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Content Producer - Social Media and Community

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Start Date

November 01, 2021


Position Summary:

Visit California’s Content Producer for Social Media and Community (Producer) will be a critical member of the Content team and in fulfilling the strategic vision of Visit California.  This position will oversee and execute the global social media strategy, moderation, and content production for channels including: Facebook, Twitter, Pinterest, YouTube, Instagram, TikTok, Sina Weibo, and WeChat. 


In conjunction with the Content team, the Producer will be responsible for developing Visit California’s consumer facing, analytics-driven, social media content strategy, and will work with Visit California’s global offices to refine this social strategy so that it is specific to each international market.


The Producer will be responsible for working closely with content and social media agencies to help determine the mix needed and how best to distribute content through each social media channel. The Producer will oversee the creation of the social media content calendar, the review of social media content and will direct the production of social content through external agencies and in-house content creators. 


As Visit California is an analytics-driven organization, this role will also oversee the reporting on each social channel and will interpret the results for the betterment of the channels.  The Producer will also report to key Visit California stakeholders – internal and external – on channel health. The Producer will be responsible for the growth and engagement of Visit California’s social media community. 


This qualified candidate will will work closely with the Brand, International Marketing, and Communication Teams to ensure marketing cohesion within the organization and with respect to consumer interaction with Visit California.  As Visit California develops and launches brand campaigns, this position will collaborate with different internal Visit California departments and its agencies on the social execution, and will also work in tandem with the Communication Team on influencer selection, promotion on Visit California social channels, and participation during influencer workshop seminars.


Specific Duties Include:

  • Under the strategic direction of the Data and Technology Content Manager, oversee and steer the social strategy for Visit California’s social program. This includes but is not limited to both the content and moderation strategy.
  • Oversee the in-house content creation team as they create content aligned to Visit California’s strategic vision.
  • Grow  and nurture the Visit California social media community, working closely with the social media moderation agency for execution.
  • Analyze and report on metrics within each channel and provide insights based on results.
  • Manage the direction of external social media creation and moderation agencies and communicate organizational goals and objectives.
  • Create a global editorial social calendar that includes any overarching Visit California brand initiatives across all social channels and the latest trends and relevant themes.
  • Utilize and promote relevant consumer-facing editorial content on VisitCalifornia.com on all social channels.
  • Review and approve social content for fit and adherence to brand positioning.
  • Work closely with global content leads to ensure appropriate level of content review and social outposts.
  • Communicate and work with global content leads to understand social media needs and align domestic social content strategy with individual market nuances.
  • Liaise with global social agency to ensure efficient execution of global social posting and serve as “first point of escalation."
  • Develop and execute response plan during times of crisis.
  • Work closely with the agency managing advertising on Visit California’s social media channels to ensure valued for advertisers/sponsors.
  • Work closely with Earned Media team to provide recommendations, feedback, and promotion of influencer partnerships.
  • Work closely with California Tourism Industry partners for inclusion on Visit California social channels.

Key Duties & Responsibilities:

  • 50% Oversee and manage the global social media program, working with the social agencies to determine appropriate mix of content and the proper distribution across social channels. Provide direction when it comes to content and moderation strategy. Evaluate and assess new social platforms as they become available.
  • 20% Alongside the Owned Content team and its agencies, align the promotion of content programs across all applicable social channels. Provide insights and strategy into how other content programs will align on social.
  • 10% Serve as the main point of communication with the global social leads. Work closely with each global office to align domestic strategy with individual market needs.
  • 10% Monitor, track and provide regular insight on social media performance.
  • 5% Manage and provide regular reporting on the global content budget line items. Manage all global social contracts.
  • 5% Other duties as assigned by supervisor.

Essential Qualifications:

To perform this job successfully, an individual must be able to perform each key duty satisfactorily, as well as exhibit the following qualifications:

  • Minimum of six years of social media experience – Tourism experience a plus
  • Education equivalent to Bachelor’s Degree or higher; marketing, tourism or related field preferred, but not required
  • Working knowledge of main social media channels: Facebook, Twitter, Pinterest, YouTube, Instagram, TikTok, Sina Weibo, and WeChat
  • Experience in the creation of social media content, including video
  • Knowledge of reporting and scheduling tools such as Sprout, Google Analytics, or in-platform metric tools
  • Experience managing multiple agencies
  • Strong experience in and knowledge of content management – especially in a global environment
  • Ability to work in a fast-paced environment
  • Strong budget and project management experience
  • Strong organizational skills; ability to handle multiple tasks, meet deadlines and manage priorities
  • Strong written and verbal communication skills and ability to effectively build rapport with diverse global team
  • Experience working in a global environment a plus
  • Some travel may be required




In addition to a competitive salary, Visit California offers an excellent health benefit package. We also offer a fantastic PTO and holiday leave package, 401(k) plan, job-specific skill training, employee discount network, gym access, parking and much more!


Please send your salary requirements, cover letter, resume and two work samples via email to Visit California Jobs: jobs@visitcalifornia.com.

Visit California has an organizational commitment to the principles of diversity, equity, and inclusion. In that spirit, we welcome all qualified individuals without regard to race, religion, color, sex, ancestry, gender, gender identity, sexual orientation, age, marital status, disability, national origin, medical condition, U.S. veteran/military status, pregnancy, or reasonable accommodation.