Overview

DeVry University is seeking a Senior Manager, Social Media and Innovation to lead the evolution of DeVry’s social storytelling, engagement, and experimentation across digital platforms. This forward-thinking leader will blend creativity, strategy, and innovation to transform how DeVry shows up online — driving awareness, engagement, and brand advocacy through social media, emerging platforms, and cutting-edge technologies.

This role is responsible not only for managing DeVry’s social media presence, but also for pioneering new approaches to digital storytelling, testing emerging tools (including AI), and elevating how we engage audiences through video, influencers, and employee advocacy. The ideal candidate is a strategic innovator who thrives at the intersection of content, culture, and technology — inspiring teams to push creative boundaries while maintaining alignment with DeVry’s mission and brand goals.

Key Responsibilities

1. Strategic Leadership and Innovation

• Develop and lead a future-forward social media strategy that prioritizes storytelling, creativity, and innovation.
• Establish a framework for ongoing digital experimentation — piloting new technologies, formats, and platforms that keep DeVry ahead of the curve.
• Partner with content and brand teams to translate emerging trends into scalable, on-brand opportunities.

2. Social Media Excellence

• Oversee DeVry’s social presence across key platforms (LinkedIn, TikTok, YouTube, Instagram, X, Threads, and others).
• Drive platform-specific strategies that enhance visibility, strengthen community engagement, and amplify campaign performance.
• Reimagine the content calendar to reflect cross-channel synergy, impactful storytelling, and cultural relevance.
• Manage performance boosting for social posts, ensuring maximum ROI on paid amplification.

3. Content Innovation and Video Storytelling

• Lead the development of high-impact social and video content that showcases DeVry’s brand, students, alumni, and programs.
• Champion a video-first approach to storytelling, leveraging short-form and long-form formats across social platforms.
• Partner with creative teams to experiment with new visual formats, sound, and motion to enhance engagement.
• Launch a “social innovation” mindset — encouraging constant testing, learning, and scaling of creative approaches.

4. Engagement, Community, and Influencer Strategy

• Build authentic engagement strategies that humanize the brand and deepen two-way connections with audiences.
• Oversee influencer and creator partnerships to drive credibility and brand storytelling.
• Expand and evolve DeVry’s Trending@DeVry employee advocacy program to increase internal and external amplification.
• Develop community engagement plans that foster advocacy among students, alumni, and prospective learners.

5. Social Intelligence and Reputation Management

• Leverage social listening and trend monitoring to surface insights, guide creative direction, and inform real-time responses.
• Partner with PR and communications teams to manage issues and protect DeVry’s reputation online.
• Use data-driven insights to optimize social and campaign performance, delivering regular reports and actionable recommendations.

6. Emerging Technology and AI Integration

• Identify and pilot AI-driven tools for social content creation, sentiment analysis, and audience engagement optimization.
• Collaborate across teams to evaluate the impact of new technologies and develop use cases that enhance efficiency and creativity.
• Stay ahead of digital trends, introducing innovative strategies that align with DeVry’s mission and digital transformation goals.

7. Leadership and Collaboration

• Lead and mentor a small team of social professionals, fostering a culture of creativity, accountability, and experimentation.
• Build strong partnerships across brand, creative, content, PR, and analytics teams to ensure social efforts support broader marketing goals.
• Serve as an internal thought leader on digital innovation and emerging trends, regularly presenting insights to senior leadership.

Qualifications and Requirements

• Bachelor’s degree in Marketing, Communications, Digital Media, or related field required; Master’s degree a plus.
• Minimum 7+ years of progressive experience in social media and digital marketing, with demonstrated success in innovation, storytelling, and leadership.
• Proven record of driving measurable growth and engagement through social campaigns and video-led content.
• Expertise across major platforms (TikTok, Instagram, LinkedIn, YouTube, Facebook, X) and familiarity with emerging platforms and trends.
• Experience using AI, analytics, and social management tools (Sprinklr, Hootsuite, Sprout Social, etc.).
• Strong understanding of content performance, brand voice, and audience segmentation.
• Exceptional communicator and collaborator with a passion for experimentation, data-driven creativity, and continuous improvement.

This position is eligible for an annual incentive bonus.