Head of Social Media

Art and Wellness Enterprises•Bentonville, AR

10d

About The Position

The Head of Social Media leads the strategic development, execution, and optimization of social media for Crystal Bridges Museum of American Art and the Momentary. Reporting to the Senior Director of Integrated Marketing, this role is responsible for shaping the institution’s social media vision, driving platform strategy, elevating creative storytelling, and building strong digital engagement across channels. The Sr. SMM oversees daily social operations, manages the museum’s ambassador and influencer programs, mentors junior staff, guides contract creators, and collaborates with colleagues across PR, Digital, Content, Creative, Music, Curatorial, and Learning & Engagement. The position ensures that social content aligns with institutional brand standards, supports key museum priorities, and strengthens reputation and visibility. This role is both strategic and hands-on, setting long-term direction while producing high-quality, platform-optimized content and driving measurable outcomes

Requirements

Bachelor’s degree preferred; equivalent professional experience considered.
7+ years of professional social media management experience, preferably in cultural, nonprofit, or brand-driven environments.
Demonstrated leadership designing and implementing multi-platform social strategies.
Strong creative judgment and experience directing video, photography, and graphic content.
Proficiency with analytics tools and ability to translate data into insights and strategy.
Experience managing influencer partnerships and creator networks.
Excellent writing, communication, and brand voice development skills.
Strong organizational, project management, and cross-functional collaboration abilities.
Commitment to equity, inclusion, and serving diverse audiences.
Ability to work evenings, weekends, and periodic travel.

Responsibilities

Lead Social Media Strategy: Develop annual social media strategies, KPIs, and platform priorities for Crystal Bridges and the Momentary, ensuring alignment with institutional goals and integrated marketing plans.
Platform Oversight: Oversee all social media channels (Instagram, Facebook, X, TikTok, YouTube, LinkedIn), ensuring audience growth, engagement, and brand consistency.
Content Strategy & Creative Direction: Direct the creation of compelling, platform-native content in collaboration with creative, multimedia, and digital teams. Oversee editorial calendars and ensure a high bar for visual storytelling.
Team Leadership: Supervise and mentor the Assistant Social Media & Public Relations Coordinator and manage contract creators. Provide leadership, coaching, and quality oversight.
Influencer & Ambassador Programs: Lead influencer strategy, manage creator partnerships, and evolve the in-house ambassador program to expand reach and impact.
Paid Social Collaboration: Partner with the integrated marketing and paid media teams to align organic and paid strategies, optimize for performance, and develop campaign-aligned social content.
Social Listening & Analytics: Oversee monitoring tools and reporting; analyze engagement, sentiment, and audience behavior; translate insights into action.
Cross-Department Collaboration: Work closely with programming, curatorial, learning & engagement, and music teams to identify storytelling opportunities and amplify exhibitions, performances, and initiatives.
Reputation & Issues Management: Support the Senior Director of Integrated Marketing and PR leadership during crisis communications. Manage engagement and responses across review platforms, including Yelp, Google, Facebook, and Tripadvisor.
Live Event Coverage: Provide real-time social coverage for key openings, performances, and institutional moments.
Governance & Standards: Maintain social media style guides, processes, and policies to uphold brand integrity and risk mitigation.
Innovation & Trend Monitoring: Stay current with platform evolutions, emerging technologies, and best practices; pilot new approaches to ensure CB/MO remains relevant and leading-edge.
Budget Oversight: Manage budgets related to social media production, creator partnerships, influencer activations, and tools.
Channel Management: Oversee additional related properties (e.g., Send it South) and develop guidelines for future channels as needed.
Support cross-institutional initiatives and major announcements with social strategies and messaging.
Provide staff training on social media best practices.
Participate in planning and execution of occasional virtual events or livestreamed programs.
Support after-hours, weekend, and holiday needs tied to exhibitions, events, and museum moments.
Collaborate with IT and Digital teams on platform security and access governance.