Social Media Director

FM • Boston, MA

10h • Hybrid

About The Position

This role will lead FM's global social media presence across platforms, providing strategic oversight and driving day-to-day execution. This role shapes how FM shows up in the market as a B2B leader, elevating executive and subject-matter thought leadership, supporting commercial priorities (including demand generation), and enabling consistent, high-impact storytelling across regions and businesses.
Responsibilities include a blend of strategy and execution: able to set a multi-year vision, build operating rhythms and governance, and personally driving high-quality execution across content, community, platforms, paid/organic alignment, measurement, and reputation protection. This leader also brings effective AI fluency, applying AI-enabled tools to accelerate insight generation, content development, and optimization while ensuring appropriate human judgment, brand standards, and use.

Requirements

• Bachelors Degree.
• Minimum of 10+ years’ relevant work experience required within the following areas:
• Significant progressive experience leading social media strategy and execution for a major brand, including leadership responsibilities (team and/or agencies).
• Demonstrated expertise in B2B social media with a track record of building credible thought leadership, influencing senior stakeholders, and connecting social to business goals.
• Experience building and governing an enterprise social presence across multiple platforms, including channel strategy, content standards, and performance reporting.
• Demonstrated excellent experience in both organic and paid social media.
• Demonstrated fluency with modern AI tools and workflows for marketing/content work.
• People management and agency management experience.
• Executive presence (must interact with and brief senior leadership).
• Strong analytical mindset with ability to interpret performance and translate insights.
• LinkedIn expertise (organic and paid).

Nice To Haves

• Experience in a complex, global, matrixed enterprise with multiple regions, businesses, and brand stakeholders.
• Experience with executive communications and reputation-sensitive categories where governance and precision matter.
• Familiarity with workforce enablement/ambassador programs and enterprise-wide social participation models.
• Experience launching new platforms or scaling region-specific presences as part of a global strategy.

Responsibilities

• Own and continuously evolve FM’s global social media strategy aligned to business objectives, with a clear B2B point of view tailored to FM’s priority audiences (e.g., C-suite leaders, risk managers, brokers, and industry stakeholders).
• Define a differentiated content and channel strategy that advances FM’s leadership narrative and supports priority initiatives (e.g., demand generation and product/industry programs).
• Lead global platform expansion and governance, including launching and scaling region/country-specific presences where strategically important (mirroring the approach referenced internally, such as country-specific LinkedIn showcase pages).
• Establish an experimentation roadmap to evaluate and launch new platforms and formats (e.g., emerging channels, new ad formats, influencer and creator partnerships), with clear business cases and success metrics.
• Build and run an executive social media program that amplifies the voices of FM leadership and subject matter experts, increasing visibility and credibility through consistent, high-quality thought leadership.
• Partner closely with teammates in Marketing, Communications, PR, and key leaders to identify themes, craft narratives, and establish content that is authentic and aligned to business priorities.
• Provide strategic counsel to senior leaders on social presence, platform behavior, and reputation considerations in high-visibility moments.
• Own the global social content operating model: editorial planning, content development, publishing cadence, creative standards, community engagement, escalation, and performance optimization.
• Ensure social supports integrated marketing motions (e.g., campaigns, events, reports/webinars) as an “always-on” continuity layer — and that content is adapted appropriately by platform, audience, and region.
• Improve social contribution to B2B pipeline and lead generation in partnership with Digital Marketing (e.g., LinkedIn optimization, audience targeting, campaign integration, landing page and asset promotion).
• Establish and maintain enterprise governance frameworks: decision rights, content standards, approvals, brand voice, access controls, and crisis/escalation protocols.
• Ensure all social activity aligns with FM’s internal social media guidelines and confidentiality expectations; reinforce best practices and enable teams to participate appropriately without introducing risk.
• Lead regular audits of accounts, access, and agency/vendor permissions, ensuring platform access is role-appropriate and reviewed on a consistent cadence.
• Define KPIs and reporting that link social outcomes to business value (awareness, engagement, traffic/conversions, executive visibility, recruitment enablement, and demand generation contribution).
• Work with the team to build performance management system that turns insights into action (creative optimization, content mix, platform strategy, audience targeting, and investment recommendations).
• Use AI tools to accelerate research, social listening insight generation, content ideation, drafting, personalization at scale, and optimization, while applying strong human judgment, brand standards, and responsible governance.
• Partner with stakeholders to ensure AI-enabled social practices remain focused on business outcomes (e.g., efficiency gains, reputation impact, engagement quality, and measurable value).
• Lead and develop a high-performing social team (blend of internal and agency); set clear standards and performance expectations.
• Collaborate cross-functionally with PR, Brand, Integrated Marketing, Digital Marketing, Marketing Analytics, Regional Marketing, Communications, and Legal as needed.

Benefits

• The position is eligible to participate in FM’s comprehensive Total Rewards program that includes an incentive plan, generous health and well-being programs, a 401(k) and pension plan, career development opportunities, tuition reimbursement, flexible work, time off allowances and much more.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 1,001-5,000 employees