Reporting to Wharton’s Senior Director of Social Media, the Associate Director, Social Media leads the development and distribution of social media content related to Wharton scholarship, faculty thought leadership, and knowledge dissemination, translating complex academic content into high-impact digital storytelling. This primarily involves management of the social media channels (LinkedIn, YouTube, Instagram, etc.) for Knowledge at Wharton, the School’s online business journal, promoting business insights and educational programming to an audience of nearly 300,000 followers.

The Associate Director serves as a key partner to faculty and cross-functional Marketing & Communications staff, both within the central Marketing & Communications office and within research initiatives. The Associate Director proactively identifies opportunities to elevate research and shape integrated distribution plans across owned channels aimed at key target audiences (industry professionals, prospective students/learners, alumni, etc.) as well as the general public. The role works to understand and advance Dean’s Office priorities related to faculty research and insights, influencing how Wharton makes its intellectual capital accessible globally. It also provides performance measurement and optimization, leveraging analytics, social listening, and industry trends to inform strategy and continuously improve outcomes.

Job Description

Job Responsibilities

• Lead planning and execution of social media initiatives for Knowledge at Wharton and related channels. Translate and promote Wharton faculty research/thought leadership through digestible social media content, working hand-in-hand with web, content, and creative teams. Handle day-to-day management of Knowledge at Wharton’s social media channels, including content ideation, development, and publishing. Lead community management efforts to engage with audiences in real-time. Contribute to how Wharton highlights faculty research as at a school level, as well, managing special content projects (e.g. the Wharton LinkedIn newsletter) and collaborating with teammates to plan content for the school’s flagship channels.
• Develop and maintain relationships with internal and external staff to identify research storytelling opportunities on owned and earned channels. Collaborate with MarComm colleagues to assess existing faculty research and help determine content development and distribution plans. Work with Content team to plan Knowledge at Wharton editorial calendar and Media Relations team to promote faculty insights tied to current events. Oversee social media support Wharton research pillars as part of MarComm’s faculty working group, working to highlight their research, insights, and events while optimizing their own channels. Develop working relationship with Director of Paid Media to ensure organic and paid efforts are aligned and boost priority posts. Network with staff across Penn to collaborate on promotion cross-disciplinary research initiatives.
• Support faculty with establishing and/or developing their personal social media presences. Facilitate cross-promotion of content on their platforms, advising them or drafting posts on their behalf as needed. Consult on how to optimize their profile and share content to maximize their impact as a researcher and thought leader.
• Own social media analytics and reporting related to research and insights promotion, aligning efforts with department’s overall strategic goals. Develop metrics reports for internal and external groups to analyze performance and measure success, tailoring communications based on audience. Leverage social listening tools to track audience sentiment, identify conversation trends, and inform strategy. Research social media industry trends, updates, and best practices to inform content strategy on an ongoing basis.
• Promote events organized by faculty and research centers, as well as Institutional Events created and managed by Wharton Marketing and Communications through coordinated social media planning, timely posting, and alignment with established messaging and branding guidelines.
• Other duties and responsibilities as assigned

Required Qualifications

• Bachelor’s degree and 3-5 years of work experience in social or digital media, marketing, communications, public relations or journalism, or an equivalent combination of education and experience
• Excellent writing skills; proven ability to represent a brand on social media
• Expertise in a wide range of social and digital media platforms, including LinkedIn, YouTube, Instagram, Reddit, Twitter, Facebook, Bluesky, and Threads; deep knowledge of platform features, optimization strategy, and trends
• Expertise in social media analytics, with demonstrated ability to translate them into actionable insights to inform strategy
• Expertise in social media content creation, including short-form video editing
• Strong news judgement and ability to originate social media content ideas and tailor them to each platform
• Strong interpersonal skills; ability to build relationships and work collaboratively with various stakeholders
• Strong organizational and time-management skills; ability to juggle many projects/tasks and work under tight deadlines
• Proactive self-starter who can work both independently and as part of a team

Preferred Qualifications

• Bachelor’s degree in Communications, Marketing, Media or similar field
• Knowledge of/interest in business topics such as AI and analytics, finance, entrepreneurship, management, marketing, public policy and social impact
• Experience in education or research communications and/or with high-profile corporate brand(s), particularly working with faculty, academics, researchers, or executives
• Expertise in graphic design, photography, and/or video editing
• Experience with paid social media advertising and digital analytics platforms

ABOUT THE COMPANY

University Overview
The University of Pennsylvania, the largest private employer in Philadelphia, is a world-renowned leader in education, research, and innovation. This historic, Ivy League school consistently ranks among the top 10 universities in the annual U.S. News & World Report survey. Penn has 12 highly-regarded schools that provide opportunities for undergraduate, graduate and continuing education, all influenced by Penn’s distinctive interdisciplinary approach to scholarship and learning. As an employer Penn has been ranked nationally on many occasions with the most recent award from Forbes who named Penn one of America’s Best Large Employers in 2023.

Penn offers a unique working environment within the city of Philadelphia. The University is situated on a beautiful urban campus, with easy access to a range of educational, cultural, and recreational activities. With its historical significance and landmarks, lively cultural offerings, and wide variety of atmospheres, Philadelphia is the perfect place to call home for work and play.

The University offers a competitive benefits package that includes excellent healthcare and tuition benefits for employees and their families, generous retirement benefits, a wide variety of professional development opportunities, supportive work and family benefits, a wealth of health and wellness programs and resources, and much more.

Wharton School Overview
Founded in 1881 as the world’s first collegiate business school, the Wharton School of the University of Pennsylvania is shaping the future of business by incubating ideas, driving insights, and creating leaders who change the world. With campuses in both Philadelphia and San Francisco, Wharton has over 850 staff, a faculty population of more than 235 renowned professors, and 5,000 undergraduate, MBA, executive MBA, and doctoral students. Each year 13,000 professionals from around the world advance their careers through Wharton Executive Education’s individual, company-customized, and online programs. More than 104,000 Wharton alumni form a powerful global network of leaders who transform business every day. Wharton is home to a dynamic community of staff, bringing a wide range of skills, experiences, and perspectives. To learn more, visit www.wharton.upenn.edu.