Assistant Director / Associate Director / Director - Social Media & Digital Strategy

About the role

Leads LSU's primary social media presence (consistently ranked #1 in the SEC and among the top-performing public universities) and drives strategy, content, and growth across platforms. This role builds LSU's reputation as a premier research university while supporting undergraduate recruitment through high-performing, platform-native storytelling. Serves as the university's central authority on social media strategy and innovation, using data to guide decisions and investments. Leads a team of staff and student creators, including influencers, and works across LSU's campuses and entities to ensure a coordinated, high-impact social presence. Partners closely with marketing and communications teams to integrate social into major campaigns and university priorities. Job Duties Strategy (30%) Owns LSU's social media strategy, setting direction across platforms based on audience behavior, performance data, and university priorities. Ensures LSU shows up with purpose and consistency while aligning content with brand, recruitment, and research goals. Tracks platform and technology shifts and translates them into forward-looking strategy. Guides content investment, channel focus, and resource allocation, including paid social strategy. Actively monitors and shapes audience sentiment and oversees LSU's primary institutional accounts. Content Generation (30%) Leads the creation of original, platform-native content built for engagement and impact. Drives a proactive content engine and ensures a consistent cadence of audience-first storytelling. Maintains high standards for quality and performance while operating with a real-time mindset. Develops LSU's influencer and ambassador strategy to expand reach and authenticity. Analytics & Evaluation (20%) Leads measurement and evaluation of performance across LSU's enterprise. Uses analytics and audience insights to inform strategy and guide decisions. Defines success metrics and shares insights with communicators across the Flagship to strengthen alignment and performance. Management & Governance (15%) Leads and develops LSU's central social media team. Establishes standards and governance for social media use across a decentralized network. Provides training, guidance, and maintains a directory of LSU-affiliated channels. Crisis & Issues Response (5%) Leads LSU's social media response during emergencies, ensuring timely and coordinated messaging. Serves as essential personnel for EOC operations, including extended or after-hours monitoring as needed. Additional information: Position may be required to report to work in cases of emergency or crisis, as an "essential personnel." The position is required to work from 8 a.m. to 4:30 p.m. M-F with potential evenings or weekends. May be required to travel at the discretion of the Vice Chancellor. Ability to report to work during crisis situations to assist with university communications, includes reporting to and working in the EOC.