Senior Associate, Social Media Content

Position Title:

Senior Associate, Social Media Content

Status:
Full Time

FLSA:
Exempt

Location:

Hybrid (Washington D.C.) or Remote

Active Minds meets the next generation where they are with the mental health messages they need—and that means meeting them on social media. The Senior Associate, Social Media Content plays a lead role in executing Active Minds’ social media strategy by translating organizational priorities into compelling, platform-native content.

This role is responsible for leading day-to-day content execution, coordinating across teams, and ensuring consistency, quality, and engagement across platforms reaching more than 350,000 followers. The Senior Associate serves as a key bridge between strategy and execution, supporting the Manager, Digital Media & Communications (Manager) while overseeing and mentoring junior team members.

The Senior Associate, Social Media Content reports to the Manager and collaborates closely with colleagues across Marketing & Communications to tell the Active Minds story.

Active Minds is the largest nonprofit in the United States mobilizing youth and young adults to transform mental health norms across society. For more than 20 years, we have equipped the next generation of peer mental health advocates through a variety of programs, including the Active Minds Chapter Network, A.S.K., and Send Silence Packing. Our advocacy, initiatives, and campaigns foster lasting change in how youth view and discuss mental health, encouraging them to use their voices to influence broader conversations and inform mental health supports within their communities.

Together, we are building a diverse movement of champions committed to improving mental health for all. To learn more about Active Minds, visit active minds.org.

Social Media Content Leadership & Execution

• Own the day-to-day execution of Active Minds’ social media presence, including implementing posting plans, coordinating content across platforms, and supporting live and real-time content needs.
• Oversight of the monthly content calendar, updated by the Associate, Social Media, to ensure it is strategically covering initiatives and topics relevant to Active Minds programming and goals on a bi-weekly basis.
• Write content from various perspectives, roles, and voices representing different stakeholders and audiences, for overall communication efforts.
• Lead development and execution of video-forward content for platforms including Tik Tok, Instagram, Snapchat, Facebook, and You Tube, in alignment with strategic goals set by the Manager, Digital Media & Communications (Manager).
• Translate campaign goals and messaging into engaging social-first content, contributing ideas and recommendations to enhance reach and engagement.
• In partnership with the Manager, develop and maintain social media engagement toolkits (recommended visuals, copy, and schedules) for partners, chapters, Ambassadors, and Amplifiers.
• Collaborate with the Visual Brand/Design team to develop visual assets for social channels, partnerships, and toolkits.
• Support content planning and coordination for major organizational moments including events, campaigns, and partnerships.

Team Support & Collaboration

• Provide day-to-day guidance and oversight to the Social Media Associate and/or intern, including assigning tasks, reviewing content, and supporting skill development.
• Serve as a key point of contact for internal teams seeking social media support, helping gather content and ensure timely execution.
• Support the Manager by identifying workflow improvements and documenting processes related to social media content creation and publishing.

Community Management & Engagement

• Lead social media community engagement, including responding to comments and messages and fostering a supportive, values-aligned online environment.
• Utilize DMs and social group chats as engagement tools to mobilize audiences around key actions, programs, or resources.
• Stay current on emerging platform trends and best practices, sharing insights with the broader team.

Measurement & Optimization

• Monitor social engagement and performance metrics,…