Social Media Manager

About the role

Canadian Blood Services is looking for a regular full-time Social Media Manager to join our dynamic Integrated Marketing team in our Donor Engagement and Corporate Reputation division. 

The Integrated Marketing team is responsible for developing and executing comprehensive, integrated marketing strategies aimed at building Canadian Blood Services’ brand, expanding our donor base, and enhancing donor loyalty.

Reporting to the Associate Director, Brand and Creative, you will be responsible for leading the strategic vision, execution, and performance of Canadian Blood Services’ national social media efforts. This role requires a dynamic leader who can balance high-level strategy with hands-on execution, ensuring alignment with business objectives while fostering meaningful connections with diverse audiences. You will develop and implement a comprehensive social media strategy to drive brand awareness, influence donor/registrant behaviour, and cultivate an engaged community of advocates. This includes guiding the creation of impactful content that resonates with key audiences, managing community engagement to foster authentic relationships, and maintaining a strong brand reputation through proactive and responsive communication. The role requires a data-driven approach to performance optimization, leveraging insights to refine strategy and maximize impact. 

Success in this role depends on strong cross-functional collaboration, working closely with marketing, communications, creative, and regional teams to maintain brand consistency while integrating localized storytelling and community building. The ideal candidate will bring a strong blend of creative vision, strategic thinking, and leadership skills to guide a dynamic and high-performing social media team, fostering a culture of innovation, collaboration, and continuous improvement. With a keen eye on industry trends, evolving platform innovations, and emerging digital behaviours, you will ensure the Canadian Blood Services brand remains at the forefront of digital engagement.

Formula for success

• Harnessing your demonstrated knowledge and expertise, you will develop and implement a comprehensive social media strategy that enhances brand visibility, fosters meaningful engagement, and drives traffic, aligning with overall business and marketing objectives.
• Leveraging your deep expertise in social media platforms and audience engagement, you will design and oversee integrated content and campaign strategies that balance national brand storytelling with community-driven engagement, ensuring alignment across all social platforms.
• You will oversee the creation and execution of a cohesive content strategy that drives brand equity, engagement, and audience growth, ensuring all content aligns with business objectives and audience insights. 
• Utilizing your creativity and strong understanding of digital marketing technologies, trends and best practices, you will develop a scalable content framework by collaborating with designers, photographers, and videographers to produce visually compelling and strategically impactful assets. 
• You will be responsible for defining and upholding brand voice and messaging guidelines, ensuring consistency across all social platforms while tailoring communication for different audience segments. 
• You will be responsible for developing and overseeing a proactive social listening strategy, ensuring sentiment analysis and audience insights inform brand messaging, engagement tactics, and risk management. 
• Drawing on your ability to lead and work collaboratively across a diverse team, you will lead reputation management efforts, developing crisis response protocols and guiding the team in handling customer inquiries, issues, and brand sentiment shifts effectively. 
• You will strategically identify and cultivate partnerships with regional and local influencers, organizations, and brand advocates to enhance visibility, credibility, and engagement at scale. 
• Using your continuous growth mindset and analytical skills, you will develop a data-driven optimization framework, using insights from analytics tools to refine content strategies, engagement approaches, and audience targeting. Define and track key performance indicators (KPIs) across platforms, translating data into strategic recommendations that drive continuous improvement. 
• You will be responsible for presenting high-level performance reports to leadership, highlighting key trends, campaign effectiveness, and opportunities for growth, while guiding cross-functional teams on data-informed decision-making. 
• Focusing on your clear, concise communication style, you will Integrate social media strategy with broader marketing, communications, and sales initiatives, ensuring cohesive messaging and seamless campaign execution across all digital touchpoints. 
• Applying your excellent interpersonal skills, with the ability to build relationships, you will partner with content, creative, and brand teams to develop integrated social campaigns that amplify brand storytelling and audience engagement. 
• You will align organic and paid social media efforts by collaborating with performance marketing teams to enhance reach, engagement, and conversion through strategic content distribution. 
• Drawing on your strong leadership and team management skills, you will build, mentor, and manage a high-performing social media team, fostering a collaborative environment that encourages creativity, innovation and continuous growth.

Desired education and skills

• Completion of a university degree in business, marketing or communications, or equivalent work experience required. 
• 7+ years’ experience in social media, digital marketing, or related fields. 
• Minimum 5 years in social media team leadership role, with an ability to guide and lead a diverse team. 
• Advanced knowledge of social media management and analytics tools (Sprout Social or similar) along with experience using Adobe Creative Suite, Canva, and Microsoft Office suite.
• Deep expertise in social media platforms and audience engagement, with a strategic understanding of how to leverage each to drive business objectives. 
• Strong understanding of digital marketing technologies, trends and best practices. 
• Clear, concise communication style and with the ability to present insights, strategies, and recommendations clearly to executives and cross-functional teams. 
• Social media and/or marketing-related certificates will be considered an asset. 
• An equivalent combination of education, training and experience may be considered.

What we offer you

• 4 weeks' vacation
• Annual performance award up to 8%
• Comprehensive group health, dental and vision benefits for you and your family
• Defined benefit pension plan
• Employee discounts, wellness program, professional resources

What you can expect

• This role will work in a hybrid environment with requirements to be onsite at Canadian Blood Services location 40% of the time/days of the week.
• You may be required to travel a couple of times per year for this role, and as required.