Senior Director, Social Media & Content

Baltimore Orioles; Baltimore (MD); On-site; USD 155,000 - 170,000; Full time

Benefits offered by this job

Unlimited PTO

Paid holidays

Health insurance (single and family)

Vision and dental coverage

Life insurance

401(k) with discretionary employer 
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Concession/merchandise discounts

Free parking

Complimentary baseball tickets to home

Job summary

The Senior Director of Social Media & Content at the Baltimore Orioles will shape how the team shows up in culture and connects with fans across platforms. You will lead social media and content production, setting vision, strategy, and a revenue-minded content program that engages audiences and strengthens the brand.

You will translate brand priorities into data-driven content, balance creativity with performance, and guide a high-performing team to deliver impactful, platform-native content

Qualifications

• 10+ years leading social media, digital content, or video production.
• Experience turning brand priorities into content strategy.
• Strong analytical skills with data-driven decision making.
• Proven leadership of cross-functional teams.
• Deep understanding of platform trends and formats.
• Excellent communication and collaboration.

Responsibilities

• Lead social media strategy and execution across Orioles platforms, establishing a clear vision for how the brand shows up, engages fans, and participates in culture.
• Oversee social-first video production by leading the editors and content team responsible for creating compelling, platform-native video that captures the energy of baseball and our city, humanizes players, and brings fans closer to the team.
• Build an integrated content strategy that connects brand priorities, business objectives, and fan interests to deliver relevant, engaging content throughout the season and offseason.
• Drive audience growth and engagement by developing strategies that expand the Orioles’ reach, strengthen fan relationships, and attract new audiences across platforms.
• Turn analytics into action. Establish performance benchmarks, monitor reporting, identify trends, and use data to inform content decisions, optimize publishing strategies, and improve results.
• Stay ahead of platform trends and culture by understanding evolving algorithms, formats, audience behaviors, and cultural moments — translating them into timely, relevant opportunities for the Orioles.
• Connect content to business results by developing strategies that support revenue-generating initiatives, partnerships, ticket sales, merchandise, and other organizational priorities.
• Lead real-time content strategy around games, breaking news, player moments, and cultural conversations, balancing speed and relevance with brand consistency and creative quality.
• Establish a high standard for creative output by ensuring social and video content is distinctive, intentional, on-brand, and built for how fans consume content today.
• Lead, develop, and empower the team by setting clear priorities, providing feedback, fostering collaboration, and creating an environment where people are encouraged to experiment and push creative boundaries.
• Partner cross-functionally with Marketing, Corporate Partnerships, Ticket Sales, PR, Community and other departments to align content with broader organizational goals and identify opportunities to amplify key initiatives.
• Manage content planning and workflows to ensure the team is proactive, organized, and positioned to deliver consistent, high-quality content across the season — without losing the ability to react to the moment.
• Champion the Orioles brand across social by ensuring every post, video, and interaction reflects the team's identity, Baltimore roots, and commitment to building meaningful connections with fans.

Skills

Social media leadership

Content strategy

Video production

Analytics & data-driven

Cross-functional collaboration

Audience growth

Brand storytelling

Team leadership

Job description

Job Title: Senior Director, Social Media & Content

Reporting To: VP, Brand & Content

Location: Baltimore, MD

FLSA Status: Salary, Exempt

Compensation: $155,000 - $170,000 + bonus

Job Summary

The Senior Director of Social Media & Content will shape how the Baltimore Orioles show up in culture, connect with fans, and grow the business. Leading the Orioles’ social media and content production teams, this role will set the vision and strategy for how we tell our story across platforms, turning the energy of baseball, the personality of our players, and the spirit of Baltimore into content that captures attention and builds lasting connections with fans.

This is a leadership role at the intersection of creativity, culture, and analytics. You’ll translate brand priorities and business objectives into a forward-thinking content strategy that drives audience growth, deepens engagement, and creates meaningful revenue opportunities. You’ll bring a sharp understanding of platform trends, audience behavior, and performance data, using insights to inform decisions, optimize content, and continually raise the bar on what we create and how we deliver it.

Responsibilities

• Lead social media strategy and execution across Orioles platforms, establishing a clear vision for how the brand shows up, engages fans, and participates in culture.


• Oversee social-first video production by leading the editors and content team responsible for creating compelling, platform-native video that captures the energy of baseball and our city, humanizes players, and brings fans closer to the team.


• Build an integrated content strategy that connects brand priorities, business objectives, and fan interests to deliver relevant, engaging content throughout the season and offseason.


• Drive audience growth and engagement by developing strategies that expand the Orioles’ reach, strengthen fan relationships, and attract new audiences across platforms.


• Turn analytics into action. Establish performance benchmarks, monitor reporting, identify trends, and use data to inform content decisions, optimize publishing strategies, and improve results.


• Stay ahead of platform trends and culture by understanding evolving algorithms, formats, audience behaviors, and cultural moments — translating them into timely, relevant opportunities for the Orioles.


• Connect content to business results by developing strategies that support revenue-generating initiatives, partnerships, ticket sales, merchandise, and other organizational priorities.


• Lead real-time content strategy around games, breaking news, player moments, and cultural conversations, balancing speed and relevance with brand consistency and creative quality.


• Establish a high standard for creative output by ensuring social and video content is distinctive, intentional, on-brand, and built for how fans consume content today.


• Lead, develop, and empower the team by setting clear priorities, providing feedback, fostering collaboration, and creating an environment where people are encouraged to experiment and push creative boundaries.


• Partner cross-functionally Marketing, Corporate Partnerships, Ticket Sales, PR, Community and other departments to align content with broader organizational goals and identify opportunities to amplify key initiatives.


• Manage content planning and workflows to ensure the team is proactive, organized, and positioned to deliver consistent, high-quality content across the season — without losing the ability to react to the moment.


• Champion the Orioles brand across social by ensuring every post, video, and interaction reflects the team's identity, Baltimore roots, and commitment to building meaningful connections with fans.

Preferred Qualifications

• 10+ years of experience in social media, digital content, video production, or a related field, with demonstrated leadership experience managing teams and driving content strategy.


• Proven experience overseeing social media channels and video content teams, with a strong understanding of how creative production supports platform-specific strategy and performance.


• A track record of growing social audiences, increasing engagement, and developing content strategies that deliver measurable results.


• Highly analytical and fluent in social media reporting, with the ability to interpret performance data, identify trends, and translate insights into actionable strategies.


• Deep understanding of social platforms, including Instagram, TikTok, YouTube, Facebook, and emerging channels, with knowledge of platform algorithms, audience behaviors, and evolving content formats.


• Strong creative instincts and a sharp understanding of what makes content compelling, shareable, culturally relevant, and effective across social platforms.


• Experience leading short-form video strategy and production, including developing concepts, and overseeing editing and post-production workflows.


• Ability to connect content strategy to broader brand and business objectives, including audience growth, fan engagement, partnerships, ticket sales, and revenue generation.


• Experience managing real-time content in a fast-paced environment, with the ability to balance proactive planning with timely responses to breaking news or milestones, cultural moments, and live events.


• Strong leadership and people management skills, with the ability to set a clear vision, develop talent, provide constructive feedback, and empower teams to deliver their best work.


• Excellent communication and collaboration skills, with experience partnering across creative, marketing, communications, sales, and other business functions.


• Highly organized, with the ability to manage competing priorities, establish efficient workflows, and maintain a high standard of execution in a deadline-driven environment.


• A proactive, adaptable mindset and a willingness to experiment, challenge conventions, and continually evolve how the brand connects with its audience.


• Passion for sports, entertainment, and culture, with an understanding of the unique opportunities to connect a team, its players, and its city through social content.

Disclaimer

The statements herein are intended to describe the general nature and level of work being performed by the employee in this position. The duties listed do not represent an exhaustive list of all responsibilities, duties, and skills required of a person in this position.

Equal Opportunity Statement

The Baltimore Orioles are an Equal Opportunity Employer. It is the policy of the Baltimore Orioles to ensure equal employment opportunity without discrimination or harassment on the basis of race (including hair textures, afro hairstyles, or protective hairstyles), color, national origin or ancestry, religion or creed, gender or sex (including pregnancy), age, disability, citizenship status, marital status, veteran’s status, genetic predisposition or carrier status, gender identity, sexual orientation, or any other characteristic protected by law.

The anticipated salary for this role is $155,000 - $170,000 annually depending on experience, plus bonus opportunity.

The Baltimore Orioles are committed to providing competitive pay and benefits for our employees.

The Baltimore Orioles provide generous benefits, including unlimited PTO, paid holidays, paid sick leave, health insurance (single and family), vision and dental coverage, life insurance, 401(k) plan with discretionary employer match, concession/merchandise discounts, free parking and complimentary baseball tickets to home games.

This information is being provided in accordance with the Maryland Equal Pay for Equal Work - Wage Range Transparency law.