Senior Manager, Social Media

Role Overview

• Serve as the company’s most senior social media lead and subject matter expert, acting as the primary point of contact for all social‑ related guidance and decision‑making.
• Develop and own the corporate level organic social media strategy, ensuring alignment with brand, communications, customer, and enterprise priorities.
• Define channel-specific strategies, voice, tone, and audience approaches across all social platforms.
• Lead and develop a high-performing social media team of three professionals, responsible for social listening, analytics, reporting, content, and community engagement.
• Oversee the day-to‑day operations of PG&E’s social media channels, including content management, publishing, optimization, and quality assurance.
• Directly manage creator workflows, including briefing, reviewing, and finalizing organic social content, including text, audio, visual and multimedia formats.
• Guide social listening and analytics functions, ensuring development of data-driven insights and recommendations to optimize performance and inform strategy.
• Build and refine data reporting structures and performance dashboards that support continuous improvement and executive visibility.
• Monitor social media trends, including developments in design, applications, strategy, and innovation to stay relevant and effective.
• Track social media campaigns’ key performance metrics to maximize results and report progress to management.
• Serve as the primary social media lead during crisis situations, overseeing real-time messaging, execution, and cross-functional coordination.
• Establish and maintain social media governance frameworks, including policies, standard work, community-management protocols, and crisis playbooks.
• Drive compliance with the latest Web Content Accessibility Guidelines standards.
• Set standards for customer engagement and community management—including response guidelines, escalation pathways, and comment moderation protocols.
• Act as a liaison between the social media team and internal stakeholders, including Legal, Compliance, Security, IT, Corporate Affairs, and Customer Care.
• Collaborate with internal and external creative partners to build a high-performing social content engine that supports the brand’s goals.
• Manage relationships with agency partners supporting social and influencer work, ensuring alignment with strategy and brand standards.
• Own relationships with social media vendors and platforms, including tool selection, contracting, and ongoing maintenance.
• Oversee the social media budget, including forecasting, allocation, and performance tracking.

Requirements

• Bachelor’s degree in Communications, Journalism, Public Relations, Marketing, or a related field or equivalent work experience
• 8 years of experience in social media or corporate communications, to include 2 years leading social media operations and/or managing high-performing teams
• Valid driver’s license with clean driving record
• Deep knowledge of social media strategy and platform best practices in a business or enterprise environment.
• Strong understanding of paid social media advertising, influencer marketing, executive social programs, employee-generated content, user-generated content, and emerging areas of social media.
• Hands-on experience with social media management platforms (e.g., Sprout Social).
• Excellent analytical skills, with proven experience in social listening, monitoring, and insights development using tools such as Brandwatch, Talkwalker, Quid, or similar.
• Strong understanding of online consumer behavior, digital trends, and platform dynamics.
• High level of business acumen, intellectual curiosity, and a strong problem-solving mindset.
• Exceptional interpersonal and stakeholder management skills; able to navigate complex conversations, influence effectively, and clearly explain social media concepts.
• Outstanding writing and communication skills; able to write cleanly, quickly, and accurately in journalistic or AP style, and serve as a skilled editor for copy and creative.
• Proficiency in social-first content creation and a strong eye for creative quality—able to identify what “good” looks like across formats.
• Strong ability to assess and balance competing priorities, managing both urgent and long-term tasks effectively.
• Demonstrated flexibility and adaptability; able to pivot quickly in fast-changing situations and identify the next best action.
• Excellent organizational skills with the ability to delegate, manage workflows, and drive accountability across teams.
• Proven people management experience, including coaching, mentoring, and developing team members.
• Experience managing budgets and navigating organizational budgeting processes.
• Experience creating or delivering social media training programs, workshops, or educational modules.
• Ability to build trust, foster collaboration, and work effectively across diverse, cross-functional teams.
• Experience in energy, utilities, infrastructure, or other regulated industries, ideally within organizations with large frontline workforces.
• Fluency in an additional language—Spanish preferred.

Benefits

• Health insurance
• Discretionary incentive compensation programs