Senior Manager, Social Media

ABOUT CHURCHILL DOWNS INCORPORATED

Headquartered in Louisville, Kentucky, Churchill Downs Incorporated has expanded through the development of live and historical racing entertainment venues, the growth of the Twin Spires horse racing online wagering business and the operation and development of regional casino gaming properties. Churchill Downs Incorporated is an inclusive and fun place to work. We celebrate unique approaches and points of view. We believe diversity is a mindset that drives excellence.

We’re always learning, evolving and growing. We innovate through mutual respect of ideas and collaboration. This allows us to build a common language that inspires our team members and propels us toward the achievement of our vision.

Job Details

Title:

Senior Manager, Social Media

Requisition #: 2969

Location:

Louisville, KY, US, 40208

Property:
Churchill Downs Racetrack

Churchill Downs Racetrack is seeking a Senior Manager, Social Media to lead the strategy, execution, and performance optimization of social media communications for the Churchill Downs Racetrack and Kentucky Derby brands. This role blends strategic leadership with hands-on expertise, overseeing high-impact content, managing people and partners, and using analytics to drive continuous improvement.

The Senior Manager will own the social media ecosystem end-to-end, from audience growth and brand storytelling to real-time engagement, campaign execution, and performance reporting. This role partners closely with marketing, partnerships, ticketing, racing operations, and guest services to ensure social media supports both brand equity and business objectives year-round.

At Churchill Downs, you’ll help shape the digital voice of America’s most iconic sporting event and one of the most recognized brands in sports and entertainment. This role offers the opportunity to lead, innovate, and make an impact at the intersection of tradition, culture, and modern storytelling.

Please note this role is based in Louisville, Kentucky at Churchill Downs Racetrack requiring occasional travel for on-going event coverage.

• Oversee the creation, curation, and publishing of compelling, on-brand content across all major platforms (Instagram, Tik Tok, X, Facebook, Linked In, You Tube, Pinterest)
• Maintain a comprehensive social content calendar that balances cultural moments, live racing, evergreen storytelling, and campaign-driven initiatives
• Ensure content is optimized for each platform’s audience, format, tone, and performance benchmarks
• Ensure content aligns with social media strategy, brand goals, marketing priorities, and the fan engagement lifecycle
• Monitor trends to identify growth opportunities and on-going best practices
• Provide coverage for key live events, including Derby Week, on-site activations, and real-time storytelling

• Track, analyze, and report on social media performance using tools such as Sprout Social and native platform insights
• Use data to inform decision-making, refine content strategy, and improve reach, engagement, and conversion
• Build clear, compelling performance reports and insights presentations for internal stakeholders and leadership

• Lead, mentor, and develop social media team members, freelancers, and agency partners, fostering accountability and creative excellence
• Establish efficient workflows, approval processes, and production timelines for a high-volume content environment
• Collaborate cross-functionally with partnerships, ticketing, sales, racing, and community teams to align messaging and maximize impact
• Ability to work evenings, weekends, holidays, and extended hours during Derby Week and racing seasons

• Thinks holistically about brand storytelling, audience growth, and business impact
• Comfortable balancing long-term strategy with real-time execution

• Deep understanding of social platforms, content formats, and performance metrics
• Willing to jump in and execute when needed

• Builds trust and momentum across teams
• Coach…