Senior Social Media Specialist

As a community, the University of Rochester is defined by a deep commitment to Meliora - Ever Better. Embedded in that ideal are the values we share: equity, leadership, integrity, openness, respect, and accountability. Together, we will set the highest standards for how we treat each other to ensure our community is welcoming to all and is a place where all can thrive. **Job Location (Full Address):** 220 Hutchison Rd, Rochester, New York, United States of America, 14627 **Opening:** Worker Subtype: Regular Time Type: Full time Scheduled Weekly Hours: 40 Department: 100027 Ofc University Mkting & Comms Work Shift: UR - Day (United States of America) Range: UR URG 112 Compensation Range: $70,600.00 - $105,800.00 *The referenced pay range represents the minimum and maximum compensation for this job. Individual annual salaries/hourly rates will be set within the job's compensation range, and will be determined by considering factors including, but not limited to, market data, education, experience, qualifications, expertise of the individual, and internal equity considerations.* **Responsibilities:** Reporting to the Director, Brand Marketing, the Senior Social Media Specialist manages the day-to-day execution of the University's flagship social media channels, translating institutional priorities into compelling, audience-centered content across platforms. The role manages the editorial calendar, social-first content production, content coordination, and content optimization, ensuring social media efforts support the University's brand, reputation, awareness, and recruitment goals. Working closely with colleagues across University Marketing & Communications and social media partners throughout the University, this position translates enterprise campaigns, priorities, and key initiatives into coordinated, platform-specific social media content and activation plans. The Senior Social Media Specialist coordinates content production, executes integrated social media campaigns, and manages publishing and channel operations to deliver a consistent, high-quality social media presence. A highly organized editorial and content operations leader, this role ensures the University's flagship social media channels remain coordinated, audience-focused, and aligned with brand standards, platform best practices, and evolving social media trends. **ESSENTIAL FUNCTIONS** **Editorial Strategy, Content Planning & Programming** - Owns development and management of the flagship social media editorial calendar, ensuring alignment with institutional priorities, campaign objectives, audience needs, and content strategies. - Translates enterprise initiatives, brand campaigns, enrollment priorities, research stories, and key University moments into coordinated, platform-specific content plans. - Maintains content programming frameworks that balance always-on storytelling, timely and trending content, campaign amplification, audience engagement, and community-building - Executes established content pillars, publishing cadence, and narrative arcs to maintain a consistent and strategically aligned social media presence. - Identifies opportunities to elevate University strengths and differentiators through proactive storytelling and audience-centered content planning. - Establishes workflows, production processes, content standards, and quality-control measures to ensure efficient and effective content development. **Content Production** - Produces platform-native social media content across text, photography, graphics, and short-form video to support enterprise priorities and campaigns. - Writes compelling, audience-focused social media copy tailored to platform best practices, brand voice, and communication objectives. - Captures, edits, and publishes photo and video content using mobile and desktop production tools. - Creates short-form video content optimized for platforms including Instagram, TikTok, LinkedIn, Facebook, and emerging channels. - Adapts…