Social Media Specialist

• Pay or shift range: $70,000 USD to $75,000 USD
  The estimated range is the budgeted amount for this position. Final offers are based on various factors, including skill set, experience, location, qualifications and other job-related reasons.

This is not a purely tactical role, nor is it purely creative. The Social Media Specialist sits at the intersection of strategic execution and authentic storytelling – responsible for building and managing the social media presence across The Bristal Assisted Living and its affiliated brands under Ultimate Care Assisted Living Management.

The right person brings the discipline to manage a 45-day content calendar across a multi-brand portfolio, analyze performance data, and hold the brand standard consistently across every platform – while also having the instinct and presence to walk into a community, find the story worth telling, and bring it to life in a way that resonates with families and prospective residents.

This role blends brand execution, authentic storytelling, content creation, and data-driven decision-making to engage prospective residents and their families, celebrate the lives of current residents, and position our brands as the premier names in luxury senior living and multifamily residential across the tri-state area.

Duties & Key Responsibilities

• Build and maintain a rolling 45-day content calendar across all platforms and brands, ensuring alignment with campaigns, events, seasonal moments, and community activity
• Develop platform-specific approaches for Instagram, Facebook, and Linked In – building for how each platform actually performs, not cross-posting across all three
• Support the planning and development of a Tik Tok presence as the brand expands into short-form video storytelling – bringing a point of view on how to reach adult children and prospective residents through that platform
• Collaborate with the marketing team and community staff to identify story opportunities, programming highlights, resident milestones, and events worth capturing
• Stay ahead of platform algorithm changes, emerging trends, and best practices – particularly as they relate to senior living audiences and the adult children who are the primary decision-makers
• Work toward owning a comprehensive quarterly and annual social strategy as you deepen your understanding of each brand

Content Creation & Storytelling

• Create original, brand-aligned content across all formats – static posts, carousels, Reels, short-form video, and Stories – that authentically reflect the warmth, character, and distinction of each brand
• Write compelling captions, hooks, and calls to action that reflect each brand's voice while speaking directly to adult children, prospective residents, and professional partners
• Travel regularly to communities across the portfolio to capture authentic photo and video content, resident stories, event recaps, and lifestyle moments
• Partner with the PR & Video Production Specialist to ensure alignment on video content, testimonials, and earned media amplification across social channels
• Manage content publishing across all platforms using Loomly, ensuring all posts are scheduled, approved, optimized, and consistent with each brand's voice and aesthetic
• Design graphics in Canva Pro or Adobe Express; collaborate with our Graphic Designer for higher-production needs
• Repurpose existing content strategically to extend asset life across channels

Multi-Brand Management

• Manage organic social media across The Bristal's communities and affiliated brands under Ultimate Care Assisted Living Management, maintaining a distinct and appropriate voice for each
• Maintain a content library and asset repurposing tracker so nothing gets lost, duplicated, or underused
• Audit and organize incoming content from the field – photos, video, assets – and flag quality or usage concerns proactively
• Ensure brand consistency across all channels in alignment with established brand guidelines, visual standards, and messaging frameworks for each brand

Brand Reputation & Community Management

• Monitor all social media channels daily, responding to comments, messages, and reviews in a timely, brand-appropriate…