Social Media Strategist

Job Category: Social Media Marketing
Job Type: Full Time
Job Location: New York - NY

Empire State Realty Trust

Empire State Realty Trust, Inc. (NYSE: ESRT) is a NYC-focused REIT that owns and operates a portfolio of modernized, amenitized, and well-located office, retail, and multifamily assets. ESRT’s flagship Empire State Building, the “World’s Most Famous Building,” features its iconic Observatory that was declared the #1 Attraction in the World – and the #1 Attraction in the U.S. for the third consecutive year – in Tripadvisor’s 2024 Travelers’ Choice Awards: Best of the Best Things to Do. The Company is the recognized leader in energy efficiency and indoor environmental quality. As of September 30, 2024, ESRT’s portfolio is comprised of approximately 7.8 million rentable square feet of office space, 0.7 million rentable square feet of retail space and 732 residential units. More information about Empire State Realty Trust can be found at esrtreit.com and by following ESRT on Facebook , Instagram , TikTok , X , and LinkedIn .

The dedicated team at ESRT is a collection of diverse individuals with a shared passion for excellence and a keen eye toward future growth. Headquartered in New York City, we harness the energy of the city in everything we do. We care for one another, work hard, and have a lot of fun doing it! We are Certified™ as a Great Place to Work® by the global authority, Great Place to Work®, on workplace culture, employee experience, and leadership behaviors. We prioritize and invest in the health and wellness of employees to attract, develop, and retain top-tier talent. ESRT values continuous employee development and encourages colleagues to excel in their roles and adapt to emerging business needs. From our crown jewel, The Empire State Building, to incredible buildings modernized for the 21st century, to outstanding customer service, and our decade-long leadership position in sustainability and energy efficient portfolio that is 100% fully powered by renewable wind electricity, we take pride in our work. ESRT seeks an equally passionate colleague to join the team, understand the vision and help achieve that vision.

Position Summary

Empire State Realty Trust (ESRT) is seeking a Social Media Strategist. This position will report directly to the Senior Social Media Manager. ESRT is the proud owner of the iconic Empire State Building, whose newly renovated Observatory Experience welcomes celebrities, dignitaries, and more than four million tourists per year.

Responsibilities

  • Assist with content calendar creation and management, including but not limited to asset selection, copy, tracking link creation and scheduling of social media posts for all ESRT social channels to be aligned with brand objectives and marketing goals
  • Oversee ESRT’s social media campaigns and content creation
  • Prepare monthly, quarterly, and annual reports on ESRT social media engagement and ESB influencer relations
  • Investigate social-first brand partnerships
  • Coordinate and staff on-site shoots with brand partners
  • Create content geared towards Tik Tok, Instagram Reels, Facebook, and Twitter
  • Work with Content Team to build out custom/original content with our celebrity partners
  • Grow influencer programs with, but not limited to, influencer outreach, maintain relationships, monthly newsletter, monthly events, and one-off visits
  • Create and maintain strong relationships with company partners and external stakeholders.
  • Engagement with ESB audience on IG tagged photos and ESB comments
  • Oversee the Empire State Building’s Pinterest presence
  • Edit operating hours across Google, TripAdvisor, Twitter, and Facebook
  • Develop and manage giveaways and contests (Digital Content Contest, annual holiday giveaways, outreach to brand partners, etc.)
  • Manage affiliate marketing program to sell tickets through influencers
  • Manage TikTok shop including, but not limited to, merchandise ideation, managing sales, managing expenses related to the store, and TikTok shop affiliates
  • Review and edit content calendar from External social agencies to maintain translation clarity and accuracy
  • Manage expenses/annual budget for influencer relations
  • Additional responsibilities as directed

What Success Looks Like

  • Establish clear brand alignment and messaging consistency across all social media platforms.
  • Develop a robust content calendar that reflects strategic marketing goals and ensures timely execution.
  • Achieve measurable growth in social media engagement metrics, such as followers, likes, shares, and overall reach.
  • Build and maintain strong relationships with influencers and brand partners, resulting in successful collaborations and increased visibility.
  • Successfully launch and manage the TikTok shop, contributing to revenue growth through merchandise sales and affiliate partnerships.
  • Ensure all public-facing information is accurate, maintaining credibility and trust with the audience.
  • Create innovative and engaging content that resonates with the target audience and reinforces brand recognition.
  • Effectively manage the budget for influencer relations and social media initiatives to maximize ROI and sustainable growth.

Required Skills / Abilities

  • Detail-oriented and results-driven with the ability to work in a fast-paced environment.
  • Familiarity with key social platforms such as Facebook, Twitter, Instagram, Pinterest, YouTube, Snapchat and TikTok. is required; knowledge of WeChat, and Weibo is a plus.
  • Knowledge of Sprout, Salesforce & social scheduling tools
  • Ability to handle multiple tasks simultaneously
  • Strong written and verbal communication skills
  • Ability to interact with all levels of personnel

Education & Experience

  • 2-4 years of experience in social media & digital marketing
  • Bachelor’s degree in related field

Physical Requirements

  • Prolonged periods of sitting at a desk and working on a computer
  • Must be able to lift up to 15 pounds at times

What You Can Expect

  • At ESRT, like our tenants, our employees come from everywhere. We foster a richly diverse work environment that captures top talent and cultivates the best ideas. By focusing on inclusion and celebrating our differences, we create even greater value — in business practices, relationships, and employee engagement. As an Equal Opportunity Employer, we are committed to maintaining a diverse, inclusive and equitable work environment where our employees can thrive. In addition, ESRT employees embody our Company Culture & Success Factors:
  • Adaptable – you are a self-starter who’s able to quickly digest and execute new processes to work both collaboratively and independently
  • Dynamic – you are solutions-oriented, aim to improve processes and implement efficiency, and offer insightful feedback to improve ESRT
  • Dependable – you take a strong sense of ownership and accountability over your work
  • Passionate – you keep up with industry trends and are excited about the potential to propel the industry forward with a “roll-up-your-sleeves” attitude
  • Curious – you consistently look for new ways to work smarter, not just harder
  • Ethical – you treat others with respect, and embrace and contribute to a culture of diversity and inclusion
  • Positive – you possess a service-oriented attitude with excellent follow through

Benefits

  • Competitive base salary and bonus
  • Health/Dental/Vision insurance
  • Company sponsored Life, AD&D, STD (with Salary Continuation), and LTD Insurance
  • Voluntary Enhanced LTD Program
  • Voluntary Hospital, Accident, and Cancer Programs
  • 401(k) with 100% match up to 5%
  • Paid parental leave
  • Pre-tax transit accounts
  • Employee Assistance Program for emotional, financial, and legal support

WELL-BEING

  • Generous paid time off
  • Flex remote work time
  • Flex Summer Fridays
  • Employee engagement programs
  • Volunteer time off
  • Continuing education
  • Complimentary Empire State Building Observatory access
  • Complimentary gym membership and other wellness benefits
  • Employee Discount Programs

$80,000 – $90,000 a year

Salary is based on several factors including but not limited to education, work experience, job location, size of property where applicable, and/or certifications. In addition to your base salary, ESRT provides discretionary annual bonuses.

ESRT is an affirmative action and equal opportunity employer and is committed to providing a workplace free from harassment and discrimination. We celebrate the unique differences of our employees because they drive curiosity, innovation, and the success of our business. We do not discriminate on the basis of race, religion, color, creed, national origin, sex, sexual orientation, gender identity or expression, age, marital status, veteran status, disability status, pregnancy, parental status, caregiver status, genetic information, political affiliation, or any other status protected by the laws or regulations in the locations where we operate. This policy applies to all aspects of employment, including hiring, promotion, demotion, compensation, training, working conditions, transfer, job assignments, benefits, layoff, and termination. Accommodations are available for applicants with disabilities

 
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