Senior Strategist, Social Media

REFORM Alliance; New York (NY); On-site; USD 104,000 - 130,000; Full time

Job summary

REFORM Alliance is seeking a Senior Strategist in Social Media to lead social media initiatives while enhancing engagement and storytelling. The candidate should have substantial experience in social media management suitable for a fast-paced environment, focusing on brand visibility and customer engagement.

Benefits

20 days Paid Time Off (PTO)

4% 401(k) match after 30 days

Comprehensive medical, dental, and vision benefits

$75 monthly cell phone reimbursement

Qualifications

• Minimum 3 years of experience leading social media strategy.
• Deep expertise with social media platforms like Facebook, Twitter, Instagram.
• Understanding of SEO and web track metrics.

Responsibilities

• Develop and oversee a results-driven social media strategy.
• Track, analyze, and report on key performance metrics.
• Manage the social media budget and campaigns.

Skills

Leadership

Social Media Management

Analytical Skills

Content Creation

Communication

Job description

Senior Strategist, Social Media | JOB DESCRIPTION

Job Title: Senior Strategist, Social Media

Team: Marketing & Communications

Location: New York City

Employment Type: Full-time

FLSA Classification: Exempt

Start Date: (July 2025)

Hiring Manager: VP, Marketing & Communications

ABOUT REFORM ALLIANCE

REFORM, founded in the wake of the #FreeMeek movement, is committed to transforming probation and parole throughout the United States by changing laws, systems, and culture. The organization is working to replace America’s criminal justice system with a restorative approach that is fair, accountable, and invested in rehabilitation. Our goal is for people to reenter society with dignity, create meaningful pathways to work, and equip them with the tools to succeed all while making families and communities safer and stronger. REFORM Alliance operates as both a 501(c)(3) and 501(c)(4) organization, allowing us to drive meaningful criminal justice reform through a combination of charitable initiatives and advocacy efforts.

ABOUT THE ROLE

REFORM is hiring a Senior Social Media Manager who will lead all things social media, including strategy, publishing, and analytics. The ideal candidate is a social media guru with a passion for creating buzzy, engaging content and thrives in a fast-paced environment. As a member of the Marketing & Communications, you’ll be the go-to expert for all things social media. We’ll look to you to grow our engagement across our social media channels, increase our followers, and tell moving stories for a digital audience. You’ll blend strategy with execution to captivate audiences, amplify brand awareness, and drive measurable results.

This role is on the Marketing & Communications team and reports directly to the VP, Marketing & Communications.

Strategic Leadership (40%)

● Develop and oversee a results-driven social media strategy that aligns with broader marketing and business objectives with a strong emphasis on audience engagement and social media growth.

● Track, analyze, and report on key performance metrics (KPIs), using data-driven insights to optimize strategy and demonstrate ROI.

● Plan, execute, and oversee social media campaigns that drive brand visibility, conversions, and customer engagement—while influencing paid efforts to amplify reach.

● Build and nurture relationships with influencers, content creators, and brand ambassadors to expand reach and impact.

● Develop and execute strategies to handle sensitive or unexpected social media situations, maintaining brand integrity.

● Work closely with teams across the organization to ensure a cohesive and compelling brand voice.

● Manage the social media budget, including paid campaigns and platform tools, ensuring elective resource allocation.

Platform Management and Audience Engagement (30%)

● Lead and optimize our presence across all key social media platforms (Facebook, Instagram, TikTok, LinkedIn, Twitter, Pinterest, YouTube, Wordpress, etc.).

● Lead, delegate, and post content across social and digital platforms.

● Lead digital community management and build engagement amongst our social media and digital audiences using best practices, latest trends, and strategies.

Digital Content Strategy (20%)

● Contribute, pitch, ideate to content calendar, ensuring a steady stream of engaging, on-brand, and audience-focused content across all platforms.

● Stay ahead of emerging social media trends, technologies, and best practices—bringing fresh, innovative ideas to the table.

Other Duties as Assigned (10%)

REQUIRED QUALIFICATIONS

● Deep expertise with social media platforms like Facebook, Twitter, Instagram, LinkedIn, TikTok, YouTube and Pinterest.

• Minimum 3 years of experience leading social media strategy and social media content at an organization or brand.

● Understanding of SEO and web track metrics and Google analytics.

● Experience building social media analytics reports, tracking performance, measuring KPIs, and providing recommendations.

● Hands-on experience using social media to build brand awareness, drive membership, increase engagement.

● Experience with content creation for social media such as design, photo editing, video editing and publishing.

● Ability to identify target audiences’ preferences and produce tailored content.

● Strong verbal and written communication skills.

PREFERRED QUALIFICATIONS

● Instinct for capturing and creating emotion, driving dramatic tension, irony and other storytelling tools.

● The ability to read a digital audience and understand their expectations.

● Ability to build sentiment and momentum around a mission.

● Clear passion for and commitment to REFORM’s mission.

Please know that no one ever meets 100% of the preferred qualifications. If much of this describes you, we encourage you to apply.

WORK DEMANDS

● About 30% of this job will require after hours work, such as creating and posting social media content due to rapid response needs.

ADDITIONAL REQUIREMENTS

• Authorized to work in the U.S.
• Live within commuting distance of New York City (midtown) and ability to work in-person five (5) days per week

APPLICATION & INTERVIEW PROCESS

While the interview process may vary slightly, the general process will be:

• Phone Screen with Talent Acquisition Team Member
• Virtual Interview with Hiring Manager
• In-Person Interview with Panel
• Virtual Finalist Interview with CEO

COMPENSATION & BENEFITS

The salary for this position, which depends on prior work experience and our assessment of your demonstrated fit for the role, will likely be between $104,000-$130,000 annually. REFORM offers competitive base salaries based on the 75th percentile of the market among not-for-profit organizations of similar size, with opportunities for salary growth over time. We believe in compensating staff members fairly in relation to each other, their qualifications, and their impact on behalf of the organization, and take internal and external equity seriously.

Our current benefits include:

• Competitive salaries in the market of similar non-profit organizations
• Comprehensive benefits, including medical, dental, vision, life, disability, and other ancillary options.
• 20 days of Paid Time Off (PTO) during the first year of employment in addition to org-wide holidays (11), and winter shutdown during the last week of December
• 4% 401(k) match after 30 days of employment
• Coverage of 100% of health insurance premiums for employees (health, vision & dental)
• $75.00 monthly cell phone reimbursement

*Please note that the organization reserves the right to change benefits at any time.

At REFORM Alliance, we strive to move hearts and minds to create a more humane criminal justice system. This requires a company culture that values employee individuality and community development. We are committed to fostering an environment that is inclusive, empowering, and globally minded. We firmly believe that diversity in gender, race, ethnicity, sexual identity, cultural background, religion, disability, and age produces ideas and perspectives that make our efforts stronger for people unjustly in the system and make our communities safer.