Social Media Manager

Worcester County Food Bank Inc; New York (NY); On-site; USD 65,000 - 90,000; Full time

Job summary

Regional Food Bank is seeking a Social Media Manager to lead the social media strategy across multiple platforms, increasing awareness, advocacy, and donor engagement. Reporting to the Vice President of Communications, you will develop engaging content and oversee editorial calendars for campaigns, events, and community initiatives.

You will create graphics, photography, video content, and written posts, collaborating with departments to tell stories of partners, volunteers, and program impact

Qualifications

• Bachelor's degree in Communications, Marketing, Public Relations, Journalism, Digital Media, or a related field.
• 3–5 years of professional experience managing social media accounts and digital campaigns with measurable results.
• Experience in nonprofit or mission-driven organizations preferred.
• Strong storytelling, copywriting, project management, and collaborative skills.

Responsibilities

• Develop and execute a comprehensive social media strategy aligned with the organization's mission.
• Manage presence across Facebook, Instagram, LinkedIn, YouTube, X, TikTok, and emerging channels.
• Create graphics, photography, video content, reels, stories, and written posts.
• Collaborate with cross-department teams to identify content opportunities.
• Monitor metrics and report on engagement and reach.
• Support campaigns, events, and donor programs through digital storytelling.

Skills

Social media strategy

Copywriting

Project management

Storytelling

Collaboration

Education

Bachelor's degree in Communications, Marketing, Public Relations, Journalism, Digital Media, or a related field

Tools

Canva

Adobe Creative Suite

CapCut

Job description

Job Description

Job Title: Social Media Manager

Reports to: Vice President of Communications

Supervisory Responsibilities: None

Status: Full-time (40 hours) - Exempt

Qualifications: Bachelor's degree in Communications, Marketing, Public Relations, Journalism, Digital Media, or a related field required, with a minimum of 3-5 years of professional experience managing social media accounts and executing digital communication strategies. Demonstrated experience developing integrated social media campaigns with measurable results, creating engaging written, visual, and video content, and managing multiple priorities in a fast-paced environment. Experience in nonprofit, public service, healthcare, education, or other mission-driven organizations preferred. Strong storytelling, copywriting, project management, organizational, interpersonal, and collaborative skills required. Expert knowledge of major social media platforms and platform-specific best practices required. Proficiency with social media management, scheduling, and analytics tools, as well as graphic design and video editing software such as Canva, Adobe Creative Suite, CapCut, or similar platforms. Photography and video production experience strongly preferred. Valid driver's license required. Ability to travel throughout the Regional Food Bank's 23-county service area to gather content and represent the organization.

Physical Requirements: This position operates primarily in an office setting but may include regular travel to Food Bank programs, partner agency locations, volunteer activities, special events, and community engagements. Work may occasionally occur in warehouse or other environments with varying temperatures. There may be extended periods of sitting, standing, speaking, listening, walking, bending, and computer use. This position requires the ability to operate photography and video equipment and may occasionally require lifting and carrying equipment or materials. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the position.

Position Summary: The Social Media Manager is responsible for developing, implementing, and managing the Regional Food Bank's social media strategy to increase awareness, engagement, advocacy, volunteerism, and philanthropic support throughout its 23-county service area. Reporting to the Vice President of Communications, this position plays a critical role in advancing the Food Bank's mission through compelling digital content, online community management, integrated campaigns, and mission-focused storytelling. The Social Media Manager works collaboratively across Communications, Marketing, Public Relations, Development, Community Engagement, Advocacy, and Programs to ensure consistent messaging and coordinated storytelling, while highlighting the breadth of the Regional Food Bank's impact across urban, suburban, and rural communities. This position elevates the stories of partner agencies, volunteers, donors, clients, corporate partners, and community leaders; educates the public about food insecurity throughout the Food Bank's service territory; and showcases innovative solutions and community-driven responses to hunger.

Duties and Responsibilities:

• Social Media Strategy & Management:
  • Develop and execute a comprehensive social media strategy aligned with the Food Bank's mission, strategic plan, fundraising goals, advocacy priorities, and brand awareness objectives.
  • Manage the organization's presence across social media platforms, including Facebook, Instagram, LinkedIn, YouTube, X, TikTok, and emerging channels.
  • Develop and maintain editorial calendars aligned with organizational campaigns, events, and strategic initiatives.
  • Monitor social media trends, platform developments, and best practices to identify opportunities for innovation, engagement, and audience growth.
• Content Creation & Storytelling:
  • Create compelling, mission-focused content, including graphics, photography, video, reels, stories, infographics, and written posts.
  • Highlight the impact and reach of the Regional Food Bank throughout its 23-county service area.
  • Develop content that educates audiences about the causes, scope, and impact of food insecurity across the region.
  • Showcase the work and accomplishments of the Food Bank's network of partner agencies.
  • Capture and elevate stories of volunteers, donors, community partners, food recipients, and stakeholders while preserving dignity, respect, and appropriate privacy.
  • Collaborate with staff across departments to identify and develop meaningful content opportunities.
• Integrated Campaign Development:
  • Partner with Marketing and Public Relations teams to develop and implement cohesive, multi-channel awareness campaigns.
  • Ensure social media content supports media outreach, fundraising campaigns, advocacy initiatives, volunteer recruitment efforts, and organizational events.
  • Coordinate messaging across communications platforms to ensure consistency, accuracy, and brand alignment.
  • Amplify earned media coverage, special announcements, community partnerships, and organizational milestones through social channels.
• Community Engagement & Brand Advocacy:
  • Build and cultivate an active online community that supports the Regional Food Bank's mission.
  • Engage with followers, supporters, partner agencies, sponsors, and community stakeholders through timely, professional, and mission-aligned communication.
  • Monitor comments, direct messages, and social conversations to identify opportunities for engagement and issue management.
  • Encourage audience participation through interactive content, user-generated stories, and community-driven campaigns.
• Partnership & Agency Promotion:
  • Collaborate with partner agencies to identify and share impactful stories from across the service area.
  • Develop content that highlights innovative programs, collaborative initiatives, and community solutions addressing hunger.
  • Promote the contributions of corporate partners, foundations, community organizations, volunteers, and other supporters.
  • Strengthen awareness of the Regional Food Bank's extensive regional network and collective impact.
• Analytics & Performance Measurement:
  • Track, analyze, and report on key performance indicators, including audience growth, engagement rates, content performance, reach, and campaign outcomes.
  • Use analytics and audience insights to refine content strategies and improve performance.
  • Prepare regular reports and recommendations for senior leadership.
  • Measure the effectiveness of social media efforts in driving awareness, engagement, advocacy actions, volunteer participation, and donor support.
• Visual Content Production:
  • Capture photo and video content at Food Bank programs, partner agency sites, special events, volunteer activities, and community engagements throughout the service area.
  • Coordinate content collection from internal teams and external partners.
  • Maintain and organize digital asset libraries to support ongoing communication efforts.
• Teamwork & Collaboration:
  • Collaborate effectively across departments to support organizational communications and strategic priorities.
  • Establish strong working relationships with Communications, Marketing, Public Relations, Development, Community Engagement, Advocacy, and Programs teams.
  • Represent the Regional Food Bank professionally at community events and partner locations.
  • Support and advance the mission of the Food Bank through strong internal and external partnerships.

Other Responsibilities:

• Maintain current knowledge of social media platforms, digital communications, content trends, and industry best practices.
• Apply strategic planning and project management principles in the development and execution of social media initiatives.
• Maintain an organized digital content and asset library.
• Maintain a safe and organized work environment.
• Adhere to the Food Bank's Employee Code of Conduct.
• Handle confidential and sensitive information with discretion.
• Perform other duties as assigned.

The above statements are intended to describe the general nature and level of work performed by employees assigned to this job. They are not intended to be an exhaustive list of all duties, responsibilities, and skills required of an employee performing this position.

Regional Food Bank is committed to providing a workplace free from discrimination or harassment. We expect every member of the Food Bank to do their part to cultivate and maintain an environment where everyone has the opportunity to feel included and is afforded the respect and dignity they deserve. The Regional Food Bank complies with all federal, state, and local equal employment opportunity laws. Decisions related to hiring, compensating, training, evaluating performance, or terminating are made fairly, and we provide equal employment opportunities to all qualified candidates and employees.