Digital and Social Media Manager

Job Description

Job Description

JOB TITLE: Digital and Social Media Manager
DEPARTMENT: External Relations Team - Marketing
REPORTING TO: Director of Marketing
STATUS: Salary
HOURS: Full-time, 40 hours/week
LOCATION: Brooklyn Park, MN / Hybrid

ABOUT SECOND HARVEST HEARTLAND 

Second Harvest Heartland is the second-largest food bank in the United States, sourcing and delivering food to nearly 1,000 food shelves and food distribution partners throughout 59 counties across central and southern Minnesota and western Wisconsin. Our work begins with a bold vision: a community where no one goes hungry. We help fill plates, shelves, and fridges throughout the region while shining a light on food insecurity and its root causes and inspiring action at home and across the country. By utilizing new and better data, engaging and mobilizing partners, and advancing innovative solutions, we are on the leading edge of a movement to address hunger and food insecurity in our communities.

If you’re ready to turn your passion into purpose, join us and help build a future where every neighbor has the food they need to thrive.

POSITION SUMMARY 

The Digital & Social Media Manager leads Second Harvest Heartland’s paid media and organic social strategy to grow awareness, engagement, and action among key audiences.

Serving as the organization’s subject matter expert for digital advertising and social media, this role owns strategy, execution, optimization, and measurement across paid and organic channels. Working closely with Marketing, Creative, and Data teams, this role combines audience insights, compelling content, and performance data to advance organizational priorities and drive measurable results.

DUTIES AND RESPONSIBILITIES

This list is not intended to be inclusive of all duties and responsibilities. As SHH grows and the community needs change, employees should expect that new and different tasks, temporary and on-going, will be part of one’s daily work. 

Digital Strategy & Paid Media

• Own paid media strategy and campaign execution across Meta, Google, TikTok, YouTube, LinkedIn, and other relevant channels.
• Develop campaign strategies based on organizational goals, audiences, budgets, timelines, and performance objectives.
• Determine channel mix, targeting, audience segmentation, budget allocation, and flighting, including prospecting, retargeting, and lookalike strategies.
• Manage campaign budgets and performance, optimizing audiences, creative, placements, and investment to improve results.
• Manage agency, vendor, and platform relationships and evaluate emerging platforms and advertising opportunities.

Organic Social & Content Strategy

• Own organic social strategy across platforms, with responsibility for audience growth, content planning, publishing, and performance.
• Develop and manage a social content calendar supporting campaigns, storytelling, events, and timely opportunities.
• Partner with Marketing and Creative teams to develop engaging, social-first content, including short-form video, graphics, copy, and calls-to-action.
• Use platform trends, audience insights, and paid and organic performance to strengthen content and creative strategy.
• Identify opportunities to grow reach through emerging formats, creators, influencers, community partners, and new platforms.

Performance & Optimization 

• Monitor paid and organic performance across reach, engagement, traffic, conversions, acquisition costs, return on ad spend, audience growth, and campaign-specific goals.
• Develop and execute testing across audiences, creative, messaging, placements, and landing pages.
• Translate performance data and audience insights into actionable recommendations for campaigns, content, and media investment.
• Ensure accurate campaign measurement and tracking, including pixels, conversion events, UTMs, and analytics.
• Maintain clear reporting on campaign performance, budgets, results, and key learnings.

Cross-Functional Partnership

• Partner across Marketing, Data, Development, Volunteer Engagement, Advocacy, Neighbor Services, and other teams to translate organizational priorities into effective digital campaigns.
• Coordinate with CRM & Email Marketing Manager to align audience strategy, campaign timing, retargeting, and supporter journeys across channels.
• Provide audience, channel, content, and creative recommendations based on campaign goals and performance insights.
• Ensure digital campaigns and social content align with brand standards, accessibility requirements, privacy practices, and organizational priorities

Required Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or a related field, or an equivalent combination of education and experience.
• 5+ years of experience in digital marketing, paid media, social media, or a related field.
• Hands-on experience managing and optimizing paid campaigns across Meta Ads Manager, Google Ads, and TikTok Ads Manager; experience with YouTube, LinkedIn, or other digital platforms is a plus.
• Demonstrated experience developing and executing organic social strategies across platforms, including TikTok, with an understanding of social-first content, short-form video, platform trends, and audience engagement.
• Strong understanding of audience segmentation, prospecting, retargeting, lookalike audiences, conversion strategy, and the customer or supporter journey.
• Experience managing campaign budgets, testing, optimization, measurement, and tracking.

• Strong analytical skills with the ability to translate performance and audience data into clear recommendations.
• Strong project management, communication, and collaboration skills, with the ability to manage multiple campaigns and priorities.
• Experience managing agencies or external partners is preferred.

Success in this Role

Within the first 6-12 months, this individual will:

• Establish an integrated paid media and organic social strategy with clear audiences, channel roles, goals, and measurement.
• Improve paid media performance through audience targeting, creative testing, budget optimization, and conversion-focused strategies.
• Strengthen Second Harvest Heartland’s organic social presence, including TikTok, through engaging, platform-specific content that grows reach, engagement, and action.
• Establish a consistent testing and learning approach that uses performance insights to improve content, audiences, creative, and media investment.
• Strengthen digital measurement and reporting to inform marketing decisions and identify opportunities for growth.
• Build strong cross-functional partnerships that create more coordinated campaigns and supporter experiences.

VALUES

• We Deliver: We use our head and heart to make decisions, we make the best use of donor dollars, and we achieve results safely and reliably.
• We Lead with Our Hearts: We keep our neighbors, partners, and teams at the center of our work. We seek to understand and anticipate their needs.
• We are all in this Together: We collaborate, internally and externally. We communicate openly, seeking feedback and sharing knowledge.
• We Innovate: We seek out bold new ideas, we embrace change, and we commit to continuous improvement for ourselves and our work.