Social Media & Content Lead — Drive Park Engagement

United Parks & Resorts; Williamsburg (VA); On-site; USD 65,000 - 75,000; Full time

Benefits offered by this job

Paid Time Off

Complimentary Park Tickets and Passes

Park Discounts on Food and Merchandise

Medical, Dental, and Vision Insurance

401K Retirement plan

Voluntary Insurance

Life Insurance

Disability Benefits

Tuition Reimbursement

Dependent and Health Care

Flexible Spending Accounts

Employee Assistance Program

Legal Assistance Plan

Job summary

Busch Gardens Williamsburg & Water Country USA seek a Manager, Social Media & Content to drive strategy across Facebook, Instagram, TikTok and YouTube, boosting awareness of park attractions and seasonal events.

You will supervise the Content Specialist, steer organic content from ideation to editing, and partner with Brand, Paid Media and Marketing to deliver content that feels native to each platform and delivers measurable results.

Qualifications

• Bachelor's degree in Marketing, Communications, Digital Media, or related field.
• 5+ years of social media and content creation experience, including growing a social audience.
• Experience supervising, mentoring, or directing the work of others (e.g., direct reports, freelancers, interns, or agency partners) preferred.
• Theme park, attraction, hospitality, or entertainment industry experience preferred.
• Experience operating professional photography and video equipment, including mirrorless cameras, audio recording equipment, and basic lighting setups.
• Experience using social media publishing, analytics, and listening platforms (such as Sprinklr, Meta Business Suite, or comparable tools) to inform content strategy and performance reporting.
• Familiarity with Google Analytics preferred.

Responsibilities

• Lead and execute social media strategy for BGW and WCW across owned channels, including Facebook, Instagram, TikTok, and YouTube.
• Plan and manage social content calendar based on park operations, seasonal events, and broader brand and sales initiatives.
• Stay at the forefront of social media trends, platform features, and channel development, identifying new opportunities to grow audience, engagement, and revenue.
• Own organic content ideation, capture, and editing, delivering a consistent pipeline of timely, trend‑driven content.
• Partner with the Brand and Paid Media teams on advertising content shoots, identifying opportunities to leverage paid talent, camera rigging, and other production moments to capture compelling content for attractions and events.
• Develop organic‑style content for paid social advertising, ensuring assets feel native to each platform and are optimized for performance.
• Supervise and develop the Content Specialist, directing day‑to‑day photo and video production for social platforms.
• Manage the internal asset library and inventory of camera and production equipment.
• Monitor and analyze social performance metrics, report insights to leadership, and adjust strategies as needed.

Skills

Social strategy

Team leadership

Analytics

Storytelling

Content ideation

Education

Bachelor's degree in Marketing/Communications/Digital Media

Tools

Sprinklr

Meta Business Suite

Google Analytics

Job description

Busch Gardens Williamsburg & Water Country USA seek a Manager, Social Media & Content to drive strategy across Facebook, Instagram, TikTok and YouTube, boosting awareness of park attractions and seasonal events.

You will supervise the Content Specialist, steer organic content from ideation to editing, and partner with Brand, Paid Media and Marketing to deliver content that feels native to each platform and delivers measurable results.