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United Airlines Senior Specialist, Social Media in Chicago, Illinois

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Corporate Communications

Our Corporate Communications department manages relationships with the media and shares information about the company both externally and to our employees worldwide

Job overview and responsibilities

The Senior Specialist, Social Media supports the execution of United's social media strategy across multiple channels to build brand consideration, preference and trust. This position is focused on managing social media platforms and paid social campaigns that drive reach, engagement, video views and website and app traffic. This role supports delivery of business and communications objectives to strengthen United's position in the market.

Social media platform management

  • Oversee the platform strategy and posting guidelines for United's brand social media team on Facebook, Instagram, Twitter, LinkedIn, TikTok and YouTube using past content performance and data-driven consumer insights

  • Partner with the social media content team on channel-specific strategies and tactics

  • Drive consistency in visual and verbal branding across social media channels with regular updates to profile avatars, cover photos and bios

  • Help liaise with company representatives at Facebook, Twitter, LinkedIn, TikTok and other platforms to learn and apply relevant social media best practices, manage budget insertion orders and optimize paid social advertising in progress

  • Maintain knowledge of the latest social media trends, practices and features as well as platforms' product roadmaps

  • Monitor new and emerging social media platforms, such as Clubhouse, Twitter Spaces and Instagram Reels, and how the features and formats can assist in achieving United’s communications and social media objectives

Paid social media

  • Support the planning and execution of social media advertising campaigns across channels, from ad hoc boosting of organic posts for reach to larger integrated efforts with United's Corporate Communications and Marketing teams

  • Help develop paid social media project briefs with the business objective, campaign goal, target audiences, performance creative specs, and visual and copy deliverables

  • Work with agency partners on media plans, asset handoffs, and reporting for select projects

  • Collaborate with teams within and outside of Corporate Communications, such as Advertising, Brand, Digital Marketing, MileagePlus, and Sponsorships

  • Route creative concepts and final deliverables through appropriate approval channels

Measurement and reporting

  • Help export and analyze social media data, including engagement rates, shares and video performance, for campaign and competitive reports

  • Help maintain reporting dashboards through enterprise social media software

  • Contribute to the brand social media team's measurement and reporting at regular weekly and quarterly intervals

  • Liaise with the social media intelligence and customer care teams for monitoring volume and sentiment as needed

Please note : This position is primarily responsible for social media platform management, advertising and analytics. The role does not handle content creation and community management for United's brand posts.


  • Bachelor’s Degree

  • 2-3 years minimum of full-time social media experience that includes paid social advertising campaigns

  • Experience developing and maintaining social content, data and analytics

  • Experience with social media metrics like impressions, reach, CPM, CPC, VVR, and VCR

  • Experience working in platform ad managers

  • Social media trends, memes and cultural movements

  • Excellent written and oral communication skills with ability to communicate concisely and compellingly

  • Organization skills and attention to detail

  • Ability to translate social media data into key takeaways and consumer insights for team members and leadership

  • Ability to work both independently and as part of integrated project teams across departments

  • Time and project management skills, including the ability to manage multiple, competing priorities

  • Ease of working in fast-paced, deadline-driven environment

  • Proficiency in Microsoft Excel, PowerPoint and Word

  • Must be legally authorized to work in the United States for any employer without sponsorship

  • Successful completion of interview required to meet job qualification

  • Reliable, punctual attendance is an essential function of the position


  • Social media experience at an airline, hotel, hospitality or travel brand

  • Experience working on projects with advertising and marketing agencies

  • Knowledge of aviation and travel industries

  • Experience working with Khoros, Sprinklr, Sprout Social, Meltwater or other enterprise social media software

  • Proficiency in Microsoft Teams and Sharepoint

Equal Opportunity Employer – Minorities/Women/Veterans/Disabled/LGBT

Division: 35 Corporate Communications

Function: Communications / Public Relations / Government & Regulatory Affairs

Equal Opportunity Employer – Minorities/Women/Veterans/Disabled