The Senior Director of Social Media Strategy is a senior marketing leadership role responsible for building and leading a unified, full-funnel social media strategy that connects storytelling, community, analytics, and performance to support Southern New Hampshire University's mission, enrollment growth, and lead generation goals.
Location: Manchester, NH. Hybrid role requiring ability to commute to Manchester, NH on a regular basis.
What You'll Do
Strategy Development & Organizational Integration
- Lead the Marketing social media strategy end-to-end—integrating organic and paid efforts into a unified plan that drives brand awareness, lead generation, and enrollment growth. And unify that with the Comms social media goals and strategies.
- Strengthen the Marketing social media team by with roles, expectations, and a cohesive team culture.
- Develop and maintain a strategic roadmap with 90/180/360-day milestones tied to measurable business outcomes.
Analytics, Performance & Lead Generation
- Work with insights teams to establish and own the analytics framework (KPIs, dashboards) which tie social media activity to engagement, lead creation, enrollment pipeline, and revenue attribution.
- Use social listening, audience insights, and performance data to continuously optimize strategy, content, targeting, and spend.
Search Presence & AI Optimization (AIO)
- Ensure social content is structured, tagged, and distributed to maximize visibility in AI-driven search and answer engines (e.g., Google AI Overviews, ChatGPT, Perplexity).
- Track and report on SNHU's social content presence in search results; collaborate with SEO and Content Marketing to align social and search strategies.
- Familiarity with AI-driven content discovery and search optimization (AIO) strategies.
Organic, Paid & Full-Funnel Integration
- Align organic and paid social into cohesive, full-funnel campaigns that move prospective students from awareness through enrollment.
- Partner with Paid Media and Creative on messaging, targeting, and creative optimization—managing toward lead quality and cost-per-lead efficiency.
- Guide platform strategy across established and emerging channels, ensuring efforts are audience-first and conversion-oriented.
Content, Community & Emerging Channels
- Oversee student-centered content that builds trust, drives engagement, and moves audiences toward enrollment action.
- Champion community management best practices, supporting that team led by Comms.
- Ensures SNHU is leveraging and expanding presence in trust platforms and other non-traditional platforms (e.g., Reddit, forums, community ecosystems) with authenticity and value-driven participation.
- Foster innovation in storytelling—video, creators, and emerging formats that resonate with prospective and current students.
Cross-Functional Partnership & Influence
- Translate institutional initiatives—program launches, enrollment cycles, organizational transitions—into integrated social campaigns with measurable lead generation goals.
- Maintain continuity with business areas previously aligned with social media to ensure responsiveness and trust through the transition.
Innovation & Stewardship
- Stay ahead of social media trends, platform shifts, analytics methodologies, and emerging technologies; lead responsible experimentation with clear measurement plans.
- Manage vendor relationships, tools, and budget to ensure strong ROI and effective resource allocation.
- Other responsibilities as assigned.
What We're Looking For
- 8+ years of experience in social media, digital marketing, or integrated media strategy with an emphasis on analytics and performance.
- Bachelor's degree.
- Experience leading both organic and paid social at scale with demonstrated lead generation and enrollment/revenue outcomes.
- Experience building analytics frameworks, dashboards, and attribution models for social media.
- Experience leading organizational integration or operating model transformation within a marketing function.
- Hands-on experience with social and web analytics tools (e.g., Google Analytics, Sprout Social, Tableau).
- Experience in higher education or a mission-driven organization.
- Experience leading through matrix management and influence—driving alignment and results across teams without direct reporting authority.
- Experience with influencer, creator, or partnership strategies.
Compensation
Annual pay range: $94,130.00 – $150,634.00 . Actual offer will be based on skills, qualifications, experience and internal equity, in addition to relevant business considerations. Target hiring range: $104,012.00 – $140,723.00.
Exceptional Benefits
- High-quality, low-deductible medical insurance.
- Low to no-cost dental and vision plans.
- 5 weeks of paid time off (plus almost a dozen paid holidays).
- Employer-funded retirement.
- Free tuition program.
- Parental leave.
- Mental health and wellbeing resources.