Hospitality Social Media Strategist

MEDIA COMM SPEC 3 (007462)

UCPath Position ID: TBD_941086

Position Description History/Status

Approved Date:

3/3/2026 11:48:13 AM

Date Last Edited:

3/3/2026 11:48:10 AM

Last Action Effective Date:

Organization Details

Business Unit (Location):

LACMP

Organization Code:

5000O

Organization:

ADMINISTRATIVE VICE CHANCELLOR

Division Code:

5901D

Division:

ADMINISTRATION

Department:

310700 - MARKETING & COMMUNICATIONS

Position Details

UCPath Position Number:

TBD_941086

Position Description ID

252946

UC Payroll Title:

MEDIA COMM SPEC 3 (007462)

Personnel Program

Professional and Support Staff (PSS)

Salary Grade:

Grade 22

Job Code FLSA:

Exempt

Union Code (Collective Bargaining Unit):

99: Non-Represented (PPSM)

Employee Relations Code:

E: All Others - Not Confidential

Employee Class (Appt Type):

2 - Staff: Career

Full-Time Equivalent (FTE)

1

SUPERVISION

UCPath Reports to Position Number:

40190595

Reports to Payroll Title:

COMM SPEC 4

UCPath Department Head Position Number:

10069556

Department Head Payroll Title:

MARKETING MGR 1

GENERAL SUPERVISION - Indicates that the incumbent develops procedures for performance of variety of duties; or performs complex duties within established policy guidelines.

POSITION SUMMARY

The UCLA Administration Marketing & Communications (AMC) team develops integrated and innovative campaigns that promote UCLA Administration's services to the university community, including Digital & Technology Solutions; Environment, Health & Safety; Events & Transportation; Facilities Management; Financial & Organizational Services; and Housing & Hospitality.

Reporting to the AMC Communications Director, the Hospitality Social Media Strategist serves as the strategic lead for social and emerging digital platforms supporting UCLA's hospitality portfolio. This role is responsible for developing and executing comprehensive, data-informed social media strategies that elevate brand visibility, strengthen audience engagement, and support revenue growth across UCLA's hospitality properties.

The incumbent provides strategic direction for social media initiatives across the Meyer and Renee Luskin Conference Center, UCLA Lake Arrowhead Lodge, UCLA University Club, UCLA Conferences & Catering, and the Inn at UCLA, with primary emphasis on revenue-generating properties. Working independently and in close collaboration with AMC leadership, hospitality partners, and campus stakeholders, this role aligns digital strategy with broader marketing, communications, and business objectives.

Primary responsibilities include leading content strategy and execution across major social platforms; managing paid social media campaigns and budgets; establishing and monitoring performance benchmarks and KPIs; analyzing campaign effectiveness and optimizing for engagement, conversion, and return on investment; and ensuring all content aligns with UCLA brand standards and accessibility guidelines. The position also oversees community engagement, trend monitoring, influencer and partnership evaluation, and issues communications related to hospitality social media channels.

Working hours may include evenings, weekends, and holidays as required. Light travel may be necessary.

Social Media Platform Management (Content Creation, Scheduling Monitoring & Advertising)

1. Plan, create, edit, and publish high-quality, engaging content across platforms including Instagram, Facebook, LinkedIn, YouTube, TikTok, and emerging channels, incorporating short-form video, photography, and storytelling.

2. Manage content workflows, production schedules, and deliverables in coordination with AMC leadership, project managers, and property stakeholders to ensure campaigns align with strategic priorities and launch on schedule.

3. Develop and maintain a comprehensive social media editorial calendar that aligns with marketing campaigns, seasonal promotions, events, and property-specific initiatives.

4. Ensure all content reflects UCLA brand standards, accessibility guidelines, and hospitality messaging priorities.

5. Coordinate with designers, videographers, photographers, and other content creators to execute creative assets that meet campaign timelines and content objectives.

6. Monitor assigned social media platforms daily; manage community engagement by responding to comments, mentions, direct messages, and user-generated content in a timely and professional manner.

7. Monitor hospitality-related channels for emerging issues and reputational concerns; elevate time-sensitive matters to leadership and assist in drafting appropriate responses when needed.

8. Execute social media efforts across UCLA hospitality units — including the Meyer and Renee Luskin Conference Center, Lake Arrowhead Lodge, UCLA University Club, UCLA Conferences & Catering, and the Inn at UCLA — ensuring consistent execution and brand standards.

9. Attend and provide social media coverage for hospitality events, activations, and special initiatives, including evenings and weekends as required.

60%

Strategic Planning

1. Develop and lead comprehensive social media strategies for UCLA Hospitality properties, aligned with revenue goals, brand standards, and marketing objectives.

2. Establish annual and campaign-specific social media plans that support hospitality marketing priorities and broader UCLA Administration initiatives.

3. Provide strategic direction to ensure integrated messaging, brand consistency, and alignment across hospitality properties and digital channels.

4. Partner with hospitality leadership, campus partners, and external vendors to support integrated marketing initiatives and promotional efforts.

5. Set strategic priorities across UCLA hospitality units, emphasizing revenue-driving properties and high-impact initiatives.

6. Identify emerging hospitality marketing trends, platform innovations, and algorithm changes; recommend strategic opportunities for growth and competitive positioning.

20%

Research, Analytics & Performance Optimization

1. Establish and monitor performance benchmarks and KPIs aligned with hospitality revenue, booking, conversion, and engagement goals.

2. Analyze social media metrics, paid campaign results, audience insights, and referral traffic; deliver performance reports with actionable recommendations to improve engagement, conversions, and ROI.

3. Implement link tagging, tracking mechanisms, and attribution strategies in collaboration with analytics and digital marketing partners.

4. Plan, manage, and optimize paid social media campaigns, including audience segmentation, budget allocation, A/B testing, and performance refinement to maximize return on investment.

5. Develop and refine social media best practices, tools, and performance standards to support continuous optimization.

6. Identify, evaluate, and measure the performance of influencers, brand ambassadors, and partnership opportunities to expand reach, drive qualified traffic, and increase bookings and revenue.

20%

•

Performs other duties as assigned.

•

Complies with all policies and standards.

•

Complies with the University of California, Los Angeles (UCLA) Principles of Community.

•

This position description is not intended to be a complete list of all responsibilities, duties or skills required for the job and is subject to review and change at any time, with or without notice, in accordance with the needs of the organization.

QUALIFICATIONS

Bachelor's Degree

Bachelor's degree in marketing, communications or related field, or equivalent work experience.

Preferred

3+ years of professional social media work experience, including demonstrated success using social media platforms (Facebook, Twitter, Instagram, YouTube, LinkedIn, etc.)  to grow a consumer brand through creative content that drives measurable results, preferably within a higher education or hospitality setting.

Required

Experience with content management and scheduling platforms (ex: Sprout, Sprinklr, Spredfast, Basecamp, Wordpress, etc.).

Required

Experience managing paid social media advertising campaigns, including budget allocation, audience targeting, and performance optimization across major social platforms.

Required

Experience working cross-platform in Mac environment; working knowledge of video file conversion and optimization, encoding video for the web, extracting video for web conversion, an understanding of aspect ratios across various channels and knowledge of video compression codes.

Required

Demonstrated engagement and fluency in social media platforms, with strong working knowledge of emerging trends, platform algorithms, audience engagement strategies, and digital best practices.

Required

Proven experience leveraging social networking sites and digital tools, including video and photo-sharing platforms, plugins, and content management systems to enhance brand visibility and engagement.

Required

Knowledge of marketing principles and digital content strategy, including audience targeting, brand positioning, and campaign execution across multiple channels.

Required

Excellent written communication skills, including strong spelling, grammar, copywriting, and editing abilities tailored to diverse audiences and brand voice standards.

Required

Proficiency in social media management and analytics tools, with the ability to interpret metrics, generate reports, and provide data-informed recommendations.

Required

Strong research skills, including the ability to identify, curate, and compile relevant and engaging content (e.g., blog posts, news items, photos, videos) aligned with strategic objectives.

Required

Ability to build and maintain effective working relationships, including collaboration with hospitality vendors, travel publications, media contacts, student employees, and cross-functional teams.

Required

Demonstrated discretion and sound judgment, particularly when handling sensitive information or responding to reputational issues in a public-facing environment.

Required

Strong organizational and project management skills, with the ability to independently prioritize competing deadlines, manage multiple campaigns, and track deliverables in a fast-paced setting.

Required

Demonstrated initiative and accountability, including the ability to self-direct projects, anticipate needs, and proactively contribute ideas for innovation and continuous improvement.

Required

Ability to work collaboratively across departments, facilitate clear communication among stakeholders, and resolve issues diplomatically to maintain forward progress.

Required

Flexibility to work evenings and weekends as needed, particularly in support of live events, campaigns, or time-sensitive initiatives.

Required

SPECIAL REQUIREMENTS AND/OR CONDITIONS OF EMPLOYMENT

Background Check: Continued employment is contingent upon the completion of a satisfactory background investigation.

Live Scan Background Check: A Live Scan background check must be completed prior to the start of employment.

LOCATION AND PHYSICAL, ENVIRONMENTAL, MENTAL (PEM) REQUIREMENTS

Environment and Work Location Information

Environment Type:

Non-Clinical Setting

Location Setting:

Campus

Location:

Sproul Hall

Standing/Walking

X

Sitting

X

X

Bending/Stooping

X

Squatting/Kneeling

X

Climbing

X

Lifting/Carrying/Push/Pull 0-25 lbs

X

X

Lifting/Carrying/Push/Pull 26-50 lbs

X

Lifting/Carrying/Push/Pull over 50 lbs

X

Physical requirements other

X

Chemicals, dust, gases, or fumes

X

Loud noise levels

X

Marked changes in humidity or temperature

X

Microwave/Radiation

X

Operating motor vehicles and/or equipment

X

Exposures other

X

Sustained attention and concentration

X

X

Complex problem solving/reasoning

X

X

Ability to organize & prioritize

X

X

Communication skills

X

X

Numerical skills

X

X

Mental demands other

X

X

Classification 3:  Position in which exposure to blood, body fluids or tissues is not part of the position description. The normal routine task involves no exposure to blood, body fluids or tissues and the employee can decline to perform tasks which involve a perceived risk without retribution.