Social Media Mgr - 90337843 - Washington

Amtrak

27d•Onsite

About The Position

The Social Media Manager amplifies the voice of Amtrak on social, a presence evolving with its new era of rail and growing its cultural relevance. This role leads the paid media strategy and oversees ad campaigns on Facebook, Instagram, TikTok, Threads, YouTube, Pinterest, LinkedIn, and Snapchat. The Social Manager will work with a mix of inhouse and agency support to create campaigns ranging from paid boosts and experimental ad formats to influencer and entertainment partnerships, along with dedicated campaign support for various departments, internal stakeholders and third-party brand collaborations. This role includes social performance analysis, along with trendspotting and R&D to innovate scroll-stopping infotainment.

Requirements

Bachelor’s Degree or equivalent combination of education, training and/or relevant experience.
7 years of experience in marketing, communications, digital media or social media.
Demonstrated experience and content creation at an enterprise level for most social media platforms.
Excellent verbal and written communications skills (including editing/proofreading).
Demonstrated experience generating forward-thinking ideas and creative, engaging social content.
Extremely detail oriented with experience working with multiple internal and external stakeholders.
Proactive and autonomous in approach but collaborative in execution.
Experience with social media management and social media management tools

Nice To Haves

9 years of experience in marketing, communications, digital media or social media.
Experience with social media management systems; Sprinklr for example
Travel industry background

Responsibilities

With the goal to amplify Amtrak’s social presence to maximize brand awareness and affinity, work with our paid media social agency to build ad campaigns on each respective platform’s business manager.
Strategize content categories to mimic algorithmic pooling and amplify reach of niche content.
Allocate and audit spend to pace budget against fiscal deadlines and benchmarks.
Define audience strategy inclusive of prospecting, retargeting, interest-based travel audiences.
Identify posts ranging from organic content to creator collabs for boosting.
Strategize influencer and brand entertainment partnerships that support seasonality and business needs with the support of our paid social agency.
Research and identify influencers for campaigns, inclusive of managing our inhouse database and building relationships for long term partnerships.
Coordinate contracts with Legal and Procurement to negotiate deliverables and usage rights.
Steward campaign rollout - posting timelines, asset delivery and campaign results.
Pilot influencer trips for Amtrak’s signature long distance overnight train journeys.
Produce in house content using approved creative tools; capture and edit photo and video assets as needed.
Produce and execute photo/video shoots across the Amtrak network—including train yards, stations, and moving trains—with both real time and scheduled asset delivery.
Ideate, pitch, and secure in kind brand partnerships, guiding content creation, rollout strategy, and engagement plans.
Conduct ongoing research on platform trends, niche communities, media cycles, and competitive activity to inform strategy and creative briefs.
Monitor cultural conversations and emerging formats to identify proactive and reactive content opportunities.
Report performance against fiscal year KPIs using a mix of data aggregators, native tools, and manual third-party sourcing.
Use insights to optimize channel strategy, refine ad approaches, and forecast performance for executive level reporting.
Develop and execute paid social campaigns supporting Sales, Amtrak Guest Rewards, Amtrak Credit Card, and the State Amtrak Intercity Passenger Rail stakeholders.
Partner with the Organic Social Media Team to ensure assets meet specifications, timelines align with ad flights, and all deliverables are trafficked appropriately.
Collaborate across departments—including brand, PR, customer experience, and product—ensuring social deliverables ladder up to broader business objectives.
Manage day-to-day relationship with Amtrak’s paid media social agency, including scopes of work, hour tracking, feedback cycles, and billing oversight.
Guide agency strategy, content quality, and workflow efficiency.
Monitor and maintain Ad Business Managers across respective social channels.
Utilize Sprinklr for listening, community management workflows, and analytics.
Maintain platform security protocols, access management, and documentation for social media governance.
Monitor channels for reputation-related risks and escalate emerging issues using established crisis communication protocols.
Partner with Legal, PR, and Customer Experience teams to ensure ad campaigns comply with regulations and internal policies.
Pilot emerging features, formats, and platform betas to keep Amtrak social channels at the forefront of industry evolution.
Maintain relationships with platform reps to stay informed of updates and best practices.
Maintain organized legal template libraries, influencer brand resources, process documentation, and team playbooks.
Continuously refine workflows to improve efficiency across cross-functional and agency partners.