The Manager, Social Media, will cross-functionally support communications and marketing to increase revenue and drive growth, and to maximize impact for AAPA, CHLM, and JAAPA. The Manager is responsible for the day-to-day management of AAPA, CHLM and JAAPA’s social media platforms and assists with other external communications. The Manager works to ensure clear, consistent and strategic messaging is implemented across all social digital platforms and continually tested for optimization. S/he should be goal-oriented, possess strong organizational skills, top-notch writing and editing skills and be detail-oriented.
About the Communications Team:
AAPA’s Communications Team includes seven professionals dedicated to providing timely, engaging, and accurate information to PAs and other stakeholders important to the profession, including the media. Communications collaborates with all departments within AAPA to help advance organizational goals through the planning and execution of internal and external communications strategies and tactics, while at the same time raising visibility and awareness of the profession. The team develops organization-wide messaging, which is integrated in executive speeches, presentations, and talking points; maintains AAPA’s Editorial Style Guide; leads the organization’s content strategy; and oversees AAPA’s social media channels. The Comms Team’s core values include being adaptable, collaborative, creative, responsive, and kind.
Director, Corporate Communications
Direct and implement the social media strategy for AAPA, CHLM, and JAAPA, including voice and messaging priorities, to further the mission and strategic objectives.
Collaboratively implement and manage organic and paid social media ads and campaigns for AAPA, CHLM, and JAAPA.
Build a social media presence by maintaining a solid online presence and reputation.
Monitor the AAPA brand on social media.
Build brand awareness by engaging relevant influencers.
Collaborate with other teams, including marketing, membership and customer service to ensure brand consistency.
Provide input and support in planning and execution of marketing activities.
Work with cross-functional internal teams and manage ad design, ad copy, content and social media posting.
Collaborate with web team to monitor SEO initiatives and user engagement and suggest content optimization.
Stay current on latest social media trends, tools, platforms and best practices to help drive strategy.
Manage Communications Associate.
Generate, edit, publish and share engaging content daily (e.g. original text, photos, videos and news) for AAPA, CHLM, and JAAPA.
Support additional online editorial management, planning, writing and copy editing of marketing and communications materials as required.
Communicate with followers, respond to queries in a timely manner and monitor customer reviews.
Maintain tracking, reporting, optimization and experimentation (A/B or multivariate testing) to meet or exceed company goals.
Monitor success, measure and report performance of all channels for marketing campaigns; adjust campaigns based on social performance.
Track, analyze and report social media data and insights; especially related to how social media is meeting organizational goals.
Other duties as assigned.
Bachelor’s degree in communications, marketing or related field required.
Five to eight years, minimum, of professional experience coordinating and managing social media, communications, marketing and writing and editing for an organization or entity.
Strong written and verbal communication skills, with attention to detail and commitment to quality deliverables.
Keen understanding of incorporating an organization’s core messaging into content for social media, websites and media relations.
Professional experience with content management systems such as Hootsuite Enterprise and WordPress.
Experience in Eloqua and/or other marketing automation platform preferred.
Knowledge of Search Engine Optimization (SEO) best practices.
Professional experience with project management software, including Basecamp, Sharepoint, TeamWork, etc.
Professional experience with design software such as Adobe Suite and CANVA.
Proven ability to manage multiple projects independently, change direction when needed and provide deliverables under tight deadlines.
Additional Salary Information: Dependent upon experience
About American Academy of PAs (AAPA)
Established in April 1968, The American Academy of PAs (AAPA) is the national professional society for PAs (physician assistants). PAs are medical providers who diagnose illness, develop and manage treatment plans, prescribe medications, and often serve as a patient’s principal healthcare provider. With thousands of hours of medical training, PAs are versatile and collaborative. PAs practice in every state and in every medical setting and specialty, improving healthcare access and quality. Today there are more than 131,000 PAs in the United States and the profession is expected to grow another 37 percent between 2016-2026.
AAPA is a fast-paced nonprofit membership organization. Our staff combines skill and passion to advocate for the interests of PAs and their patients, and serve as an educational resource. Our office is located in the Carlisle area of Alexandria, VA., only two blocks from the Eisenhower Metro stop.