our vision of a diverse, open, safe, and respectful workplace. We celebrate diversity and are committed to creating an inclusive environment for all team members. If you require any accommodation during the application process or throughout your employment, please let us know. We will work with you to ensure your needs are met and to create a supportive environment.

Please ensure to opt-in for text messages when you apply in order to receive interview updates.

This job description is not exhaustive of all duties and will encompass additional duties assigned. Responsibilities, title, reporting structure and duties may be changed in response to business requireme

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