Manager, Social Media

General Description:

D2L's Manager, Social Media partners with the broader marketing team to develop, execute, and continuously enhance a best-in-class social media strategy that strengthens D2L's brand presence across organic channels. In addition to overseeing and managing all organic social media activities, this role is responsible for leading D2L's employee social media advocacy program, empowering employees to amplify the company's brand and thought leadership.

Working under the VP, Corporate Marketing, this role ensures D2L's social media strategy aligns with the company's brand, messaging, and business objectives. The Senior Social Media Manager develops and executes content and campaigns that drive brand awareness, engagement, and inbound traffic, while overseeing D2L's organic social channels, employee advocacy program, and Social Media Specialist.

Major Responsibilities:

• Own D2L's global social media strategy, editorial calendar, and channel roadmap to drive brand awareness, engagement, audience growth, and search visibility.
• Lead D2L's day-to-day social media initiatives across all corporate channels, ensuring content and campaigns align with business priorities and brand standards.
• Lead, mentor, and develop the Social Media Specialist through coaching, performance management, career development, and ongoing feedback.
• Establish team goals, priorities, KPIs, and workflows that align with broader marketing and business objectives.
• Manage team capacity, intake, and prioritization to deliver high-quality social campaigns and content at scale.
• Oversee all social media deliverables, ensuring consistency, quality, brand alignment, and timely execution.
• Own D2L's employee advocacy strategy and program, enabling employees and executives to amplify thought leadership and corporate messaging.
• Develop and execute executive social media strategies that strengthen executive visibility and position D2L leaders as trusted voices in the industry.
• Partner cross-functionally with Brand, Product Marketing, Corporate Communications, Demand Generation, Regional Marketing, People & Culture, and other stakeholders to deliver integrated marketing campaigns.
• Lead social media strategy and execution for global events, product launches, corporate announcements, and integrated marketing initiatives.
• Manage D2L's organic social media budget, allocating resources to maximize reach, engagement, and business impact.
• Serve as the organization's social media subject matter expert, advising stakeholders on platform best practices, governance, emerging trends, and AI-enabled opportunities.
• Build and nurture engaged online communities by fostering meaningful conversations, monitoring brand reputation, and strengthening audience relationships.
• Establish and maintain social media governance, guidelines, workflows, and best practices to ensure consistent execution across the organization.
• Monitor platform trends, algorithm updates, and emerging technologies to continuously evolve D2L's social media strategy.
• Own social media analytics, reporting, and performance measurement, providing actionable insights and strategic recommendations to improve ROI and business outcomes.
• Influence senior stakeholders by demonstrating the value of social media as a strategic marketing channel that supports corporate, brand, product, and demand generation objectives.

Competencies:

• People Leadership: Ability to lead, coach, and develop high-performing teams while driving accountability and engagement
• Operational Leadership: Ability to scale processes, prioritize effectively, and manage team workflows
• Influence: Ability to influence cross-functional stakeholders and advocate for social strategy at senior levels
• Social Media Strategy Development: Creating a comprehensive social media strategy that aligns with the company's goals and target audience.
• Content Creation: Designing and curating creative and engaging content, including graphicsand written posts, that resonate with the target audience.
• Community Management: Interacting and engaging with the online community, responding to comments, messages, and inquiries ina timelyand professional manner.
• Social MediaCrisis Management:The ability to stay calm under pressure, make quick decisions, and effectively communicateon social mediaduring crisis situations is crucial.
• Strategic Thinking: Developing long-termEDUcommunication strategies that align with organizational goals and adapt to changing circumstances is important for success.
• Creativity: Finding innovative ways to tell the organization's story and capture the attention of the target audience is a valuable skill.
• Social Listening:Monitoringsocial media platforms to understand trends, user sentiment, and brand mentions.
• Platform Expertise:Demonstratinga deep understanding of various social media platforms and their unique features.
• Hashtag and Trend Utilization:Leveragingtrending topics and hashtags to increase visibility and engagement.
• Social Media Policy Compliance:Ensuring adherence to company social media policies and guidelines.
• Collaboration: Coordinating with departments, suchMarketing,PnC, Sales, to align social media efforts with broader organizational goals.
• A/B Testing:Conducting A/B tests tooptimizecontent and strategies for better performance.
• Reporting and Metrics:Utilizingsocial media analytics tools to measure the performance of campaigns and derive insights for improvement.Providing regular reports on social media performance and the impact of campaigns.
• Adaptability: Being flexible and quick to adapt to changes in algorithms, platform updates, and industry trends

Skills:

• AnalyticSkills + Tools:The ability to analyze data and metrics to measure the effectiveness oforganic social mediacampaigns and make data-driven decisionsis essential. Familiarity with tools likeHootsuite,Sprout Social,Google Analytics, or similar analytics platformsis essential to help assess top-of-funnel ROI, evaluatesocial mediacampaigns, and track metrics.
• Communication(Verbal + Written)Skills: Excellent verbal(public speaking, presentations)and written communication abilities, or storytelling,are essential for crafting compelling messagesand engaging withinternal and externalstakeholders.
• DesignTools:Proficiencyin using tools for creating content such as presentations, videos, and graphics.
• Scheduling Tools:Proficiencyin using tools like Hootsuite or Sprout Social to schedule postsandmaintainsocial mediacalendar.
• Experience with Co-Schedulehelpful, butnotrequired.
• Crisis Management:Helpwith any potential negative press by preparing for and managingsocial mediacommunication during crises or challenging situations that couldimpactthe organization's reputation(if needed).
• Interpersonal skills:Building andmaintainingpositive relationships with stakeholders, colleagues, and the public is essential for effectivesocial mediamanagement.Active listening, collaborative teamwork, and empathy skills are also important.
• Time Management+ Adaptability: Effective time management skills to handle multiple projects,meeturgentdeadlines, and beadaptable to changing market dynamic.

Suggested Qualifications/Experience:

• ABachelor's degree incommunications, English, journalism,or a related field ispreferred.
• Previousexperience(7+yrs)insocial media,or a related role is highly desirable. Candidates with a background inpublic relations, content writing, orgraphicdesign.
• Strongteamplayer andinterpersonal skills, includingexperience inmanaging cross-functionalinitiatives
• Strong written and verbal communication skills are important for craftingsocial posts, creating presentations, and engaging with various stakeholders.
• Strong marketing knowledge with an understanding of how to use social media to effectively drivedemand-generationactivities
• Highly engaged and proficient with relevant social media platforms as well as monitoring and publishing toolslikeHootsuite or SproutSocial;early adopter ofnew technologies
• Driven,independentwork ethic with a "roll up your sleeves" attitude
• Familiarity withSEO principles, social media analytics, social media bestpracticesand trends
• Skilled in creating and building presentations as well as other planning/tracking tools
• Experience in a wide variety of social media channels and blogging
• Understands and applies program/project management methods and processes to define, plan, and measure successful content adoption
• Must be flexible and adapt quickly to changing or conflicting responsibilities and priorities
• Proficient in MS Office andAdobe Suite (Photoshop, Illustrator, InDesign)