Job Description

Job Description

Job Description

Title: Social Media Manager

FLSA Classification: Exempt

Department: Marketing

Reports To: Director of Marketing

About Visit Dallas:

At Visit Dallas, we do things bigger, bolder and with just the right amount of swagger. We believe that our powerful can-do energy and warm hospitality sets us apart, while empowering others to be their best, boldest and most fearless selves. Recognized by Destinations International with Accreditation for excellence in destination marketing and management performance, our team is made up of dedicated, dynamic professionals who collectively commit to living out our Brand, Vision, Mission and Values.

Our Brand Dallas is more than a city, it’s a state of mind – a maverick, can-do spirit expressed through a thriving arts scene, iconic sports culture, creative culinary influence and warm hospitality.

Our Vision To elevate Dallas as a welcoming, global must-visit destination.

Our Mission To promote Dallas to attract visitors for the benefit of our community.

We Value Community, Respect, Empowerment, Accountability, Trust, Equitability and Sustainability.

Commitment to Diversity, Equity and Inclusion

At Visit Dallas, our commitment to diversity, equity and inclusion extends to our visitors, citizens, team members, customers, communities, and marketplaces that we serve. We act as a catalyst for change within our organization and industry. Our commitment to leveraging diversity and inclusion to drive business growth is important and necessary for the future of this organization. We market Dallas as the ideal convention, the premier business and leisure destination for all.

Position Summary:

We are seeking a highly skilled and experienced Social Media Manager to join our marketing team at Visit Dallas. In this role, you will be responsible for strategy development, content creation, platform management, community engagement, reporting and execution across all Visit Dallas social media channels to promote Dallas as a must-visit destination. Your expertise in social media, content creation and optimization, and collaborating with external content contributors will be vital in achieving our marketing objectives.

Essential Role and Responsibilities:

Content Creation & Management

• Lead innovative digital storytelling across Visit Dallas social channels.
• Ensure content aligns with the overall brand voice and strategy.
• Collaborate on content strategy with the Director of Digital Marketing.
• Coordinate with a graphic artist for templates and visual content.
• Develop, shoot, and edit video content for social campaigns.
• Create engaging content across platforms
• Maintain a content library and ensure creative assets are up-to-date.
• Develop personalized content strategies based on audience segments.
• Oversee user-generated content programs to source authentic content.

Engagement & Collaboration

• Manage social listening and engage with the community.
• Partner with local content creators, businesses, attractions, and partners to amplify reach.
• Strategize audience-specific content, including with Visit Dallas LGBTQ Consultant and Social Media Agency.
• Build and maintain relationships with social media communities and content creators.
• Actively participate in online conversations and engage users to enhance brand presence.

Research & Insights

• Stay updated on industry developments and local events.
• Monitor social trends, competitor activities, and adapt strategies accordingly.
• Utilize insights tools for performance metrics and refine strategies for ROI.
• Conduct social media audits to understand brand performance across channels.
• Implement A/B testing strategies to refine content effectiveness.
• Analyze audience behavior and demographics to optimize engagement strategies.
• Keep track of platform algorithm changes and adjust strategies proactively.

Campaign Strategy & Coordination

• Develop comprehensive social media campaign strategies that integrate with broader marketing goals.
• Ensure all social campaigns are executed on time and within budget.
• Manage Visit Dallas social content calendar in sync with marketing campaigns.
• Collaborate with the Marketing Manager on Margarita Mile content for social campaigns.

Brand & Platform Evolution

• Recommend strategies for new social platforms.
• Oversee rollout of the new brand platform on social channels, including story templates, tone of voice, etc.
• Identify opportunities to innovate social media presence through emerging platforms or trends.
• Evolve the brand’s digital persona and voice to stay current with audience preferences.
• Implement best practices to continually enhance platform performance and brand relevance.
• Experiment with new content formats, such as AR, VR, and interactive content.

Team Collaboration & External Coordination

• Streamline processes with the PR team for influencer collaborations.
• Support the Digital Marketing Manager with blog updates and aligned efforts.
• Serve as the day-to-day contact for the Social Media Agency, maintain status meetings, and oversee social campaigns through completion.
• Serve as the point of contact for all social media tools and contracts, including CrowdRiff and Sprout.
• Collaborate cross-functionally with other departments to align social media content with other marketing efforts.
• Organize and participate in cross-departmental creative brainstorming sessions.

Reporting & Optimization

• Regularly assess and report on performance metrics.
• Continuously refine content strategies based on insights.
• Develop monthly/quarterly reports with in-depth insights and actionable recommendations.
• Optimize social media posts based on past performance and key learnings.
• Implement tools and processes to automate reporting where possible.
• Create dashboards to monitor key social media KPIs in real-time.

ADDITIONAL RESPONSIBILITES

• Assist Director of Marketing & Agency of Record in planning paid social ad campaigns.
• Develop strategies for boosting organic content.
• Manage and source user generated content through the CrowdRiff platform.
• Develop social content creator marketing programs and identify key collaborators.
• Contribute to the organization’s safe, healthy, positive, professional and productive culture.

• Other duties as assigned.

Expected Competencies, Performance Attributes and Characteristics:

• Deep understanding of major and emerging social media platforms (Facebook, Instagram, Twitter, LinkedIn, Pinterest, TikTok, and others).
• Awareness of current and evolving digital marketing trends, algorithms, and best practices.
• Familiarity with tools for graphic design, video editing, and content creation.
• Proficiency in utilizing social media insights and analytics tools.
• Knowledge of the tourism & hospitality industry, especially as it pertains to Dallas.
• Understanding of online advertising practices, including paid/boost strategies.
• Strong ability in crafting compelling, engaging, and shareable content.
• Exceptional written and verbal communication skills, with the ability to maintain the organization's voice and style.
• Capability to interpret analytics data and make data-driven decisions.
• Innovative thinking to develop unique campaigns and storytelling techniques.
• Skills in shooting and editing videos for various digital platforms.
• Efficient in managing multiple projects and tasks simultaneously, often under tight deadlines.
• Strong team player who can work with diverse internal and external teams.
• Ability to pivot strategies based on real-time feedback or changing digital landscapes.
• Capacity to identify challenges and create effective solutions.
• Ability to see the bigger picture and align social media strategies with organizational goals.
• Ability to foster and nurture online communities, ensuring positive interactions and engagements.
• Ability to form and maintain strong relationships with influencers, partners, and other stakeholders.
• Ability to consistently represent and enhance the brand's image across digital platforms.
• Team player mentality, demonstrating dependability and accountability in contributing to the success of shared goals.
• Enthusiastic and eager to learn, with a growth mindset toward acquiring new skills.

Desired Education and Experience:

• Bachelor's degree in marketing, communications, or a related field. Advanced degree is a plus.
• Proven experience (5+ years) in social media marketing, including content creation, preferably within the tourism or hospitality industry.
• Experience within the tourism or hospitality industry is preferred

Work Environment and Physical Demands:

The person in this role will mostly operate in an office environment with frequent and consistent use of a laptop computer, monitor, keyboard, mouse, cell phone and copier. It is partly a sedentary role with extended work time sitting and using a cell phone and computer with desktop accessories. There will be frequent occasions working at off-site locations including the convention center, restaurants, music venues and hotels where the environments will vary. The person in this role will need to be able to lift and carry up to 25 pounds occasionally. Bending, twisting, stooping and reaching above and below shoulder height is required.

Expected Hours of Work:

This is a full-time position with an expectation of 40 + hours of work each week. The regular office hours are Monday through Friday 8:30am to 5pm. Evening and weekend work and participation in events that occur outside of the regular office hours is expected.

Expected Travel:

The person in this role can expect up to 40% local travel (within the Dallas area) and may require travel on occasion outside of Dallas and the immediate driving area to attend industry meetings, conferences, and other events or activities.

Job Tags

Full time, Local area, Immediate start, Weekend work, Afternoon shift, Monday to Friday,

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