Social Media Manager

Overview

Major Activities & Essential Functions

• Develops and executes a comprehensive social media strategy and guidelines document for each University-run social media platform (Instagram, Facebook, X, LinkedIn, YouTube) aligned with institutional goals and the communication department’s strategic pillars, and collaborates with the Multimedia Content Creator to translate strategy into compelling content formats (short and long-form videos, stories, carousels, live content, etc.)
• Stays current on emerging platforms and creative trends amongst benchmarked local and international higher education institutions, as well as, aligns with digital best practices from the home campus, and within the local Qatari context
• Plans and executes paid social media campaigns based on prepared social media strategy and in line with budget considerations, develops and implements social media guidelines, including structured onboarding and evaluation process for departmental social media freelancers to ensure alignment with institutional standards, brand voice, and strategic priorities.
• Establishs clear criteria and workflows to identify and amplify high-value content from supplementary accounts (e.g., Richmond campus, Education City partners, and university units) on flagship VCUarts Qatar channels, and maintains VCUarts Qatar’s digital voice, tone, and identity aligned with brand guidelines.
• Works with the Manager of Web and Digital Analytics to understand data-led insights, platform analytics, and audience behavior trends in order to continuously refine social media strategy, drives continuous performance improvement, and accelerate follower and engagement growth.
• Monitors departmental social media accounts ensuring best practices, tone of voice, posting standards, and brand alignment are upheld, oversees and monitors the work of departmental social media contractors to ensure quality, alignment with brand guidelines, and consistency across institutional platforms.
• Writes, edits, and reviews content and captions that is optimized for platform-specific best practices, accessibility standards, and target audience needs, as well as, writes content briefs and provide creative direction to support Multimedia Content Creator in multimedia production of SM assets.
• Supports the Multimedia Content Creator to shoot and edit high-quality video content (short-form and long-form) for digital campaigns, social media, and web
• Collaborates with and, when needed, supplements the work of the Multimedia Content Creator to ensure timely delivery of high-quality social assets, particularly during campaigns, events, or urgent communications needs.
• Keeps an updated content calendar with campaign dates/planned content for posting and align on the same with the Communications Manager, and plans proactive social campaigns and evergreen content while maintaining flexibility to respond to real-time opportunities, cultural moments, and priority institutional news.
• Oversees approval workflows and scheduling to ensure consistent publishing cadence and message alignment across social channels, as well as, manages engaging multimedia content across digital channels (website, social, email, multimedia).
• Manages day-to-day publishing, engagement, and channel moderation across all platforms for main VCUarts Qatar accounts, develops and implements clear workflows and response protocols for managing comments and DMs, including templated responses where appropriate, to ensure consistency, accuracy, and efficiency.
• Builds and maintains strong online communities including prospective students, current students, alumni, faculty, and partners, launches and manages student ambassador and influencer collaborations.
• Facilitates social media focused media training sessions to enable staff, faculty, students and alumni voices to serve as ambassadors for VCUarts Qatar’s community presence online.
• Serves as the primary point of contact for social media escalation procedures and digital reputation management, supports crisis communication protocols, monitoring, and real-time response with communications leadership, develops and enforces social media guidelines and training for internal stakeholders, students, and faculty.

Qualifications

• Bachelor’s degree in Communications, Journalism, Marketing, Digital Media, or related field
• Min 5–7 years of experience in social media and digital communications, preferably in higher education, culture, arts, or nonprofit sectors.

Skills & Experience

• Demonstrated expertise with major platforms (Instagram, YouTube, LinkedIn, X, Facebook) in their current or previous role that highlights an increase in audience growth and engagement.
• Experience using social media scheduling and analytics tools (e.g. Sprout Social, Meta Business Suite, Hootsuite, etc.)
• Ability to interpret and present performance metrics using native platform analytics (Meta Business Suite, LinkedIn Page analytics, etc.) and tools such as Looker Studio or Hootsuite to inform content strategy and campaign optimization.
• Understanding of social media SEO, social video and photo formats, and accessibility standards.
• Demonstrated ability to run and optimize paid social campaigns, with strong expertise in audience targeting, budget management, and performance analysis.
• Photography, videography and editing skills.
• Exceptional writing and digital storytelling skills adapted for each platform.
• Strong understanding of audience segmentation and funnel-based strategies.
• Data-driven mindset with ability to convert insights into action.
• High degree of cultural sensitivity and understanding of regional context.
• Ability to manage multiple priorities in a dynamic environment.
• Collaborative and proactive communicator.
• Creative thinker with strong digital intuition.
• Problem-solver with attention to detail.
• A demonstrated ability to foster an environment of respect and professionalism among a diverse, international population of students and staff.
• Apply for the position using the following link:
• https://qatar.vcu.edu/social-media-manager/