Social Media Manager

Location: On site in locations listed in job posting

Overview

First Horizon is seeking a Social Media Manager to help evolve social into a strategic, brand-building, and insight-generating capability within the marketing organization.

This role will be responsible for both shaping and executing platform strategy across key social channels, ensuring that how the brand shows up in social environments is intentional, consistent, and aligned with broader marketing and business goals. The Social Media Manager will play a critical role in translating brand and content strategy into platform-native, audience-relevant experiences, while also helping the organization better understand how audiences engage with the brand in real time.

Reporting to the Social Media Director, this role will partner closely with Content Strategy, Creative, Media, Digital Experience, and Analytics teams to ensure social is fully integrated into campaigns and initiatives. This individual will also work closely with internal content creators to develop social-first content and contribute to a test-and-learn culture that continuously improves performance and engagement.

This is not solely an executional role — it requires a strong understanding of platform strategy, content, and audience behavior, along with the ability to contribute to broader marketing conversations and bring forward ideas that elevate how the brand shows up in social.

Key Responsibilities

• Platform Strategy & Organic Social Leadership
  • Own and evolve platform-level strategy across priority social channels (e.g., LinkedIn, Instagram, Facebook, etc.)
  • Define the role, purpose, and content approach for each platform to ensure intentional and differentiated execution
  • Partner with the Social Media Director to refine and advance the organic social strategy
  • Maintain deep expertise in social trends, platform updates, and emerging opportunities, bringing forward recommendations and POVs
• Content Integration & Social Execution
  • Manage and execute an enterprise-wide social content calendar, ensuring consistent, always-on brand presence
  • Partner closely with Content Strategy to translate content pillars and messaging into platform-native execution
  • Collaborate with internal content creators to develop social-first content formats and storytelling approaches
  • Own copywriting for real-time and quick-turn content, while editing and refining externally developed content
• Creative Collaboration & Social-First Thinking
  • Partner with creative and brand teams to ensure social content aligns with brand standards while remaining platform-native
  • Provide POV on social-first creative formats, messaging, and execution
  • Contribute to the development of a test-and-learn approach for creative, including content formats, messaging, and cadence
• Community Engagement & Brand Presence
  • Lead community management efforts, ensuring responses are timely, thoughtful, and brand-aligned
  • Identify opportunities to proactively engage with audiences, not just respond to inbound interactions
  • Help shape how the brand shows up in real-time and culturally relevant moments across platforms
• Insights, Reporting & Continuous Improvement
  • Develop and manage a consistent organic social reporting cadence
  • Establish benchmarks and track performance across engagement, reach, and audience growth
  • Translate performance data into clear insights and actionable recommendations
  • Act as a feedback loop to inform content strategy, media planning, and broader marketing efforts
• Cross-Functional Collaboration & Integration
  • Partner with:
    • Brand
    • Content Strategy
    • Creative
    • Media
    • Digital Experience (Website)
    • Analytics & MarTech
  • Ensure social is fully integrated into campaign planning and execution
  • Collaborate with the media team to inform paid social strategy based on organic performance and insights
• Governance, Compliance & Operational Excellence
  • Maintain social media processes and procedures within a regulated environment
  • Partner with Legal, Risk, and Compliance to ensure all activity meets industry and organizational standards
  • Support internal stakeholders through training, guidance, and best practices for social media usage
  • Manage relationships with agencies, platform partners, and vendors as needed
• Regional & Activation Support
  • Support regional and local marketing initiatives, including events, partnerships, and sponsorship activations
  • Ensure social is leveraged effectively as a channel to amplify brand presence in local and community contexts

Qualifications

• 3–5+ years of experience in social media management, content marketing, or digital marketing, with a strong focus on organic social
• Demonstrated experience owning and executing platform-level social strategies, with an understanding of how different platforms serve different roles within a broader marketing ecosystem
• Strong understanding of social content and storytelling, with the ability to translate brand and content frameworks into platform-native social execution
• Experience partnering cross-functionally with content, creative, media, digital, and analytics teams
• Strong writing, editing, and communication skills, with attention to detail and ability to adapt tone for different audiences and platforms
• Experience managing social media calendars, publishing workflows, and community engagement in a fast-paced environment
• Familiarity with social media tools and platforms (e.g., Sprinklr, Hootsuite, native platform tools) and comfort navigating platform updates and changes
• Ability to operate in a regulated environment, with experience or comfort working within compliance, legal, and risk frameworks
• Highly organized, proactive, and comfortable working in a cross-functional, matrixed organization
• Curiosity and awareness of emerging trends across social platforms, content formats, and digital behavior, with a desire to continuously test and learn
• Work experience in Financial Services or highly regulated industry a plus

What Success Looks Like

• Social evolves from an executional channel to a distinct and strategic brand expression platform, with a clear voice, presence, and role across priority platforms
• Each platform (LinkedIn, Instagram, etc.) has a defined purpose, content approach, and cadence, rather than a one-size-fits-all posting strategy
• Social content consistently reflects brand strategy, messaging, and tone, while also feeling native and relevant to each platform
• Social becomes a reliable source of insights and audience understanding, informing content, media, and broader marketing strategies
• Community engagement is timely, thoughtful, and brand-aligned, helping build trust and strengthen relationships with customers and audiences
• Organic social performance shows consistent improvement in engagement, reach, and audience growth, with clear reporting and actionable recommendations
• The function operates with clear processes, governance, and compliance, while still enabling agility and responsiveness in a regulated environment

About Us
First Horizon Corporation is a leading regional financial services company, dedicated to helping our clients, communities and associates unlock their full potential with capital and counsel. Headquartered in Memphis, TN, the banking subsidiary First Horizon Bank operates in 12 states across the southern U.S. The Company and its subsidiaries offer commercial, private banking, consumer, small business, wealth and trust management, retail brokerage, capital markets, fixed income, and mortgage banking services. First Horizon has been recognized as one of the nation's best employers by Fortune and Forbes magazines and a Top 10 Most Reputable U.S. Bank. More information is available at www.FirstHorizon.com. 

Benefit Highlights
• Medical with wellness incentives, dental, and vision
• HSA with company match
• Maternity and parental leave
• Tuition reimbursement
• Mentor program
• 401(k) with 6% match
• More -- FirstHorizon.com/First-Horizon-National-Corporation/Careers/Our-Benefits 

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