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About the Role

The Senior Social Media Manager leads the Whitney Museum of American Art's organic social media strategy, editorial direction, and community engagement. This role translates exhibitions, programs, and institutional priorities into platform-native storytelling, identifies relevant conversations and cultural moments for participation, and originates ideas and sets the social content agenda. The role owns social editorial planning, publishing, community management, channel development, and performance analysis, producing reactive and same-day content when appropriate.

Responsibilities

Define and lead the Whitney's organic social media strategy, establishing clear objectives, editorial approaches, audience priorities, and measures of success for each platform.
Regularly assess where the Museum should invest, experiment, scale back, or stop investing based on audience behavior and institutional goals.
Originate recurring formats, social-first series, event and live coverage, creator collaborations, and other editorial concepts.
Own the social editorial calendar and prioritization process.
Translate curatorial, artistic, and educational material into clear, compelling, platform-native storytelling without compromising accuracy, context, or artist intent.
Develop social briefs for planned video and photography produced in partnership with Creative.
Establish and manage a clear cross-departmental process for sourcing, shaping, evaluating, and prioritizing social content, while proactively identifying stories and contributors.
Exercise real-time judgment in publishing, engagement, and response on behalf of the Museum, including during high-traffic, high-sensitivity, or rapidly evolving moments.
Lead community management and moderation strategy.
Build and maintain relationships with artists, creators, community partners, cultural voices, and internal experts.
Identify, brief, and manage external creators, freelancers, and production support in coordination with the Assistant Director, Digital Content and other appropriate internal partners.
Partner with Marketing on integrated campaigns so that organic audience insight informs paid strategy and campaign assets function effectively across paid and owned environments.
Use quantitative and qualitative performance data to guide editorial decisions, test new approaches, and make recommendations to Digital Content and Communications leadership.
Actively engage with the Whitney’s audience, fostering meaningful interaction and dialogue.
Monitor, analyze, and interpret social media performance metrics, audience behavior and cultural trends and produce regular social media and social listening report.
Stay up-to-date on emerging social media trends, new platforms and channels, industry developments, and research.
Produce regular reporting and insights for Digital Content and Communications leadership, highlighting opportunities, risks, and emerging patterns.

Requirements

Bachelor's degree or equivalent.
Experience in social media, digital marketing, or content development.
5-8 years' experience.
Portfolio demonstrating strong editorial judgment, platform-native storytelling, audience growth, and effective short-form video.
Excellent writing and editing skills, with a strong command of voice, tone, and narrative structure.
Creative, strategic thinker.
Team player who can work collaboratively with stakeholders across the Museum.
Experience with social publishing, analytics, and listening tools such as Sprout Social, Meltwater, or comparable platforms.
Experience briefing creative teams, producers, creators, or freelancers against channel-specific goals.
Ability to learn, work, and grow within a fast-paced, challenging environment.
Strong organizational and time management skills.
Understanding of the social media ecosystem.
Experience with scheduling and reporting tools, e.g., Sprout Social, and social listening software, e.g., Meltwater.
Experience with photography, photo editing, video editing, and Adobe Photoshop a plus.
Interest in and knowledge of the arts, particularly modern and contemporary American art.
Experience supervising staff.
Able to handle sensitive and confidential information.
Strong understanding of how brand and identity systems adapt across platforms and formats.
Demonstrated ability to exercise editorial judgment in public-facing, institutional contexts.

Skills

Social media strategy
Editorial direction
Community engagement
Platform-native storytelling
Content planning
Publishing
Community management
Channel development
Performance analysis
Briefing creative teams
Content production
Editorial judgment
Cultural fluency
Audience insight
Writing
Editing
Voice and tone
Narrative structure
Strategic thinking
Collaboration
Social publishing tools
Social analytics tools
Social listening tools
Sprout Social
Meltwater
Photography
Photo editing
Video editing
Adobe Photoshop
Arts knowledge
Staff supervision
Handling confidential information
Brand and identity systems
Public-facing communication

Location

New York, NY

Work Type

Full-time

Experience Level

5-8 years

Education Level

Bachelor's degree or equivalent

Salary/Compensations

$95,000-100,000 per annum

Benefits

Medical
Dental
Vision
403(B) elections
Generous PTO
Commuter benefits (parking and mass transit)
Admission to world-renowned museums
Pet insurance
Discounted membership for Citibike

About the Company

The Whitney Museum of American Art, founded in 1930 by the artist and philanthropist Gertrude Vanderbilt Whitney, houses the foremost collection of American art from the twentieth and twenty-first centuries.
The Whitney Museum of American Art has been championing the most innovative art of the United States for 86 years.
The core of the Whitney’s mission is to collect, preserve, interpret, and exhibit American art of our time and serve a wide variety of audiences in celebration of the complexity and diversity of art and culture in the United States.
Through this mission and a steadfast commitment to artists themselves, the Whitney has long been a powerful force in support of modern and contemporary art and continues to help define what is innovative and influential in American art today.

Equal Opportunity

The Whitney Museum of American Art is an Equal Opportunity Employer.
The Museum does not discriminate because of age, sex, religion, race, color, creed, national origin, alienage or citizenship, disability, marital status, partnership status, veteran status, gender (including gender identity), sexual orientation, or any other factor prohibited by law.
The Museum hires and promotes individuals solely on the basis of their qualifications for the job to be filled.
The Museum encourages all qualified candidates to apply for vacant positions at all levels.
This description shall not be construed as a contract of any sort for a specific period of employment.