Social Media Marketing Manager

Position Summary:  

The Social Media Manager is responsible for shaping and executing Bio-Techne's social media strategy across customer-facing brands. This position serves as a key cross-functional partner, collaborating closely with Product Marketing and Content Marketing, Corporate Communications, Creative, Marketing Operations, Analytics, SEO and SEM teams to help guide social-first storytelling approaches and promote social media best practices. 

Through strong stakeholder management and partnership, this position combines social strategy, content activation and AI Search optimization principles to help Bio-Techne adapt to evolving customer discovery behaviors. The role serves as a key driver of social media thought leadership and digital authority-building initiatives that enhance Bio-Techne's visibility and credibility across both traditional and AI-powered discovery ecosystems. 

The role leads a small team to scale social media impact across brands and business units while fostering collaboration, operational excellence and continuous innovation. 

Key Responsibilities:  

Social Media Strategy and Governance 

• Collaborate with Product Marketing, Content Marketing, Corporate Communications, Brand and business stakeholders to shape and execute enterprise social media strategies that align with business objectives and audience needs 

• Serve as the subject matter expert for social media strategy, platform best practices and social content optimization, helping guide stakeholders in adopting effective social media approaches 

• Own channel roadmaps and lead strategic channel initiatives, partnering with stakeholders to prioritize and execute high-impact opportunities 

• Oversee social media activation and following best practices across LinkedIn, YouTube, X, Reddit and emerging channels 

• Partner with stakeholders to coordinate social content planning, governance and calendar management across brands and platforms 

• Build social media frameworks that support engagement, awareness and thought leadership objectives 

• Govern social channel standards, publishing processes and platform optimization 

• Monitor and share insights on competitor activity, social trends and industry best practices 

Content Amplification, Thought Leadership & Brand Authority 

• Partner with SEO, Content Marketing, Product Marketing, Corporate Communications and Brand teams to shape and amplify social content strategies 

• Influence content development through audience insights, platform expertise, performance data and emerging social media trends 

• Develop content distribution plans that increase visibility, engagement and content reach across priority audiences 

• Support the enterprise employee advocacy strategy and own program governance, enablement and performance measurement 

• Expand social media employee advocacy and thought leadership initiatives across brands and business units 

• Support creating programs that strengthen brand credibility, expertise and authority across digital ecosystems 

• Partner with SMEs, Product Marketing and Corporate Communications to expand Bio-Techne's thought leadership presence across social, community and emerging discovery platforms 

AI Visibility 

• Partner closely with SEO and Content teams to improve visibility within AI-powered search experiences 

• Incorporate GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) best practices into social media content strategies 

• Create playbooks and best practices that connect social signals, content authority and AI discoverability 

• Support testing and measurement of AI visibility initiatives 

Community & Audience Engagement 

• Help build programs that strengthen customer engagement and community participation 

• Support developing audience engagement strategies on key platforms and user-generated content platforms 

• Partner with stakeholders to identify opportunities for meaningful customer interactions 

• Monitor community health and engagement trends and share insights and recommendations with stakeholders 

Team Leadership & Vendor Management 

• Lead, coach and develop a small team of social media professionals 

• Establish priorities, allocate resources and remove obstacles to enable successful execution of social media initiatives 

• Manage relationships with social media platform partners 

• Partner with vendors to identify new opportunities, optimize performance and incorporate industry best practices 

Measurement & Insights 

• Define KPIs and reporting frameworks for social performance and AI visibility efforts 

• Deliver actionable insights and recommendations to stakeholders 

• Tie back performance to actions and determine next steps to drive results 

• Measure contribution to brand authority, engagement, audience growth and discoverability 

• Support development of dashboards and performance reporting 

QUALIFICATIONS:

• Bachelor's degree in Marketing, Communications, Digital Marketing or related field 

• 5+ years of social media, content marketing, digital marketing or SEO experience 

• Experience building social media strategy, programs and processes 

• Experience developing content distribution and audience engagement strategies 

• Understanding of SEO, AI Search, GEO or AEO concepts 

• Experience using social listening platforms 

• Experience in B2B, Life Sciences or highly technical industries preferred 

• Experience with AI-powered search platforms and discovery experiences preferred 

• Experience working cross-functionally within matrixed organizations preferred 

Knowledge, Skills, and Abilities: 

• Impeccable communication skills, including presenting recommendations to senior leadership 

• Continuous learner who stays up to date with the Digital Marketing and AI industry 

• Interpersonal effectiveness and rapport-building 

• Strong cross-functional influence skills  

• Data analysis and interpretation, including proficiency in analytics tools (e.g Google Analytics, Adobe Analytics) and data visualization tools (e.g DOMO, Power BI, Tableau) 

• Self-directed with ability to identify and lead process and channel improvement efforts 

• Knowledge of social media employee advocacy, thought leadership and brand authority-building strategies within digital and social ecosystems 

• Exceptional attention to detail and a commitment to flawless execution 

• Strong time management, organizational, planning and prioritization skills 

Tools and Platforms (Examples)  

Social Media: LinkedIn, YouTube, X, Facebook, Sprinklr, Sprout Social 

Social Listening: Sprout Social, Brandwatch, Talkwalker, Meltwater 

Analytics: Adobe Analytics, Google Analytics, GTM, Power BI, DOMO 

SEO & AI Visibility: Semrush, STAT, Botify  

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