Director, Social Media

Director, Social Media

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.

The Director will help lead a team – of staff and contractors - responsible for daily content creation, platform management, social listening, rapid response, paid social influencer and creator partnerships. The ideal candidate is a strategist and a storyteller: someone who understands how narratives move across platforms, who can translate complex policy into content that resonates with both English- and Spanish-dominant audiences, and who thrives in a fast-paced media environment.

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.

Salary: $112,900-$125,400

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 a related field or equivalent experience.
• A minimum of eight (8) 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.
• Excellent judgment and discretion, calm under pressure.
• 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.

Competencies

• Analytical-- Synthesizes complex or diverse information; Collects and researches data; Uses intuition and experience to complement data; Designs workflows and procedures.
• Design-- Generates creative solutions; Translates concepts and information into images; Uses feedback to modify designs; Applies design principles; Demonstrates attention to detail.
• Problem Solving-- Identifies and resolves problems in a timely manner; Gathers and analyzes information skillfully; Develops alternative solutions; Works well in group problem solving situations; Uses reason even when dealing with emotional topics.
• Project Management-- Develops project plans; Coordinates projects; Communicates changes and progress; Completes projects on time and budget; Manages project team activities.
• Oral Communication-- Speaks clearly and persuasively in positive or negative situations; Listens and gets clarification; Responds well to questions; Demonstrates group presentation skills; Participates in meetings.
• Written Communication-- Writes clearly and informatively; Edits work for spelling and grammar; Varies writing style to meet needs; Presents numerical data effectively; Able to read and interpret written information.
• Teamwork-- Balances team and individual responsibilities; Exhibits objectivity and openness to others' views; Gives and welcomes feedback; Contributes to building a positive team spirit; Puts success of team above own interests; Able to build morale and group commitments to goals and objectives; Supports everyone's efforts to succeed.
• Managing People-- Includes staff in planning, decision-making, facilitating and process improvement; Takes responsibility for subordinates' activities; Makes self available to staff; Provides regular performance feedback; Develops subordinates' skills and encourages growth; Solicits and applies customer feedback (internal and external); Fosters quality focus in others; Improves processes, products and services; Continually works to improve supervisory skills.
• Strategic Thinking-- Develops strategies to achieve organizational goals; Understands organization's strengths & weaknesses; Analyzes market and competition; Identifies external threats and opportunities; Adapts strategy to changing conditions.
• Planning/Organizing-- Prioritizes and plans work