Social Media Strategy Director

How you move is why we’re here. ®
Now more than ever.

Get back to what you need and love to do.
The possibilities are endless...

Now more than ever, our guiding principles are helping us in our search for exceptional talent - candidates who align with our unique workplace culture and who want to maximize the abundant opportunities for growth and success.

If this describes you then let’s talk!

HSS is consistently among the top-ranked hospitals for orthopedics and rheumatology by U.S. News & World Report. As a recipient of the Magnet Award for Nursing Excellence, HSS was the first hospital in New York City to receive the distinguished designation. Whether you are early in your career or an expert in your field, you will find HSS an innovative, supportive and inclusive environment.

Working with colleagues who love what they do and are deeply committed to our Mission, you too can be part of our transformation across the enterprise.

Emp Status

Work Shift

Compensation Range

What you will be doing

Key Responsibilities

Enterprise Social Strategy Leadership

• Establish and maintain a long-term social roadmap aligned with enterprise marketing objectives.
• Ensure social media reinforces HSS’s broader brand platform
• Own and continuously evolve the enterprise social media strategy across all HSS channels, with platform-specific strategies for Instagram, Facebook, LinkedIn, YouTube, emerging platforms, and future channels.
• Translate organizational priorities into social content strategies that support brand awareness, engagement, reputation, patient acquisition, and business growth.
• Monitor platform innovation, cultural shifts, emerging technologies and competitive activity to identify growth opportunities

Content Architecture & Editorial Leadership

• Develop content pillars, editorial frameworks, and recurring content franchises that drive recognition and consistency across channels.
• Create sustainable programming that supports audience education, expert interpretation, patient relevance, and brand storytelling.
• Elevate content quality through strategic direction, coaching, feedback, and best-practice implementation.

Discovery, Reach & Platform Growth

• Lead strategies that improve audience discovery and increase exposure among individuals not yet actively seeking care.
• Ensure social content is optimized for platform algorithms, recommendations, search behavior, and organic discovery.
• Expand reach and audience growth through a deliberate balance of content strategy, community engagement, partnerships, and paid support.
• Build channel-specific growth plans and performance targets.
• Continuously evaluate emerging platforms and opportunities to expand HSS visibility and relevance.

Audience Insight & Social Intelligence

• Position social media as a source of organizational intelligence, not solely a publishing channel.
• Lead enterprise social listening, audience monitoring, and trend identification efforts.
• Identify recurring audience questions, concerns, misconceptions, and unmet information needs.
• Translate audience behavior into actionable insights for Brand, Content, PR, Digital, Analytics, Service Line, and Executive stakeholders.

Physician, Executive & Partnership Activation

• Develop social strategies that elevate physician expertise and strengthen HSS thought leadership.

• Partner with executives and organizational leaders to develop compelling social storytelling opportunities.
• Translate complex clinical and scientific information into engaging, consumer-friendly content.
• Establish frameworks that help experts contribute consistently while maintaining quality, governance, and brand standards.

Employer Brand & Professional Community Engagement

• Collaborate with internal stakeholders on social strategy and execution that supports HSS recruitment efforts by strengthening HSS’s visibility and reputation as a top organization to work for.
• Collaborate with internal stakeholders on social strategy and oversee execution in support of HSS’s B2B outreach by elevating relevant content—including educational offerings—to professional audiences and the broader healthcare community.

Measurement & Business Impact

• Define and oversee social media KPI frameworks.
• Establish measurement approaches that connect social activity to meaningful business outcomes.
• Analyze audience engagement, content performance, referral traffic, sentiment, and conversion metrics to identify growth opportunities.
• Develop executive-ready reporting that demonstrates the impact of social media on brand health, patient consideration, website engagement, and appointment growth.
• Use insights and testing to continuously optimize content strategy and platform performance.

Team Leadership & Execution Excellence

• Lead, mentor, and develop the social media team.

• Establish clear priorities, workflows, governance processes, and performance expectations.
• Create a culture of proactive planning, experimentation, accountability, and continuous learning.
• Ensure timely execution of campaigns, social calendars, editorial plans, partnerships, and real-time opportunities.
• Manage agency partners, freelancers, vendors, and external resources as needed.
• Serve as the internal expert on social media best practices and future trends.

Qualifications

Required

• Bachelor's degree in Marketing, Communications, Journalism, Public Relations, Digital Media, or related field.
• 8+ years of progressive experience in social media, digital marketing, content strategy, or brand marketing.
• 3+ years leading teams and developing social media strategies at an enterprise level.
• Demonstrated success growing and managing multi-channel social media programs.
• Strong understanding of platform algorithms, social media analytics, audience behavior, and content optimization.
• Experience managing agencies, vendors, freelancers, and cross-functional stakeholders.
• Exceptional communication, presentation, and executive-influencing skills.
• Strong analytical mindset with the ability to translate performance data into strategic recommendations.

Preferred

• Experience within healthcare, health systems, consumer wellness, sports, lifestyle, or highly regulated industries.
• Experience building executive thought leadership programs.
• Familiarity with social listening, competitive intelligence, and social management platforms.
• Past experience leveraging AI tools to enhance content development, workflow efficiency, and performance analysis, and a forward thinking curiosity about use of AI that will help build continuous innovation in this area.

Success in the Role

Within the first 12 months, this leader will:

• Establish a clear enterprise social vision and roadmap.
• Elevate the quality, consistency, and strategic rigor of social content across channels.
• Strengthen social's contribution to brand awareness, engagement, and patient growth.
• Implement a best-in-class performance measurement framework.
• Build stronger physician and executive participation in social storytelling.
• Create a proactive planning culture that moves beyond one-off content requests toward integrated, strategic social programs.
• Develop a high-performing social team known for both strategic leadership and flawless execution.

Non-Discrimination Policy
Hospital for Special Surgery is committed to providing high quality care and skilled, compassionate, reliable service to our community in a safe and healing environment. Consistent with this commitment, Hospital for Special Surgery provides care, admits, and treats patients and provides all services without regard to age, race, color, creed, ethnicity, religion, national origin, culture, language, physical or mental disability, socioeconomic status, veteran or military status, marital status, sex, sexual orientation, gender identity or expression, or any other basis prohibited by federal, state, or local law or by accreditation standards.

Why work here?

Our patients say it best: We receive consistently high ratings from our patients for the quality of our doctors and our hospital. More than 3,000 have shared their experience in their own words.