Social Media Specialist

This is not a purely tactical role, nor is it purely creative. The Social Media Specialist sits at the intersection of strategic execution and authentic storytelling – responsible for building and managing the social media presence across The Bristal Assisted Living and its affiliated brands under Ultimate Care Assisted Living Management.

The right person brings the discipline to manage a 45-day content calendar across a multi-brand portfolio, analyze performance data, and hold the brand standard consistently across every platform – while also having the instinct and presence to walk into a community, find the story worth telling, and bring it to life in a way that resonates with families and prospective residents.

This role blends brand execution, authentic storytelling, content creation, and data-driven decision-making to engage prospective residents and their families, celebrate the lives of current residents, and position our brands as the premier names in luxury senior living and multifamily residential across the tri-state area.

Duties & Key Responsibilities

Strategy & Planning

• Build and maintain a rolling 45-day content calendar across all platforms and brands, ensuring alignment with campaigns, events, seasonal moments, and community activity


• Develop platform-specific approaches for Instagram, Facebook, and LinkedIn – building for how each platform actually performs, not cross-posting across all three


• Support the planning and development of a TikTok presence as the brand expands into short-form video storytelling – bringing a point of view on how to reach adult children and prospective residents through that platform


• Collaborate with the marketing team and community staff to identify story opportunities, programming highlights, resident milestones, and events worth capturing


• Stay ahead of platform algorithm changes, emerging trends, and best practices – particularly as they relate to senior living audiences and the adult children who are the primary decision-makers


• Work toward owning a comprehensive quarterly and annual social strategy as you deepen your understanding of each brand

Content Creation & Storytelling

• Create original, brand-aligned content across all formats – static posts, carousels, Reels, short-form video, and Stories – that authentically reflect the warmth, character, and distinction of each brand


• Write compelling captions, hooks, and calls to action that reflect each brand's voice while speaking directly to adult children, prospective residents, and professional partners


• Travel regularly to communities across the portfolio to capture authentic photo and video content, resident stories, event recaps, and lifestyle moments


• Partner with the PR & Video Production Specialist to ensure alignment on video content, testimonials, and earned media amplification across social channels


• Manage content publishing across all platforms using Loomly, ensuring all posts are scheduled, approved, optimized, and consistent with each brand's voice and aesthetic


• Design graphics in Canva Pro or Adobe Express; collaborate with our Graphic Designer for higher-production needs


• Repurpose existing content strategically to extend asset life across channels

Multi-Brand Management

• Manage organic social media across The Bristal's communities and affiliated brands under Ultimate Care Assisted Living Management, maintaining a distinct and appropriate voice for each


• Maintain a content library and asset repurposing tracker so nothing gets lost, duplicated, or underused


• Audit and organize incoming content from the field – photos, video, assets – and flag quality or usage concerns proactively


• Ensure brand consistency across all channels in alignment with established brand guidelines, visual standards, and messaging frameworks for each brand

Brand Reputation & Community Management

• Monitor all social media channels daily, responding to comments, messages, and reviews in a timely, brand-appropriate manner


• Support online reputation management by flagging and addressing negative feedback appropriately in coordination with the marketing and operations teams; we operate in a sensitive, high-trust space and every interaction reflects that


• Actively engage with relevant communities, industry conversations, and partner accounts to build brand visibility and audience growth

Analytics & Reporting

• Track, analyze, and report on key social media metrics including reach, engagement, follower growth, link clicks, and content performance on a monthly basis


• Use performance data to continuously optimize content strategy, posting cadence, format mix, and platform prioritization


• Bring data to the conversation – not just what happened, but what it means and what to do next


• Collaborate with the digital marketing team to ensure social media performance is connected to broader lead generation and occupancy goals

About You

• 2–5 years of professional social media experience with a demonstrated track record managing channels for a multi-location brand or portfolio


• Proven expertise in photography, short-form video production, Reels, and content creation across Instagram, Facebook, and LinkedIn


• Strong copywriting skills with the ability to adapt tone and voice across multiple brands and audiences


• Experience building and managing content calendars using scheduling tools such as Loomly, Sprout Social, or similar platforms


• Proficiency in social media analytics and reporting, with the ability to translate data into clear, actionable insights


• Comfortable with field photography and video capture, including basic editing for social use


• Highly organized, detail-oriented, and self-directed – you manage multiple brands and deadlines without being chased


• You take creative feedback without taking it personally; redirects happen in a multi-stakeholder environment and you adjust and move on


• Low ego, high adaptability – this environment rewards both


• Strong interpersonal skills and the ability to build relationships with community teams to uncover authentic stories worth telling

Preferred Qualifications

• Experience in senior living, healthcare, hospitality, or a similarly relationship-driven, values-oriented industry


• An understanding of how social media fits into a broader lead generation and occupancy funnel


• Experience working alongside a PR function to amplify earned media through owned social channels


• Experience with TikTok content creation and an understanding of how short-form video performs for lifestyle and values-driven brands


• Bachelor's degree in marketing, communications, journalism, or a related field