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Deputy Director, Social Media Job Description About NYC Kids RISE

Over the last decade, NYC Kids RISE has been working alongside partners in government, philanthropy, business and communities to build a first-of-its-kind universal community wealth building platform for New York City neighborhoods.

Through the Program, nearly every public school student in New York City has an NYC Scholarship Account, starting in kindergarten, with money already invested in a 529 college savings plan, and opportunities to earn more money through rewards and Community Scholarships. Today, more than 380,000 students have NYC Scholarship Accounts with more than ~$85 million designated for their educational futures. The Program is on pace to reach nearly all ~1 million NYC public school students by 2034.

The Program expands access to mainstream financial products; builds individual, family, and collective financial assets; provides financial education for families and students; and brings schools and communities together to support all their children’s futures. As a unique vehicle for building both financial and social capital, the platform serves as a model for generational wealth building and fostering neighborhoods of economic opportunity — locally and nationally — especially for families who have historically faced barriers to financial empowerment.

In June, the City announced an historic investment, increasing the initial seed scholarship for kindergartners from $100 to $1,000. With growing national, state, and local bipartisan recognition of the power of early wealth building and our infrastructure in place, there is a window of tremendous opportunity to realize a bold vision for New York City kids.

Learn more about NYC Kids RISE at nyckidsrise.org.

KEY OBJECTIVES

NYC Kids RISE is seeking a talented Deputy Director of Social Media. Key objectives for the role include:

1. Lead a social media strategy for the organization to advance the NYC Kids RISE mission and goals.
2. Build community online and drive engagement with diverse stakeholders—families, schools, students, civic and community leaders, businesses, government, systems, and philanthropy—through consistent, compelling, and culturally-relevant social media management.
3. Showcase impact and inspire deeper partnerships through co-creative storytelling on social media.
4. Further establish the organization’s field-leading voice locally and nationally through social media.

PRIMARY RESPONSIBILITIES

Responsibilities will include, but not be limited to:

Leading the organization’s social media strategy

• Develop and manage the organization’s social media content calendar across Instagram, LinkedIn, Facebook, X, and Youtube.
• Develop annual social media objectives aligned to team and organizational goals and mission. Drive measurable progress to targets, including expanding NYC Kids RISE’s reach and engagement on social platforms.
• Monitor and identify patterns in social media engagement with key audiences and social media analytics. Recommend strategies to respond and improve outcomes.
• Track emerging best practices, relevant industry updates, and innovations. Recommend new tactics and technology.
• Ensure a consistent visual identity for the NYC Kids RISE social channels and graphics in alignment with the organization’s brand.

Storytelling

• In collaboration with NYC Kids RISE partners, stakeholders, and champions - encompassing families, students, schools, civic and community leaders, business, government, systems, and philanthropy - showcase success stories on social media, including through short-form video storytelling.
• Amplify stories shared by partners and create a platform for them to showcase the ways they’re integrating the Program in their neighborhoods.
• Help craft interview questions and lead interviews to gather stories for social media. Help maintain a systematized bank of stories.
• Ensure diverse representation of the Program pillars, stakeholders, and New York City neighborhoods within social media stories.
• Plan for and capture content (photo and video) for social media at events and engagements across the five boroughs.

Community Management and Influencer Cultivation

• Manage posting all paid and organic content to NYC Kids RISE social media channels, including reposts, reels, ads, comments, and collaborations.
• Write copy for social media posts and engagements.
• Monitor, moderate, and add comments on social media, helping elevate questions, issues, or suggestions to the right staff or stakeholders. Reply to direct messages promptly.
• Follow and engage with partner organizations, community influencers, and thought leaders on social media. Identify opportunities to collaborate on or amplify content.
• Leverage relationships with influencers and thought leaders to share Program opportunities in authentic online communities, such as social media parent groups and Alumni message boards.
• Gather community feedback and monitor sentiment on social media to help drive improvements in audience targeting, messaging, and NYC Kids RISE programming.
• Maintain a bank of influencer and partner accounts and activate them to showcase the ways they’re incorporating the Program.
• Create and maintain social media toolkits and empower community partners to use them.
• Support crafting social media templates for organizational leaders and ambassadors.
• Leverage social media for announcements, statements, news coverage, and commentary to further establish the organization’s field-leading voice locally and nationally.

Social Media Systems

• Manage content review systems and approvals using shared project management tools.
• Maintain tracking systems for partner posts on social media.
• Maintain software subscriptions and account access and features.
• Track organizational events calendars to capture and curate responsive social content.

QUALIFICATIONS

• At least five years of experience leading social media for an organization, politician/government entity, or brand, with a portfolio of compelling original posts, including video content.
• Excellent written and verbal communication skills
• Proven ability to communicate with audiences from diverse backgrounds and create culturally-relevant and asset-based content.
• Expertise in social media software, systems, algorithms, and best practices.
• Adaptable, flexible, and effective problem solver in fast-paced settings.
• Passion for and commitment to increasing economic opportunities and long-term financial security for low-income New York City families and neighborhoods, and combating wealth inequality and the racial wealth gap.
• Familiarity with issues impacting financial empowerment, economic mobility, and public education systems. Experience in the economic empowerment sector or in a similar public interest sector is strongly preferred.
• Experience with project management software is preferred.
• Experience working in the metropolitan New York City area is preferred.

SALARY AND BENEFITS

The salary range for this position is $91,200 - $114,000 annually. NYC Kids RISE provides a comprehensive benefits package including 30 days of paid time off (15 vacation days for new employees increasing with tenure; 5 personal days; and two weeks of office closure per year, one in early July and one at the end of December), plus sick time and holidays; medical, dental, vision, life, short- & long-term disability insurance; healthcare FSA with employer contribution; dependent care FSA; and a 401(k) with 4% employer match after one year of service.

LOCATION AND WORK SCHEDULE

NYC Kids RISE currently maintains a hybrid work environment where staff work both from home and in the office, as determined by the staff member's preferences as well as the needs of the organization and the specific responsibilities of individual roles and teams. The offices are in Long Island City (Queens, NY).

NYC Kids Rise is an Equal Opportunity Employer. We do not discriminate in employment on the basis of gender, religion, race, creed, color, national origin, citizenship status, age, disability, marital status, caregiver status, sexual orientation, gender identity or expression, military status, unemployed status, or any other characteristic protected by law.