Director, Social Media & Content Strategy

If you’re looking for a meaningful career, you’ll find it here at Webster. Founded in 1935, our focus has always been to put people first--doing whatever we can to help individuals, families, businesses and our colleagues achieve their financial goals. As a leading commercial bank, we remain passionate about serving our clients and supporting our communities. Integrity, Collaboration, Accountability, Agility, Respect, Excellence are Webster’s values, these set us apart as a bank and as an employer.  

Come join our team where you can expand your career potential, benefit from our robust development opportunities, and enjoy meaningful work!

The Director, Social Media & Content Strategy, leads the strategy, execution, and management of content strategy for all social media initiatives within our Corporate Marketing team. This role is responsible for building and nurturing our brand presence across social platforms, fostering community engagement, and amplifying our sponsorships and corporate messaging.  This position is responsible for establishing the social media strategy and governance for the Webster Bank brand, developing content to build Webster’s brand, corporate image and community engagement, monitoring brand and reputation risk, and performing analytics and reporting on Webster’s social channel performance.  The position develops and manages the content strategy and calendar for the platform collaborating with Consumer Marketing and Commercial Marketing to allow them to achieve their business goals while balancing share of voice through social channels.  This position reports to Head of Corporate Marketing and manages a team of internal and external social media specialists to manage the sites and create content on an on-going basis.

Key Responsibilities

Social Media and Content Strategy Development, Creation and Management

• Develop and execute a comprehensive social media strategy to strengthen the bank’s brand presence and align with corporate objectives.

• Develop and maintain a comprehensive content strategy and calendar, balancing evergreen and timely content, while adapting the calendar to accommodate new opportunities or challenges. Ensure appropriate share of voice for each area of the business. 

• Break down corporate marketing strategy into content measurable objectives.

• Create, curate, and publish engaging and visually appealing content across all social media platforms.

• Collaborate with internal teams and external agencies to produce high-quality multimedia content, including videos, graphics, and written posts.

• Define goals, KPIs, and success metrics for social media efforts, focusing on brand awareness, audience engagement, and community growth.

Community Engagement, Brand Advocacy and Storytelling

• Foster and manage relationships with social media communities, ensuring responsive and consistent interaction aligned with the bank’s voice and values.

• Monitor and address customer inquiries, comments, and feedback on social platforms in collaboration with the customer service team.

• Lead efforts to tell compelling stories about the bank’s mission, values, and community impact through social channels.

• Amplify sponsorships, partnerships, and key corporate initiatives to enhance brand visibility and credibility.

Social Media Governance

• Establish and enforce social media guidelines, ensuring all content aligns with the bank’s brand standards, tone of voice, compliance requirements, and regulatory policies.

• Stay informed of industry best practices and trends to continuously evolve the bank’s social media presence.

Analytics and Reporting

• Analyze social media performance data and prepare regular reports for senior leadership.

• Use data and analytics to measure content and channel effectiveness, make data-driven decisions, and continually optimize campaigns for maximum impact.

Team Leadership and Collaboration

• Manage and mentor a team of social media professionals, fostering a culture of creativity and innovation.

• Work closely with other Corporate Marketing teams (e.g., Brand, Website, Sponsorships) and LOB Marketing Teams and Corporate Communications to ensure cohesive messaging and strategic alignment.

• Stay updated with industry trends, best practices, and emerging technologies.

Risk and Crisis Management

• Monitor for potential risks, crises, or reputational challenges on social media and develop proactive strategies to address them.

• Collaborate with Corporate Communications, PR and compliance teams to manage sensitive or high-profile situations.

Requirements

The ideal candidate will have a proven track record in brand management, campaign leadership, and sponsorship marketing, with the ability to inspire teams and drive impactful initiatives.

• Bachelor’s degree in Marketing, Communications, Business Administration, or a related field preferred

• 7+ years of experience in social media management and content strategy, including leadership roles, preferably within financial services or regulated industries

• Expertise in social media platforms (e.g., LinkedIn, Twitter, Instagram, Facebook, YouTube, TikTok) and associated tools (e.g., Sprinklr, Hootsuite, or Sprout Social).

• Proficiency in analytics tools to measure performance and extract actionable insights (e.g., Google Analytics, platform-native insights).

• Exceptional communication and storytelling abilities, with a strong understanding of brand voice and tone.

• Strong leadership and team management skills.

• Ability to navigate complex organizational structures and build consensus across teams.

• Familiarity with compliance and regulatory considerations in social media for the financial industry.

• Ability to think strategically and execute tactically in a fast-paced, dynamic environment.

• Demonstrated ability to analyze data, adjust campaigns and content strategies, and present reports on performance.

• Proficiency Microsoft Word skills (Word, Excel, and PowerPoint)

The estimated salary range for this position is $135,000USD to $155,000USD. Actual salary may vary up or down depending on job-related factors which may include knowledge, skills, experience, and location. In addition, this position is eligible for incentive compensation.

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All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or protected veteran status.