Overview:
CubeSmart is seeking a Senior Manager, Social Media to lead the day-to-day social function across organic and paid channels. Reporting to the Director, Content & Social Strategy, this role is the operational heart of CubeSmart’s social presence — responsible for translating brand and content strategy into platform-native execution that builds audience, drives engagement, and contributes to customer acquisition.
This is a role with real ownership. The Senior Manager will manage paid social media investment directly, lead CubeSmart’s creator and UGC program end-to-end, and develop a team of one — with the expectation that strong performance grows both the function and the team over time.
The ideal candidate is a social-native marketer who is equally fluent in strategy and execution. They understand how platforms work — not just today’s best practices, but where things are heading. They are data-driven, creatively confident, and operationally sharp. They know how to brief a creator, read a campaign report, and build a content calendar that serves a business objective.
Responsibilities:
Organic Social Strategy & Execution
The Senior Manager owns organic social across all relevant platforms — developing the strategy, managing the content calendar, and ensuring the team delivers platform-native content that is on-brand and performance-oriented.
- Develop and maintain organic social strategy across all active platforms — including Instagram, Facebook, TikTok, Pinterest, LinkedIn, and emerging channels — with clear objectives, audience targets, and content logic for each.
- Own the social content calendar end-to-end: planning, briefing, production oversight, scheduling, and publishing cadence.
- Ensure content is genuinely platform-native — the right format, tone, and creative approach for each channel — not repurposed content applied uniformly across platforms.
- Monitor platform algorithm changes, format updates, and audience behavior shifts; adapt strategy proactively rather than reactively.
- Manage community engagement across platforms — establishing standards for response tone, escalation protocols, and brand voice in the comments.
- Collaborate closely with the Director, Content & Social Strategy to ensure social content reflects and reinforces the broader content strategy and brand direction.
Paid Social — Budget Ownership & Campaign Management
The Senior Manager carries direct accountability for CubeSmart’s paid social media investment — owning budget allocation, campaign strategy, creative direction, and performance across all paid social activity.
- Own paid social budget allocation across platforms — making investment decisions that reflect brand priorities, audience data, and performance evidence.
- Develop paid social campaign strategy including audience targeting, creative brief development, placement logic, and testing frameworks.
- Apply deep paid social expertise across creative strategy, audience development, bidding, and optimization while collaborating across broader digital marketing channels.
- Partner with the Director, Content & Social Strategy on brand-level paid social campaigns; lead performance and lower-funnel campaign execution independently.
- Manage agency or platform partners supporting paid social execution — setting clear expectations, reviewing work critically, and holding partners accountable to results.
- Monitor campaign performance daily; optimize in-flight and apply learnings systematically to future planning.
- Leverage platform automation and machine learning features to improve campaign performance (such as Meta Advantage +).
- Evaluate emerging platform capabilities and implement new features through structured testing before broader adoption.
- Report paid social performance to the Director with clarity and commercial framing — connecting spend to awareness, engagement, and acquisition outcomes.
Creator & UGC Program
The Senior Manager leads CubeSmart’s creator and UGC strategy end-to-end — building the program infrastructure, identifying and managing creator relationships, and ensuring assets are optimized for both organic and paid use.
- Build and own CubeSmart’s creator program — defining the sourcing strategy, vetting criteria, briefing process, and performance standards for creator partnerships.
- Identify and onboard creators whose audiences, content style, and values align with the CubeSmart brand across relevant platforms including TikTok, Instagram, and YouTube.
- Brief creators clearly and manage relationships professionally — balancing creative freedom with brand standards and business objectives.
- Ensure applicable creator and UGC assets are whitelisting-ready for paid social amplification; develop the workflow to move assets efficiently from organic to paid use.
- Track creator program performance — including reach, engagement, content quality, and downstream paid performance — and optimize the program accordingly.
Content Production & Team Leadership
- Manage and develop direct report(s) — providing clear direction, consistent feedback, and ongoing development support.
- Establish and maintain production workflows that allow the team to move at the speed social requires without sacrificing quality or brand consistency.
- Collaborate with the Designers on social creative assets; provide clear, platform-informed briefs that set the design team up for success.
- Partner with the Content & Editorial Senior Strategist on social copy and content that bridges editorial and social formats.
Analytics & Reporting
- Own social analytics across organic and paid — tracking reach, engagement rate, follower growth, share of voice, and paid performance metrics.
- Develop a regular reporting cadence that surfaces meaningful insights, not just data — translating performance into clear recommendations for the Director and broader team.
- Use data to inform content decisions: what’s working by platform, format, audience, and creative approach.
- Monitor the competitive social landscape and report relevant findings to the Director.
Qualifications:
Experience
- 5–7 years in social media marketing, with at least 2 years in a role that included paid social budget ownership and team or project leadership.
- Demonstrated experience managing paid social campaigns across Meta, TikTok, and other platforms — with direct accountability for budget and performance.
- Hands-on experience building or managing a creator or influencer program, including briefing, relationship management, and performance tracking.
- Experience managing or mentoring at least one direct report or junior team member.
- Track record of developing organic social strategy that grew audience and engagement in a measurable way.
Skills & Capabilities
- Platform fluency: deeply familiar with how Instagram, TikTok, Facebook, LinkedIn, and YouTube work — algorithmically, creatively, and commercially.
- Paid social expertise: able to build a campaign from brief to launch, optimize in-flight, and report results with commercial clarity.
- Creative confidence: able to assess content quality, provide strong creative direction, and brief creators and designers effectively.
- Data-driven: comfortable in analytics platforms, able to interpret performance data and translate it into clear strategic direction.
- Operationally strong: builds workflows and systems that keep production moving without creating bureaucracy.
- Strong communicator: clear in writing, confident presenting, and effective working cross-functionally with brand, creative, and paid media partners.
Nice to Have
- Experience in a multi-location consumer services, retail, or real estate brand.
- Experience with creator management platforms or affiliate tools.
- Background working alongside or in close partnership with a performance marketing team.