Manager Digital Strategy & Reputation

Fairview Health Services•St. Paul, MN

13h•Onsite

About The Position

Fairview is looking for a Manager- Digital Strategy & Reputation to join our team. The Manager, Digital Strategy & Reputation leads how Fairview shows up across digital channels, ensuring consistency, quality and impact across social media, the Fairview newsroom/blog and other external digital platforms. This role translates enterprise storytelling priorities into a cohesive, high-performing digital presence that strengthens reputation, builds trust and supports organizational goals. The role partners closely with External Communications leaders on content strategy and story prioritization and is accountable for how that strategy is executed digitally, including platform strategy, digital publishing standards, channel integration, audience engagement and content performance. The Manager serves as Fairview's lead for digital governance and reputation management, overseeing social listening, community management, real-time monitoring and escalation protocols to identify and respond to emerging issues and reputational risks in partnership with media relations and leadership. The role also leads and develops the social media function and uses audience and performance insights to continually strengthen Fairview's digital presence. Success requires a strategic and operational leader who can connect communications to outcomes, move fluidly between strategy and execution, and maintain a high bar for quality and consistency across platforms. This is a leadership role, not primarily a content production role, responsible for how Fairview engages with audiences digitally and how that presence performs.

Requirements

Bachelor of Arts In communications, journalism, public relations, marketing or related field, or equivalent combination of education and relevant experience.
8–10 years in strategic communications, digital communications, or corporate/public affairs, social media strategy or related fields, including demonstrated experience operating at a strategic level in a complex organization.
Demonstrated experience leading and developing direct reports, setting clear expectations, driving accountability and elevating individual and team performance.
Demonstrated experience leading multi-channel digital communications strategies, including social media and owned digital platforms, with accountability for channel integration, governance, performance and consistency.
Demonstrated experience overseeing social listening and community management, including public engagement, comments and direct messages, issue identification, escalation protocols and response coordination in sensitive or high-visibility situations.
Experience using digital analytics, audience insights and social listening data to evaluate performance, identify trends and inform strategy.
Strong strategic thinking and decision-making skills, with the ability to translate organizational priorities into effective digital execution and make decisions based on enterprise impact.
Working knowledge of digital publishing platforms, content management systems, SEO, accessibility and digital governance, with the ability to oversee standards and partner with technical teams on platform improvements.
Proven ability to operate effectively in a fast-paced, matrixed environment, managing multiple priorities while maintaining clarity, focus and quality.
Excellent written and verbal communication skills, with strong editorial judgment and the ability to evaluate content for diverse external audiences.
Strong collaboration and influencing skills, with experience working cross-functionally across communications, marketing, and operational teams.

Nice To Haves

Master of Arts In communications, public relations, marketing or related field.
Experience working in healthcare or another highly regulated, reputation-sensitive industry.
Experience working in a large, complex organization with multiple locations and stakeholder groups.
Experience partnering with media relations, issues management, legal/compliance or executive communications teams to manage emerging reputational issues.
Experience with enterprise social media management, listening and community-management platforms such as Sprout Social or similar tools.

Responsibilities

Translate enterprise content strategy and story priorities into coordinated digital execution across social media, the Fairview newsroom/blog and other external digital platforms.
Determine how priority stories should come to life digitally, including platform, format, sequencing and audience experience.
Ensure digital execution is consistent, high quality and aligned with organizational priorities, brand standards and channel best practices.
Identify emerging platforms, tools and digital trends and recommend where Fairview should evolve its presence.
Establish and maintain digital publishing, platform and governance standards across Fairview’s external digital channels.
Oversee operational governance of the Fairview newsroom/blog and social platforms, including publishing workflows, CMS practices, accessibility, SEO and platform optimization.
Ensure consistency, accuracy and brand alignment across digital channels.
Identify opportunities to improve digital tools, workflows, automation and platform functionality.
Lead Fairview’s digital reputation management strategy, including social listening, community management and real-time monitoring.
Establish standards for responding to comments, direct messages, public questions and online concerns.
Identify emerging risks, misinformation, trends and opportunities across digital channels.
Establish and manage escalation protocols in partnership with media relations, leadership and other appropriate stakeholders.
Guide response strategies for sensitive public engagement and emerging digital reputation issues.
Establish appropriate monitoring and escalation coverage for evenings, weekends and high-risk periods.
Define and track digital performance measures tied to communications and enterprise outcomes, not simply engagement volume.
Analyze channel, audience and content performance to identify opportunities for improvement.
Translate analytics, social listening and audience insights into actionable recommendations for External Communications strategy.
Provide regular insights to External Communications leadership and partners on digital performance, audience behavior and emerging trends.
Lead, coach and develop the Senior Communications Specialist, Social Media.
Set clear expectations and accountability for social strategy, execution, community management, monitoring and measurement.
Build the social specialist’s expertise in platform strategy, audience engagement, digital reputation and independent decision-making.
Ensure appropriate backup coverage and cross-training for critical digital functions.
Partner closely with media relations and content strategy leadership to ensure digital execution supports Fairview’s enterprise narrative and external communications priorities.
Coordinate digital amplification of priority earned media, enterprise stories, executive visibility and major initiatives.
Partner with Marketing, Internal Communications and other teams where appropriate to ensure coordinated audience experiences while maintaining clear channel ownership.
Bring digital and audience expertise into story planning early so content is developed with distribution and amplification opportunities in mind.