Communications/Social Media Manager

Job Description

Job Description

Job Title: Manager, Social Media

Department/Job Location: Publications/Strategic Communications, AFA Headquarters

Classification/Status: Full-Time, Exempt

Reports to: Senior Communications Manager

JOB SUMMARY:

The Social Media Manager is a dynamic, self-starter who thrives at the intersection of strategy, creativity, and marketing. This role is ideal for someone who thinks big, executes with precision, and constantly keeps a pulse on what’s trending across platforms. The Social Media Manager will tell Air & Space Forces Association stories on multiple social media platforms, leveraging our different brand identities, including AFA itself, the Mitchell Institute for Aerospace Studies, Air & Space Forces Magazine, CyberPatriot, StellarXplorers, the Doolittle Leadership Center, and United Forces and Families. Our goal is to expand our reach and visibility, and you will play a primary role in doing that.

The Air & Space Forces Association is on a mission to reach 1 million members. Our new Social Media Manager will build and execute campaigns to showcase AFA's diverse programs in a way that engages new audiences, turning them into members. From our premier professional development opportunities to our world-class think tank and professional magazine to our education programs that shape and inspire the next generation of Airmen and Guardians, there is no shortage of stories to tell. It's the Social Media Manager’s responsibility to come up with new and creative ways to market AFA. S/he will be part of a dynamic and multi-faceted team of writers, editors, visual storytellers, marketers, and creators. The Social Media Manager will develop and execute social strategies that grow our audience, amplify our voice, drive meaningful engagement, and align with AFA’s key advocacy objectives. S/he also will monitor trends to stay ahead of the algorithm and understand that what worked last year might not work tomorrow.

ESSENTIAL FUNCTIONS:

Develop, Execute Comprehensive Social Media Strategy and Campaigns (50%)

• Develop and manage tailored social media strategies for multiple brands and multiple platforms while ensuring alignment with each brand’s voice, goals, and audience
• Plan, create, and schedule engaging, platform-specific content across Instagram, LinkedIn, X, Facebook, YouTube, and emerging platforms as required.
• Identify opportunities for content synergy and cross-promotion between brands to maximize reach and impact
• Maintain content calendar, including current social campaigns as well as historical and/or repurposed content
• Write and edit compelling copy that reflects each brand’s tone and messaging
• Create and edit videos that connect AFA subject matter experts and content with the most pressing airpower, spacepower, and national security issues facing our nation
• Collaborate with AFA program leads, creative talent, and stakeholders to ensure unified storytelling and brand visibility across all content

Drive Meaningful Engagement Across All AFA Social Channels (25%)

• Engage with followers, respond to comments/messages, and cultivate community across all AFA social channels
• Manage influencer partnerships and user-generated content across brand channels as appropriate
• Identify audience interests and behaviors. Tailor tone, visuals, and messaging to suit each platform’s user base

Monitor, Measure Effectiveness of Social Media Campaigns (15%)

• Define and track key performance indicators (KPIs) for campaign performance across platforms, aligned with business and brand goals
• Analyze performance metrics and translate insights into actionable improvements and strategy refinements.
• Establish reporting frameworks to monitor engagement, reach, impressions, follower growth, conversions, and content performance
• Develop weekly, monthly, and quarterly social media performance reports with clear insights and actionable recommendations
• Use analytics tools (e.g., Publer, native platform insights, Google Analytics) to evaluate content effectiveness and campaign ROI
• Translate data into visual dashboards and executive-friendly summaries for internal stakeholders
• Monitor competitor performance and benchmark against industry standards to identify areas for growth
• Stay current on social media trends, tools, and best practices to inform strategy and ensure innovation.

General Communications (10%)

• Work with staff and volunteers to identify and report stories of interest to various audience sectors; distribute content appropriate to that audience, choosing platform and messaging carefully in collaboration with others.
• Draft and publish emails, video scripts, press releases, etc., and other duties as assigned.

QUALIFICATIONS:

• Bachelor’s degree in Marketing, Communications, Digital Media, or a related field.
• 3+ years of professional experience managing social media platforms for a brand or organization.
• A strong portfolio of high-performing content that demonstrates a refined blend of copywriting and visual design
• Must be a creative, flexible thinker and self-starter who can tackle both complex, technical, and human/emotional story telling.
• Proficiency with social media tools and platforms (e.g., Sprout Social, Publer, Later, Meta Business Suite).
• Experience with analytics tools (Google Analytics, native platform insights).
• Experience and/or interest in the Air Force, Space Force, or U.S. military, strongly encouraged.
• Experience with marketing, paid social campaigns, including audience targeting, ad creation, budget allocation, and performance tracking highly valuable.
• Strong organizational skills and attention to detail.
• Demonstrated ability to manage multiple projects, meet deadlines, and work independently.
• Proficient in graphic design, video and audio editing (e.g., Canva, Adobe Creative Suite, CapCut).
• Preferred experience working with paid social advertising and sponsored content.
• Familiarity with SEO and content marketing.
• Ability and commitment to act with integrity, professionalism, and confidentiality.
• Ability to deploy sound judgment, sort through information, and curate effectively.

WORKING CONDITIONS:

• Hybrid work environment. Works out of AFA headquarters in Arlington, VA, three days a week, or as needed based on events.
• Office hours are 8:30 a.m. to 5:00 p.m. Monday to Friday, subject to modification based on the needs of each program or site.
• Routinely uses standard office equipment such as computers, phones, copiers, filing cabinets and fax machines.
• Must be able to travel as needed.

Physical Demands:

• The position requires sedentary work (sitting most of the time with no adverse environmental exposure) and occasional exertion of up to 25 pounds of force occasionally and/or negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects.
• The employee in this position needs to be able to operate a computer, other office productivity machinery such as a copy machine and printer.
• S/he must be familiar with cameras and photo and video-editing equipment.
• The employee is required to communicate and hold verbal conversations with others by means of the spoken word. Employee must be able to exchange accurate information in these situations.
• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodation will be made to enable individuals with disabilities to perform the essential functions.