Manager of Social Media and Digital Engagement

Manager of Social Media and Digital Engagement

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UC Santa Cruz seeks a dynamic professional to lead the university's social media presence, driving strategy, innovation, and engagement across multiple platforms. Reporting to the Senior Director of Marketing and Creative Services, this role provides campus‑wide leadership on best practices, manages high‑impact campaigns and digital ad buys, and ensures UCSC's voice is consistent, creative, and responsive. The position will play a critical role in advancing institutional priorities, strengthening the university’s reputation, and connecting audiences to the UCSC story.

• Salary: $79,200 – $86,000/year (budgeted). Salary commensurate with skills, qualifications and experience.
• Benefits Level Eligibility: Full benefits
• Schedule: Full‑time, Fixed; 40 hours per week;
  Mon‑Fri;
  Day shift
• Work Location: Scotts Valley;
  Hybrid/remote position; candidates must reside in California
• Union Representation: Non‑Represented
• Job End Date: None
• Travel: Rarely

• Campuswide Social Media Leadership (45%)
  • Serve as the central campus resource and thought leader on social media trends, tools, and best practices.
  • Convene and lead a cross‑campus social media working group to ensure alignment, collaboration, and consistent brand voice across academic divisions, administrative units, and student services.
  • Provide training, guidance, and toolkits for faculty, staff, and student communicators managing affiliated accounts.
  • Monitor and manage reputational risks across platforms, escalating issues and supporting crisis communications response when needed.
  • Ensure compliance with UC and UCSC social media policies, accessibility standards, and legal requirements.
• Social Media Strategy (45%)
  • Develop and implement the university's overarching social media strategy to advance institutional priorities, raise brand awareness, and engage key audiences.
  • Create, manage, and evaluate paid digital and social advertising campaigns to support recruitment, fundraising, event promotion, and reputation‑building initiatives.
  • Use analytics and listening tools to measure performance, track sentiment, and provide actionable insights to campus leadership.
  • Collaborate with Communications and Marketing colleagues to integrate social media into multi‑channel campaigns, storytelling efforts, and media outreach.
  • Maintain editorial calendars and oversee the day‑to‑day management of flagship UCSC social media accounts, including content planning, publishing, and engagement.
• Special Projects (10%)
  • Lead high‑impact digital campaigns for priority university initiatives (e.g., major announcements, fundraising drives, crisis response, or milestone events).
  • Partner with relevant campus units on targeted campaigns that leverage social media ad buys, influencer outreach, and emerging platforms.
  • Explore new digital formats and channels to expand UCSC's reach and relevance.
  • Manage special cross‑platform initiatives such as hashtag campaigns, social takeovers, and coordinated messaging around major events.
  • Pilot and evaluate emerging technologies (AI‑driven tools, new analytics dashboards, social listening platforms) to enhance UCSC's digital presence.

• Bachelor's degree in a related area and/or equivalent experience/training.
• Minimum 3–5 years of professional experience managing organizational social media accounts across multiple platforms (Facebook, Instagram, X/Twitter, Linked In, You Tube, Tik Tok, etc.).
• Demonstrated experience developing and executing social media strategy aligned with organizational goals.
• Ability to manage multiple projects simultaneously, meet deadlines, and collaborate with diverse stakeholders in a fast‑paced environment.
• Understanding of accessibility standards, copyright, and ethical/legal issues in digital communications.
• Strong writing, editing, and storytelling skills with the ability to adapt voice and tone for different audiences and platforms.
• Creative skills in multimedia content development (short‑form video, graphic design,…