Please note: State agencies that contact job applicants do not usually request personal or financial information via text message or over the phone in connection with your response to a job posting. If you are contacted for such information by these methods, or any other method, please verify the identity of the individual before transmitting such information to that person.
Note: For questions about the job posting, please contact the agency that posted this position by using the contact information provided on the "Contact" tab for the position.

Review Vacancy

Date Posted 10/19/21

Applications Due11/19/21

Vacancy ID93043

AgencyEmpire State Development, NYS

TitleDirector, Digital & Social Media Marketing

Occupational CategoryOther Professional Careers

Salary GradeNS

Bargaining UnitNone listed

Salary RangeFrom $0 to $0 Annually

Employment Type Full-Time

Appointment Type Permanent

Jurisdictional Class Non-competitive Class

Travel Percentage 0%

Workweek Mon-Fri

Hours Per Week 37.5


From 9 AM

To 5:30 PM

Flextime allowed? No

Mandatory overtime? No

Compressed workweek allowed? No

Telecommuting allowed? No

County New York

Street Address 633 Third Avenue

City New York


Zip Code10017

Minimum Qualifications EDUCATION & REQUIREMENTS:
Education Level required: Bachelor’s Degree in Marketing, Communications or other relevant studies required. Master’s degree or other advanced study in Marketing is a plus.
Relevant experience required:
• 5+ years professional experience in social media or digital marketing roles with proven ability to drive measurable growth for a major brand or digital agency;
• Strong project and people management skills with experience supervising and editing work of vendors and staff;
• Excellent judgment on tone and brand appropriateness of content;
• Ability to excel in a fast-paced environment with limited resources and simultaneous responsibility for multiple projects;
• Advanced proficiency in best practices and engagement with major social media platforms including, but not limited to, Facebook, Instagram, Twitter, YouTube, TikTok;
• Strong knowledge of paid social media and paid search best practices;
• Strong copywriting and editing skills: exceptional command of English language grammar and spelling is a must;
• Strong understanding of social media analytics;
• Strong leadership skills;
• Passionate about and keeps up with latest social media, pop culture and tech trends;
• Able to travel to all regions of New York State on short notice.

Relevant experience preferred:
• Strong knowledge of New York State vacation regions and attractions;
• Experience working with major travel/lifestyle brands;
• B2B marketing experience and/or content development for a business audience.
Application requirements: A cover letter is not necessary, but we do want to know why you are interested in this specific role! Send us your resume and a short statement that speaks to why you want to work with us, and please include links to social media accounts you’ve managed in the past year.

Duties Description BASIC FUNCTION: Manage social media initiatives, paid digital campaigns, and development of digital content for I LOVE NY tourism and business development marketing programs, driving audience growth and engagement across platforms. Utilize a creative, data-driven approach to create great customer/audience experiences with travel in New York State.

• Work with VP of Digital Marketing to develop strategic annual plans for social media and digital content marketing programs
• Direct monthly planning for social media and content marketing programs that drive engagement, traffic and affinity for New York State marketing initiatives, including the I LOVE NY campaign and B2B marketing
• Manage digital promotion calendars for organic and paid social media and editorial content and campaigns
• Manage the day-to-day work of agencies and staff responsible for social media content, editorial, community management and campaign production; provide guidance, review and edit work, secure approvals, and ensure receipt of all contract deliverables
• Manage I LOVE NY social media assets on Instagram, Facebook, Twitter, YouTube, TikTok, TripAdvisor, etc., optimize pages for best practices, and maintain account security standards
• Manage the execution of paid media programs and content marketing partnerships in the digital space for I LOVE NY, B2B marketing and other ESD initiatives in the social space
• Manage live activations and digital video content production for Facebook, Instagram, YouTube, TikTok, etc., working in partnership with an in-house video team, industry partners, and vendors to produce Facebook and Instagram Live events and social video content
• Identify opportunities for moving the I LOVE NY social media presence forward on new platforms and through strategic partnerships
• Partner with Managing Editor to align in-house content development and distribution
• Develop an email marketing program and work with editors to align content with marketing objectives
• Liaise with colleagues and agencies responsible for PR, events, and other marketing initiatives to leverage digital content and social media to support efforts across the organization
• Manage social media reporting, pull analytics as needed and use reports and external industry monitoring to identify opportunities for audience and engagement growth; conduct A/B tests to continually improve performance
• Other duties, as assigned which may include writing copy, sourcing images or monitoring Facebook comments as needed

Position expected to work onsite and/or remote consistent with NYS and ESD guidelines and needs.

Additional Comments Salary commensurate with experience


Some positions may require additional credentials or a background check to verify your identity.

Name Donna Knief

Telephone N/A

Fax N/A

Email Address


Street 633 Third Avenue

City New York

State NY

Zip Code 10017


Notes on ApplyingSend resume to, indicating job title in subject line and salary requirement in email body

Printable Version