Social Media Manager

The Social Media Manager is responsible for developing, implementing, and managing the company's social media strategy to enhance brand awareness, engage guests, promote hotel, dining, and event offerings, and drive revenue. This role creates compelling content, manages social media channels, analyzes performance metrics, and works closely with operations teams to showcase exceptional guest experiences and strengthen the company's online presence.

Essential Job Functions & Job Responsibilities

• Own the day-to-day organic social media presence across six distinct properties, serving as the primary internal point of contact for social media strategy, content, publishing, and community management.
• Develop and execute social media content calendars that support hotel, restaurant, and company marketing initiatives, promotions, events, and seasonal campaigns.
• Manage the Galt House Hotel TikTok account, including content strategy, filming, editing, posting, trend identification, and community engagement.
• Create original, engaging photo, video, Reel, TikTok, and Story content for hotels, restaurants, and events.
• Capture on-property content showcasing guest experiences, amenities, food and beverage offerings, events, entertainment, rooms, and Louisville experiences.
• Monitor and respond to social media comments, direct messages, mentions, and reviews in a timely, professional, and brand-appropriate manner.
• Ensure all social media channels adhere to individual property brand standards, visual identity, tone of voice, and messaging guidelines.
• Collaborate with the Marketing, Sales, Food & Beverage, Operations, and other hotel departments to identify content opportunities and promote hotel initiatives.
• Assist with the creation, scheduling, and deployment of email marketing campaigns, including copy, imagery, links, and testing.
• Monitor social media performance and provide regular reporting and insights on reach, engagement, audience growth, content performance, website traffic, conversion metrics, and other key metrics.
• Monitor competitor and local hospitality/restaurant social media activity to identify content trends, opportunities, and best practices.
• Support the promotion of hotel packages, restaurant promotions, special events, festivals, concerts, and other revenue-generating initiatives through social media.
• Stay current on changes to social media platforms, algorithms, features, and best practices.
• Partner with influencers, content creators, local organizations, and tourism partners to expand brand reach.
• Coordinate social media coverage of special events, seasonal promotions, community initiatives, and company milestones.
• Will perform other duties as assigned.

Strategy & Planning

• Develop and execute organic social media strategy aligned with business goals.
• Collaborate on paid social campaigns, contributing creative direction and performance insights.
• Own and maintain a multi-month content calendar aligned with broader marketing initiatives.
• Identify emerging platform trends and opportunities.

Content Creation

• Generate creative content ideas aligned with brand voice and growth objectives.

Qualifications

• Bachelor’s degree in marketing, Communications, Journalism, or equivalent professional experience
• 2+ years of experience managing social media for a brand or company
• Proven experience creating high-performing short-form video content
• Strong understanding of platform-specific best practices
• Strong short-form video instincts (ability to hook viewers in the first 3 seconds)
• Proficiency in short-form video editing tools (CapCut, Instagram Edits, or similar)
• Familiarity with paid social media advertising platforms (Meta, TikTok, etc.)
• Strategic thinker who balances creativity with performance metrics
• Self-starter with strong organizational skills

Able to travel locally to the office, events, and filming locations as needed