Job Description

About Us  

The San Francisco Peninsula (SFP) is the official destination marketing organization (DMO) for San Mateo County, dedicated to promoting travel and tourism to the area's unique attractions, events, and natural beauty to visitors from around the world. Our mission is to enhance the visitor experience and drive sustainable tourism that benefits the local community, economy, and environment. Learn more about us:

Position Summary  

As our Social Media & Creative Associate, you'll be instrumental in developing and executing social media strategies that inspire wanderlust, exploration, and engagement from a growing community of travelers and our local audience. This new role demands artistic vision and strategic thinking, combining masterful design skills with engaging copywriting to create content that stops scrollers in their tracks. We seek a talented creative individual passionate about travel, storytelling, and our region. This role is also responsible for maintaining our digital asset ecosystem and ensuring efficient organization and accessibility of our creative resources. A strong attention to detail, project management, and organization is critical to success in this role. A creative portfolio will be requested.

Essential Functions

Essential responsibilities and duties may include, but are not limited, to the following:

Social Media Management

• Manage and grow The San Francisco Peninsula’s presence across social media platforms (Instagram, Facebook, LinkedIn, and YouTube). This also includes exploring and gauging any new and emerging channels we would benefit from.
• Develop and execute comprehensive social media strategies that showcase visual excellence and narrative depth.
• Create visually stunning social media content including photography, graphics, short-form videos, posts, and stories that align with our brand voice and business objectives. This includes writing engaging copy that drives engagement and tells compelling, authentic stories.
• Create compelling content by using various tools, such as social listening, UGC, itinerary builders, and others.
• Capture on-the-ground content at partner locations, events, and key attractions throughout San Mateo County. Identify opportunities with relevant partners to create co-created content and champion collaboration.
• Develop, manage, and maintain a monthly and annual content calendar. Share and socialize the calendar and plan with the organization and external stakeholders (partners and community).
• Monitor and respond to comments, messages, and mentions to foster community engagement and grow our audience.
• Monitor social media trends, analyze performance metrics, and optimize content strategy based on data insights. Provide monthly performance reports for all social and new media to leadership and external stakeholders.

Creative Development & Digital Asset Management

• Create high-quality visuals, graphics, and short-form videos using Canva, Adobe Creative Suite, Crowdriff, and other tools.
• Collaborate with photographers, videographers, and influencers to produce compelling digital content (at times individually and at times in partnership with our agency).
• Support leadership and the organization with creative design and copy as needed (collateral, presentations, reports, and more). 
• Maintain and organize a digital asset management tool (DAM) ensuring that all our digital assets are tagged, optimized, and well-organized. Train team members on DAM best practices and usage.

Campaign Strategy

• Support the execution of social media campaigns, influencer collaborations, and paid ad strategies. Partner with Digital Marketing and PR agencies on effective campaigns.
• Stay updated on travel and tourism trends, platform updates, and best practices to enhance our digital presence.
• Research, identify, and partner with the Sr. Manager, Partnerships on local events, attractions, and activations to showcase and highlight our communities and partners.
• Work closely with the marketing team to ensure branding, messaging, and campaign goals are aligned across all channels.
• Provide general support to the marketing team, including coordinating with partners, organizing assets, and other tasks as needed. 

Qualifications / Skills:  

• Required: 2-3 years of professional experience in social media management, content creation, or creative development. Agency experience is a plus.
• Expertise with major social media platforms and an understanding of best practices for engagement. Experience with Sprout Social is a plus.
• Excellent design sensibility and mastery of graphic design tools such as Adobe Creative Suite, Canva, and more. Robust experience in Photoshop and/or Lightroom mastering layers, light, and composition is a strong preference.
• Demonstrated exceptional creativity and innovation in both visual design and writing. Must showcase an outstanding portfolio demonstrating excellence in typography, layout, and digital design.
• Strong familiarity with designing compelling presentations in Microsoft Powerpoint is required.
• Strong understanding of brand strategy and the importance of on-brand content. 
• Excellent written communication and storytelling skills.
• Ability to leverage AI as needed but not over rely on it.
• Comfort with managing a Digital Asset Management platform and optimizing digital assets. Canto experience is a plus.
• Photography and/or videography skills are a plus.
• Passion for travel, tourism, and promoting the unique experiences of The San Francisco Peninsula.
• Ability to be self-led and manage multiple tasks, stay organized, and meet deadlines in a fast-paced environment. 
• Strong interpersonal skills with the ability to collaborate and communicate effectively within a team.
• High degree of organization and ability to project manage multiple initiatives.
• Ability to build relationships both internally and externally while supporting a thriving culture and embodying our values. 
• Must have reliable transportation and ability to travel locally up to 25%.

Please include a cover letter sharing why this role caught your attention and what you think you could uniquely bring to the role. We want to learn more about you beyond just your resume.

This hybrid role requires in-person attendance at our Burlingame, CA, office three days a week (Tuesday through Thursday) and two work-from-home days (Mondays and Fridays). This role reports to the Director of Marketing.

The San Francisco Peninsula, an equal opportunity employer, has an organizational commitment to the principles of diversity and inclusion. In that spirit, we welcome all qualified individuals without regard to race, religion, color, sex, ancestry, gender, gender identity, sexual orientation, age, marital status, disability, national origin, medical condition, U.S. veteran/military status, pregnancy or reasonable accommodation. 

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