Social Media Manager

The Social Media Manager leads social media strategy and execution for Ethos Veterinary Health and owns the social infrastructure supporting the hospital network. This role defines the brand's social voice, content standards, and channel strategy; manages corporate social accounts; and drives brand storytelling and content creator development to support the client acquisition funnel.

The role drives employer branding and employee advocacy initiatives, and partners with the Social Media Specialist to amplify strong local hospital content on corporate channels. It works closely with Brand Marketing, Professional Marketing, Corporate Communications, and other stakeholders to align social strategy with broader business objectives.

• Define and maintain social brand standards, including voice, tone, visual identity, content guidelines, compliance requirements.
• Serve as editorial owner of corporate social channels, ensuring content aligns with brand positioning and business priorities. Create and publish content across owned social channels that supports the client acquisition funnel and drives engagement.
• Monitor industry trends, platform/algorithm updates, and competitive activity to evolve content strategy and channel performance.
• Help scope and develop a content creator program spanning internal talent, external partners, and influencers.
• Develop and maintain social media SOPs, governance documentation, and operational standards.
• Develop and execute content strategy for flagship channels (Facebook, Instagram, Linked In); own planning, scheduling, publishing, and community management via Sprout Social.
• Monitor brand mentions audience engagement, escalating per established protocols.
• Analyze channel performance (Sprout Social + native analytics); deliver regular reporting and data-driven optimization recommendations.
• Evaluate readiness and build a recommendation for You Tube and Tik Tok launches.
• Collaborate with leaders and employees org-wide to grow reach, engagement, and thought leadership through employee-driven content.

• Partner with the Social Media Specialist to identify high-performing local hospital content for amplification on corporate channels.
• Provide brand and content guidance to support consistency between local hospital accounts and the corporate brand voice.
• Drive adoption of social media tools, workflows, and best practices across the network.

• Partner with internal creative, design, and video teams to produce high-quality social content and campaigns.
• Oversee centralized social assets, templates, educational graphics, and approved content resources.

• Manage social media crisis response; contribute to ongoing updates of crisis response processes and playbooks
• Partner with Communications, Operations, and Legal on digital escalations, reputation issues, and brand safety incidents.
• Provide guidance on sensitive social issues and ensure response protocols are followed. Escalate brand-safety or reputation issues to the Director and Communications per established protocol.
• Manage the day-to-day Sprout Social platform relationship, including account administration, feature evaluation, and troubleshooting; serve as internal platform SME, including training and onboarding for new users.
• Evaluate and recommend new platform features to improve efficiency.
• Partner with vendor teams on support, optimization, and long-term platform strategy.
• Manage our Sprout Social environment, including user management, permissions, workflow configuration, and asset library management.

• Maintain and communicate the corporate social content calendar across business units and leadership.
• Identify opportunities to amplify key campaigns, company news, and organizational priorities via social channels.

• Own KPIs for brand social channels (engagement rate, follower growth, share of voice); identify high-performing content and themes, and translate data into strategic recommendations.
• Track Stories and funnel-supporting content performance (e.g., link clicks, profile visits to hospital pages) and report on contribution to the client acquisition funnel.

• 5+ years of social media management experience, ideally in a multi-location, healthcare, or franchise-style organization.
• Proven track record building and executing social content strategy…