Senior Manager, Social Media

Churchill Downs Incorporated•Louisville, KY

5d•Onsite

About The Position

Churchill Downs Racetrack is seeking a Senior Manager, Social Media to lead the strategy, execution, and performance optimization of social media communications for the Churchill Downs Racetrack and Kentucky Derby brands. This role blends strategic leadership with hands-on expertise, overseeing high-impact content, managing people and partners, and using analytics to drive continuous improvement. The Senior Manager will own the social media ecosystem end-to-end, from audience growth and brand storytelling to real-time engagement, campaign execution, and performance reporting. This role partners closely with marketing, partnerships, ticketing, racing operations, and guest services to ensure social media supports both brand equity and business objectives year-round. At Churchill Downs, you’ll help shape the digital voice of America’s most iconic sporting event and one of the most recognized brands in sports and entertainment. This role offers the opportunity to lead, innovate, and make an impact at the intersection of tradition, culture, and modern storytelling. Please note this role is based in Louisville, Kentucky at Churchill Downs Racetrack requiring occasional travel for on-going event coverage.

Requirements

Strategic Social Media Leader
Thinks holistically about brand storytelling, audience growth, and business impact
Comfortable balancing long-term strategy with real-time execution
Hands-On Expert
Deep understanding of social platforms, content formats, and performance metrics
Willing to jump in and execute when needed
People-First Manager
Builds trust and momentum across teams
Coaches others to do their best work while maintaining high standards
Data-Driven Communicator
Confident interpreting analytics and translating insights into action
Clear, concise communicator with strong presentation skills
Bachelor’s degree in Communications, Marketing, Journalism, Business, or related field (or equivalent experience)
4–6 years of professional social media experience managing brand accounts and campaigns
Experience leading or mentoring team members and managing external partners
Strong writing, editing, and content development skills with the ability to adapt brand voice across platforms
Proficiency with social media management and analytics tools (Sprout Social, CRM platforms, native insights)

Responsibilities

Oversee the creation, curation, and publishing of compelling, on-brand content across all major platforms (Instagram, TikTok, X, Facebook, LinkedIn, YouTube, Pinterest)
Maintain a comprehensive social content calendar that balances cultural moments, live racing, evergreen storytelling, and campaign-driven initiatives
Ensure content is optimized for each platform’s audience, format, tone, and performance benchmarks
Ensure content aligns with social media strategy, brand goals, marketing priorities, and the fan engagement lifecycle
Monitor trends to identify growth opportunities and on-going best practices
Provide coverage for key live events, including Derby Week, on-site activations, and real-time storytelling
Track, analyze, and report on social media performance using tools such as Sprout Social and native platform insights
Use data to inform decision-making, refine content strategy, and improve reach, engagement, and conversion
Build clear, compelling performance reports and insights presentations for internal stakeholders and leadership
Lead, mentor, and develop social media team members, freelancers, and agency partners, fostering accountability and creative excellence
Establish efficient workflows, approval processes, and production timelines for a high-volume content environment
Collaborate cross-functionally with partnerships, ticketing, sales, racing, and community teams to align messaging and maximize impact
Ability to work evenings, weekends, holidays, and extended hours during Derby Week and racing seasons