Senior Mgr, Social Media

Churchill Downs Incorporated•Louisville, KY

21h•Onsite

About The Position

Churchill Downs Racetrack is seeking a Senior Manager of Social Media to lead the execution and optimization of social media strategy for both the Churchill Downs and Kentucky Derby brands. This role requires a proactive organizer, a charismatic people leader, and a strategic thinker who excels in using analytics to guide performance-driven storytelling. This person will be responsible for developing engaging content that reflects the thrill, tradition, and elegance of the Kentucky Derby while also capturing the year-round excitement of Churchill Downs. The Senior Manager will collaborate cross-functionally with departments including partnerships, guest services, sales, and racing operations. The ideal candidate possesses strong leadership, deep platform knowledge, and emotional intelligence to connect with fans and internal stakeholders alike.

Requirements

Proactive Organizer
Manages multiple projects with confidence and structure
Builds repeatable processes and timelines across brand moments and campaigns
Anticipates needs and resolves issues before they become bottlenecks
People-First Leader
Brings positive energy, relationship-building skills, and the ability to interface with diverse internal teams and external partners
Provides mentorship and inspires others to do their best work
Thrives in cross-functional collaboration, with the personality to influence without ego
Strategic Executor
Balances storytelling and business objectives to deliver results
Reads and interprets analytics with ease, making performance-driven decisions
Delivers creative solutions based on clear insights
Bachelor's degree in Business, Communications, Journalism, Marketing, or equivalent experience
4-6 years in professional social media marketing with a proven track record managing brand accounts
Experience leading and managing a team of content creators or social contributors
Expertise in social platforms including X (Twitter), Instagram, Facebook, TikTok, LinkedIn, Pinterest, and YouTube
Proficiency in analytics tools (Sprout Social, Google Analytics, native platform insights)
Exceptional writing and editing skills with the ability to match brand voice and tone
Flexible schedule including ability to work evenings, weekends, holidays, and extended hours during Derby Week and live racing seasons
Ability to work on-site at Churchill Downs and travel as needed
Must successfully pass a background check

Nice To Haves

Demonstrated understanding of the sports, live events, or equine industries (preferred but not required)

Responsibilities

Lead the implementation of social media strategies aligned with Churchill Downs and Kentucky Derby brand goals and the fan engagement lifecycle.
Develop, oversee, and maintain a detailed social content calendar that reflects major brand moments, trends, cultural tentpoles, and evergreen storytelling.
Work cross-departmentally to coordinate content initiatives with ticketing, partnerships, racing, and community teams.
Provide clear leadership and mentorship to direct reports, freelancers, or agency partners involved in content production.
Oversee the creation, curation, and publication of social content across platforms (Instagram, TikTok, X, Facebook, LinkedIn, YouTube, Pinterest).
Proactively manage workflows, deadlines, and approvals for a high-volume content schedule.
Monitor social platforms in real time, engaging directly with fans to foster community, respond to fan sentiment, and elevating the brand's voice.
Use tools such as Sprout Social, Google Analytics, and native insights to report on KPIs, distill performance data, and make data-informed recommendations.
Champion platform innovation and stay current on social trends, platform updates, and emerging content formats.
Collaborate with internal content creators and external agencies, ensuring content is on-brand and optimized for each platform’s unique audience and tone.
Identify and capitalize on key moments throughout the racing calendar that support year-round brand relevance and revenue goals.
Build presentations and performance reports for internal stakeholders and leadership.
Support Derby Week and live event coverage, including on-site social content management, real-time storytelling, and influencer coordination.