Senior Manager Social Media

Position Summary

The Senior Manager, Social Media at JetBlue is a dynamic, social-savvy leader responsible for overseeing innovative social media strategies that enhance JetBlue's brand presence across its social media platforms.

This role involves managing a talented in-house social media team, driving creative content ideation, production, reporting, and community engagement to establish a best-in-class social media program. The Senior Manager will also collaborate with cross-functional teams to align social media efforts with broader marketing and corporate goals, leveraging trends and data insights to optimize performance and engagement.

Essential Responsibilities

• Develop and lead execution of a strategic vision for building and maintaining a best-in-class social media presence for JetBlue
• Manage organic social media team and applicable external agency partners fostering a culture of collaborative creativity and social-first thinking to elevate JetBlue’s social media presence
• Oversee development and management of organic social media strategy and content for a wide range of social media channels including but not limited to LinkedIn, Facebook, Instagram, X, Threads, and TikTok
• Direct daily and long-term content planning, ensuring alignment across content priorities and team initiatives
• Provide strategic oversight of creation and delivery of social media quarterly and monthly plans, timelines, messaging calendars, and key performance indicators (KPIs)
• Oversee relationships with internal and external partners (i.e. external agencies, Product, Loyalty, Corporate Social Responsibility, Diversity, Equity and Inclusion, Customer Support etc.) to drive strong integration and alignment with all owned JetBlue marketing channels, including social and content strategies
• Proactively identify strategic ways to align JetBlue with cultural and platform-specific moments to drive engagement and awareness
• Stay keenly aware of social media trends, channel functionality updates, and emerging opportunities
• Foster a data-driven culture to use data and trends to uncover opportunities to inform strategic direction for social media program along with channel strategy
• Report out on results of social media strategy and performance to senior leadership regularly
• Serve as the social media expert within JetBlue, maintain knowledge of all platform updates, best practices, trends, and analytics
• Lead cross-functional working group along with Corporate Communications and Safety Management System (SMS) teams on community management and monitoring of social media conversations around JetBlue
• Guide development of social media-specific visual design and copy guidelines and standards in coordination with brand team to ensure fit under company-wide brand and visual identity guidelines
• In collaboration with marketing peers, determine social channel extensions for sponsorships, promotions, paid media, and executions of advertising campaigns to ensure cohesive marketing approach
• Lead development of user generated content program and influencer strategy and implementation across social and owned marketing channels
• Ensure executive alignment with social media content as needed with senior leaders and key cross-functional stakeholders for high-profile content
• Manage direct reports, guiding their career and development fostering a culture of creativity and collaboration
• Manage social media budget
• Partner with Paisly to develop strategy and content plan for JetBlue Vacations accounts, in alignment with overarching JetBlue master brand social strategy
• Scope of social media team includes marketing content strategy, ideation and creation, posting, community management, and reporting
• Take a significant role in the development of crewmembers to support their engagement, growth, and goal achievement
• Other duties as assigned
  
  
  

Minimum Experience And Qualifications

• Bachelor’s degree in Advertising, Communications, Business, or a related area; OR demonstrated capability to perform job responsibilities with a combination of a High School Diploma/GED and at least four (4) years of previous related work experience
• Six (6) years’ experience in social media and content marketing, advertising or a related field
• Experience managing a social media team including a creative content team
• The Senior Social Media Manager is an effective communicator at all levels and team leader who has a strong sense of strategic direction and understanding of the digital/social eco-system as well as team leadership
• Proven experience developing and leading social strategy and content for large-scale programs or companies from beginning to end
• Experience establishing and managing a social media influencer program in a professional setting
• Demonstrated passion, curiosity, and experience in ideating, strategizing, and making creative content on social media platforms both personally and professionally
• A demonstrated deep understanding of current social media platforms including features and functionality, social media video norms and themes, and up-and-coming trends for both personal and professional social media
• Demonstrated talent for social storytelling, brand management, digital innovation, and leadership
• Understanding of the function of social media in a corporate setting and how it supports the brand
• Excellent communicator with a polished ability to manage up and across senior stakeholders
• Experience communicating social media strategy, messaging, and results to senior leaders
• Strong project management skills – expert at juggling multiple workstreams without dropping details
• Ability to take initiative, make decisions, and drive work forward independently
• Comfortable with metrics, analytics, and synthesizing performance data into insights
• Comfortable working in a fast-paced environment with changing priorities and tight deadlines
• Ability to work in autonomous environment with changing priorities
• Ability to interact daily with people at different levels within the organization including developing and maintaining ongoing relationships
• Ability to manage multiple projects simultaneously
• Ability to work independently and in a team environment
• Ability to be flexible, multi-task, prioritize, and manage multiple activities simultaneously in a fast-paced, changing environment
• Must possess a strong sense of urgency and be able to effectively manage deadlines
• Strong team player with the ability to take initiative and work well independently
• High attention to detail with the ability to think critically
• Strong interpersonal skills, amicable and professional demeanor
• Available for some overnight travel (25% of the time)
• Excellent verbal and written communication skills
• Must be in possession of valid travel documents with the ability to travel in and out of the United States
• Able to work flexible hours and be available for an emergency response on short notice
• Must pass a pre-employment drug test
• Must be legally eligible to work in the country in which the position is located
• Authorization to work in the US is required. This position is not eligible for visa sponsorship
  
  
  

Preferred Experience And Qualifications

• Eight (8) years’ experience in social, content, marketing or advertising with majority of that experience managing social media
• Previous travel or airline industry experience
• Strong communication skills and collaboration skills with peers and leadership
• Experience managing an in-house social media team
• Strong interpersonal skills, amicable and professional demeanor
• Self-starter who is eager to participate and contribute
  
  
  

Crewmember Expectations:

• Regular attendance and punctuality
• Potential need to work flexible hours and be available to respond on short-notice
• Able to maintain a professional appearance
• When working or traveling on JetBlue flights, and if time permits, all capable crewmembers are asked to assist with light cleaning of the aircraft
• Must be an appropriate organizational fit for the JetBlue culture, that is, exhibit the JetBlue values of Safety, Caring, Integrity, Passion and Fun
• Must fulfill safety accountabilities as prescribed by JetBlue’s Safety Management System
• Promote JetBlue’s #1 value of safety as a Safety Ambassador, supporting JetBlue’s Safety Management System (SMS) components, Safety Policy and behavioral standards
• Identify safety and/or security concerns, issues, incidents or hazards that should be reported and report them whenever possible and by any means necessary including JetBlue’s confidential reporting systems (Aviation Safety Action Program (ASAP) or Safety Action Report (SAR))
• Responsible for adhering to all applicable laws, regulations (FAA, OSHA, DOT, etc.) and company policies, procedures and risk controls
• Uphold JetBlue’s safety performance metric goals and understand how they relate to their duties and responsibilities
• The use of ChatGPT or any other automated tool during the interview process will disqualify a candidate from being considered for the position.
  
  
  

Equipment:

• Computer and other office equipment
  
  
  

Work Environment:

• Traditional office environment
  
  
  

Physical Effort:

• Generally not required, or up to 10 pounds occasionally, 0 pounds frequently (Sedentary)
  
  
  

Compensation:

• The base pay range for this position is between $111,400.00 and $156,600.00 per year. Base pay is one component of JetBlue’s total compensation package, which may also include performance bonuses, restricted stock units, as well as access to healthcare benefits, a 401(k) plan and company match, crewmember stock purchase plan, short-term and long-term disability coverage, basic life insurance, free space available travel on JetBlue, and more