Senior Director, Social Media Strategy

The Senior Director of Social Media Strategy is a senior marketing leadership role responsible for building and leading a unified, full-funnel social media strategy that connects storytelling, community, analytics, and performance to support Southern New Hampshire University's mission, enrollment growth, and lead generation goals.

Location:

Manchester, NH. Hybrid role requiring ability to commute to Manchester, NH on a regular basis.

• Lead the Marketing social media strategy end-to-end—integrating organic and paid efforts into a unified plan that drives brand awareness, lead generation, and enrollment growth. And unify that with the Comms social media goals and strategies.
• Strengthen the Marketing social media team by with roles, expectations, and a cohesive team culture.
• Develop and maintain a strategic roadmap with 90/180/360-day milestones tied to measurable business outcomes.

• Work with insights teams to establish and own the analytics framework (KPIs, dashboards) which tie social media activity to engagement, lead creation, enrollment pipeline, and revenue attribution.
• Use social listening, audience insights, and performance data to continuously optimize strategy, content, targeting, and spend.

• Ensure social content is structured, tagged, and distributed to maximize visibility in AI-driven search and answer engines (e.g., Google AI Overviews, ChatGPT, Perplexity).
• Track and report on SNHU's social content presence in search results; collaborate with SEO and Content Marketing to align social and search strategies.
• Familiarity with AI-driven content discovery and search optimization (AIO) strategies.

• Align organic and paid social into cohesive, full-funnel campaigns that move prospective students from awareness through enrollment.
• Partner with Paid Media and Creative on messaging, targeting, and creative optimization—managing toward lead quality and cost-per-lead efficiency.
• Guide platform strategy across established and emerging channels, ensuring efforts are audience-first and conversion-oriented.

• Oversee student-centered content that builds trust, drives engagement, and moves audiences toward enrollment action.
• Champion community management best practices, supporting that team led by Comms.
• Ensures SNHU is leveraging and expanding presence in trust platforms and other non-traditional platforms (e.g., Reddit, forums, community ecosystems) with authenticity and value-driven participation.
• Foster innovation in storytelling—video, creators, and emerging formats that resonate with prospective and current students.

• Translate institutional initiatives—program launches, enrollment cycles, organizational transitions—into integrated social campaigns with measurable lead generation goals.
• Maintain continuity with business areas previously aligned with social media to ensure responsiveness and trust through the transition.

• Stay ahead of social media trends, platform shifts, analytics methodologies, and emerging technologies; lead responsible experimentation with clear measurement plans.
• Manage vendor relationships, tools, and budget to ensure strong ROI and effective resource allocation.
• Other responsibilities as assigned.

• 8+ years of experience in social media, digital marketing, or integrated media strategy with an emphasis on analytics and performance.
• Bachelor's degree.
• Experience leading both organic and paid social at scale with demonstrated lead generation and enrollment/revenue outcomes.
• Experience building analytics frameworks, dashboards, and attribution models for social media.
• Experience leading organizational integration or operating model transformation within a marketing function.
• Hands-on experience with social and web analytics tools (e.g., Google Analytics, Sprout Social, Tableau).
• Experience in higher education or a mission-driven organization.
• Experience leading through matrix management and influence—driving alignment and results across teams without direct reporting authority.
• Experience with influencer, creator, or partnership strategies.

Annual pay range: $94,130.00 – $. Actual offer will be based on skills, qualifications, experience and internal equity, in addition to relevant business considerations. Target hiring range: $ – $.

• High-quality, low-deductible medical insurance.
• Low to no-cost dental and vision plans.
• 5 weeks of paid time off (plus almost a dozen paid holidays).
• Employer-funded retirement.
• Free tuition program.
• Parental leave.
• Mental health and wellbeing resources.