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, Reddit, 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+ 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:

Inclusion & Respect - Demonstrates respect for diverse perspectives and backgrounds; fosters a safe, inclusive, and respectful workplace; actively supports equity, belonging, and mutual understanding.

Adaptability - Responds effectively to change; manages competing priorities; remains resilient and focused amid uncertainty and evolving needs.

Quality & Accountability - Delivers accurate, thoughtful work; applies feedback to improve outcomes; maintains high standards while balancing efficiency.

Analytical Thinking - Synthesizes complex information; leverages data, experience, and sound judgment to design practical and effective solutions.

Collaboration & Teamwork - Partners effectively across teams and functions; values diverse viewpoints; build trust; advances shared goals and collective success.

Communication - Communicates clearly and thoughtfully; adapts messaging; listens actively; presents ideas with confidence and purpose.

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