Social Media Strategist - UMass Amherst Foundation · Amherst, MA

Job Title: Social Media Strategist
Company: UMass Amherst Foundation
Location: Amherst, MA


Established in 2003, the University of Massachusetts Amherst Foundation (UMAF), a private 501(c)(3) nonprofit organization, exists to raise philanthropic funds in support of the University of Massachusetts Amherst’s mission and highest aspirations. Located on the Amherst campus and wholly dedicated to supporting the University’s mission, UMAF is a separately governed nonprofit organization with its own health, wellness, and retirement benefits. UMAF serves the University of Massachusetts Amherst community by serving as a best practices resource for fundraising strategy and implementation.

Reporting to the Senior Director, Strategic Communications, the Social Media Strategist drives a communication strategy across multiple digital platforms to successfully deliver integrated and inclusive messages to diverse audiences, cultivate brand affinity, and reinforce UMAF’s priorities leading into the next capital campaign. Always monitoring social channels, the Strategist is a frontline communicator responsible for delivering information, instilling pride, and driving support for UMAF strategic priorities. The position requires research skills and the ability to work effectively with a wide range of audiences including faculty, staff, students, alumni, and donors of all propensities. The Strategist collaborates with internal and external constituents, student groups, and alumni influencers to coordinate messaging, amplify promotions, and seamlessly enhance the student to alumni life cycle. In support of UMAF priorities, the Strategist leads the development of best practice guides, online resources, and toolkits. The Strategist also develops weekly reports on performance analytics across earned, owned, and paid media and makes informed recommendations using key performance metrics to enhance return on investment. Employing skills in graphic design, photography, and video production, the Strategist develops creative and engaging, on-brand digital campaigns to bolster engagement and support fundraising initiatives.

Note: This is a full-time hybrid position. We offer flexibility to work from home but require that candidates reside within commutable distance to Amherst, MA.


  • Develop and implement a cohesive UMAF social media strategy to increase the visibility of affiliated pages and engagement across all social media channels. Identify new ways to optimize social media activities, supporting an iterative digital strategy closely aligned with new and developing technology, digital trends, and organizational needs. This includes creating content that employs innovative and engaging photos, videos, audio, and graphics; developing and maintaining comprehensive content calendars; and administering an advertising budget in support of custom constituent journeys, the UMAF’s strategic plan, and the next capital fundraising campaign through earned, owned, and paid promotions.
  • Be responsible for the development and maintenance of a social media ambassador program by activating influencers through targeted weekly messaging to share content that aligns with strategic priorities.
  • Direct, produce, write, schedule, film, and edit various multimedia projects using UMAF’s storytelling guiding principles and constituent journey insights in support of engagement and fundraising goals.
  • Create UMAF social media guidelines, policies, and best practices. Educate and advise colleagues and clients on the development of compelling, interactive, and effective content strategies.
  • Assess and evaluate new media and technology. Advise and educate colleagues and clients regarding the optimal use of new media.
  • Create and implement digital marketing strategies informed by SEO; support SEM campaigns to enhance results, drive volume, and achieve key metrics.
  • Monitor and provide data-driven insights on UMAF’s social media presence using tools such as Google Analytics, EverTrue, Meta, X, LinkedIn, and Instagram analytics. This includes weekly evaluation of key performance metrics to chart the ongoing progress and effectiveness of all digital content efforts.
  • Measure return on investment and conversions for various paid efforts and provide immediate recommendations to improve positive outcomes within established resource parameters.
  • Lead a team of student workers to further the development and implementation of the digital content strategy in support of enhancing student and young alumni brand affinity.
  • Provide social media coverage and live streaming at select events that may occur outside of standard office hours.
  • UMAF is building and growing, and this position will support those efforts with other duties and projects as assigned from time to time.


  • Bachelor’s degree required. Communications, marketing, public relations, advertising, digital media production, or related field preferred.
  • Five (5) years relevant professional experience leading social media communications and digital marketing, including content development and brand messaging.
  • Knowledge of principles and practices related to storytelling, communications, public relations, marketing, user-generated content management, and reputation management.
  • Ability to perform ongoing research, education, and testing of new media tools to keep the digital strategy current with evolving best practices and constituent preferences and behaviors.
  • Demonstrated working knowledge of various social media platforms, including Meta, LinkedIn, X, Instagram, Threads, YouTube, Vimeo, Snapchat, etc.
  • Proficiency using web analytics and social media monitoring/measurement tools such as Google Analytics, EverTrue, Hootsuite, Sprout Social, etc. to deliver data-driven insights.
  • Strong ability to design creative and compelling, on brand digital content using Adobe Creative Suite software.
  • Ability to work independently to produce creative, on brand digital media content including short-form video, photography, graphic design, and/or engaging Instagram stories; portfolio required.
  • Shown ability to think critically and write clear, concise, and compelling content to resonate with intended audiences across various communication channels.
  • Exceptional communication and social skills; ability to collaborate with a variety of constituents with multiple interests and varying levels of authority and influence.
  • Strong organizational skills and attention to detail; ability to work independently and plan, prioritize, and lead several projects simultaneously.
  • Ability and willingness to travel occasionally and/or work evening and weekend hours as needed; valid driver’s license required.

Note: We’re passionate about building a diverse team. If your experience is close, but not an exact match, please consider applying. Experience comes in many forms, and skills are transferable. We know that diverse teams make better decisions and deliver better results, which is why we’re committed to adding new perspectives and encourage everyone to apply.


  • 20 vacation days, 12 holidays, 12 sick days, 5 personal days, and 2 office closure days.
  • 4-day summer work week.
  • 401(k) plan. You contribute 5% and receive a 10% match.
  • Health insurance packages for medical, dental, and vision.
  • 16 weeks of paid parental leave to use within 1 year of childbirth. An additional 6 weeks available for the birthing parent. Part-time work for full-time pay for the first 4 weeks post parental leave.

Proposed Annual Salary Range$80,000 - $87,000

At the UMass Amherst Foundation, we understand the value that diversity, equity, and inclusion bring to our workplace, our constituents, and our community.
We welcome and value diversity in all its forms and recognize that a diverse and inclusive team strengthens our work and advances our mission. We recognize that the benefits of a diverse team are fully realized when people of all races, gender identities, ages, ethnicities, cultural heritages and nationalities; educational backgrounds; religious and political beliefs; sexual orientations; abilities; and socioeconomic and veteran status are valued, respected, and included at every level. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact [email protected] to request accommodation.


UMAF is committed to building a team with these shared values:
Service: We focus on the needs of others above ourselves and support our colleagues when they need help.

Trust, Transparency, and Teamwork: We value honesty, trustworthiness, and open communication. Our colleagues can count on us for support.

Excellence: We pursue excellence in all that we do – each time, and learn and grow as a team.

Wellness: Our work culture provides flexibility and empowers individuals.

Accountability: We accept full responsibility for our decisions, actions, and results.

Respect: We respect each other and celebrate our different ideas, strengths, interests, and cultural backgrounds.

Donor-Centric: We find intersections between donor’s experiences and values, and our organization’s priorities and funding needs.

Synergy: We connect, communicate, and collaborate within teams, and across functions to enhance our effectiveness and impact.

Questions regarding the position or anything else related to careers with UMAF may be directed to the People & Culture team at [email protected]

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