Note: This role is intended for professionals who are seeking to build a long-term career in the nonprofit and animal welfare sector, not those looking for a temporary transition from corporate.
A genuine passion for animal welfare and alignment with our mission are essential for success in this role. Candidates who do not have a sincere interest in animal welfare, social impact, and purpose-driven work are encouraged NOT to apply, as mission alignment will be a key consideration throughout the selection process.
Overview:
We are seeking a creative and passionate Social Media Manager to join our team. The Social Media Manager will be responsible for developing and implementing social media strategies to increase brand awareness, engagement, and support for our organization's mission. This role requires expertise in social media marketing, content creation, and community management.
Key Responsibilities
Social Media Strategy & Management
- Develop and execute a comprehensive social media strategy aligned with the shelter's goals.
- Manage daily activity across platforms including Instagram, Facebook, TikTok, LinkedIn, YouTube, X (Twitter) etc.
- Create monthly content calendars with campaigns centered around: Pet adoptions, Rescue stories, Fundraising initiatives, Volunteer recruitment, Awareness events, Emergency rescue appeals etc.
- Encourage satisfied donors/ visitors to leave positive reviews on Google and other review platforms through strategic campaigns, follow-ups, and social media engagement initiatives.
Content Creation
- Produce compelling photo, video, reel, and story content featuring shelter animals and success stories.
- Write emotionally engaging captions, adoption profiles, and campaign copy.
- Coordinate on-site shoots with staff, volunteers, and adoption families.
- Ensure all content reflects the shelter's brand voice and values.
- Developing email marketing campaigns aimed at fundraising and maintaining engagement with the donors.
Community Engagement
- Respond promptly and professionally to comments, messages, and community inquiries.
- Build relationships with followers, donors, influencers, rescue advocates, and local businesses.
- Monitor social sentiment and manage online reputation.
Campaign & Growth Management
· Plan and execute paid and organic campaigns to drive: Pet adoptions, Donations, Event participation, Volunteer sign-ups etc.
- Track trends, platform updates, and viral opportunities relevant to animal welfare.
- Collaborate with local influencers, veterinarians, and pet brands.
Analytics & Reporting
- Monitor KPIs including engagement, reach, follower growth, conversions, and campaign performance.
- Provide monthly reports with actionable recommendations.
- Use analytics tools to optimize content performance and audience engagement.
Collaboration
- Work closely with shelter staff, photographers, veterinarians, adoption coordinators, and fundraising teams.
- Support special events, adoption drives, and community outreach initiatives.
- Assist with email marketing and website content when needed.
Required Qualifications
- Bachelor's degree in Marketing, Communications, Journalism, Digital Media, or related field preferred.
- 3+ years of professional social media management experience.
- Proven experience growing social media accounts and running successful campaigns.
- Strong photography, videography, and editing skills.
- Excellent copywriting and storytelling abilities.
- Proficiency with tools such as: Canva, Adobe Creative Suite, Meta Business Suite, Hootsuite / Buffer / Later, Google Analytics etc.
Preferred Qualifications
- Experience working with nonprofits, animal shelters, rescue organizations, or advocacy groups.
- Understanding of animal welfare and adoption ecosystems.
- Experience managing crisis communications and sensitive community interactions.
- Basic graphic design and short-form video editing expertise.
Key Skills & Competencies
- Creative storytelling
- Emotional intelligence
- Strategic thinking
- Community management
- Campaign execution
- Time management
- Attention to detail
- Compassion for animals
- Adaptability in fast-paced environments
Success Metrics
The Social Media Manager's success will be measured through:
- Increase in adoption inquiries
- Growth in followers and engagement
- Fundraising campaign performance
- Volunteer applications
- Increase in positive reviews
- Brand awareness and community reach
- Quality and consistency of content
Work Environment
- Combination of office, shelter, and event-based work.
- Occasional evening or weekend coverage for events and emergency rescue situations.
- Ability to work in emotionally sensitive environments involving rescued or injured animals.
