Social Media Coordinator na D. G. Yuengling & Son, Inc.

Description

Department: Marketing

Reports To: Senior Marketing Manager

Summary: The Social Media Coordinator will be responsible for executing Yuengling’s social media strategy across all owned channels, helping grow the brewery’s digital presence, build community engagement, and support brand programs across the Yuengling portfolio. This role plans and schedules all social content in alignment with the brand’s content pillars and posting cadence. Working closely with the Content Producer, Senior Marketing Manager, and sponsorship partners, the coordinator ensures all content reflects Yuengling’s brand standards, heritage, and ongoing initiatives. Additionally, this person monitors performance, identifies opportunities for improvement, and leads efforts to grow and retain followers.  This role is in person located in Pottsville, PA.

Essential Duties and Responsibilities

Content Creation & Publishing

• Plan, draft, and schedule content across all Yuengling social channels (Facebook, Instagram, X, LinkedIn, YouTube).
• Collaborate with design, programming, and content production teams to create photo, video, and written content that supports brand priorities, campaigns, partnerships, and events.
• Maintain a consistent brand tone and visual identity aligned with Yuengling’s legacy as “America’s Oldest Brewery.”
• Support paid social campaigns in collaboration with other agency partners as well as internal buys ensuring content is optimized for reach and engagement.

Community Management & Engagement

• Actively monitor and engage with fans, consumers, and influencers across social platforms in real time.
• Identify opportunities for authentic engagement, community building, and consumer storytelling.
• Manage direct messages, comments, and converse with brand-appropriate tone and professionalism.
• Escalate sensitive or high-profile interactions when necessary.

Analytics & Reporting

• Track and analyze key social metrics including engagement rate, reach, impressions, and follower growth.
• Build monthly performance reports highlighting insights, content trends, and opportunities for optimization.
• Conduct A/B testing on captions, formats, and posting times to continually refine social strategy.

Cross-Functional Collaboration

• Partner with Marketing Programming to align social content with key programs.
• Collaborate and support event promotion, page creation, and ongoing engagement across their local social channels.
• Coordinate content calendars with national programming and POS timelines.
• Support influencer and partner campaigns, ensuring content deliverables, tags, and brand guidelines are met.

Requirements

Skills and Qualifications

• Skilled at balancing creativity with careful attention to detail and structured workflow.
• Proficiency in project management skills and managing multiple initiatives simultaneously to meet deadlines.  
• Deep appreciation for brand heritage and commitment to authentic representation.
• Uphold brand integrity while honoring Yuengling’s longstanding legacy.
• Dedicated to maintaining authentic brand voice and honoring company tradition.
• Adaptable to small, high-energy, and fast-paced settings.
• Passion for brand storytelling, beer culture, and American heritage.
• Proven track record of social media marketing from an alcoholic beverage (manufacturer), CPG (beverage and snack) or agency is preferred.  
• Strong understanding of social media platforms, trends, and best practices.
• Experience in developing clear, impactful content across text and visuals.
• Proficient in social media strategy, management, and performance analysis using tools like Hootsuite and Meta Business Suite.
• Skilled in photography, videography, or light design software a plus (Canva, Adobe Creative Suite).
• Position requires flexibility for days, hours of work and occasionally travel.  
• Perform additional duties and responsibilities as requested, directed or assigned by Management.

Required Education and/or Experience

Bachelor’s Degree preferred, and a minimum of 4 years of experience managing branded social media accounts, preferably in consumer goods, beverage, or lifestyle brands.