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COMPANY SUMMARY
Empire State Realty Trust, Inc. (NYSE: ESRT) is a NYC-focused REIT that owns and operates a portfolio of well-leased, top of tier, modernized, amenitized, and well-located office, retail, and multifamily assets. ESRT’s flagship Empire State Building, the “World's Most Famous Building,” features its iconic Observatory, ranked the #1 Top Attraction in New York City for the fourth consecutive year in Tripadvisor’s 2025 Travelers’ Choice Awards: Best of the Best Things to Do. The Company is a recognized leader in energy efficiency and indoor environmental quality. As of September 30, 2025, ESRT’s portfolio is comprised of approximately 7.8 million rentable square feet of office space, 0.8 million rentable square feet of retail space and 743 residential units. More information about Empire State Realty Trust can be found at esrtreit.com and by following ESRT on Facebook, Instagram, TikTok, X, and LinkedIn.
POSITION SUMMARY
The Sr. Social Media Manager leads organic social strategy and execution across the ESB Observatory—the World’s Most Famous Building and a global cultural icon—and ESRT’s commercial real estate portfolio. The Sr. Social Media Manager drives measurable business impact through high-performing content, channel growth, and integrated campaigns that convert awareness into web traffic, leads, and ticket sales.
This leader owns the full organic ecosystem: content strategy, publishing, influencer programs, analytics, and community engagement. They steward a consistent, modern brand voice across platforms and bring a performance-oriented mindset rooted in data, cultural fluency, and proven conversion-driving tactics.
RESPONSIBILITIES
- SOCIAL STRATEGY, CONTENT DEVELOPMENT & CHANNEL GROWTH:
- Build and execute platform-specific strategies that grow reach, engagement, and conversion across Instagram, TikTok, Facebook, X, LinkedIn, YouTube, and emerging channels
- Translate business priorities into compelling social storytelling that drives action
- Lead end-to-end content development: briefs, scripts, copy, visual direction, and coordination with design and production partners
- Maintain and optimize weekly and monthly content calendars with consistent tone, quality, and brand alignment
- Partner with Digital to surface high-performing organic assets for paid amplification
- INFLUENCER STRATEGY, TALENT RELATIONS & PARTNERSHIPS:
- Own the full ESB influencer program (400+ annual visits) and select ESRT initiatives - source talent, vet creators, direct content, and track results
- Build structured influencer tiers and prioritize creators who demonstrate conversion impact in tourism, NYC culture, lifestyle, and commercial real estate
- Ensure all talent-driven content aligns with brand standards and supports ticket sales, traffic, or brand lift
- CROSS-FUNCTIONAL COLLABORATION:
- Partner with PR, Digital, Leasing, Observatory, Operations, Design, and Executive Communications to maintain unified messaging
- Identify content opportunities tied to Observatory events, celebrity moments, sustainability leadership, tenant milestones, and leasing activity
- Strengthen the Executive LinkedIn presence through consistent, thought-leadership-driven content
- COMMUNITY MANAGEMENT & CUSTOMER ENGAGEMENT:
- Oversee community engagement strategy with timely responses, platform stewardship, and escalation protocols
- Manage the external agency team responsible for community management in the Chinese market (WeChat/Weibo)
- Maintain platform relationships with Meta, Google, TikTok, X, LinkedIn, and others
- PERFORMANCE, REPORTING & OPTIMIZATION:
- Deliver weekly, monthly, and quarterly reports with insights that guide strategy and investment
- Use analytics tools to track performance, uncover trends, and optimize content
- Recommend shifts in strategy based on cultural trends, platform changes, and performance signals
- GOVERNANCE, OPERATIONS & BUDGET:
- Oversee all ESBO and ESRT profiles across Google My Business, Bing Places, TripAdvisor, and related channels
- Manage social budgets with efficiency and measurable ROI
- Lead skilled social media team with structure, clarity, and coaching to elevate output quality
WHAT SUCCESS LOOKS LIKE
- Conversion impact: Measurable increases in social-driven ticket sales, qualified web sessions, and commercial real estate lead activity
- Audience growth: Consistent increases in followers across key platforms, beating YoY benchmarks
- High-performing content: A steady pipeline of culturally relevant, brand-elevating assets that support business goals
- Influencer ROI: Clear, consistent results from influencer visits, including reach, EMV, and direct response
- Cross-brand cohesion: A unified voice across the Observatory, ESRT properties, and executive platforms
- Team leadership: A high-functioning content team that delivers strong creative output
- Operational excellence: Strong governance, timely publishing, and advanced analytics discipline
REQUIRED SKILLS / ABILITIES
- Proven ability to drive conversions through organic social content
- Expert command of Instagram, TikTok, Facebook, X, LinkedIn, Pinterest, YouTube, Snapchat; WeChat/Weibo familiarity is a plus
- Strong ability to craft scripts, copy, briefs, and visual direction
- Ability to solve problems quickly and operate confidently under tight timelines
- Comfort in both consumer-facing and B2B environments
- Experience leading teams, interns, agencies, and creator partners
- Ability to influence senior leaders and cross-functional partners with clarity and authority
EDUCATION & EXPERIENCE
- 7–10 years of social media experience with demonstrated growth and conversion results
- Background in tourism, entertainment, lifestyle, or real estate preferred
- Bachelor’s degree in marketing, communications, digital media, or a related field
PHYSICAL REQUIREMENTS
- Prolonged periods of sitting at a desk and working on a computer
- Must be able to lift up to 15 pounds at times
WHAT YOU CAN EXPECT
- At ESRT, like our tenants, our employees come from everywhere. We foster a collaborative work environment that captures top talent and cultivates the best ideas. As a Great Place to Work® Certified employer, we are committed to maintaining our positive work culture where employees are engaged and can grow and develop. In addition, ESRT employees embody our Company Culture & Success Factors -
- Adaptable – you are a self-starter who’s able to quickly digest and execute new processes to work both collaboratively and independently
- Dynamic – you are solutions-oriented, aim to improve processes and implement efficiency, and offer insightful feedback to improve ESRT
- Dependable – you take a strong sense of ownership and accountability over your work
- Passionate – you keep up with industry trends and are excited about the potential to propel the industry forward with a “roll-up-your-sleeves” attitude
- Curious – you consistently look for new ways to work smarter, not just harder
- Ethical – you treat others with respect, act with integrity in how you perform your work, and embrace our collaborative culture
- Positive – you possess a service-oriented attitude with excellent follow through
BENEFITS
- Competitive base salary and bonus
- Health/Dental/Vision insurance
- Company sponsored Life, AD&D, STD (with Salary Continuation), and LTD Insurance
- Voluntary Enhanced LTD Program
- Voluntary Hospital, Accident, and Cancer Programs
- 401(k) with 100% match up to 5%
- Paid parental leave
- Pre-tax transit accounts
- Employee Assistance Program for emotional, financial, and legal support
WELL-BEING
- Generous paid time off
- Flex remote work time
- Flex Summer Fridays
- Employee engagement programs
- Volunteer time off
- Continuing education
- Complimentary Empire State Building Observatory access
- Complimentary gym membership and other wellness benefits
- Employee Discount Programs
$125,000 - $140,000 a year
Salary is based on several factors including but not limited to education, work experience, job location, size of property where applicable, and/or certifications. In addition to your base salary, ESRT provides discretionary annual bonuses.
ESRT is an equal opportunity employer and is committed to providing a workplace free from harassment and discrimination. We celebrate the unique differences of our employees because they drive curiosity, innovation, and the success of our business. We do not discriminate based on race, religion, color, creed, national origin, sex, sexual orientation, gender identity or expression, reproductive choices, age, marital status, veteran status, disability status, pregnancy, parental status, caregiver status, genetic information, political affiliation, or any other status protected by the laws or regulations in the locations where we operate. This policy applies to all aspects of employment, including hiring, promotion, demotion, compensation, training, working conditions, transfer, job assignments, benefits, layoff, and termination. Reasonable accommodations that do not create an undue hardship for the Company are available for applicants and employees with disabilities or sincerely held religious beliefs.
We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.
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