Social Media and Content Creation Specialist

Lollypop Farm, the Humane Society of Greater Rochester, has been helping animals and people since 1873. Together with our community, we better the lives of animals through justice, prevention, and life-saving care. Our organization cares for thousands of animals each year—saving animals from abuse and suffering, sending homeless pets to new homes, connecting pet owners with resources to keep their pets, and sharing information on how to help animals every day. 

The Social Media and Content Creation Specialist is responsible for helping shape and execute Lollypop Farm’s digital communications strategy through compelling storytelling, strategic content development, and community engagement. This role manages the organization’s social media presence, develops multimedia content that strengthens brand awareness and audience connection, and supports integrated marketing campaigns that advance fundraising initiatives, programs, events, and organizational priorities. The ideal candidate is a creative and strategic communicator with experience growing and engaging online audiences through dynamic content, strong brand storytelling, and data-informed digital marketing strategies.

Essential Duties:

Social Media and Content Creation

• Help develop and execute Lollypop Farm’s social media and digital engagement strategy in collaboration with the Communications team, ensuring consistent brand voice, messaging, and audience engagement across platforms.
• Create, schedule, publish, and optimize engaging multimedia content, including photography, video, graphics, reels, stories, and written content across all social media channels.
• Develop content that elevates adoptable animals, promotes programs and events, highlights humane education initiatives, and amplifies Lollypop Farm’s mission and community impact.
• Serve as a steward of Lollypop Farm’s online voice and personality, cultivating authentic, compassionate, and community-driven engagement.
• Alongside the Communications team, monitor social media channels daily, responding to comments, messages, and community inquiries, and elevating potential brand risks to the Director of Communications in a timely and professional manner.
• Identify emerging social media trends, platform updates, and audience engagement opportunities to strengthen reach, visibility, and community connection.
• Engage with user-generated content and community partners by sharing and interacting with relevant tagged content when appropriate.
• Collaborate with internal and external photographers, videographers, and influencers to develop compelling visual storytelling content and campaign assets.
• Identify and cultivate relationships with social media influencers, community partners, and brand advocates to expand Lollypop Farm’s reach, increase audience engagement, and amplify organizational messaging.

Email and Marketing

• Oversee the development, scheduling, and execution of monthly and strategic email communications, including newsletters, adoptable animal features, fundraising campaigns, emergency pleas, and organizational announcements.
• Collaborate with the Development team to ensure fundraising email campaigns are aligned with organizational priorities.
• Coordinate with the Communications team to ensure cohesive messaging, branding, and campaign integration across digital channels.

Adoption and Marketing Support

• Attend weekly animal planning meetings to identify storytelling opportunities, support adoption marketing efforts, and develop strategic promotional content for featured animals.
• Support adoption campaigns and special initiatives through coordinated social media promotion and email marketing.
• Assist in the development and distribute urgent communications related to emergency adoptions, fosters, animal cruelty investigations, weather events, or organizational priorities as needed.

Event and Community Engagement

• Support major organizational events and campaigns through real-time social media coverage, digital storytelling, promotional content, and audience engagement.
• Manage and refresh digital lobby displays and other on-site digital communications with engaging and timely content.
• Assist in expanding Lollypop Farm’s online community presence by fostering meaningful audience interaction and increasing digital engagement.

Analytics 

• Monitor, analyze, and report on social media and email marketing to evaluate effectiveness and audience engagement.
• Contribute insights and recommendations to departmental communications dashboards and annual engagement strategies.
• Use performance data and audience trends to inform content strategy, optimize engagement, and improve campaign outcomes.

Additional Responsibilities 

• Perform other duties as requested.
• Carry out responsibilities in accordance with the company’s policies and applicable state and federal laws.
• Observe all safety rules and regulations for self and others.

Education & Experience:  Bachelor’s degree strongly preferred. 3+ years of related experience in: implementing communication tactics, executing social media communications, and developing content. Demonstrated experience in social media management, content creation, graphic design, and video editing, with proficiency in Adobe Creative Suite, digital marketing, and social media platforms. Photography and visual storytelling experience preferred. Experience with Sprout Social is a plus.  A combination of education and experience will be considered if aligned with the position.

Skills: Excellent communication skills with the ability to create engaging content and represent Lollypop Farm’s brand voice professionally and compassionately. Strong organizational, project management, and problem-solving abilities with the capacity to manage multiple priorities in a fast-paced environment. Strong technical and analytical skills, including the ability to interpret engagement metrics and adapt content strategies accordingly. Proficiency in Microsoft Office programs and the ability to quickly learn new software and communication tools. Excellent attention to detail, follow-through, and ability to work both independently and collaboratively within a team environment. Comfortable working around animals. Flexible evening and weekend availability required to support events and organizational needs.

Physical Demands: Performs work primarily in an office setting. While performing the duties of this job, the employee is frequently required to remain in a stationary position during shift and move throughout the building. Performance may also require prolonged periods of repetitive motion. Frequently required to communicate with others. Occasionally required to move excessive weight.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential duties of this position.

Must Align with the Company Mission, Vision and Core Values:

Mission: Together with our community, we better the lives of animals through justice, prevention, and life-saving care.

Vision: A just and compassionate world for all animals.

Core Values: We embrace and recognize that Lollypop Farm donors are the heroes of our work – voluntarily offering time or money, no matter the amount – to support our mission. Together, our core values unify and guide us to provide the best service to the animals, our community, our organization and ourselves. 

• Compassion: We show empathy and sympathy for what people and animals are experiencing through positive and constructive actions. 
• Communication: We exchange thoughts, feelings, and ideas in pursuit of mutually accepted goals.
• Flexibility: We are willing and comfortable adapting to new circumstances and conditions. 
• Commitment: We are steadfast in our efforts to achieve our mission.
• Teamwork: We collaborate and communicate to achieve common goals, understanding that the organization thrives when unified. 
• Integrity: We act with honor, fairness, and respect for animals, individuals, the organization, and our community. 
• Respect: We are considerate and show professional regard for all aspects of our work. 

Commitment to Diversity

At Lollypop Farm, we believe that people are our greatest strength.  We are united by our mission - Together with our community, we better the lives of animals through justice, prevention, and lifesaving care.  Our values inspire us to promote and support a diverse and equitable environment of mutual respect where all staff, volunteers, and community members feel a sense of inclusion and belonging. 

EOE/ADA