The Social Media Manager will be responsible for planning, executing, and optimising the organisation's social media presence across relevant platforms. The role focuses on building brand awareness, driving engagement, supporting marketing objectives, and fostering an active online community. The position involves content strategy, performance analysis, audience growth, and collaboration with internal teams and external partners to ensure consistent brand messaging and measurable results.
Key elements of the job/duties and responsibilities:
1. Implement the organisation's new social media strategy across relevant social media platforms and increase reach, engagement, and conversions
2. Develop, plan, and publish content across social media platforms (Instagram, Facebook, TikTok, LinkedIn, X, etc.) in line with the overarching Communications Strategy –
3. Create and manage content calendars aligned with marketing goals
4. Coordinate graphic design and video content using approved tools
5. Support campaign launches and promotional initiatives
6. Support the development of content and rollout of advocate and ambassador programmes
7. Manage and mentor content creators
8. Identify audience trends, content opportunities, and platform best practices
9. Manage and monitor responses to comments, messages, and mentions in a timely and professional manner to maintain a positive brand image
10. Escalate issues or reputational risks when necessary
11. Track and analyse performance metrics such as engagement, reach, follower growth, and conversions; monitor ad performance and recommend optimisations
12. Prepare regular performance reports with actionable insights
13. Optimise content and strategy based on data and performance trends
14. Assist in planning, executing, and monitoring paid social media campaigns
15. Collaborate with communications teams and creative and media buying agencies to align organic and paid efforts
16. Coordinate with influencers, partners, or agencies when required
17. Ensure brand voice and messaging consistency across all platforms
18. Ensure all content adheres to brand guidelines, platform policies, and legal requirements
19. Assist in procurement and management of digital agencies
20. Maintain up-to-date knowledge of platform changes and compliance standards
The specific area background:
The Social Media Manager will work as part of the communications team within the Partnerships and External Affairs Directorate. There will be one staff member (a content creator) reporting to this position, as well as a clerical officer on a part-time basis. This is an existing position and represents the first time the organisation will have a formal social media strategy, enabling the role holder to steer its implementation. The social media strategy was completed at the end of January. The role holder will work collaboratively with all sections across the organisation, including advertising, PR, education, and services.
Scope of role
The role holder will provide:
21. Management of the organisation's social media presence across relevant platforms
22. Planning, execution, and optimisation of social media strategies aligned with the overarching communications strategy
23. Implementation of the new social media strategy
24. Campaign support, including activations for impactful public-facing campaigns
25. Collaboration with external agencies (PR, creative, and media buying) and internal teams to plan, execute, and monitor organic and paid social media campaigns
26. Line management of a content creator
27. Development of content schedules and oversight of engaging, on-brand content that amplifies advertising awareness campaigns and organisational services
28. Growth and management of online communities while safeguarding brand reputation
29. Monitoring performance, analysing insights, and driving continuous improvement
30. Staying up to date with platform trends, tools, and best practices
31. Measurement of the effectiveness of organic and paid social activity in collaboration with agencies
32. Assistance with procurement and management of digital agencies
33. Assistance with responses to communications requests, such as media queries, FOIs, and PQs
Duties of role
Strategy and Growth
34. Implement social media strategies to increase reach, engagement, and conversions
35. Identify audience trends, content opportunities, and platform best practices
36. Support campaign launches and promotional initiatives
Content and Channel Management
37. Develop, plan, and publish content across social media platforms (Instagram, Facebook, TikTok, LinkedIn, X, etc.)
38. Create and manage content calendars aligned with the Communications Strategy –
39. Develop and execute creative, cross-platform campaigns to drive awareness, engagement, and traffic, including designing and producing visual content (static graphics and motion assets) using design tools and AI-powered creation platforms
40. Write clear, engaging, and on-brand captions and posts
41. Develop and coordinate graphic design and video content using approved tools
Community Management
42. Oversee the daily management of all social media accounts
43. Monitor and respond to comments, messages, and mentions in a timely and professional manner
44. Manage online conversations to maintain a positive brand image
45. Escalate issues or reputational risks when necessary
Analytics and Reporting
46. Set clear KPIs for growth, engagement, and conversion, ensuring measurable success across all channels
47. Prepare regular performance reports with actionable insights
48. Optimise content and strategy based on data and performance trends
Paid Social and Campaign Support
49. Assist in planning, executing, and monitoring paid social media campaigns
50. Collaborate with communications teams to align organic and paid efforts
51. Monitor ad performance and recommend optimisations
Collaboration and Coordination
52. Work closely with the communications team, communications agencies, and services across the organisation
53. Coordinate with influencers, partners, or agencies when required
54. Ensure brand voice and messaging consistency across all platforms
Compliance and Brand Standards
55. Ensure all content adheres to brand guidelines, platform policies, and legal requirements
56. Maintain up-to-date knowledge of platform changes and compliance standards
Person Specification
Essential requirements
57. Content creation skills, including copywriting, basic graphic design, and short-form video (Reels, TikToks, Shorts)
58. Strong platform expertise across Instagram, TikTok, Facebook, X, and LinkedIn
59. 1–3+ years' experience managing brand or business social media accounts
60. Experience implementing and executing social media strategies
61. Content planning and scheduling experience using tools such as Sprout Social, Trello, or similar
62. Strong understanding of social media analytics and reporting tools, tracking KPIs and translating data into insights
63. Excellent copywriting, communication, and storytelling skills
64. Community management experience, including handling comments, DMs, and negative feedback professionally
65. Basic video editing experience
66. Creativity and adaptability in a fast-changing environment
67. Strong time management and organisational skills
68. Problem-solving skills, including managing crises or low engagement
69. Ability to work independently and as part of a wider team
Desirable requirements
70. Influencer marketing experience
71. Crisis communication experience
72. Familiarity with AI tools for content creation and analytics
73. Irish speaker
For more information, please email