Senior Manager - Social Media

Upwork ($UPWK) is the world's work marketplace. We serve everyone from one-person startups to over 30% of the Fortune 100 with a powerful, trust-driven platform that enables companies and talent to work together in new ways that unlock their potential.
Last year, more than $3.3 billion of work was done through Upwork by skilled professionals who are gaining more control by finding work they are passionate about and innovating their careers.
Upwork's social team is on a mission to raise awareness of Upwork and become a culturally relevant thought leader in the way we work now. As the Senior Manager, Social Media you will be responsible for evolving and driving a best in class social program at Upwork, overseeing the evolution of our content strategy, the development of breakthrough campaigns (proactive & reactive) and building out a strategy for our community engagement and advocacy efforts. You'll set the goals for the social program & define the right KPI's to showcase impact. This person will be responsible for overseeing a team that will be driving social media campaigns of various scales alongside pushing forward the day to day, month to month and quarterly editorial/always on social presence. You'll be responsible for defining our disruptive and reactive social marketing processes - helping Upwork drive cultural relevance. The output of this work should redefine Upwork's social presence, pivoting who we're talking to, how we're talking to them, building community, and supporting the development and deployment of optimized content in-line with business goals, specifically around driving awareness and engagement.
Your responsibilities:

• Lead the development of ownable best-in-class social strategy and social marketing campaigns across all channels to drive brand awareness, engagement, and advocacy.
• Present comprehensive strategies and campaign plans to gain senior management alignment and partner buy in. Communicate out to cross functional teams.
• Manage and inspire others on the team to help articulate and execute the social strategy across platforms
• Lead creative brainstorms and content/campaign ideation
• Be a strategic thought partner and collaborate with the cross-functional teams to create and drive social media projects
• Provide weekly, monthly, and quarterly reports on key social KPIs including insights that inform future actions.
• Manage annual organic social budget & optimize spend based on business objectives
• Setting the paid amplification strategy to optimize our content plan.
• Utilize analytics platforms and survey competitive landscape to share insights and trends in real-time.
• Serve as a thought leader in Social Media and share best practices, general guidance and the implications of platform updates with broader teams
• Be a strategic thought partner and leader in Social Media to cross functional teams sharing best practices, general guidance and the implications of platform updates

What it takes to catch our eye:

• Knowledgeable about influencer marketing and have experience managing content creators, leveraging them in support of campaign + editorial efforts.
• Experience driving reactive marketing processes and impactful social first campaigns.
• Track record of leading breakthrough, culturally relevant social media campaigns and content that engages and inspires customers.
• Deep knowledge of the social media landscape with a passion for creating fresh ideas and innovative storytelling.
• Professional experience running business pages on Facebook,Twitter, LinkedIn, Instagram,TikTok, and YouTube to develop social campaigns that spark conversation.
• Proven background working remotely in a dynamic environment and juggling multiple, varied priorities across company-wide stakeholders - including a sense of urgency and eagerness to be in touch that is a fit for the 24x7 nature of social channels.
• Outstanding writing ability, interpersonal skills, and demonstrated sound judgment when handling challenging customer situations.
• Prior experience with Upwork's martech stack including tools like Sprinklr, Emplifi, Buffer, Tweetdeck, etc. Must have an ability and interest to pick up new software platforms quickly.

Come change how the world works.
At Upwork, you'll shape talent solutions for how the world works today. We are a remote-first organization working together to create exciting remote work opportunities for a global community of professionals. While we have physical offices in San Francisco and Chicago, currently we also support hiring of corporate full-time employees in 15 states in the United States. Please speak with a member of our recruitment team to determine whether you are located in a state in which we are hiring corporate full-time employees.
Our vibrant culture is built on shared values and our mission to create economic opportunities so that people have better lives. We foster amazing teams, put our community first, and have a bias toward action. We encourage everyone to bring their whole selves to work and grow together through development opportunities, mentorship, and employee resource groups. And oh yeah, we've also got amazing benefits - including medical insurance for you and your family, unlimited PTO, 401(k) with matching, 12 weeks of paid parental leave, and a generous Employee Stock Purchase Plan. Check out our Life at Upwork page to learn more about our benefits and the employee experience.
Check out our Life at Upwork page to learn more about the employee experience.
Upwork is proudly committed to recruiting and retaining a diverse and inclusive workforce. As an Equal Opportunity Employer, we never discriminate based on race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical condition), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics.
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