What are the responsibilities and job description for the Social Media Manager position at Shopping Center Management d b a Turnberry Associates?
About the Job
(Job Summary)
The Social Media Manager is a digitally savvy, creative, and data-driven marketer responsible for developing and executing compelling content strategies across all social platforms. This role drives brand growth, engagement, and community connection by blending storytelling, analytics, and innovation.
The Social Media Manager will lead end-to-end social media execution for The Aventura Mall and The Abbey shopping centers, from ideation and content production to performance optimization, while ensuring brand voice, visual identity, and strategic priorities are consistently reflected across channels. This position also plays a key role in managing influencer partnerships, tenant relationships, and paid social efforts to maximize reach and ROI.
What You Do:
(Duties/Responsibilities)
Content Strategy & Execution
- Develop and execute multi-channel social media strategies aligned with marketing campaigns and business goals
- Translate audience insights and trends into engaging, on-brand content and targeted messaging
- Own the content lifecycle from concept to publishing, including copywriting, editing, and creative direction
Content Production & Creative Direction
- Lead content creation across formats (short-form video, photography, reels, stories, etc.) leveraging in-house and external resources
- Direct shoots, coordinate talent and assets, and ensure all content aligns with brand standards
- Utilize modern tools (e.g., CapCut, Canva, video editing platforms) to produce high-impact visual content
Performance & Optimization
- Track, analyze, and report on KPIs including engagement, reach, conversions, and follower growth
- Continuously optimize content, timing, and channel strategy to improve performance and ROI
- Provide actionable insights and recommendations to evolve strategy and increase impact
Paid Social & Growth
- Manage and optimize paid social campaigns in alignment with target audiences and campaign objectives
- Collaborate with internal teams to ensure integrated digital marketing strategies
Influencer & Community Engagement
- Identify, vet, and manage influencer partnerships to expand brand reach and authenticity
- Build and maintain influencer databases and relationships
- Actively engage with followers to strengthen community and brand loyalty
Tenant & Stakeholder Collaboration
- Partner with tenants, brands, and internal teams to source and approve content
- Manage communications and ensure alignment on brand standards, timing, and execution
Planning & Organization
- Develop and manage forward-looking content calendars tied to campaigns and activations
- Organize and maintain a centralized library of social assets
- Attend events and activations to capture real-time content
Innovation & Trends
- Stay ahead of emerging platforms, tools, trends, and algorithm updates
- Test new formats and approaches to continuously improve performance and relevance
This job description does not imply that the listed duties are the only responsibilities to be performed by the employee in this position. Employees may be required to carry out other job-related tasks assigned by their supervisor or management.
What You Bring to the Table:
(Requirements)
Experience & Education
- Bachelor’s degree preferred
- 2–4 years of experience in social media, digital marketing, or content creation
Technical Skills
- Strong understanding of social media platforms, trends, and algorithms
- Experience with social management tools (e.g., Meta Business Manager, Sprout Social or similar)
- Proficiency in content creation and editing tools (CapCut, Canva, video editing software)
- Ability to analyze performance metrics and translate data into strategy
Core Competencies
- Exceptional written and verbal communication skills
- Strong creative eye with attention to brand consistency and detail
- Highly organized with the ability to manage multiple projects simultaneously
- Proactive, adaptable, and comfortable in a fast-paced, evolving environment
- Collaborative mindset with strong relationship-building skills
Additional Requirements
- Flexibility to work evenings, weekends, and holidays as needed for events and campaigns
- Commitment to excellence, innovation, and continuous improvement