JOB TITLE: Senior Manager, Social Media
DEPARTMENT: Marketing
REPORTS TO: Chief Marketing Officer
WORK ARRANGEMENT: On-Site
SUMMARY: As the Senior Manager, Social Media, you will lead AmaWaterways’ global social media strategy to elevate brand storytelling, drive engagement, and foster community across all platforms. This role is responsible for shaping the voice of the brand in social channels, developing innovative campaigns, and aligning social media efforts with broader marketing, sales, and guest engagement goals. You will oversee content planning, influencer partnerships, performance analytics, and team development, ensuring AmaWaterways remains a leader in luxury travel social media. This role is a strategic thinker and hands-on leader with deep expertise in social media trends, platform algorithms, and audience behavior. You will collaborate cross-functionally with Brand, PR, Digital Experience, Sales, and Guest Services to deliver a cohesive and impactful social presence across the cruise lifecycle.
Duties And Responsibilities:
Social Media Strategy & Leadership
- Develop and execute a comprehensive social media strategy aligned with brand positioning, campaign goals, and guest engagement objectives.
- Lead platform-specific strategies for Instagram, Facebook, LinkedIn, TikTok, YouTube, Pinterest and emerging channels.
- Define and evolve the brand voice and visual identity across social platforms.
- Partner with Brand and Creative teams to ensure storytelling consistency and high-quality content production.
Content Planning & Community Engagement
- Oversee editorial calendar planning, including campaign launches, seasonal promotions, and real-time engagement.
- Lead community management strategy, ensuring timely, empathetic, and brand-aligned responses across platforms.
- Identify and activate user-generated content (UGC) and brand advocates to amplify reach and authenticity.
- Collaborate with Guest Services and onboard teams to surface real-time moments and guest stories.
Influencer & Partnership Strategy
- Build and manage influencer and creator partnerships to drive awareness and engagement.
- Negotiate contracts, oversee content deliverables, and measure ROI of influencer campaigns.
- Partner with PR and Sales to align influencer efforts with media outreach and trade initiatives.
Performance Measurement & Optimization
- Define KPIs including engagement rate, follower growth, reach, sentiment, and conversion metrics.
- Lead monthly and quarterly reporting, providing insights to leadership and cross-functional teams.
- Use analytics tools (e.g., Sprout Social, Meta Business Suite, Google Analytics) to optimize content and audience targeting.
Team Development & Cross-Functional Collaboration
- Manage and mentor social media team members, including coordinators and agency partners.
- Lead cross-functional workshops to educate internal teams on social media best practices and trends.
- Collaborate with Paid Media to ensure organic–paid synergy and maximize campaign performance.
Innovation & Trendspotting
- Stay ahead of platform updates, algorithm changes, and emerging content formats.
- Pilot new tools and approaches (e.g., AI-generated content, social commerce, live streaming).
- Act as the internal champion for social media innovation and audience-first storytelling.
Supervisory Responsibilities:
- This role will supervise one or more direct reports and/or agency partners.
Qualifications:
- Bachelor's Degree (BA) from four-year college or university in marketing, communications, journalism, or related field; Master’s degree a plus.
- Five to seven years of experience in social media strategy and execution, preferably in travel, hospitality, or luxury lifestyle.
- Proven success in leading social campaigns that drive engagement and brand growth.
- Expertise in social media tools, analytics platforms, and content creation workflows.
- Strong leadership, communication, and project management skills.
- Passion for travel, storytelling, and community building.
Competencies:
- Diversity - Demonstrates knowledge of EEO policy; Shows respect and sensitivity for cultural differences; Educates others on the value of diversity; Promotes a harassment-free environment; Builds a diverse workforce.
- Ethics - Treats people with respect; Keeps commitments; Inspires the trust of others; Works with integrity and ethically; Upholds organizational values.
- Adaptability - Adapts to changes in the work environment; Manages competing demands; Changes approach or method to best fit the situation; Able to deal with frequent change, delays, or unexpected events.
- Analytical - Synthesizes complex or diverse information; Collects and researches data; Uses intuition and experience to complement data; Designs workflows and procedures.
- Attendance/Punctuality - Is consistently at work and on time; Ensures work responsibilities are covered when absent; Arrives at meetings and appointments on time.
- Business Acumen - Understands business implications of decisions; Displays orientation to profitability; Demonstrates knowledge of market and competition; Aligns work with strategic goals.
- Change Management - Develops workable implementation plans; Communicates changes effectively; Builds commitment and overcomes resistance; Prepares and supports those affected by change; Monitors transition and evaluates results.
- Cost Consciousness - Works within approved budget; Develops and implements cost saving measures; Contributes to profits and revenue; Conserves organizational resources.
- Customer Service - Manages difficult or emotional customer situations; Responds promptly to customer needs; Solicits customer feedback to improve service; Responds to requests for service and assistance; Meets commitments.
- Delegation - Delegates work assignments; Matches the responsibility to the person; Gives authority to work independently; Sets expectations and monitors delegated activities; Provides recognition for results.
- Dependability - Follows instructions, responds to management direction; Takes responsibility for own actions; Keeps commitments; Commits to long hours of work when necessary to reach goals; Completes tasks on time or notifies appropriate person with an alternate plan.
- Design - Generates creative solutions; Translates concepts and information into images; Uses feedback to modify designs; Applies design principles; Demonstrates attention to detail.
- Initiative - Volunteers readily; Undertakes self-development activities; Seeks increased responsibilities; Takes independent actions and calculated risks; Looks for and takes advantage of opportunities; Asks for and offers help when needed.
- Innovation - Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention.
- Interpersonal Skills - Focuses on solving conflict, not blaming; Maintains confidentiality; Listens to others without interrupting; Keeps emotions under control; Remains open to others' ideas and tries new things.
- Judgment - Displays willingness to make decisions; Exhibits sound and accurate judgment; Supports and explains reasoning for decisions; Includes appropriate people in decision-making process; Makes timely decisions.
- Leadership - Exhibits confidence in self and others; Inspires and motivates others to perform well; Effectively influences actions and opinions of others; Accepts feedback from others; Gives appropriate recognition to others.
- Managing People - Includes staff in planning, decision-making, facilitating, and process improvement; Takes responsibility for subordinates' activities; Makes self available to staff; Provides regular performance feedback; Develops subordinates' skills and encourages growth; Solicits and applies customer feedback (internal and external); Fosters quality focus in others; Improves processes, products and services; Continually works to improve supervisory skills.
- Motivation - Sets and achieves challenging goals; Demonstrates persistence and overcomes obstacles; Measures self against standard of excellence; Takes calculated risks to accomplish goals.
- Oral Communication - Speaks clearly and persuasively in positive or negative situations; Listens and gets clarification; Responds well to questions; Demonstrates group presentation skills; Participates in meetings.
- Organizational Support - Follows policies and procedures; Completes administrative tasks correctly and on time; Supports organization's goals and values; Benefits organization through outside activities; Supports affirmative action and respects diversity.
- Planning/Organizing - Prioritizes and plans work activities; Uses time efficiently; Plans for additional resources; Sets goals and objectives; Organizes or schedules other people and their tasks; Develops realistic action plans.
- Problem Solving - Identifies and resolves problems in a timely manner; Gathers and analyzes information skillfully; Develops alternative solutions; Works well in group problem solving situations; Uses reason even when dealing with emotional topics.
- Professionalism - Approaches others in a tactful manner; Reacts well under pressure; Treats others with respect and consideration regardless of their status or position; Accepts responsibility for own actions; Follows through on commitments.
- Project Management - Develops project plans; Coordinates projects; Communicates changes and progress; Completes projects on time and budget; Manages project team activities.
- Quality - Demonstrates accuracy and thoroughness; Looks for ways to improve and promote quality; Applies feedback to improve performance; Monitors own work to ensure quality.
- Quality Management - Looks for ways to improve and promote quality; Demonstrates accuracy and thoroughness.
- Quantity - Meets productivity standards; Completes work in a timely manner; Strives to increase productivity; Works quickly.
- Safety and Security - Observes safety and security procedures; Determines appropriate action beyond guidelines; Reports potentially unsafe conditions; Uses equipment and materials properly.
- Strategic Thinking - Develops strategies to achieve organizational goals; Understands organization's strengths and weaknesses; Analyzes market and competition; Identifies external threats and opportunities; Adapts strategy to changing conditions.
- Teamwork - Balances team and individual responsibilities; Exhibits objectivity and openness to others' views; Gives and welcomes feedback; Contributes to building a positive team spirit; Puts success of team above own interests; Able to build morale and group commitments to goals and objectives; Supports everyone's efforts to succeed.
- Technical Skills - Assesses own strengths and weaknesses; Pursues training and development opportunities; Strives to continuously build knowledge and skills; Shares expertise with others.
- Visionary Leadership - Displays passion and optimism; Inspires respect and trust; Mobilizes others to fulfill the vision; Provides vision and inspiration to peers and subordinates.
- Written Communication - Writes clearly and informatively; Edits work for spelling and grammar; Varies writing style to meet needs; Presents numerical data effectively; Able to read and interpret written information.
Physical Demands And Work Environment:
- Occasionally required to stand
- Occasionally required to walk
- Continually required to sit
- Continually required to utilize hand and finger dexterity
- Occasionally required to climb, balance, bend, stoop, kneel or crawl
- Frequently required to talk or hear
- While performing the duties of this job, the noise level in the work environment is usually moderate
- The employee must occasionally lift and/or move up to 10 pounds
- Specific vision abilities required by this job include: Close vision; Color vision
