Senior Content Strategist

Senior Content Strategist

Visit Fort Worth is seeking a strategic, creative and hands-on Senior Content Strategist to lead the organization's content strategy and day-to-day social media presence.

Under the direction of the Director of Marketing and working closely with the Vice President of Creative, this role will help determine what stories Visit Fort Worth should tell, how they should be told and where they should appear across Visit Fort Worth's social media channels.

The Senior Content Strategist will own content pillars, social channel strategies, the content and communications calendar, social media copywriting and daily social publishing and analytics reporting. This person will also serve as the primary internal content partner to Visit Fort Worth's agency managing SEO and GEO, ensuring agency recommendations are reflected in Visit Fort Worth's content across social media and blogs. This position will also support the Fort Worth Herd and Film Fort Worth social media channels as needed.

This is a strategy and execution role. The ideal candidate can move easily from developing a quarterly content plan to writing a caption, briefing a video, publishing an Instagram Story or responding to a timely cultural moment.

Key Responsibilities Content Strategy & Planning

• Develop and manage Visit Fort Worth's overall content strategy, content pillars and editorial priorities to help meet our sales and marketing goals
• Build audience-first content plans informed by visitor interests, cultural trends, organizational priorities, search insights and performance data.
• Identify compelling stories, people, places, experiences and moments that differentiate Fort Worth and inspire visitation
• Own the master content and communications calendar, coordinating social, blogs, campaigns, PR, events, partnerships, creators and other organizational priorities and coordinate newsletter content.
• Balance planned campaigns and evergreen storytelling with timely and real-time content opportunities.
• Oversee blog content development and editorial planning, coordinating closely with social media to align storytelling and publishing cadence
• Maintain Visit Fort Worth's voice, tone and editorial standards across social media channels.

Social Media Management

Own the strategy and daily management of Visit Fort Worth's social media channels, including Instagram, TikTok, Facebook, YouTube, Pinterest, LinkedIn, Threads, Reddit and emerging platforms as appropriate. This includes supporting the Fort Worth Herd channels as needed.

Responsibilities include:

• Develop platform-specific content strategies and publishing plans.
• Write, schedule and publish social content.
• Publish and manage Instagram, Facebook and Tik Tok Stories.
• Monitor mentions, tags, comments and conversations.
• Identify and repost relevant visitor, partner, creator and user-generated content.
• Identify timely trends, events and cultural conversations where Visit Fort Worth can credibly participate.
• Monitor channel performance and continually optimize content based on results including reporting out on organic performance on a monthly basis.
• Partner closely with the Meetings Marketing Manager to develop content for social channels, with a particular emphasis on LinkedIn — driving thought leadership, highlighting meetings innovation, and building a compelling content narrative around the Convention Center opening and key milestones along the way.

Copywriting & Editorial

Serve as a primary in-house copywriter and editorial voice for Visit Fort Worth social media channels.

• Write and edit social copy, headlines, blogs, website content, video scripts, campaign copy and other digital content.
• Develop strong hooks, captions, calls to action and short-form storytelling.
• Adapt copy and storytelling to fit the audience and platform.
• Edit content from internal teams, agencies, creators and partners to ensure consistency and quality.
• Manage the editorial direction and calendar for Visit Fort Worth's blog and destination content.
• Identify existing content that should be updated, repackaged, amplified or retired.

Creative & Video Collaboration

Under direction of Director of Marketing, work in partnership with the Vice President of Creative to turn content strategy into compelling creative.

• Develop creative briefs that define the audience, objective, story and intended platform.
• Build a consistent pipeline of short- and long-form video ideas.
• Collaborate on concepts, scripts, interviews, shot planning and content selection.
• Identify recurring social and video series that can build audience familiarity.
• Maintain a forward-looking production calendar and identify opportunities to capture content efficiently during shoots, events and activations.

SEO & GEO Content Partnership

Serve as the primary internal social media content partner to Visit Fort Worth's agencies managing SEO and GEO.

The agency will lead technical SEO, GEO and related strategy. This role will focus on translating those recommendations into Visit Fort Worth's content.

Responsibilities include:

• Participate in agency planning and review search, content and AI-discovery recommendations.
• Incorporate relevant SEO and GEO opportunities into the content calendar.
• Identify content that should be created, updated or expanded.
• Ensure website feature blocks and content modules follow GEO-friendly content practices.
• Help ensure priority content is current, clear, authoritative and answers real traveler questions.
• Coordinate internal information, imagery, video and subject-matter expertise needed for priority content.
• Review agency reporting and translate insights into actionable content priorities.

A working knowledge of SEO, search intent, GEO and AI discovery is expected, but this role does not own technical implementation.

Social Listening, Reddit & Community

• Monitor social platforms, Reddit and other online communities to understand what travelers and residents are saying about Fort Worth.
• Identify questions, trends, misconceptions and emerging interests that can inform content.
• Identify appropriate opportunities for authentic community participation.
• Surface relevant reputation issues or conversations to internal teams.
• Use social and community insights to strengthen content planning.

Creators & User-Generated Content

• Help identify creators and local voices who can tell authentic Fort Worth stories.
• Develop content briefs and coordinate creator content as needed and as part of overall content strategy.
• Identify strong user-generated content for reposting and repurposing.
• Coordinate appropriate permissions and maintain a pipeline of useful creator and UGC assets.
• Report on ROI of content creators.

Measurement & Optimization

• Monitor and evaluate content performance across social, editorial, and digital channels using data and audience insights to understand what is working and where opportunities exist.
• This includes tracking key metrics such as reach, impressions, engagement rate, follower growth, video views, saves, link clicks, and conversion behavior across platforms.
• Translate performance into clear recommendations that continuously improve content strategy, creative, publishing cadence, and audience engagement. Produce monthly organic performance reports for internal stakeholders and use findings to inform content planning, platform prioritization, and creative direction.
• Incorporate relevant SEO and GEO performance insights from the agency partner to ensure content is optimized for both human audiences and AI-driven discovery.

Preferred Qualifications:

Qualifications

• 7+ years of experience in content strategy & social media
• Demonstrated experience developing and executing multi-channel content strategies.
• Exceptional copywriting, editing and storytelling skills.
• Deep understanding of major social platforms, content formats and audience behaviors.
• Hands-on experience publishing and managing social media channels for a brand or organization.
• Strong editorial judgment and cultural awareness.
• Experience managing content and communications calendars across multiple priorities and stakeholders.
• Working knowledge of SEO, search intent, GEO and emerging AI-discovery practices.
• Experience collaborating with agency partners, creative teams, videographers and creators.
• Experience with social listening, community management and user-generated content.
• Strong analytical, organizational and project-management skills.
• Ability to operate at both the strategic and hands-on executional level.
• Tourism, destination marketing, hospitality, entertainment or lifestyle-brand experience preferred.

The Ideal Candidate