The Social Media Manager plays a key role in strengthening Lighthouse Credit Unions brand through strategic storytelling, audience engagement, and data-driven social media initiatives. This position leads the development and execution of organic social strategies that build awareness, deepen connections, and align with broader marketing objectives, while ensuring content is platformappropriate and on brand. This role also requires a strong understanding of paid content, emerging trends, audience behavior, and analytics, with the ability to contribute ideas that strengthen how Lighthouse Credit Union connects with members and communities. Working cross-functionally, the role creates engaging social-first content to support campaigns, products, and community impact, using insights and analytics to continuously optimize performance. This highly collaborative, hands-on role requires strong organization and adaptability, serving as an integral member of the Brand team and supporting the organizations mission and community engagement. ESSENTIAL FUNCTIONS & RESPONSIBILITIES Develops, owns, and executes comprehensive social media strategies, platform playbooks, and content calendars aligned with organizational goals, brand priorities, and audience engagement objectives while establishing KPIs, processes, and performance benchmarks. Leads platform-level strategy across key social channels including LinkedIn, Facebook, Instagram, etc. and emerging platforms by defining each platforms role, audience approach, content strategy, and purpose to ensure differentiated and intentional execution. Maintains expertise in social media trends, platform updates, cultural moments, emerging technologies, and community engagement opportunities, proactively identifying and implementing innovative ideas that strengthen brand presence and audience growth. Demonstrates a deep understanding of paid social strategy, platforms, audience targeting, and performance metrics to provide informed recommendations and influence decisions that strengthen campaign effectiveness, audience growth, and overall business outcomes. Creates and oversees social content development by translating brand strategy, content pillars, and campaign objectives into platform-native creative concepts, content briefs, and storytelling opportunities. Collaborates with internal content creators, brand teams, creative teams and community partners to develop engaging social-first content while ensuring consistency in brand voice, messaging, and visual standards across all platforms. Captures and creates original content through photography and video at events, branch locations, sponsorship activations, community initiatives, and organizational activities. Leads community management efforts by monitoring real-time engagement, responding thoughtfully and appropriately to audience interactions. Monitors social channels for emerging issues, reputational risks, and member concerns; partner with Public Relations and internal stakeholders to support escalation processes and crisis communication efforts when needed. Leverages social listening and audience insights to identify emerging trends, member sentiment, and opportunities that inform content strategy, campaigns, products, and broader marketing initiatives. Writes, edits, and refines compelling social media copy, captions, and messaging for both planned and real-time content while ensuring alignment with brand standards and communication objectives. Proactively identifies opportunities to build relationships and strengthen community engagement. Grows social media audiences and brand engagement through strategic content planning, audience segmentation, targeted messaging, and community-building initiatives. Demonstrates strong knowledge of both organic and paid social media strategies, including platform algorithms, content optimization, paid amplification opportunities, audience targeting, and budget management to maximize effectiveness and return on investment. Develops and maintains reporting processes and measurement tools to track social media performance, audience growth, engagement, and campaign effectiveness using social listening and management platforms such as Meltwater and other third-party tools. Analyzes performance data and translate insights into actionable recommendations, communicating results and key learnings to internal stakeholders while continuously optimizing content, campaigns, and social strategies. Partners cross-functionally with Brand, Creative, Content Strategy, Public Relations, Media, Digital Experience, Analytics, Legal, Risk, Compliance, and other teams to ensure social media is fully integrated into campaigns and organizational initiatives. Maintains social media governance, policies, and operational processes within a regulated environment while ensuring compliance with organizational and industry standards. Identifies, evaluates, and cultivates relationships with relevant influencers, brand advocates, and community partners to expand audience reach and amplify content. Manages end-to-end influencer engagement activities including outreach, partnership development, content coordination, campaign execution, performance tracking, and ongoing relationship management to ensure alignment with brand goals and marketing objectives. JOB SPECIFICATIONS Ability to think strategically and develop measurable plans that support the companys business objectives. Proven ability in written and visual storytelling to bring a brand to life and drive engagement. Self-starter who takes initiative to proactively own and drive efforts. Results-oriented, with the ability to deliver results that impact business performance. Superior organizational, analytical, problem-solving, project and time management skills. Ability to effectively prioritize, manage change, and meet deadlines while delivering high quality work and communicate effectively. Ability to successfully navigate a highly complex, matrixed, and collaborative business environment. Thorough proficiency in core project management software (e.g. Microsoft Word, Excel and PPT, project and content management tools) as well as content creation and editing programs (e.g. Canva). Demonstrate a willingness to adopt and leverage emerging technologies, including artificial intelligence (AI) tools, to enhance content development, streamline workflows, improve audience insights, increase operational efficiency, and support innovation across social media and marketing initiatives. Relates well to all kinds of people inside and outside the organization; builds appropriate rapport; builds constructive and effective relationships; uses diplomacy and tact. Ability to interact effectively with peers and leaders at all levels of the organization and serve as a brand ambassador EDUCATION, TRAINING & EXPERIENCE BS or BA in PR, communications, marketing, or related field. 5 years of experience in social media management with a strong focus on organic social and knowledge of paid Demonstrated experience owning and executing platform-level social strategies, with an understanding of how different platforms serve different roles within a broader marketing ecosystem Strong understanding of social content and storytelling, with the ability to translate brand and content frameworks into platform-native social execution Experience partnering cross-functionally with content, creative, media, digital, and analytics teams Strong writing, editing, and communication skills, with attention to detail and ability to adapt tone for different audiences and platforms Experience managing social media calendars, publishing workflows, and community engagement in a fast-paced environment Familiarity with social media tools and platforms (e.g. Meltwater, Hootsuite, etc. tools) and comfort navigating platform updates and changes Highly organized, proactive, and comfortable working out in the community and cross-functionally across the organization Curiosity and awareness of emerging trends across social platforms, content formats, and digital behavior, with a desire to continuously test and learn Work experience in Financial Services is a plus