DIRECTOR OF SOCIAL MEDIA STRATEGY

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UC OFFICE OF THE PRESIDENT

The University of California Office of the President serves as the headquarters to a system of 10 campuses, six academic health centers, and three affiliated national laboratories. As one of the largest and most acclaimed institutions of higher learning in the world, UC is dedicated to excellence in teaching, research, and public service. Together, we educate nearly 300,000 students, employ 266,000 faculty and staff, and have 2 million alumni living and working around the world.

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DEPARTMENT OVERVIEW

The Social Media unit helps showcase the University of California's impact and value to the state and the nation through compelling social media content on a variety of platforms. In collaboration with others, the team supports strategic messaging and advocacy efforts on behalf of the University to the general public, elected officials, news media, and the greater UC community.

POSITION SUMMARY

Reporting to the Senior Director of External Engagement, the Director of Social Media Strategy ("Director") manages a team consisting of a social media manager, contractors, and interns responsible for the University's systemwide social media presence and voice. The Director develops and implements effective, innovative, and cost-effective social media strategies that support sustained outreach to broad audiences (including news media, elected officials, the general public, and the greater UC community) and builds affinity and understanding of the University of California. The Director advises External Relations and Communications (ER&C) leaders and other university colleagues on how best to utilize social media platforms and strategies, including paid advertising and promotion, to advance the University's messaging goals, particularly around rapid response and advocacy. The Director routinely assesses, measures, and reports on the effectiveness of these strategies and results of campaigns and projects, aiming to improve the reach and impact of this work. The Director also convenes, supports, and provides guidance to social media professionals across the UC system as needed.

Responsibilities

• 30% Strategy and coordination: In collaboration with division leadership and colleagues, leads the development and implementation of creative and effective social media strategies, plans, and initiatives that develop and grow new audiences for UC content on core social media accounts (including Facebook, Twitter, Instagram, LinkedIn and TikTok, as well as new and emerging platforms as appropriate); Leads strategic planning for the team and facilitates advance collaboration with colleagues across ER&C and the UC system through the development of short- and long-term social media content calendars; Collaborates with in-house and external content teams to create, adapt, and optimize social media and paid content; Coordinates social media efforts and supports social media needs for other UCOP Communications teams, including those focused on labor and employee communications, media relations, executive communications and advocacy.; Provides strategic advice and guidance on the use of paid/boosted content and advertising on social media; works with Digital, Creative, and Multimedia colleagues or outside professionals to create graphics, videos, and other visual assets for paid content; Guides strategy and supports implementation of efforts to build and protect UC's brand and promote affinity for UC with the general public through appropriate social media channels; Continually assesses the effectiveness of existing and emerging social media platforms, adjusting the University's approach and strategy as appropriate; Develops and maintains relationships with social media leaders and professionals across the University of California; serves as a convenor and provides guidance and support regarding systemwide social media practices, messaging, and strategies.
• 30% Rapid Response: Supports and contributes to division- and UCOP-wide rapid response efforts as they relate to social media, helping the university quickly respond to crises, unfolding events, or new trends; Assesses opportunities and realigns resources to support social media content addressing breaking news and providing key audiences with relevant information, dispelling misinformation, and advancing UC's position on key issues; Implements and manages a comprehensive approach to social media listening and tracking, elevating issues of concern in real time.
• 25% Advocacy: Collaborates closely with UC's State and Federal Governmental Relations teams to craft social media strategies in support of the University's advocacy priorities through the UC Advocacy Network (UCAN); Working with State and Federal GR teams, assists in managing advocacy-focused social media channels; In collaboration with Digital, Creative, and Multimedia colleagues or outside professionals, creates compelling graphics, videos, and other visual assets to support effective advocacy communications on social platforms.
• 15% Team Leadership: Manages senior social media manager and provides strategic direction to them and to contractors and interns utilized by the team. Hires, trains, coaches, and motivates team members, with an emphasis on leading through change; Supervises the development and distribution of regular content for the University's social channels, with an emphasis on content that supports government relations, advocacy, media outreach, and rapid response needs; Ensures the team is closely aligned with the overarching priorities and needs of the UCOP Communications Department, ER&C, and UC as a whole by setting clear and aligned objectives and key results; Regularly tracks and assesses the effectiveness and impact of programs, projects, and practices executed by the Social Media team using data and metrics; determines benchmarks, adjusting tactics when necessary and optimizing budget and return/efficiency of spend; develops a monthly practice of clear and concise metrics reporting to senior leadership; Works with the Senior Director of External Engagement, the AVP and Deputy for Communications, and ER&C's Director of Finance and Administration to carefully manage department resources, including the use of contractors and interns as needed, to optimize work, resource use, and project delivery; Strengthens team structure, processes, and skills to support the organization's needs, ensuring the team has the tools and training they need to succeed and is utilizing them effectively; Identifies and supports opportunities for staff development and cross-training and other duties and special projects as assigned.

Required Qualifications

• At least 8-10 years of experience and increasing responsibility in communications strategy work; experience working at a large, complex organization and managing others is a must.
• Substantial social media experience and understanding of the role social media content plays in meeting institutional goals. Familiarity with associated technologies, tools, and strategies, including Sprout Social or similar programs.
• Demonstrated ability to produce clear, engaging, and effective social media strategies and content for a variety of audiences. Ability to convey complex information in plain and accessible language.
• Experience with and understanding of how best to utilize paid advertising/boosting strategies on social media; working knowledge of SEO techniques and Google Analytics for maximizing content visibility and performance. Experience working with and managing ad buyers is a strong plus.
• Strong interest and ability to regularly explore emerging digital trends, best practices, and platforms.
• Deep experience leading and managing teams, including providing constructive criticism, leading through change, and ensuring the production of high-quality work within budget and time constraints.
• Excellent verbal and interpersonal communication skills. Ability to communicate with a variety of personalities in a tactful and professional manner. Enthusiasm for developing productive partnerships and collaborating with others, including peers and leadership, to achieve key objectives.
• Comfort, flexibility, professionalism, and calm demeanor in fluid work environments, with an ability to produce quality content with little advance notice. Ability to meet multiple and concurrent deadlines with minimal supervision while also managing longer-term projects and priorities.
• Excellent project management skills, particularly with complex and high-profile tasks. Meticulous attention to detail and ability to produce factually accurate, polished content that requires little to no editing.
• Sound judgment, discretion, and political acumen. At least some experience working with senior leaders, with proven ability to provide well-reasoned, highly-informed, tactful and strategic counsel to leadership and internal partners. Adept in problem recognition, avoidance, and resolution.
• Service-oriented, ego-free, positive approach to achieving the team's and institution's stated goals. Contributes to fostering trust and teamwork within the department, division, and across the Office of the President.
• Experience with Canva, basic photo and video editing tools, and Microsoft Office Suite - or their close equivalents.
• Must be available to work during non-business hours on occasion (evenings, weekends, holidays), particularly during crisis situations.

Preferred Qualifications

• Experience with Monday.com and BOX preferred.
• Familiarity with public higher education and its current issues and opportunities.
• Familiarity with the University of California system, including the UC Office of the President, and its mission, goals, structure, history, and achievements.
• Spanish speaker/writer is a plus but not required.

Education

• Bachelor's degree in related area and / or equivalent experience / training

SALARY AND BENEFITS

Job Title
Communications Manager 1

Job Code
000408

Salary Grade
Grade 25

Payscale:
$150,000 - $170,000

The University of California, Office of the President, is required to provide a reasonable estimate of the compensation range for this role. This range takes into account the wide range of factors that are considered in making compensation decisions including but not limited to experience, skills, knowledge, abilities, education, licensure and certifications, and other business and organizational needs. It is not typical for an individual to be offered a salary at or near the top of the range for a position. Salary offers are determined based on final candidate qualifications and experience. The full salary range shows the growth potential for this position and the pay scale is the budgeted salary or hourly range that the University reasonably expects to pay for this position.

Benefits: For information on the comprehensive benefits package offered by the University visit: Benefits of Belonging

ADDITIONAL INFORMATION

HOW TO APPLY

Please be prepared to attach a cover letter and resume with your application.

APPLICATION REVIEW DATE

The first review date for this job is September 16, 2025. The position will be open until filled.

CONDITIONS OF EMPLOYMENT

Background Check Process: Successful completion of a background check is required for this critical position. Background check process at UCOP

Smoke Free Work Environment: The University of California, Office of the President, is smoke & tobacco-free as of January 1, 2014. UC Smoke & Tobacco Free Policy

As a condition of employment, you will be required to comply with the University of California Policy on Vaccination Programs, as may be amended or revised from time to time. Federal, state, or local public health directives may impose additional requirements.

As a condition of employment, the finalist will be required to disclose if they are subject to any final administrative or judicial decisions within the last seven years determining that they committed any misconduct, are currently being investigated for misconduct, left a position during an investigation for alleged misconduct, or have filed an appeal with a previous employer.

• "Misconduct" means any violation of the policies or laws governing conduct at the applicant's previous place of employment, including, but not limited to, violations of policies or laws prohibiting sexual harassment, sexual assault, or other forms of harassment, discrimination, dishonesty, or unethical conduct, as defined by the employer.
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EEO STATEMENT

The University of California is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, protected veteran status, or other protected status under state or federal law.

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