Sr. Social Media Manager

Empire State Realty Trust•New York, NY

2d•$125,000 - $140,000

About The Position

The Sr. Social Media Manager leads organic social strategy and execution across the ESB Observatory—the World’s Most Famous Building and a global cultural icon—and ESRT’s commercial real estate portfolio. The Sr. Social Media Manager drives measurable business impact through high-performing content, channel growth, and integrated campaigns that convert awareness into web traffic, leads, and ticket sales. This leader owns the full organic ecosystem: content strategy, publishing, influencer programs, analytics, and community engagement. They steward a consistent, modern brand voice across platforms and bring a performance-oriented mindset rooted in data, cultural fluency, and proven conversion-driving tactics.

Requirements

Proven ability to drive conversions through organic social content
Expert command of Instagram, TikTok, Facebook, X, LinkedIn, Pinterest, YouTube, Snapchat; WeChat/Weibo familiarity is a plus
Strong ability to craft scripts, copy, briefs, and visual direction
Ability to solve problems quickly and operate confidently under tight timelines
Comfort in both consumer-facing and B2B environments
Experience leading teams, interns, agencies, and creator partners
Ability to influence senior leaders and cross-functional partners with clarity and authority
7–10 years of social media experience with demonstrated growth and conversion results
Bachelor’s degree in marketing, communications, digital media, or a related field
Prolonged periods of sitting at a desk and working on a computer
Must be able to lift up to 15 pounds at times

Nice To Haves

Background in tourism, entertainment, lifestyle, or real estate preferred

Responsibilities

Build and execute platform-specific strategies that grow reach, engagement, and conversion across Instagram, TikTok, Facebook, X, LinkedIn, YouTube, and emerging channels
Translate business priorities into compelling social storytelling that drives action
Lead end-to-end content development: briefs, scripts, copy, visual direction, and coordination with design and production partners
Maintain and optimize weekly and monthly content calendars with consistent tone, quality, and brand alignment
Partner with Digital to surface high-performing organic assets for paid amplification
Own the full ESB influencer program (400+ annual visits) and select ESRT initiatives - source talent, vet creators, direct content, and track results
Build structured influencer tiers and prioritize creators who demonstrate conversion impact in tourism, NYC culture, lifestyle, and commercial real estate
Ensure all talent-driven content aligns with brand standards and supports ticket sales, traffic, or brand lift
Partner with PR, Digital, Leasing, Observatory, Operations, Design, and Executive Communications to maintain unified messaging
Identify content opportunities tied to Observatory events, celebrity moments, sustainability leadership, tenant milestones, and leasing activity
Strengthen the Executive LinkedIn presence through consistent, thought-leadership-driven content
Oversee community engagement strategy with timely responses, platform stewardship, and escalation protocols
Manage the external agency team responsible for community management in the Chinese market (WeChat/Weibo)
Maintain platform relationships with Meta, Google, TikTok, X, LinkedIn, and others
Deliver weekly, monthly, and quarterly reports with insights that guide strategy and investment
Use analytics tools to track performance, uncover trends, and optimize content
Recommend shifts in strategy based on cultural trends, platform changes, and performance signals
Oversee all ESBO and ESRT profiles across Google My Business, Bing Places, TripAdvisor, and related channels
Manage social budgets with efficiency and measurable ROI
Lead skilled social media team with structure, clarity, and coaching to elevate output quality