Social Media Strategy Director

Hospital for Special Surgery•New York, NY

1d•$115,000 - $175,000

About The Position

Hospital for Special Surgery (HSS) is seeking a Social Media Strategy Director to lead and continuously evolve the enterprise social media strategy across HSS channels. The role translates organizational priorities into platform-specific content strategies that advance brand awareness, engagement, reputation, patient acquisition, and business growth. It also builds a long-term social roadmap aligned with enterprise marketing objectives and HSS’s broader brand platform. The Director develops content pillars, editorial frameworks, and recurring programs; improves audience discovery and channel growth; and uses social listening and audience insights to inform organizational stakeholders. The position partners with physicians, executives, internal teams, agencies, and other external resources to create compelling, consumer-friendly storytelling and strengthen HSS’s employer brand and professional-community outreach. The role oversees social media measurement and reporting, connecting performance to business outcomes, and leads the social media team through clear priorities, workflows, governance, and performance expectations. HSS describes an innovative, supportive, and inclusive environment and is a top-ranked hospital for orthopedics and rheumatology.

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 social media strategies at an enterprise level.
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 improve content development, workflow efficiency, and performance analysis, along with curiosity about applying AI to ongoing innovation.

Responsibilities

Establish and maintain a long-term social roadmap aligned with enterprise marketing objectives and ensure social media reinforces HSS’s broader brand platform.
Own and evolve enterprise social strategy across HSS channels, including 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 create recognition and consistency across channels.
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.
Improve audience discovery and exposure among people not actively seeking care, optimizing content for platform algorithms, recommendations, search behavior, and organic discovery.
Expand reach and audience growth through content strategy, community engagement, partnerships, and paid support; build channel-specific growth plans and performance targets.
Evaluate emerging platforms and opportunities to expand HSS visibility and relevance.
Lead enterprise social listening, audience monitoring, and trend identification, and position social media as a source of organizational intelligence.
Identify recurring audience questions, concerns, misconceptions, and unmet information needs, and 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 strengthen HSS thought leadership.
Partner with executives and organizational leaders on social storytelling opportunities and translate complex clinical and scientific information into engaging, consumer-friendly content.
Establish frameworks that enable experts to contribute consistently while maintaining quality, governance, and brand standards.
Collaborate with internal stakeholders on social strategy and execution supporting recruitment and HSS’s visibility and reputation as a top organization to work for.
Oversee social strategy and execution supporting B2B outreach by elevating relevant content, including educational offerings, to professional audiences and the broader healthcare community.
Define and oversee social media KPI frameworks and establish measurement approaches connecting social activity to business outcomes.
Analyze audience engagement, content performance, referral traffic, sentiment, and conversion metrics to identify growth opportunities.
Develop executive-ready reporting on social media’s impact on brand health, patient consideration, website engagement, and appointment growth.
Use insights and testing to optimize content strategy and platform performance.
Lead, mentor, and develop the social media team; establish priorities, workflows, governance processes, and performance expectations.
Foster 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.