Social Media & Digital Content Specialist

GE Appliances, a Haier company•Louisville, KY

About The Position

The Social Media & Digital Content Specialist helps ensure GE Appliances’ stories reach, engage, and influence key audiences. The role connects editorial storytelling with digital publishing, audience development, social media strategy, search optimization, and performance analytics to maximize the impact of the company’s owned media ecosystem. As a member of the content team, this specialist owns the day-to-day management and growth of GE Appliances’ digital channels, including social media platforms and the corporate website. The position calls for a storyteller, publisher, strategist, and analyst with an interest in modern content distribution, audience behavior, and how people discover information through search engines, AI platforms, and social media. GE Appliances offers flexibility through work arrangements developed with the employee’s leader to balance individual, team, and organizational needs.

Requirements

Bachelor’s degree in Communications, Journalism, Marketing, Digital Media, Public Relations, or a related field.
3 years of experience managing digital content, social media, editorial publishing, or owned media platforms.
Exceptional writing, editing, and storytelling skills.
Experience managing and growing social media channels and website content for companies or brands.
Experience working with a content management system (CMS).
Strong understanding of digital publishing and audience development.
Experience using analytics to evaluate performance and develop strategic recommendations.
Excellent organizational skills and ability to manage multiple priorities.
Demonstrated ability to use generative AI tools to improve research, content creation, publishing workflows, and productivity.
Experience creating and editing short-form video content optimized for social media and digital platforms.
Experience optimizing content for SEO, GEO, and AEO.
Legally authorized to work in the United States at hire and able to maintain authorization without current or future employer or school sponsorship.

Nice To Haves

Experience using social listening and audience intelligence tools to identify trends, conversations, and storytelling opportunities.
Experience building employee advocacy or ambassador programs.
Familiarity with paid social media advertising.

Responsibilities

Lead the day-to-day management, publishing, and growth of GE Appliances’ corporate social media channels.
Identify emerging conversations, industry trends, and cultural moments where the company can offer meaningful perspectives.
Develop platform-specific publishing strategies to maximize engagement and audience growth.
Help build relationships with relevant creators, influencers, and digital communities.
Monitor audience sentiment and identify opportunities for proactive storytelling.
Manage community engagement by monitoring comments, identifying opportunities to join relevant conversations, and fostering interaction across owned channels.
Identify, develop, and write stories showcasing GE Appliances’ people, products, innovation, manufacturing, community impact, and business priorities.
Publish and manage content across the corporate website.
Adapt editorial content for multiple digital platforms while maintaining consistent voice, messaging, and brand standards.
Optimize website storytelling using audience behavior, engagement analytics, and evolving best practices.
Ensure published content is optimized for desktop, mobile, social, and AI-powered experiences.
Optimize content for SEO, GEO, and AEO to improve discoverability across search engines and AI-powered experiences.
Evaluate emerging platforms, content formats, and digital behaviors to identify opportunities for growth.
Measure content performance and audience engagement, using analytics and insights to improve editorial strategy and content effectiveness.