Social Media Strategy Director

Hospital for Special Surgery•New York, NY

About The Position

The Social Media Strategy Director will own and continuously evolve Hospital for Special Surgery’s enterprise social media strategy, aligning it with marketing objectives and the broader brand platform. The role develops platform-specific approaches across Instagram, Facebook, LinkedIn, YouTube, emerging platforms, and future channels, translating organizational priorities into content strategies that support brand awareness, engagement, reputation, patient acquisition, and business growth. The Director leads content architecture and editorial strategy, audience discovery and growth, social listening and intelligence, physician and executive storytelling, employer-brand and professional-community engagement, and performance measurement. The role connects social media activity to business outcomes through KPI frameworks, analysis, testing, and executive-ready reporting. This leader manages and develops the social media team, sets priorities and workflows, maintains governance and performance expectations, and ensures effective execution of campaigns, calendars, partnerships, and timely opportunities. The Director also manages agency partners, freelancers, vendors, and external resources as needed, and serves as the organization’s internal expert on social media practices and trends. Within the first 12 months, the successful candidate is expected to establish an enterprise social vision and roadmap, improve content quality and measurement, strengthen physician and executive participation, and develop a proactive planning culture and high-performing team.

Requirements

Bachelor’s degree in Marketing, Communications, Journalism, Public Relations, Digital Media, or a related field.
At least 8 years of progressive experience in social media, digital marketing, content strategy, or brand marketing.
At least 3 years leading teams and developing enterprise-level social media strategies.
Demonstrated success growing and managing multi-channel social media programs.
Strong understanding of platform algorithms, social media analytics, audience behavior, and content optimization.
Experience managing agencies, vendors, freelancers, and cross-functional stakeholders.
Exceptional communication, presentation, and executive-influencing skills.
Strong analytical mindset and ability to translate performance data into strategic recommendations.

Nice To Haves

Experience in healthcare, health systems, consumer wellness, sports, lifestyle, or highly regulated industries.
Experience building executive thought leadership programs.
Familiarity with social listening, competitive intelligence, and social management platforms.
Past experience using AI tools to enhance content development, workflow efficiency, and performance analysis, along with curiosity about using AI to drive continuous innovation.

Responsibilities

Establish and maintain a long-term social media roadmap aligned with enterprise marketing objectives and HSS’s brand platform.
Own and evolve enterprise social strategy across HSS channels, including platform-specific strategies for Instagram, Facebook, LinkedIn, YouTube, emerging platforms, and future channels.
Translate organizational priorities into social content strategies that support brand awareness, engagement, reputation, patient acquisition, and business growth.
Monitor platform innovation, cultural shifts, emerging technologies, and competitive activity to identify opportunities.
Develop content pillars, editorial frameworks, and recurring content franchises that build recognition and consistency.
Create sustainable programming for audience education, expert interpretation, patient relevance, and brand storytelling.
Elevate content quality through strategic direction, coaching, feedback, and best-practice implementation.
Lead discovery and reach strategies to increase exposure among people not actively seeking care; optimize content for platform algorithms, recommendations, search behavior, and organic discovery.
Build channel-specific audience growth plans and performance targets, balancing content strategy, community engagement, partnerships, and paid support.
Evaluate emerging platforms and opportunities to expand HSS visibility and relevance.
Lead enterprise social listening, audience monitoring, and trend identification; identify audience questions, concerns, misconceptions, and unmet information needs.
Translate audience behavior into actionable insights for Brand, Content, PR, Digital, Analytics, Service Line, and Executive stakeholders.
Develop social strategies that elevate physician expertise and HSS thought leadership, and partner with executives and organizational leaders on social storytelling.
Translate complex clinical and scientific information into engaging, consumer-friendly content; establish frameworks for expert contributions that maintain quality, governance, and brand standards.
Collaborate with internal stakeholders on social strategy and execution supporting recruitment and HSS’s employer reputation.
Collaborate with internal stakeholders and oversee social execution supporting B2B outreach, educational offerings, professional audiences, and the broader healthcare community.
Define and oversee social media KPI frameworks and measurement approaches connecting social activity to business outcomes.
Analyze engagement, content performance, referral traffic, sentiment, and conversion metrics; use insights and testing to optimize strategy and performance.
Develop executive-ready reporting on social media’s impact on brand health, patient consideration, website engagement, and appointment growth.
Lead, mentor, and develop the social media team; establish priorities, workflows, governance processes, and performance expectations.
Build a culture of proactive planning, experimentation, accountability, and continuous learning.
Ensure timely execution of campaigns, social calendars, editorial plans, partnerships, and real-time opportunities.
Manage agency partners, freelancers, vendors, and external resources as needed.
Serve as the internal expert on social media best practices and future trends.