Senior Social Media Manager

Reporting to the Assistant Director, Digital Content, the Senior Social Media Manager leads the Whitney Museum of American Art's organic social media strategy, editorial direction, and community engagement across current and emerging platforms.

This role translates exhibitions, programs, institutional priorities, and the life of the Museum into platform-native storytelling while proactively identifying the conversations, formats, collaborators, and cultural moments in which the Whitney should participate. The Senior Social Media Manager originates ideas and sets the social content agenda.

The Senior Social Media Manager role owns social editorial planning, publishing, community management, channel development, and performance analysis. In partnership with our in-house creative team, the Senior Social Media Manager develops briefs and provides channel-specific direction for planned video and photography, while independently producing reactive and same-day social content when appropriate. The role requires strong editorial judgment, cultural fluency, audience insight, and the ability to operate confidently in high-visibility, fast-moving, and occasionally sensitive public contexts.

• Define and lead the Whitney's organic social media strategy, establishing clear objectives, editorial approaches, audience priorities, and measures of success for each platform.
• Regularly assess where the Museum should invest, experiment, scale back, or stop investing based on audience behavior and institutional goals.
• Originate recurring formats, social-first series, event and live coverage, creator collaborations, and other editorial concepts.
• Own the social editorial calendar and prioritization process.
• Translate curatorial, artistic, and educational material into clear, compelling, platform-native storytelling without compromising accuracy, context, or artist intent.
• Develop social briefs for planned video and photography produced in partnership with Creative.
• Establish and manage a clear cross-departmental process for sourcing, shaping, evaluating, and prioritizing social content, while proactively identifying stories and contributors.
• Exercise real-time judgment in publishing, engagement, and response on behalf of the Museum, including during high-traffic, high-sensitivity, or rapidly evolving moments.
• Lead community management and moderation strategy
• Build and maintain relationships with artists, creators, community partners, cultural voices, and internal experts
• Identify, brief, and manage external creators, freelancers, and production support in coordination with the Assistant Director, Digital Content and other appropriate internal partners.
• Partner with Marketing on integrated campaigns so that organic audience insight informs paid strategy and campaign assets function effectively across paid and owned environments.
  
  Use quantitative and qualitative performance data to guide editorial decisions, test new approaches, and make recommendations to Digital Content and Communications leadership.
• Actively engage with the Whitney’s audience, fostering meaningful interaction and dialogue.
• Monitor, analyze, and interpret social media performance metrics, audience behavior and cultural trends and produce regular social media and social listening report.
• Stay up-to-date on emerging social media trends, new platforms and channels,industry developments, and research
• Produce regular reporting and insights for Digital Content and Communications leadership, highlighting opportunities, risks, and emerging patterns.

• Bachelor's degree or equivalent
• Social media, digital marketing, or content development
• 5-8 years' experience

• Portfolio demonstrating strong editorial judgment, platform-native storytelling, audience growth, and effective short-form video.
• Excellent writing and editing skills, with a strong command of voice, tone, and narrative structure.
• Creative, strategic thinker
• Team player who can work collaboratively with stakeholders across the Museum
• Experience with social publishing, analytics, and listening tools such as Sprout Social, Meltwater, or comparable platforms.
• Experience briefing creative teams, producers, creators, or freelancers against channel-specific goals.
• Ability to learn, work, and grow within a fast-paced, challenging environment
• Strong organizational and time management skills
• Understanding of the social media ecosystem
• Experience with scheduling and reporting tools, e.g.,…