Assistant Director, Social Media

Assistant Director, Social Media

University Overview

The University of Pennsylvania, the largest private employer in Philadelphia, is a world-renowned leader in education, research, and innovation. This historic, Ivy League school consistently ranks among the top 10 universities in the annual U.S. News & World Report survey. Penn has 12 highly-regarded schools that provide opportunities for undergraduate, graduate and continuing education, all influenced by Penn's distinctive interdisciplinary approach to scholarship and learning. As an employer Penn has been ranked nationally on many occasions with the most recent award from Forbes who named Penn one of America's Best Employers By State in 2021.

Penn offers a unique working environment within the city of Philadelphia. The University is situated on a beautiful urban campus, with easy access to a range of educational, cultural, and recreational activities. With its historical significance and landmarks, lively cultural offerings, and wide variety of atmospheres, Philadelphia is the perfect place to call home for work and play.

The University offers a competitive benefits package that includes excellent healthcare and tuition benefits for employees and their families, generous retirement benefits, a wide variety of professional development opportunities, supportive work and family benefits, a wealth of health and wellness programs and resources, and much more.

COVID-19 vaccination is a requirement for all positions at the University of Pennsylvania. New hires are expected to be fully vaccinated before beginning work at the University. For more information about Penn's vaccine requirements and the use of Penn Open Pass, visit the Penn COVID-19 Response website for the latest information.

Posted Job Title
Assistant Director, Social Media

Job Profile Title
Social Media Specialist

Job Description Summary
The University of Pennsylvania School of Veterinary Medicine is a global leader in veterinary education, research, and clinical care. Founded in 1884, the School is a proud member of the One Health initiative, linking human, animal, and environmental health.

The Assistant Director of Social Media will independently create and publish social media content to elevate brand visibility and reputation for the School of Veterinary Medicine at the University of Pennsylvania (Penn Vet). The Assistant Director will be responsible for using creative and innovative methods to tell news stories across multiple platforms (Instagram, Twitter, LinkedIn, Vimeo, Facebook, etc.) including Penn Vet's website. The position reports to the Communications Director and works across multiple departments and external partners to elevate the School's objectives, goals, and strategic priorities. The award-winning Communications unit is embedded within Penn Vet's Institutional Advancement Division. This role will contribute to the fundraising efforts of Penn Vet.

Job Description

The Assistant Director of Social Media responsibilities will include.
  • Conceptualize, develop, and implement social media content - aligned with Penn Vet's mission, strategic priorities, and goals - that increases followership and drives engagement.
  • Seize on existing news cycles, identifying opportunities to promote Penn Vet's faculty, the School's hospital, clinical and diagnostic capabilities, as well as Penn Vet's impact within the agricultural and wildlife health sectors; amplify Penn Vet's talented, accomplished, and active student and alumni communities.
  • Collaborate with clinical teams to convey the client experience; and student leaders/ambassadors to capture the learning/student life experience; create content; experiment with new content formats (e.g., live video, Instagram stories/reels).
  • A key member of the team shaping the Dean's social media voice, visibility, and reputational footprint to advance institutional goals; participate in goal setting, planning, execution, benchmarking, and fine-tuning of Dean's social media use over time.
  • Support faculty with establishing/expanding their professional social media presence to amplify School-oriented news and content.
  • Develop and steward relationships with students, clinicians, faculty, and staff to identify news for content including multi-media features, short stories, and events coverage.
  • Independently oversee the day-to-day management of existing social media accounts and content adaptation for different platforms; monitor, analyze and report on social media performance; lead social media listening and audience management.
  • Take an omni-channel approach to define cascading deployment of integrated and innovative communications/marketing campaigns.
  • Work with colleagues to execute editorial strategies, packages, and best practices for the display and distribution of content.


A Bachelor's Degree is required and three-to-five years of work experience in digital or social media, marketing communications, public relations or journalism, or an equivalent combination of education and experience. Collaborative, creative, deadline-driven, and a strong client service orientation. Sensitivity to context and nuance, and a proven skillset navigating diverse and multi-faceted audience segments/targets. Ability to think independently, work through ambiguity, and respond to multiple demands. Final candidates will be required to submit samples/online portfolio of their social media work. A cover letter is also required.


Deep interest in, or knowledge of, the veterinary health sector including topics such as companion animal health and welfare, the equine sector, agriculture, global health, and veterinary science. Experience in science or research communications within an academic healthcare institution. Two or more years overseeing large institutional/organizational social media accounts with a demonstrated track record of increasing growth, driving engagement, and delivering quantifiable impact. Experience with paid social media advertising and ad manager platforms. Demonstrated ability to write captivating copy and orchestrate inventive digital and social media campaigns. Expertise in photography, video editing, or graphic design.

Job Location - City, State
Philadelphia, Pennsylvania

Department / School
School of Veterinary Medicine

Pay Range
$42,953.00 - $65,861.00

Affirmative Action Statement
Penn adheres to a policy that prohibits discrimination on the basis of race, color, sex, sexual orientation, gender identity, religion, creed, national or ethnic origin, citizenship status, age, disability, veteran status, or any other legally protected class.

Special Requirements
Background check required after a conditional job offer is made. Consideration of the background check will be tailored to the requirements of the job.

University Benefits
  • Health, Life, and Flexible Spending Accounts: Penn offers comprehensive medical, prescription, behavioral health, dental, vision, and life insurance benefits to protect you and your family's health and welfare. You can also use flexible spending accounts to pay for eligible health care and dependent care expenses with pre-tax dollars.
  • Tuition: Take advantage of Penn's exceptional tuition benefits. You, your spouse, and your dependent children can get tuition assistance here at Penn. Your dependent children are also eligible for tuition assistance at other institutions.
  • Retirement: Penn offers generous retirement plans to help you save for your future. Penn's Basic, Matching, and Supplemental retirement plans allow you to save for retirement on a pre-tax or Roth basis. Choose from a wide variety of investment options through TIAA and Vanguard.
  • Time Away from Work: Penn provides you with a substantial amount of time away from work during the course of the year. This allows you to relax, take vacations, attend to personal affairs, recover from illness or injury, spend time with family-whatever your personal needs may be.
  • Long-Term Care Insurance: In partnership with Genworth Financial, Penn offers faculty and staff (and your eligible family members) long-term care insurance to help you cover some of the costs of long-term care services received at home, in the community or in a nursing facility. If you apply when you're newly hired, you won't have to provide proof of good health or be subject to underwriting requirements. Eligible family members must always provide proof of good health and are subject to underwriting.
  • Wellness and Work-life Resources: Penn is committed to supporting our faculty and staff as they balance the competing demands of work and personal life. That's why we offer a wide variety of programs and resources to help you care for your health, your family, and your work-life balance.
  • Professional and Personal Development: Penn provides an array of resources to help you advance yourself personally and professionally.
  • University Resources: As a member of the Penn community, you have access to a wide range of University resources as well as cultural and recreational activities. Take advantage of the University's libraries and athletic facilities, or visit our arboretum and art galleries. There's always something going on at Penn, whether it's a new exhibit at the Penn Museum, the latest music or theater presentation at the Annenberg Center, or the Penn Relays at Franklin Field to name just a few examples. As a member of the Penn community, you're right in the middle of the excitement-and you and your family can enjoy many of these activities for free.
  • Discounts and Special Services: From arts and entertainment to transportation and mortgages, you'll find great deals for University faculty and staff. Not only do Penn arts and cultural centers and museums offer free and discounted admission and memberships to faculty and staff. You can also enjoy substantial savings on other goods and services such as new cars from Ford and General Motors, cellular phone service plans, movie tickets, and admission to theme parks.
  • Flexible Work Hours: Flexible work options offer creative approaches for completing work while promoting balance between work and personal commitments. These approaches involve use of non-traditional work hours, locations, and/or job structures.
  • Penn Home Ownership Services: Penn offers a forgivable loan for eligible employees interested in buying a home or currently residing in West Philadelphia, which can be used for closing costs or home improvements.
  • Adoption Assistance: Penn will reimburse eligible employees on qualified expenses in connection with the legal adoption of an eligible child, such as travel or court fees, for up to two adoptions in your household.

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