Director, Social Media

UnidosUS is a nonprofit, nonpartisan organization that serves as the nation’s largest Hispanic civil rights and advocacy organization. Since 1968, we have built a stronger America by creating opportunities for Latinos and breaking down barriers to expand economic and social progress for all. UnidosUS partners with an Affiliate Network of nearly 300 community-based organizations across the United States and Puerto Rico. For more information on UnidosUS, visit or follow us on Facebook ,Instagram ,LinkedIn ,X andThreads . SUMMARY UnidosUS seeks a Director, Social Media to help lead the strategy, voice, and growth of the organization's social media presence across all platforms. Reporting to the Senior Director, Communications and Spokesperson, and working in close partnership with leadership, the Director will set the vision for how UnidosUS shows up online—building audience, deepening engagement, and ensuring the Latino perspective is inserted into the national dialogue on breaking news, current affairs, and the issues that matter most to our community. Location This is a hybrid position based in Washington, DC. In accordance with UnidosUS policy, employees are expected to work onsite two days per week, with Tuesdays designated as a common in-office day. Additional in-office days may be required as needed. Essential Functions Strategy and Leadership Help develop and execute a comprehensive, multiplatform social media strategy that advances UnidosUS's mission, elevates its brand with national and local Hispanic and general-market audiences, supports policy, advocacy, program and fundraising goals. Lead, mentor, and manage the social media team: establishing clear workflows, expectations, and performance goals. Serve as the organization's senior in-house expert on platform trends, algorithm changes, emerging channels (e.g., TikTok, Threads, Bluesky, WhatsApp), and digital culture, advising senior leadership on opportunities and risks. Work with leadership to manage the social media budget, including paid amplification, creator partnerships, tools, and vendors. Content and Campaigns Oversee the social content calendar and the creation of original, platform-native content—short-form video, graphics, copy and live coverage—in collaboration with copywriters, designers and video producers. Work with policy and communications leadership, lead digital campaigns tied to legislative and policy moments, electoral and civic engagement cycles (e.g., voter registration), national events such as the UnidosUS Annual Conference, and UnidosUS Affiliate Network spotlights. Ensure content is culturally relevant and bilingual where appropriate, reflecting the diversity of the Latino community in the United States and Puerto Rico. Partner with the executive communications team to align, grow, and manage the social presence of the President and CEO, positioning them as a trusted voice and thought leader. Rapid Response and Reputation With communications leadership, build and run a robust rapid-response capability: monitor breaking news, identify real-time opportunities, and deploy timely content that shapes the narrative on issues affecting Latinos. Use social listening tools (e.g., Sprout Social, Talkwalker) to track conversations, newsmakers, influencers, mis- and disinformation targeting Latino communities and sentiment around UnidosUS priorities. Coordinate with policy and communications leadership, as well as media relations and executive communications teams on crisis communications, ensuring consistent messaging across all channels. Partnerships and Community Develop and manage relationships with digital creators, influencers, and partner organizations to expand reach with new audiences, including a reach to younger demographics. Support the UnidosUS’s Affiliate Network around the country with social media guidance, toolkits and amplification of local stories. Foster authentic two-way engagement with followers, moving audiences through the funnel from awareness to action. Measurement and Optimization Define KPIs and own regular reporting on audience growth, engagement, reach, conversion and campaign performance; translate analytics into actionable insights for leadership. Run ongoing testing and optimization of content formats, posting strategies and paid spend. Required Qualifications Bachelor's degree in communications, marketing, journalism, or related field or equivalent experience. A minimum of eight (8) years of experience in social media or digital communications, progressively responsible experience in social media or digital communications, including at least two (2) years managing staff, ideally in an advocacy, political, nonprofit, media or agency environment. Demonstrated success developing and executing social strategies that grew audiences and drove measurable engagement and action. Expert command of major platforms (Instagram, TikTok, X, Facebook, LinkedIn, YouTube, Threads, Bluesky) and their analytics, advertising and publishing tools. Experience with social listening and management tools (e.g., Sprout Social, Talkwalker), and familiarity with Adobe Creative Suite, Canva, and short-form video production and editing. Experience leading rapid response and operating in a fast-moving, news-driven environment. Exceptional writing and editing skills, with the ability to translate complex policy into clear, compelling platform-native content. Deep understanding of, and commitment to, the Latino community and the mission of UnidosUS; experience reaching Hispanic audiences strongly preferred. Demonstrated experience with and knowledge of the Latino community. Preferred Qualifications Bilingual (Spanish / English) skills. Skills and Abilities Steadfast commitment to UnidosUS mission, vision, and values: Excellence, Respeto, Accountability. Commitment to supporting and advancing the needs of the U.S. Latino community, Latino non-profit organizations, and the Latino market. Strategic thinker who is also willing to be hands-on when the moment requires. Strong project management and multitasking skills with acute attention to detail. Collaborative team player with excellent interpersonal skills and the ability to work across internal teams and departments, as well as with external partners. Commitment to excellence and high standards; ability to work independently and as a member of various teams. Flexibility to work occasional evenings and weekends in response to breaking news and events, and to travel for institutional events as needed. Analytical––Synthesize complex or diverse information; Collect and research data; Use intuition and experience to complement data; Design workflows and procedures. Design––Generate creative solutions; Translate concepts and information into images; Use feedback to modify designs; Apply design principles; Demonstrate attention to detail. Problem Solving––Identify and resolve problems in a timely manner; Gather and analyze information skillfully; Develop alternative solutions; Work well in group problem solving situations; Use reason even when dealing with emotional topics. Project Management––Develop project plans; Coordinate projects; Communicate changes and progress; Complete projects on time and budget; Manage project team activities. Oral Communication––Speak clearly and persuasively in positive or negative situations; Listen and get clarification; Respond well to questions; Demonstrate group presentation skills; Participate in meetings. Written Communication––Write clearly and informatively; Edit work for spelling and grammar; Vary writing style to meet needs; Present numerical data effectively; Able to read and interpret written information. Teamwork––Balance team and individual responsibilities; Exhibit objectivity and openness to others' views; Give and welcome feedback; Contribute to building a positive team spirit; Put success of team above own interests; Able to build morale and group commitments to goals and objectives; Support everyone’s efforts to succeed. Managing People––Include staff in planning, decision-making, facilitating and process improvement; Take responsibility for subordinates' activities; Make self available to staff; Provide regular performance feedback; Develop subordinates' skills and encourage growth; Solicit and apply customer feedback (internal and external); Foster quality focus in others; Improve processes, products and services; Continually work to improve supervisory skills. Strategic Thinking––Develop strategies to achieve organizational goals; Understand organization's strengths & weaknesses; Analyze market and competition; Identify external threats and opportunities; Adapt strategy to changing conditions. Planning/Organizing––Prioritize and plan work activities; Use time efficiently; Plan for additional resources; Set goals and objectives; Organize or schedule other people and their tasks; Develop realistic action plans. Innovation––Display original thinking and creativity; Meet challenges with resourcefulness; Generate suggestions for improving work; Develop innovative approaches and ideas; Present ideas and information in a manner that gets others' attention. Physical Demands and Work Environment Accurately complete detailed forms and reports. Perform some repetitive motion activities. Sit for long periods of time. Frequently required to stand. Frequently required to walk. Frequently required to sit. Frequently required to utilize hand and finger dexterity. Frequently/Continually required to talk or hear. Occasionally required to lift/push light weights up to 25 pounds. Specific vision abilities required for this job include close vision, distance vision, peripheral, depth and ability to adjust or focus. Utilize visual acuity to operate equipment, read technical information, and/or use a keyboard. The noise level in the work environment usually is quiet to moderately loud. COVID-19 Considerations UnidosUS follows CDC guidance and strongly encourages employees to stay up to date on vaccinations and practice a range of preventive measures to support their well-being and maintain a healthy work environment. EQUAL OPPORTUNITY EMPLOYER All qualified applicants will receive consideration without regard to race, color, national origin, marital status, religion, gender, age, disability, sexual orientation, gender identity or expression, personal appearance, family responsibilities, political affiliation, or enrollment in a college, university, technical school, or adult education. Employment with UnidosUS is contingent upon the successful completion of a background screen. #J-18808-Ljbffr