Senior Social Content Specialist

Company : Metrolinx

Job Type : Full Time

Toronto, Canada

Job Description - Senior Social Content Specialist

Description

Metrolinx is connecting communities across the Greater Golden Horseshoe. Metrolinx operates GO Transit and UP Express, as well as the PRESTO fare payment system. We are also building new and improved rapid transit, including GO Expansion, Light Rail Transit routes, and major expansions to Toronto’s subway system, to get people where they need to go, better, faster and easier. Metrolinx is an agency of the Government of Ontario.

At Metrolinx, equity, diversity and inclusion are essential to living our values of serving with passion, thinking forward and playing as a team.

This role is an in‑office position (5 days per week) based at our 97 Front Street location. Our team is highly collaborative, and much of our work benefits from in‑person co‑creation, relationship‑building, and hands‑on partnership with leaders across the organization. We offer flexibility in start and end times while maintaining core business hours for shared availability across the team.

Our Strategy, Planning & Partnerships team is seeking a Senior Social Content Specialist for a 15 month contract term. Reporting to the Manager, Social Media, this role is responsible for developing, executing, and optimizing organic and paid social media campaigns that support Metrolinx's brand, business objectives, and customer experience goals.

Leveraging experience in social media strategy, paid media, campaign development, performance analytics, and stakeholder management, the successful candidate will lead cross-functional campaigns from planning through execution and reporting. They will provide strategic recommendations grounded in audience insights and performance data, proactively manage stakeholder relationships, and ensure content aligns with brand standards, accessibility requirements, and platform best practices.

This role serves as a subject matter expert on social media across Corporate Communications and Stakeholder Relations (CCSR), advising business partners on campaign strategy, channel selection, audience engagement, measurement, compliance, and risk management. In addition, the role provides operational support and backup coverage for community management and organic channel publishing to ensure continuity across Metrolinx's social media ecosystem.

Focused on the Metrolinx brand and regional social channels, this role helps connect communities across the Greater Golden Horseshoe by delivering timely, informative, and engaging content that supports customers, promotes transit usage, communicates service and construction impacts, and showcases the benefits of transit expansion.

What will I be doing?

Develop and execute social media strategies, campaigns, and content plans that support organizational objectives, audience needs, and platform best practices.
Manage the planning, implementation, and optimization of paid social and programmatic campaigns, including initiatives with multiple audience segments, channels, and destination accounts.
Monitor, analyze, and report on social media performance using tools such as Sprout Social, YouTube Studio, and Meta Business Manager, providing actionable recommendations to improve campaign effectiveness and audience engagement.
Manage a high-volume portfolio of social campaigns and projects, balancing competing priorities while ensuring timely delivery and quality execution.
Coordinate cross-functional campaign workflows, including content development, approvals, publishing, distribution, and performance measurement.
Build and maintain strong relationships with internal stakeholders, providing proactive communication on project status, emerging risks, changing priorities, and opportunities that may impact campaign success.
Apply a strategic mindset to campaign planning and execution by aligning tactics with audience insights, performance data, business objectives, and platform trends.
Maintain and manage a detailed paid social content calendar using social media management and project management tools.
Conduct competitive and industry research to identify trends, emerging platforms, content innovations, and technologies that enhance brand awareness, engagement, and campaign performance.
Collaborate with producers, designers, and cross-functional teams to develop engaging and accessible content, including copy, graphics, and video, while ensuring consistent messaging across channels.
Provide operational support and backup coverage for community management and organic social media distribution, ensuring continuity of channel operations, timely audience engagement, issue escalation, and content publishing.
Ensure content quality and accuracy through factchecking, accessibility compliance, and adherence to organizational standards and platform requirements.
Provide subject matter expertise and guidance on social media best practices, AODA requirements, compliance considerations, and reputational risk management.

What Skills and Qualifications Do I Need?

Demonstrated experience developing, executing, and optimizing organic and paid social media strategies and campaigns within a large organization, public sector environment, agency, or established brand.
Extensive experience managing paid social campaigns through platforms such as Meta Ads Manager, Google, and other digital advertising platforms, including audience targeting, budget management, testing, optimization, and performance reporting.
Experience with Sprout Social, YouTube Studio, Meta Business Manager, Google Analytics, and social listening or reporting tools.
Strong understanding of social platforms and channel strategies, including Facebook, Instagram, X, LinkedIn, YouTube, TikTok, and other emerging digital platforms.
Proven ability to analyze campaign performance data and translate insights into actionable recommendations that improve audience engagement, campaign effectiveness, and business outcomes.
Experience managing multiple concurrent campaigns and projects, balancing competing priorities while delivering high-quality work in a fast-paced environment.
Strong stakeholder management and interpersonal skills, with the ability to build relationships, influence decisions, and proactively communicate project status, risks, opportunities, and recommendations. Agency management is an asset.
Experience coordinating cross-functional initiatives involving content development, approvals, publishing, media deployment, reporting, and performance measurement.
Demonstrated knowledge of social media best practices, platform trends, accessibility standards, and digital communications principles.
Strong understanding of content strategy and content development, including copywriting, creative briefing, graphic design collaboration, and video production.
Exceptional written and verbal communication skills, with a high degree of accuracy, attention to detail, and editorial judgment.
Experience working within a complex organizational environment with multiple stakeholders, competing priorities, and layered approval processes.
Sound judgment and decision-making skills, particularly when managing sensitive issues, reputational risks, and high-profile communications.
Strong organizational, project management, and prioritization skills, with the ability to manage multiple deadlines and shifting business requirements.
Strategic thinker with strong analytical and problem-solving abilities who can connect audience insights, business objectives, and platform capabilities to drive effective campaign outcomes.
Knowledge of AODA requirements, accessibility best practices, and digital communications compliance considerations.
Curiosity and commitment to continuous learning, with the ability to identify emerging trends, technologies, and innovative approaches that enhance social media performance and audience engagement.
Experience supporting community management and social media moderation within a large organization or customer-facing environment is an asset.
C/B/C level French is an asset.

Don’t Meet Every Requirement?

If you’re excited about working with Metrolinx but your past experience doesn’t quite align with every qualification of this posting, we encourage you to apply. You just might be the right candidate for this or other roles. We are always looking for great talent to join our team.

We invite all interested individuals to apply and encourage applications from members of equity-deserving communities, including those who identify as Indigenous, Black, racialized, women, people with disabilities, and people with diverse gender identities, expressions and sexual orientations.

Accommodation:
Metrolinx is an equal opportunity employer and committed to a diverse and inclusive workforce. We are also committed to offering reasonable accommodation to job applicants in accordance with applicable legislation. If you require assistance or an accommodation at any point during the hiring process, please contact us at: 416-202-5601 or email [email protected].

Application Process:

All applicants must be legally entitled to work in Canada. Metrolinx will be using email to communicate with you for all job competitions. It is your responsibility to include an updated email address that is checked daily and accepts emails from unknown users. As we send time-sensitive correspondence, we recommend that you check your email regularly. If no response is received, we will assume you are no longer interested in pursuing the opportunity. Please be advised that a Criminal Record Check may be required of the successful candidate.

For Internal applicants, with the recent implementation of the Internal Mobility Policy, the internal recruitment process has changed for non-union roles. Candidates must be in their current role for 12 months prior to applying for another role and each applicant must be in good standing (not participating in a Performance Improvement Plan). Please review all provisions of the policy before submitting your application.

Should it be determined that any background information provided is misleading, inaccurate or incorrect, Metrolinx reserves the right to discontinue with the consideration of your application.

We thank all applicants for their interest, however, only those selected for further consideration will be contacted.

WE ARE AN EQUITABLE AND INCLUSIVE EMPLOYER.

#LI-MM3 and #LI-Onsite

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