Social Media Manager

The Social Media Manager leads the organization’s social media presence and engagement strategy. Reporting to the Deputy Director of Marketing, this role is responsible for developing, implementing, and optimizing comprehensive social media strategies that support the organization’s overall marketing and communication goals. The Social Media Manager plays a key role in driving membership growth, increasing fundraising efforts, and enhancing brand awareness among veterans and the broader community.

This role will oversee the creation and deployment of compelling, mission-driven social media campaigns, ensuring The American Legion’s voice remains authentic, engaging, and aligned with our core values. This role requires strong collaboration with agencies, internal teams, partners, and sponsors to amplify national initiatives and major events. Additionally, the Social Media Manager will manage the organization-wide content calendar to advance American Legion digital media developed both in the Marketing Division and the Media & Communications Division and play an active role to ensure consistency, efficiency and accessibility of the Legion’s digital-asset library.

ESSENTIAL FUNCTIONS:

• Strategic Alignment & Execution: Develop, lead, and implement social media strategies that support and align with the organization's overall digital marketing goals. Focus on growing membership, driving fundraising campaigns, and elevating The American Legion’s brand awareness.
• Trend Monitoring & Conversation Integration: Stay on top of emerging trends, platform updates, and digital best practices. Identify and leverage timely opportunities to integrate The American Legion into relevant, high-impact conversations and cultural moments that align with the organization’s mission and values.
• Content Creation & Management: Create, publish, and manage high-quality, engaging multimedia content across primary social media platforms (e.g., Facebook, X, Instagram, Linked In) that align with the Marketing Division’s strategic priorities and those of the organization. Enable content to reflect The American Legion’s voice and support overall campaign objectives.
• Multi-Divisional Content
  
  Collaboration:
  
  Collaborate effectively and consistently with Media & Communications Division staff, and others in the organization, to synergize marketing media and journalistic media produced by Media & Communications or other divisions, where applicable.
• Community Engagement & Moderation: Monitor and moderate all community interactions, ensuring prompt, respectful, and brand-aligned communication. Uphold Legion values and maintain a positive, inclusive online environment.
• Collaboration: Work closely with American Legion divisions, external agencies, partners, and sponsors to synchronize messaging, coordinate content, and amplify visibility around key initiatives, campaigns, and major events.
• Analytics & Performance Optimization: Track, analyze, and report on social media performance using analytics tools. Use data‑driven insights to optimize campaigns and demonstrate ROI, driving continuous improvement.
• Content Calendar Management: Oversee and coordinate the comprehensive content calendar, integrating social, digital, and email content to maximize reach and engagement.
• Digital Asset Library Stewardship: Participate in the stewardship of The American Legion’s digital assets library to ensure convenient access to a well‑organized catalog of media elements, such as video and photography.
• Other duties as assigned.

REPORTING RELATIONSHIP (reports directly to):
Deputy Director/Marketing

MINIMUM SKILLS REQUIRED FOR ESSENTIAL FUNCTIONS (Select only one under each category):

Education/Technical Knowledge:

• College education – four‑year degree to provide basic familiarity with a variety of subjects. Bachelor’s degree in marketing, Communications, Journalism, or a related field, or equivalent experience.

Additional Skills Needed:

• Demonstrated success in creating and executing social media campaigns that drive meaningful growth and engagement.
• Exceptional writing, editing, and visual communication skills.
• Proficiency with content creation tools (e.g., Adobe Creative Suite,…