Job Description

Red Bull New York (“RBNY”) are one of 30 teams in Major League Soccer (MLS) and one of the league’s ten original charter clubs. Founded in 1996, RBNY has competed in MLS since its inception. RBNY’s First Team plays its home matches at Sports Illustrated Stadium in Harrison, New Jersey and its Second Team plays its home matches at Montclair State University. RBNY are owned by the Austrian beverage company Red Bull GmbH, after which the team is named.

RBNY’s First Team is a three-time MLS Supporters’ Shield winner and a two-time Conference Champion, while the Second Team is the 2025 MLS NEXT Pro Champion. RBNY also operates one of the nation’s premier youth soccer development programs, spanning local partnerships across New York and New Jersey. RBNY’s Academy is ranked among the top development organizations in the country.

The Manager, Social Media will lead the strategy, planning, and execution of all social media channels for both Red Bull New York (RBNY) and Sports Illustrated Stadium (SIS). This role is responsible for building a unified, best-in-class social media presence that brings together team performance, stadium experiences, and year-round programming into a cohesive, fan-first content ecosystem. The Manager, Social Media will play a critical role in growing fan engagement, deepening supporter loyalty, and building a passionate, connected community around both the club and the stadium.

This individual will not only drive content performance, but also leverage social platforms as a key business engine—supporting ticket sales, commercial initiatives, partnerships, and event promotion across both the club and the stadium. The role requires a balance of creative instinct, analytical rigor, and commercial awareness, as well as the ability to operate across multiple brands, audiences, and content streams in a fast-paced, real-time environment.

Areas that play to your strengths

All the responsibilities we'll trust you with:

• Develop and manage a unified social media strategy for all RBNY channels and Sports Illustrated Stadium, aligned with brand, fan engagement, and revenue goals.

  Translate overall content and brand strategy into tailored executions for each social platform.

  Define and continuously refine how RBNY and SIS are represented on social media to build fandom, strengthen community, and deepen emotional connection with fans.

  Oversee day-to-day content planning, scheduling, and publishing across all platforms (Instagram, X, Facebook, TikTok, Threads, and emerging channels) in collaboration with the Social Producer.

  Ensure all content is timely, on-brand, fan-centric, and optimized for performance.

  Identify opportunities for social media to directly support partnerships, ticket sales, fan growth, and broader commercial objectives.

  Collaborate with the Growth/Performance Marketing team to align organic and paid social strategies.

  Create and maintain a forward-looking content calendar encompassing both the club and the stadium.

  Coordinate inputs from cross-functional teams (Partnerships, Marketing, Communications, etc.) to align content cadence and priorities.

  Use scheduling tools to maximize publishing efficiency, consistency, and impact.

• Develop and manage match-week workflows and content plans.

  Collaborate with the Social Producer to execute pre-match and in-game content.

  Work closely with the Communications team to provide real-time updates (lineups, milestones, injuries, etc.).

• Lead the social media strategy and day-to-day execution for all Sports Illustrated Stadium channels and accounts.

  Collaborate with promoters and third-party partners to secure content that promotes concerts, international matches, and other external events.

  Establish Sports Illustrated Stadium as a year-round destination by producing compelling, culturally relevant content.

  Develop and grow a distinct audience for the stadium while strategically leveraging RBNY channels when appropriate.

• Develop and execute content in the following areas: Soccer performance and storytelling (RBNY), Live events and cultural programming (SIS)

  Conceptualize and launch recurring series, franchises, and campaigns, guiding them from initial idea through full execution.

  Stay informed about platform trends, league storylines, and fan culture to shape overall content strategy and direction.

  Actively engage with fans across all platforms to strengthen and deepen community connections.

• Collaborate with the Creative team to update templates and visual systems each season.

  Ensure consistency and high quality across all deliverables.

• Take ownership of performance tracking across all RBNY and SIS social media channels.

  Translate data into actionable insights to improve: Content performance, Fan growth, Event awareness and attendance and Commercial outcomes

  Identify trends and optimization opportunities across all platforms.

  Benchmark performance against league and broader industry peers.

  Develop tailored reporting for partnerships, events, and ongoing channel health.

  Provide clear, strategic recommendations to stakeholders based on performance data.

EXPERIENCE

Your areas of knowledge and expertise

that matter most for this role:

• Social-First Mindset: A deep understanding of social platform trends, fan behavior, and how to build engaged communities and lasting fandom.
• Business and Revenue Mindset: Understands how social media drives ticket sales, partnerships, and overall business growth.
• Analytical Rigor: Able to interpret data and turn insights into actionable strategy.
• Multi-Brand Management: Capable of managing and differentiating multiple social identities (e.g., team vs. venue) while maintaining overall cohesion.
• Creative Thinking: Strong instinct for culturally relevant, engaging content.
• Project Management: Highly organized, with the ability to manage multiple timelines and stakeholders simultaneously.
• Cross-Functional Collaboration: An effective partner to Marketing, Communications, Ticketing, Partnerships, and third-party Events teams.
• Communication: A clear and effective communicator with strong written and verbal skills.
• Bias Toward Action: Proactive, solutions-oriented, and comfortable operating in fast-paced environments.
• Qualifications:
• 4–7 years of experience in social media, digital content, sports marketing, or a related field.
• Experience managing brand or team social media accounts, preferably in sports, entertainment, or live event environments.
• Availability to work non-traditional hours, including nights, weekends, and holidays, and to travel as needed to support matchdays, events, and team activities.
• Demonstrated ability to connect social media efforts to business outcomes (such as ticket sales, audience growth, engagement, and revenue).
• Experience collaborating with paid media or performance marketing teams is preferred.
• Strong understanding of all major social platforms and publishing tools.
• Proven ability to analyze performance data and adjust strategy accordingly.
• Bachelor’s degree required.

• Travel 10-20%
• Permanent
• Benefits eligible

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