Social Media Manager

The Social Media Manager will be responsible for planning, executing, and optimising the organisation’s social media presence across relevant platforms. The role focuses on building brand awareness, driving engagement, supporting marketing objectives, and fostering an active online community. The position involves content strategy, performance analysis, audience growth, and collaboration with internal teams and external partners to ensure consistent brand messaging and measurable results.

Key elements of the job/duties and responsibilities:

• Implement the organisation’s new social media strategy across relevant social media platforms and increase reach, engagement, and conversions
• Develop, plan, and publish content across social media platforms (Instagram, Facebook, TikTok, LinkedIn, X, etc.) in line with the overarching Communications Strategy 2023–2027
• Create and manage content calendars aligned with marketing goals
• Coordinate graphic design and video content using approved tools
• Support campaign launches and promotional initiatives
• Support the development of content and rollout of advocate and ambassador programmes
• Manage and mentor content creators
• Identify audience trends, content opportunities, and platform best practices
• Manage and monitor responses to comments, messages, and mentions in a timely and professional manner to maintain a positive brand image
• Escalate issues or reputational risks when necessary
• Track and analyse performance metrics such as engagement, reach, follower growth, and conversions; monitor ad performance and recommend optimisations
• Prepare regular performance reports with actionable insights
• Optimise content and strategy based on data and performance trends
• Assist in planning, executing, and monitoring paid social media campaigns
• Collaborate with communications teams and creative and media buying agencies to align organic and paid efforts
• Coordinate with influencers, partners, or agencies when required
• Ensure brand voice and messaging consistency across all platforms
• Ensure all content adheres to brand guidelines, platform policies, and legal requirements
• Assist in procurement and management of digital agencies
• Maintain up-to-date knowledge of platform changes and compliance standards

The specific area background:

The Social Media Manager will work as part of the communications team within the Partnerships and External Affairs Directorate. There will be one staff member (a content creator) reporting to this position, as well as a clerical officer on a part-time basis. This is an existing position and represents the first time the organisation will have a formal social media strategy, enabling the role holder to steer its implementation. The social media strategy was completed at the end of January 2026. The role holder will work collaboratively with all sections across the organisation, including advertising, PR, education, and services.

Scope of role

The role holder will provide:

• Management of the organisation’s social media presence across relevant platforms
• Planning, execution, and optimisation of social media strategies aligned with the overarching communications strategy
• Implementation of the new social media strategy
• Campaign support, including activations for impactful public-facing campaigns
• Collaboration with external agencies (PR, creative, and media buying) and internal teams to plan, execute, and monitor organic and paid social media campaigns
• Line management of a content creator
• Development of content schedules and oversight of engaging, on-brand content that amplifies advertising awareness campaigns and organisational services
• Growth and management of online communities while safeguarding brand reputation
• Monitoring performance, analysing insights, and driving continuous improvement
• Staying up to date with platform trends, tools, and best practices
• Measurement of the effectiveness of organic and paid social activity in collaboration with agencies
• Assistance with procurement and management of digital agencies
• Assistance with responses to communications requests, such as media queries, FOIs, and PQs

Duties of role

Strategy and Growth

• Implement social media strategies to increase reach, engagement, and conversions
• Identify audience trends, content opportunities, and platform best practices
• Support campaign launches and promotional initiatives

Content and Channel Management

• Develop, plan, and publish content across social media platforms (Instagram, Facebook, TikTok, LinkedIn, X, etc.)
• Create and manage content calendars aligned with the Communications Strategy 2023–2027
• Develop and execute creative, cross-platform campaigns to drive awareness, engagement, and traffic, including designing and producing visual content (static graphics and motion assets) using design tools and AI-powered creation platforms
• Write clear, engaging, and on-brand captions and posts
• Develop and coordinate graphic design and video content using approved tools

Community Management

• Oversee the daily management of all social media accounts
• Monitor and respond to comments, messages, and mentions in a timely and professional manner
• Manage online conversations to maintain a positive brand image
• Escalate issues or reputational risks when necessary

Analytics and Reporting

• Set clear KPIs for growth, engagement, and conversion, ensuring measurable success across all channels
• Prepare regular performance reports with actionable insights
• Optimise content and strategy based on data and performance trends

Paid Social and Campaign Support

• Assist in planning, executing, and monitoring paid social media campaigns
• Collaborate with communications teams to align organic and paid efforts
• Monitor ad performance and recommend optimisations

Collaboration and Coordination

• Work closely with the communications team, communications agencies, and services across the organisation
• Coordinate with influencers, partners, or agencies when required
• Ensure brand voice and messaging consistency across all platforms

Compliance and Brand Standards

• Ensure all content adheres to brand guidelines, platform policies, and legal requirements
• Maintain up-to-date knowledge of platform changes and compliance standards

Person Specification

Essential requirements

• Content creation skills, including copywriting, basic graphic design, and short-form video (Reels, TikToks, Shorts)
• Strong platform expertise across Instagram, TikTok, Facebook, X, and LinkedIn
• 1–3+ years’ experience managing brand or business social media accounts
• Experience implementing and executing social media strategies
• Content planning and scheduling experience using tools such as Sprout Social, Trello, or similar
• Strong understanding of social media analytics and reporting tools, tracking KPIs and translating data into insights
• Excellent copywriting, communication, and storytelling skills
• Community management experience, including handling comments, DMs, and negative feedback professionally
• Basic video editing experience
• Creativity and adaptability in a fast-changing environment
• Strong time management and organisational skills
• Problem-solving skills, including managing crises or low engagement
• Ability to work independently and as part of a wider team

Desirable requirements

• Influencer marketing experience
• Crisis communication experience
• Familiarity with AI tools for content creation and analytics
• Irish speaker

For more information, please email [email protected]