United Airlines Manager - Digital Engagement & Advocacy Programs in Chicago, Illinois

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Corporate Communications Overview

The Manager, Digital Engagement & Advocacy Programs will advance and evangelize the strategic direction of, as well as oversee the operations of external engagement and advocacy in the social media/digital space. This person will create strategies and tactically execute programs that leverage our own employees as well as loyalists as brand advocates to demonstrate United's shared purpose & values, drive employee/community engagement through applicable platforms and tools, and achieve company and communications objectives, while ensuring delivery of engaging, valuable and relevant content.

Job overview and responsibilities

  • Define content, engagement, and distribution strategies for external/employee engagement and brand advocacy in the social media/digital space

  • Design deliberate rollout and growth plans for applicable programs

  • Lead identification, evaluation and thoughtful implementation of technologies, platforms/tools

  • Collaborate on the development and execution of new engagement programs to demonstrate United's shared purpose & values

  • Champion adoption of programs across the enterprise

  • Keep pace with and regularly educate team and leaders on application of engagement opportunities in the digital space as well as employee advocacy program trends and best practices

  • Identify test and learn opportunities, create roadmap and execution plan; optimize strategies and tactics according to results and insights inferred

  • Manage employee advocacy/digital engagement platform vendor partnership(s), platform enablement, integration and support

  • Manage direct reports; provide coaching, training and growth opportunities


  • Bachelor's degree

  • Passion for people and contributing to and elevating company/employee culture

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

  • Experience planning, managing and executing successful social media campaigns

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

  • The ability to write creatively, clearly, and compellingly for digital environments, including social media

  • Experience with content management systems

  • 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

  • Superior attention to detail

  • Strong budget management skills

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

  • Ability to forecast and strategize process and project improvements

  • Required experience in managing teams and vendors

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

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

  • Proven analytical skills

  • 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

  • 5+ years of marketing communications experience including experience managing and executing digital content and programs via social networking platforms


  • Major in Communications or other relevant/equivalent field of study

  • Enterprise social media platforms, such as NetBase, Lithium, Dynamic Signal etc.

  • Airline or Travel industry experience


Division: 35 Corporate Communications

Function: Communications / Public Relations / Government & Regulatory Affairs