Director, Social Media

UnidosUS • Washington, DC

10h • $112,900 - $125,400 • Hybrid

About The Position

UnidosUS seeks a Director, Social Media to help lead the strategy, voice, and growth of the organization's social media presence across all platforms. Reporting to the Senior Director, Communications and Spokesperson, and working in close partnership with leadership, the Director will set the vision for how UnidosUS shows up online—building audience, deepening engagement, and ensuring the Latino perspective is inserted into the national dialogue on breaking news, current affairs, and the issues that matter most to our community. The Director will help lead a team – of staff and contractors - responsible for daily content creation, platform management, social listening, rapid response, paid social influencer and creator partnerships. The ideal candidate is a strategist and a storyteller: someone who understands how narratives move across platforms, who can translate complex policy into content that resonates with both English- and Spanish-dominant audiences, and who thrives in a fast-paced media environment.

Requirements

• Bachelor's degree in communications, marketing, journalism, or a related field or equivalent experience.
• A minimum of eight (8) of experience in social media or digital communications, progressively responsible experience in social media or digital communications, including at least two (2) years managing staff, ideally in an advocacy, political, nonprofit, media or agency environment.
• Demonstrated success developing and executing social strategies that grew audiences and drove measurable engagement and action.
• Expert command of major platforms (Instagram, TikTok, X, Facebook, LinkedIn, YouTube, Threads, Bluesky) and their analytics, advertising and publishing tools.
• Experience with social listening and management tools (e.g., Sprout Social, Talkwalker), and familiarity with Adobe Creative Suite, Canva, and short-form video production and editing.
• Experience leading rapid response and operating in a fast-moving, news-driven environment.
• Exceptional writing and editing skills, with the ability to translate complex policy into clear, compelling platform-native content.
• Deep understanding of, and commitment to, the Latino community and the mission of UnidosUS; experience reaching Hispanic audiences strongly preferred.
• Demonstrated experience with and knowledge of the Latino community.

Nice To Haves

• Bilingual (Spanish / English) skills.

Responsibilities

• Help develop and execute a comprehensive, multiplatform social media strategy that advances UnidosUS's mission, elevates its brand with national and local Hispanic and general-market audiences, supports policy, advocacy, program and fundraising goals.
• Lead, mentor, and manage the social media team: establishing clear workflows, expectations, and performance goals.
• Serve as the organization's senior in-house expert on platform trends, algorithm changes, emerging channels (e.g., TikTok, Threads, Bluesky, WhatsApp), and digital culture, advising senior leadership on opportunities and risks.
• Work with leadership to manage the social media budget, including paid amplification, creator partnerships, tools, and vendors.
• Oversee the social content calendar and the creation of original, platform-native content—short-form video, graphics, copy and live coverage—in collaboration with copywriters, designers and video producers.
• Work with policy and communications leadership, lead digital campaigns tied to legislative and policy moments, electoral and civic engagement cycles (e.g., voter registration), national events such as the UnidosUS Annual Conference, and UnidosUS Affiliate Network spotlights.
• Ensure content is culturally relevant and bilingual where appropriate, reflecting the diversity of the Latino community in the United States and Puerto Rico.
• Partner with the executive communications team to align, grow, and manage the social presence of the President and CEO, positioning them as a trusted voice and thought leader.
• With communications leadership, build and run a robust rapid-response capability: monitor breaking news, identify real-time opportunities, and deploy timely content that shapes the narrative on issues affecting Latinos.
• Use social listening tools (e.g., Sprout Social, Talkwalker) to track conversations, newsmakers, influencers, mis- and disinformation targeting Latino communities and sentiment around UnidosUS priorities.
• Coordinate with policy and communications leadership, as well as media relations and executive communications teams on crisis communications, ensuring consistent messaging across all channels.
• Develop and manage relationships with digital creators, influencers, and partner organizations to expand reach with new audiences, including a reach to younger demographics.
• Support the UnidosUS’s Affiliate Network around the country with social media guidance, toolkits and amplification of local stories.
• Foster authentic two-way engagement with followers, moving audiences through the funnel from awareness to action.
• Define KPIs and own regular reporting on audience growth, engagement, reach, conversion and campaign performance; translate analytics into actionable insights for leadership.
• Run ongoing testing and optimization of content formats, posting strategies and paid spend.

Benefits

• Employees are expected to work onsite two days per week, with Tuesdays designated as a common in-office day. Additional in-office days may be required as needed.

What This Job Offers

• Job Type: Full-time
• Career Level: Director