Note: The job is a remote job and is open to candidates in USA. PENN Entertainment provides integrated entertainment, sports content, and casino gaming experiences across North America. The Content Manager, Social Media will manage PENN Play and PENN Entertainment’s social media presence by creating, capturing, editing, and publishing social-first photography, video, graphics, and written content. The role also develops campaigns, manages communities, collaborates with Loyalty and cross-functional teams, monitors trends, and analyzes performance.
Responsibilities
- Strategically plans, produces, and publishes content across PENN Play and PENN Entertainment social media platforms, including but not limited to Instagram, Facebook, LinkedIn, and X, in coordination with enterprise marketing priorities and calendars
- Serves as the primary hands-on content creator for PENN Play and PENN Entertainment social channels, personally capturing photography and video, editing short-form video, creating graphics, and writing social copy
- Travels to PENN Entertainment locations, events, activations, and experiences to capture original social-first content that showcases PENN Play benefits, partnerships, promotions, experiences, and brand stories
- Develops original content concepts and recurring social series that build the PENN Play brand beyond individual promotions and create meaningful connections with current and prospective PENN Play members
- Collaborates closely with the Loyalty team to understand the broader PENN Play marketing calendar, identify initiatives and moments that should receive social support, and determine how those initiatives should be brought to life across social media
- Develops social creative direction for major PENN Play campaigns, including campaign concepts, messaging approaches, content plans, shot lists, deliverables, and rollout strategies
- Translates broader loyalty campaigns and business objectives into engaging, platform-native social content rather than simply repurposing existing campaign messaging or creative
- Maintains a forward-looking PENN Play social content plan aligned with Loyalty priorities, key campaigns, promotions, partnerships, and business objectives
- Collaborates with the broader Social Media team to coordinate PENN Play campaigns across PENN Entertainment's portfolio of social channels, providing campaign direction, creative guidance, assets, and toolkits as appropriate
- Partners with Social Media team members responsible for location-level channels to identify opportunities for locally captured content and coordinated amplification of PENN Play initiatives
- Manages the day-to-day presence of PENN Play and PENN Entertainment social channels, including content planning, scheduling, publishing, tagging, and community management
- Responsible for timely response and community management of guest commentary across assigned social platforms, coordinating with appropriate internal stakeholders when escalation is required
- Builds organic community engagement through thoughtful commentary, proactive engagement, and timely participation in relevant social conversations
- Monitors social media trends, emerging platforms, creator trends, cultural moments, and new content formats to identify opportunities that align with PENN Play and PENN Entertainment brand objectives
- Researches, identifies, develops, and supports programs and events with social media influencers and content creators specifically tied to PENN Play campaigns, partnerships, and experiences
- Collaborates with internal Marketing, Loyalty, Creative, Communications, and other cross-functional teams to identify content opportunities and ensure social media considerations are incorporated into campaign planning
- Analyzes and reports social media performance, using data-driven insights to optimize content strategy, creative execution, platform strategy, and future campaign development
- Identifies opportunities to increase audience growth, engagement, brand affinity, and awareness across PENN Play and PENN Entertainment social channels
- Ensures all content adheres to established brand standards, platform best practices, regulatory requirements, and responsible gaming guidelines
- Complies with all state and jurisdictional regulatory standards within the designated area of responsibility and promptly informs management of any potential issues
Skills
- Applicants must be at least 21 years of age
- * Bachelor's Degree (B.A./B.S.) in marketing, communications, journalism, public relations, media, or related field; with 5+ years of experience in social media, content creation, digital marketing, or a related field, or an equivalent combination of education and experience
- * Portfolio showcasing demonstrated ability to create compelling social-first content is required
- Portfolio must include examples of video content and video editing and should demonstrate skills in storytelling, photography, copywriting, and visual content creation
- * Demonstrated ability to personally concept, capture, and edit high-quality photography and video content for social media
- * Strong video editing capabilities and understanding of short-form, platform-native video formats including Reels, TikTok, and other emerging social formats
- * Creative mindset with the ability to generate innovative concepts for social media campaigns, promotions, recurring content series, and brand storytelling that resonate with diverse audiences and drive meaningful interactions
- * Strong understanding of social-first storytelling and the ability to translate broader marketing initiatives into content designed specifically for social audiences and platforms
- * Keen eye for aesthetics, visual composition, brand consistency, and the ability to create content that follows established brand guidelines
- * Proven ability to manage large-scale brand social media accounts with a demonstrated ability to drive audience growth, engagement, and other measurable results
- * Excellent copywriting, communication, and collaboration skills with the ability to effectively coordinate with cross-functional teams and translate business objectives into compelling social content
- * Ability to develop creative direction and independently execute content from initial concept through capture, editing, publishing, and performance analysis
- * Strong organizational and project management skills with the ability to manage multiple campaigns, content needs, stakeholders, and deadlines simultaneously
- * Adaptable and excels in dynamic, fast-paced environments, with the ability to balance planned campaigns with real-time content opportunities
- * Proficiency with social media management and creative software tools such as Sprout Social, Canva, Adobe Creative Suite, and video editing platforms
- * Technical proficiency in Microsoft Applications including Word, Excel, and PowerPoint
- * Effective presentation skills and ability to communicate ideas, creative concepts, campaign recommendations, and performance results to various stakeholders
- * Ability and willingness to travel approximately 10% and work occasional evenings, weekends, or events as necessary for content capture
- Ability to read and communicate verbally in English
- Written communication skills in English may also be required
- Ability to apply commonsense understanding to carry out instructions furnished in written, oral, or diagram form
- Ability to deal with problems involving several concrete variables in standardized situations
- Gaming or loyalty marketing experience is preferred but not required
Benefits
- Wellness programs designed to support team members' financial, physical, and mental well-being
- Day-one medical coverage, which may vary by position
- 401(k) matching, which may vary by position
- Annual performance bonus, which may vary by position
- Paid time off earned according to local policy and increasing with length of employment
- Career growth support to help team members expand their possibilities
Company Overview