Social Media Sr Manager

PURPOSE: To position social media as a primary discovery and storytelling channel for Mall of America, driving brand relevance, visitation, and tenant exposure. This role elevates MOA as a cultural and content leader by leveraging social platforms to influence consumer behavior and deliver measurable business outcomes, including traffic, engagement, and revenue.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

Strategy & Leadership

• Establish and lead a future-focused vision for MOA's social media strategy that drives brand growth, engagement, and visitation. Serve as a strategic advisor to leadership on social trends, platform evolution, and consumer behavior.
• Partner cross-functionally with Marketing, Sponsorship, Retail Marketing, and Leasing to align messaging and priorities.

Content & Creative Direction

• Lead the development of a high-performing content strategy, including short-form video, real-time content, and event-driven storytelling.
• Build and lead a content studio mindset, producing high-volume, high-quality content that reflects real-time trends and in-mall experiences.
• Shape and elevate MOA's brand voice through dynamic storytelling across all social platforms.
• Identify and activate real-time cultural moments, trends, and events to position MOA as a first-to-market, always-relevant destination.

Creator & Community Strategy

• Lead creator strategy, including identifying, partnering, and co-creating with local and national creators to produce culturally relevant content that drives engagement and visitation
• Oversee community management and customer care strategy, ensuring timely and brand-aligned engagement.
• Oversee or partner on the MOA Ambassador program to expand reach and engagement.

Innovation & Platform Development

• Drive innovation by testing new channels, formats, partnerships, and emerging technologies, including AI-driven tools for content creation and workflow efficiency.
• Maintain expertise across core and emerging platforms (Instagram, TikTok, YouTube, Facebook, X/Threads, etc.).

Revenue & Business Impact

• Lead integrated social media campaigns and inform paid strategy using organic insights and performance data.

• Partner with Retail Marketing and Sponsorship teams to develop social-first revenue opportunities, including brand integrations, sponsored content, and campaign amplification.

• Support tenant success by amplifying brand stories and driving visibility through social platforms.

Performance & Operations

• Define, track, and optimize KPIs, including engagement, reach, conversion, and traffic impact, translating insights into actionable strategies.
• Leverage social listening and trend analysis to inform strategy and identify real-time opportunities.
• Manage social media tools, platforms, vendor relationships, and workflows to ensure efficiency and scalability.
• Lead social media crisis preparedness and real-time response in collaboration with internal stakeholders.

Team Leadership

• Manage and mentor the social media team, including content planning, workflows, and professional development.
• Additional duties as assigned.

SKILLS, KNOWLEDGE AND ABILITIES:

• Bachelor's Degree in Communications, Public Relations, or Marketing preferred.
• At least 6-10 years of experience in the field preferred.
• Excellent verbal and written communication skills as well as strong organizational skills.
• Experience in fast-paced, high-volume content environments.
• Experience with social analytics tools (Sprinklr, Later, Sprout, etc.).
• Experience working with brands or destinations.
• Ability to manage multiple assignments simultaneously.
• Experience managing or mentoring team members and collaborating cross-functionally.
• Strong understanding of platform algorithms, trends, and audience behaviors.
• Exceptional writing, editing, and storytelling skills.
• Familiarity with influencer marketing and partnership strategies.
• Strategic thinking with executional discipline.
• Creative judgment with a strong sense of brand voice.
• Flexibility for real-time engagement outside standard business hours.
• Onsite presence required to capture live experiences and events.

PHYSICAL JOB REQUIREMENTS:

• Sitting - Frequently, 60% of time spent on computers and phone
• Standing/Walking - Occasionally, 40% of time
• Perform repetitive motion (using keyboard) - Frequently, 70% of time
• Reach at or below shoulder level - Occasionally, 30% of time
• Stoop and squat - Frequently, 60% of time
• Lifting/carry up to 20 pounds - Occasionally, 30% of time
• Kneel and bend - Occasionally, 20% of time
• Reach at or above shoulder level - Occasionally, 30% of time