Manager, Social Media

General Description

D2L's Manager, Social Media partners with the broader marketing team to develop, execute, and continuously enhance a best-in-class social media strategy that strengthens D2L’s brand presence across organic channels. In addition to overseeing and managing all organic social media activities, this role is responsible for leading D2L’s employee social media advocacy program, empowering employees to amplify the company’s brand and thought leadership.

Working under the VP, Corporate Marketing, this role ensures D2L’s social media strategy aligns with the company’s brand, messaging, and business objectives. The Senior Social Media Manager develops and executes content and campaigns that drive brand awareness, engagement, and inbound traffic, while overseeing D2L’s organic social channels, employee advocacy program, and Social Media Specialist.

Major Responsibilities:

• Own D2L's global social media strategy, editorial calendar, and channel roadmap to drive brand awareness, engagement, audience growth, and search visibility.
• Lead D2L's day-to-day social media initiatives across all corporate channels, ensuring content and campaigns align with business priorities and brand standards.
• Lead, mentor, and develop the Social Media Specialist through coaching, performance management, career development, and ongoing feedback.
• Establish team goals, priorities, KPIs, and workflows that align with broader marketing and business objectives.
• Manage team capacity, intake, and prioritization to deliver high-quality social campaigns and content at scale.
• Oversee all social media deliverables, ensuring consistency, quality, brand alignment, and timely execution.
• Own D2L's employee advocacy strategy and program, enabling employees and executives to amplify thought leadership and corporate messaging.
• Develop and execute executive social media strategies that strengthen executive visibility and position D2L leaders as trusted voices in the industry.
• Partner cross-functionally with Brand, Product Marketing, Corporate Communications, Demand Generation, Regional Marketing, People & Culture, and other stakeholders to deliver integrated marketing campaigns.
• Lead social media strategy and execution for global events, product launches, corporate announcements, and integrated marketing initiatives.
• Manage D2L's organic social media budget, allocating resources to maximize reach, engagement, and business impact.
• Serve as the organization's social media subject matter expert, advising stakeholders on platform best practices, governance, emerging trends, and AI-enabled opportunities.
• Build and nurture engaged online communities by fostering meaningful conversations, monitoring brand reputation, and strengthening audience relationships.
• Establish and maintain social media governance, guidelines, workflows, and best practices to ensure consistent execution across the organization.
• Monitor platform trends, algorithm updates, and emerging technologies to continuously evolve D2L's social media strategy.
• Own social media analytics, reporting, and performance measurement, providing actionable insights and strategic recommendations to improve ROI and business outcomes.
• Influence senior stakeholders by demonstrating the value of social media as a strategic marketing channel that supports corporate, brand, product, and demand generation objectives.

Competencies:

• People Leadership: Ability to lead, coach, and develop high-performing teams while driving accountability and engagement
• Operational Leadership: Ability to scale processes, prioritize effectively, and manage team workflows
• Influence: Ability to influence cross-functional stakeholders and advocate for social strategy at senior levels
• Social Media Strategy Development: Creating a comprehensive social media strategy that aligns with the company's goals and target audience.
• Content Creation: Designing and curating creative and engaging content, including graphics and written posts, that resonate with the target audience.
• Community Management: Interacting and engaging with the online community, responding to comments, messages, and inquiries in a timely and professional manner.
• Social Media Crisis Management: The ability to stay calm under pressure, make quick decisions, and effectively communicate on social media during crisis situations is crucial.
• Strategic Thinking: Developing long-term EDU communication strategies that align with organizational goals and adapt to changing circumstances is important for success.
• Creativity: Finding innovative ways to tell the organization's story and capture the attention of the target audience is a valuable skill.
• Social Listening: Monitoring social media platforms to understand trends, user sentiment, and brand mentions.
• Platform Expertise: Demonstrating a deep understanding of various social media platforms and their unique features.
• Hashtag and Trend Utilization: Leveraging trending topics and hashtags to increase visibility and engagement.
• Social Media Policy Compliance: Ensuring adherence to company social media policies and guidelines.
• Collaboration: Coordinating with departments, such Marketing, PnC, Sales, to align social media efforts with broader organizational goals.
• A/B Testing: Conducting A/B tests to optimize content and strategies for better performance.
• Reporting and Metrics: Utilizing social media analytics tools to measure the performance of campaigns and derive insights for improvement. Providing regular reports on social media performance and the impact of campaigns.
• Adaptability: Being flexible and quick to adapt to changes in algorithms, platform updates, and industry trends

Skills

• Analytic Skills + Tools: The ability to analyze data and metrics to measure the effectiveness of organic social media campaigns and make data-driven decisions is essential. Familiarity with tools like Hootsuite, Sprout Social, Google Analytics, or similar analytics platforms is essential to help assess top-of-funnel ROI, evaluate social media campaigns, and track metrics.
• Communication (Verbal + Written) Skills: Excellent verbal (public speaking, presentations) and written communication abilities, or storytelling, are essential for crafting compelling messages and engaging with internal and external stakeholders.
• Design Tools: Proficiency in using tools for creating content such as presentations, videos, and graphics.
• Scheduling Tools: Proficiency in using tools like Hootsuite or Sprout Social to schedule posts and maintain social media calendar.
• Experience with Co-Schedule helpful, but not required.
• Crisis Management: Help with any potential negative press by preparing for and managing social media communication during crises or challenging situations that could impact the organization's reputation (if needed).
• Interpersonal skills: Building and maintaining positive relationships with stakeholders, colleagues, and the public is essential for effective social media management. Active listening, collaborative teamwork, and empathy skills are also important.
• Time Management + Adaptability: Effective time management skills to handle multiple projects, meet urgent deadlines, and be adaptable to changing market dynamic.

Suggested Qualifications/Experience:

• A Bachelor's degree in communications, English, journalism, or a related field is preferred.
• Previous experience (7+ yrs) in social media, or a related role is highly desirable. Candidates with a background in public relations, content w