United Airlines Assistant Manager - Social Media Planning & Platform Development in Chicago, Illinois

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Job overview and responsibilities

The Social Media Planning & Platform Development, Assistant Manager delivers on the social media strategy to build community loyalty while increasing awareness, engaged reach, and brand equity. This position manages the planning and delivery of all social media channels in an effort to achieve company and communications objectives while demonstrating United's shared purpose & values, and ensuring a consistent message to drive engaged reach, build trust, and strengthen United's position in the market.

  • Serve as point of contact for internal business units, sharing social media best practices and strategic recommendations on how to leverage social media appropriately and effectively for given business needs/goals across platforms

  • Showcase the United story on external platforms and coordinate amplification across paid/owned distribution channels

  • Strategic oversight of international social media properties, providing calculated direction based on global strategy and United's shared purpose & values

  • Identify test and learn content opportunities, create plan and execution process; optimize strategies and tactics according to results/insights derived from tests

  • In conjunction with agency partners, lead measurement plans, analysis, and reporting on the success of social media initiatives (both paid and organic) and derive key strategies to optimize future content

  • Assist in developing benchmark criteria to measure the effectiveness of social media programs and implement improvements as needed

  • Manage agency and vendor partners to ensure proper execution of social media strategy


  • 3+ years of marketing communications experience including experience planning and executing social media campaigns

  • Passion for social media with experience in planning and executing programs across multiple social media platforms

  • Strong expertise in content and social media best practices and trends

  • The ability to write creatively, clearly, and compellingly

  • Experience with content management systems

  • Expertise in content and social media best practices and trends

  • Experience working with popular social media monitoring tools (NetBase, Google, Twitter Search, etc.) and social media management tools

  • Excellent verbal and written communication skills including the ability to translate key messages into channel appropriate communications, and ability to articulate strategy and tactics at the executive level

  • Analytical skills and superior attention to detail

  • Project management skills including the ability to manage multiple, competing priorities

  • Must be self-starter with strong problem solving and interpersonal skills

  • Ease in working in fast paced dynamic and deadline driven environment

  • Proficiency in MS Excel, PowerPoint, and Word

  • Must be legally authorized to work in the United States for any employer without sponsorship

  • Successful completion of interview required to meet job qualifications

  • Reliable, punctual attendance is an essential function of the position


  • Major in Communications, Marketing or New Media

  • Airline or Travel industry experience


Division: 35 Corporate Communications

Function: Communications / Public Relations / Government & Regulatory Affairs