Altria Group, Inc

Social Media Strategy & Activation Manager

Altria Group, Inc • $119K — $173K *
Richmond, VA 23223In-Person
Media
5 - 7 years of experience
Today
Be an Early Applicant
Job Overview by Ladders

Qualifications

  • Bachelor's degree in Marketing, Communication, Business or related field preferred
  • 7+ years of relevant experience in social media, creator or influencer marketing
  • Proven ability to build and scale social capabilities and governance frameworks
  • Strong knowledge of creator marketing and organic social strategies
  • Experience integrating social with broader marketing initiatives
  • Familiarity with regulated or 21+ industries (alcohol, cannabis, etc.) is a plus
  • Demonstrated leadership in developing teams and creating accountability
  • Strong strategic and analytical skills for navigating ambiguity.

Responsibilities

  • Own the enterprise social strategy and governance framework
  • Evaluate strategic partnerships and provide social media recommendations
  • Connect creator marketing with organic social and earned media integration
  • Build new social capabilities and processes championing innovation
  • Evolve KPI systems and oversee performance reporting
  • Lead and develop a high-performing team across social initiatives
  • Align cross-functional teams around strategic priorities

Benefits

  • Hybrid work model for better work-life balance
  • Opportunity to build and lead a dynamic team
  • Engagement with a diverse and inclusive company culture
  • Focus on professional growth and employee experience
  • Participation in innovative social media projects and strategies
Full Job Description
Job Title: Social Media Strategy & Activation Manager

Req Id: 3548

Work Model: Hybrid

Company: Altria Client Services

State/Province: Virginia

Job Description:
Do you thrive in gray space, bring clarity to complex work, and know how to build new social capabilities that deliver brand and business impact? If so, we want to speak with you! We are currently looking for a Social Media Strategy & Activation Manager to join our Consumer Experience Organization (CXO) in Richmond, VA.

This role will build the enterprise social capability that enables brands to participate effectively, compliantly, and credibly in culture, community, and creator-led conversations. You will own the strategy, operating model, measurement approach, and development of a high-performing team across creator marketing, organic social, in-person activation integration, and insights.

What you will be doing:

Enterprise Social Strategy & Governance:
  • Own the enterprise social strategy, roadmap, priorities, and decision framework; lead the evolution of governance, operating models, and compliance practices that enable brand participation while managing risk.
  • Evaluate strategic partnership opportunities and provide social media recommendations, activation frameworks, and audience engagement strategies to inform investment decisions and increase business impact.


Integrated Social Activation:
  • Connect creator marketing, organic social, earned media integration, insights, and in-person activation to deliver cohesive programs that strengthen brand relevance, audience engagement, and commercial performance.


Capability Building & Innovation:
  • Build new social capabilities, playbooks, processes, and partnerships in areas without established models; champion innovation while ensuring operational readiness, compliance, and risk management.


Measurement & Performance Optimization:
  • Evolve KPI and measurement systems, oversee reporting and program optimization, and translate performance data into clear recommendations that improve social, creator, and activation outcomes.


Leadership & Cross-Functional Alignment:
  • Lead, coach, and develop a team responsible for creator and influencer marketing, organic social and insights; align cross-functional partners: brands, agencies, earned media, paid social, legal, compliance, and other partners around priorities and key decisions.


We want you to have:
  • Bachelor's degree preferred (Marketing, Communication, Business or related field) or equivalent professional work experience related to the field.
  • 7+ years of relevant experience in social media, creator or influencer marketing, integrated marketing, digital strategy, or related subject areas.
  • Demonstrated success building and scaling social capabilities, operating models, governance frameworks, or programs in complex organizations.
  • Strong working knowledge of creator marketing and organic social, including strategy, community engagement, content ecosystems, program operations, and performance optimization.
  • Experience integrating social with broader marketing and communications, including paid social, earned media, in-person activations, and brand or commercial priorities.
  • Experience in regulated or 21+ industries (alcohol, cannabis, etc.) is a plus.
  • Demonstrated success leading, coaching, and developing direct reports while creating clear accountability and building team capability.
  • Strong strategic, analytical, and partner leadership skills with the ability to navigate ambiguity, influence cross-functional decisions, manage risk, and translate insights into action.

In this role, you are responsible for leading a team. People Leaders play a fundamental role in bringing Altria's Employment Brand to life and creating an exceptional employee experience. As a People Leader at Altria, you are responsible for the performance, capability and engagement of your team. Some examples of specific responsibilities aligned to People Leader expectations include:
  • Establish and effectively communicate Vision, strategies and how each employee's work aligns
  • Identify, select, develop and allocate skills, behaviors and talent needed to meet business needs
  • Embrace diverse perspectives, appreciate differences and cultivate a culture of inclusion
  • Build trusting relationships by being authentic, transparent and providing radical candor
  • Provide and receive timely, constructive, specific and actionable performance and career feedback and coaching


As a People Leader at Altria, you are accountable for both results and the experience of your team. You drive alignment by connecting strategy to daily work, and you model collaboration by embracing diverse perspectives. By creating trust, offering feedback, and leading with authenticity, you help strengthen Altria's culture and deliver meaningful outcomes.

The starting salary is based on but not limited to experience, knowledge, and qualifications in determining compensation decisions. The Salary Range for this position is: $119,600.00 - $173,450.00.

This position is not eligible for sponsorship.

About Altria Group, Inc

Altria’s companies have built some of the brands in the world – Marlboro, Copenhagen, Skoal, and Black &? Mild – that today are their respective categories.??? Altria Group owns three premier tobacco companies in the United States.? Philip Morris USA, U.S. Smokeless Tobacco Company, and John Middleton have positions in the cigarette, smokeless tobacco, and large machine-made cigar categories. Altria also has a substantial position in the alcohol business with Ste. Michelle Wine Estates and economic interest in SABMiller plc?.

Altria Group, Inc Careers

Join the dynamic team at Altria Group, Inc, a leader in the global tobacco industry, where innovation, leadership, and an inclusive culture fuel our mission to own the future of adult tobacco and related products. At Altria, we offer more than job opportunities; we provide a platform for professional growth and a chance to be part of a company that values diversity and forward-thinking.

Work You’ll Do

Embark on a career with Altria Group, Inc, and contribute to transforming the industry through strategic innovation and leadership. Our team at Altria is committed to providing a workplace where every employee can thrive. From research and development to marketing and finance, your work will have a lasting impact.

Explore Our Job Opportunities

Whether you're a seasoned professional or a recent graduate, Altria offers a range of career paths. Explore positions that match your skills and interests in our dynamic team environment. We are hiring individuals who are passionate, curious, and eager to drive change in a leading company known for its influential brands.

Internship Programs

Kickstart your career with an Altria internship. Gain invaluable industry experience, develop professional skills, and build a network of contacts. Our internships provide a robust foundation in corporate operations, preparing you for a successful career in various professional tracks.

Professional Growth and Benefits

At Altria Group, Inc, we believe in nurturing talent and fostering professional growth. Our employees enjoy comprehensive benefits, including health, dental, and vision insurance, retirement plans, and generous paid time off. We also offer diversity training and leadership development programs to help you reach your potential.

Inclusive Culture and Diversity

Diversity is at the core of our values. Altria is dedicated to creating an inclusive environment where all employees can flourish. We celebrate diverse perspectives and believe they lead to more innovative solutions. Our commitment to diversity and inclusion is woven into all aspects of our business, from hiring practices to team collaboration.

Networking and Career Advancement

Advance your career at Altria Group, Inc through our multiple networking opportunities. Connect with leaders and peers at company-sponsored events, professional workshops, and community activities. We support your career journey with mentorship, continuous learning, and leadership opportunities.

Join Our Team

Ready to make a significant impact? Search open positions at Altria Group, Inc that align with your career aspirations. We look for driven, creative, and collaborative team players. Submit your resume, prepare for your interview, and take the next step in your professional journey.

Stay Connected

Keep up to date with the latest from Altria Careers. Our career blog offers tips, insider perspectives, and industry-leading insights you can use today—all from the people who work here.

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Personalize your subscription to receive job alerts, latest news, and insider tips tailored to your preferences. Discover the exciting and rewarding career opportunities that await at Altria Group, Inc. Join Altria Group, Inc, where your career is poised for tremendous growth and you’re part of a company that’s leading with bold innovation and a strong commitment to its team and community.
Learn more about Altria Group, Inc
Size
6,000 employees
Market Cap
$82.4 billion
Industry
Food & Beverages
Net Income
$4.4 billion
Founded
1985
5 Year Trend
+0.2%
Revenue
$26.1 billion
NASDAQ
MO
* Ladders Estimates

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