Sr Social Media Strategy Manager

PURPOSE: To position social media as a primary discovery and storytelling channel for Mall of America, driving brand relevance, visitation, and tenant exposure. This role elevates MOA as a cultural and content leader by leveraging social platforms to influence consumer behavior and deliver measurable business outcomes, including traffic, engagement, and revenue.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

Strategy & Leadership

• Establish and lead a future-focused vision for MOA's social media strategy that drives brand growth, engagement, and visitation. Serve as a strategic advisor to leadership on social trends, platform evolution, and consumer behavior.
• Partner cross-functionally with Marketing, Sponsorship, Retail Marketing, and Leasing to align messaging and priorities.

Team Leadership

• Manage and mentor the social media team, including content planning, workflows, and professional development.
• Additional duties as assigned.

Content & Creative Direction

• Lead the development of a high-performing content strategy, including short-form video, real-time content, and event-driven storytelling.
• Build and lead a content studio mindset, producing high-volume, high-quality content that reflects real-time trends and in-mall experiences.
• Shape and elevate MOA's brand voice through dynamic storytelling across all social platforms.
• Identify and activate real-time cultural moments, trends, and events to position MOA as a first-to-market, always-relevant destination.

Creator & Community Strategy

• Lead creator strategy, including identifying, partnering, and co-creating with local and national creators to produce culturally relevant content that drives engagement and visitation
• Oversee community management and customer care strategy, ensuring timely and brand-aligned engagement.
• Oversee or partner on the MOA Ambassador program to expand reach and engagement.

Innovation & Platform Development

• Drive innovation by testing new channels, formats, partnerships, and emerging technologies, including AI-driven tools for content creation and workflow efficiency.
• Maintain expertise across core and emerging platforms (Instagram, TikTok, YouTube, Facebook, X/Threads, etc.).

Revenue & Business Impact

• Lead integrated social media campaigns and inform paid strategy using organic insights and performance data.

• Partner with Retail Marketing and Sponsorship teams to develop social-first revenue opportunities, including brand integrations, sponsored content, and campaign amplification.

• Support tenant success by amplifying brand stories and driving visibility through social platforms.

Performance & Operations

• Define, track, and optimize KPIs, including engagement, reach, conversion, and traffic impact, translating insights into actionable strategies.
• Leverage social listening and trend analysis to inform strategy and identify real-time opportunities.
• Manage social media tools, platforms, vendor relationships, and workflows to ensure efficiency and scalability.
• Lead social media crisis preparedness and real-time response in collaboration with internal stakeholders.

SKILLS, KNOWLEDGE AND ABILITIES:

• Bachelor's Degree in Communications, Public Relations, or Marketing preferred.
• At least 6-10 years of experience in the field preferred.
• Excellent verbal and written communication skills as well as strong organizational skills.
• Experience in fast-paced, high-volume content environments.
• Experience with social analytics tools (Sprinklr, Later, Sprout, etc.).
• Experience working with brands or destinations.
• Ability to manage multiple assignments simultaneously.
• Experience managing or mentoring team members and collaborating cross-functionally.
• Strong understanding of platform algorithms, trends, and audience behaviors.
• Exceptional writing, editing, and storytelling skills.
• Familiarity with influencer marketing and partnership strategies.
• Strategic thinking with executional discipline.
• Creative judgment with a strong sense of brand voice.
• Flexibility for real-time engagement outside standard business hours.
• Onsite presence required to capture live experiences and events.

PHYSICAL JOB REQUIREMENTS:

• Sitting - Frequently, 60% of time spent on computers and phone
• Standing/Walking - Occasionally, 40% of time
• Perform repetitive motion (using keyboard) - Frequently, 70% of time
• Reach at or below shoulder level - Occasionally, 30% of time
• Stoop and squat - Frequently, 60% of time
• Lifting/carry up to 20 pounds - Occasionally, 30% of time
• Kneel and bend - Occasionally, 20% of time
• Reach at or above shoulder level - Occasionally, 30% of time

Pay is based on many aspects which vary based on position. These include labor markets and, in some instances, may include education, work experience and certifications. In addition to your pay, Mall of America is passionate about the future of our team members, we want to ensure you have a wealth of support and resources, to care for yourself and your loved ones. Our one-of-a-kind job perks for most team members include, team member discounts, free Nickelodeon Universe ride passes, Teladoc, Employee Assistance Program, generous tuition reimbursement, and FREE Metro Pass Universal Pass. Mall of America offers eligible team members and their dependents comprehensive health benefits and programs, which may include medical, vision, dental, life insurance and more, to help you and your loved one's care for your whole selves. Other benefits for eligible team members include 401(k) match, short term disability, long term disability, paid parental leave, and paid vacation. Find competitive benefits from financial and education to well-being and beyond at Job Perks + Benefits | Mall of America®