Director, Social Media bei Wellstar

How would you like to work in a place where your contributions and ideas are valued? A place where you can serve with compassion, pursue excellence and honor every voice? At Wellstar, our mission is simple, yet powerful: to enhance the health and well-being of every person we serve. We are proud to have become a shining example of what's possible when the brightest professionals dedicate themselves to making a difference in the healthcare industry, and in people's lives.

Work Shift

Job Summary:

The Director of Social Media is a key leader within the External Affairs team at Wellstar Health System, responsible for shaping and executing the enterprise-wide social media strategy. This role oversees the day-to-day management and performance of the system's primary social media channels and sets the tone, standards, and strategy for affiliated hospital and service line accounts.
Working collaboratively with hospital-based communicators and content creators, the Director ensures consistent voice, brand alignment, and impact across all platforms. The ideal candidate combines creative vision with deep platform expertise, a passion for storytelling, and a commitment to community engagement.

Hybrid position with regular on-site presence required at Wellstar's corporate headquarters in Marietta.

Occasional evening and weekend work required to monitor and respond to real-time events.

Core Responsibilities and Essential Functions:

System-Level Leadership

• Own and operate Wellstars main social media accounts (e.g., Facebook, Instagram, X/Twitter, LinkedIn, YouTube), including strategy, planning, content, publishing, engagement, and analytics.
• Define and evolve the social voice and visual identity of the Wellstar brand across all channels.
• Lead social media campaigns that support enterprise priorities such as brand awareness, service line promotion, recruitment, community health, and thought leadership.
• Partner with the Marketing team on paid social campaigns that align with the brand and marketing strategy.
• Manage a system-level content calendar in alignment with marketing and communications initiatives.

Local Hospital Coordination

• Develop systemwide social media guidelines, brand standards, and content best practices.
• Partner with hospital-based communications staff to support locally-managed social media accounts, including providing training, tools, and strategic counsel.
• Ensure coordination of messaging, alignment on content themes, and amplification of system-level campaigns across local channels.
• Review and approve new local social channels and content strategies to ensure quality, relevance, and risk mitigation.

Performance & Optimization

• Monitor and analyze performance across all social channels, using insights to refine strategy and report outcomes to leadership.
• Stay ahead of platform trends, algorithm changes, and innovations in social media storytelling.
• Implement social listening to understand audience sentiment, identify engagement opportunities, and surface issues proactively.

Risk & Reputation Management

• Partner with Risk, Legal, and Media Relations teams to respond to sensitive comments, reviews, or misinformation on social platforms.
• Develop escalation protocols and monitor for potential issues or crisis-related content.
• Ensure all social activity adheres to HIPAA, privacy standards, and brand reputation policies.

Team & Vendor Oversight

• Oversee one social media manager; develop business case justifications for the expansion of the social team as needed.
• Provide matrixed oversight of digital content creators and hospital-based communicators managing local social platforms and communities.
• Manage any social media vendors or platform tools.

Performs other duties as assigned

Complies with all Wellstar Health System policies, standards of work, and code of conduct.

Required Minimum Education:

• Bachelors degree required. Bachelors in Marketing, Digital Communications or Media/Multimedia is preferred.

Required Minimum Experience:

• Minimum 7 years professional experience managing social media for a large brand is required.
• Minimum 2 years in a leadership role is required.
• Experience in healthcare, nonprofit, or regulated industries is preferred.
• Demonstrated success in developing multi-platform social strategies and measurable campaign outcomes is required.

Required Minimum Skills:

• Expert knowledge of all major social media platforms, trends, tools, and KPIs.
• Outstanding writing, editing, and visual storytelling skills tailored to social audiences.
• Ability to collaborate across departments and work effectively with dispersed teams.
• Proficient in social media management and analytics platforms (e.g., Sprout Social, Hootsuite, Sprinklr, Meta Business Suite, etc.).
• Comfortable in a fast-paced, issues-rich environment with high standards for quality and responsiveness.

Join us and discover the support to do more meaningful work—and enjoy a more rewarding life. Connect with the most integrated health system in Georgia, and start a future that gives you more.