Social Media & Online Reputation Manager (18-month contract)

At Coast Hotels, we believe our Ambassadors (employees) are at the heart of creating refreshingly local exceptional guest experiences. We are proud to live our core values by fostering an inclusive workplace where diverse perspectives and backgrounds strengthen our team, our service, and our connection to the communities we serve.

The Manager, Social Media & Online Reputation contributes to the overall success of Coast Hotels by developing strategies, overseeing the execution of original content and suggesting creative ways to attract and engage current and future guests and promote our brand. Ultimately, you will help to increase social engagement, positive brand sentiment, brand affinity, and online reputation aligned with broader digital marketing and brand awareness strategies and commercial strategy goals.

This role will collaborate closely with the Brand & Communications Consultant, corporate Creative Services, Web, CRM, Loyalty, Technology and Operations teams, as well as hotel General Managers, property representatives, key social media influencers, and third-party digital agency partners.

This 18-month contract position will manage and oversee the Social Media Coordinator, while supporting content creation, and assist in crisis communications, owned hotel launches, and a range of public relations and brand communications initiatives.

Who You Are - You are a natural storyteller, tech-savvy and knowledgeable of current and emerging social media channels and trends, and you love to analyze data and statistics that can inform content creation and audience engagement. You enjoy a fast-paced collaborative business environment and love variety in your day, managing all aspects of organic social media, influencer marketing strategy and campaigns, content creation, and protecting and enhancing brand reputation.

Responsibilities:

Social Media & Influencer Strategy

• Manages and provides day-to-day leadership, coaching, and oversight of the Social Media Coordinator.
• Develops and executes the corporate organic social media strategy and monthly content calendar, ensuring alignment with paid social media and digital marketing initiatives managed by the company's digital agency.
• Creates and oversees engaging social media content, including copy, images, videos, and campaign concepts that increase brand awareness, drive engagement, and connect with target audiences.
• Oversees the curation and community management of social media content across all Coast Hotels brand channels, facilitating meaningful online conversations with guests and followers.
• Develops and maintains an optimal posting schedule based on audience behavior, platform analytics, and customer engagement metrics.
• Identifies and implements innovative corporate social media initiatives, promotions, contests, and emerging platform opportunities to increase audience growth and engagement.
• Monitors, analyzes, and reports on social media performance, audience insights, campaign effectiveness, influencer results, and industry trends, providing recommendations for continuous optimization.
• Monitors changes across existing and emerging social media platforms, recommending new tools, trends, and best practices to maximize performance and audience engagement.
• Develops, executes, and manages a strategic influencer marketing program that generates high-value partnerships, meaningful content, and measurable brand exposure.
• Collaborates with the Brand & Communications Consultant, Creative Services, Web, CRM, Loyalty, General Managers, property representatives, influencers, and external agency partners to deliver integrated marketing and communications initiatives.
• Assists the Brand & Communications Consultant with crisis and issue communications by implementing social media response strategies and messaging under their direction, including monitoring social media conversations, and escalating emerging issues.
• Assists the Brand & Communications Consultant with hotel openings and launches by developing and executing integrated social media campaigns and supporting public relations initiatives.
• Supports the planning and execution of media events, influencer experiences, and public relations activations that generate high-value earned social media coverage and meet or exceed industry engagement and coverage benchmarks.
• Monitors, tracks, and compiles event media coverage, and prepares coverage reports with reach, sentiment and key insights.
• Ensures brand identity, visual standards, style guides, and messaging are consistently applied across all corporate and hotel social media channels.

Online Reputation Management

• Owns and manages Coast Hotels online reputation management strategy across all hotel and restaurant locations.

• Acts as a trusted advisor to hotel leaders and property representatives on online reputation management, supporting hotels in achieving response rate goals, and guest engagement objectives, aligned with Coast Hotels brand standards.

• Establishes and maintains online reputation management standards, response guidelines, and best practices across the portfolio.

• Trains and coaches existing and new hotel and restaurant leadership teams on reputation management best practices and response quality standards.

• Provides guidance and support to hotel General Managers and property representatives in responding to challenging online comments and reviews, ensuring responses are timely, appropriate, brand-aligned, and consistent with established communications protocols.

• Monitors guest review trends, sentiment, competitive benchmarking, and emerging reputation risks across Coast Hotels online review platform (Revinate).

• Provides performance reporting, and escalate reputation risks when required.

• Collaborates with Coast Hotels Technology Group to administer and optimize the reputation management platform (Revinate).

• Collaborates with Coast Hotels Technology Group to manage the online reputation management platform (Revinate), including system configuration, hotel access, user permissions, reporting structures, and vendor relationship.

• Collaborates with the Coast Hotels Technology Group to resolve platform provider technical issues, reporting discrepancies, and system integrations.

• Performs other duties and special projects as assigned by the Vice President, Commercial Strategy, and the Brand & Communications Consultant.

Skills/Knowledge/Experience:

• Minimum 3 - 4 years’ work experience as a social media manager including strong knowledge of multiple social media platforms
• Experience in building and growing brand affinity and awareness on social media.
• Strong track record in managing resources including budgets.
• Strong project management skills.
• Undergraduate degree from an accredited university or college.
• Experience managing social media content calendars and communities.
• Experience creating media coverage reports and measuring PR performance an asset.
• Knowledge of crisis communications and issues management across social media.
• Experience supporting launch events, media events and stakeholder engagement activities.
• Experience in the hospitality or tourism industry is an asset.
• Excellent oral & written communication and interpersonal skills. Polished and professional demeanor and appearance.
• Positive team player with a can-do attitude who can thrive in a fast-paced business environment.
• Proactive and creative approach, with exceptional analytical and problem-solving abilities to ensure the highest levels of productivity and guest satisfaction.
• Experience using Sprout Social and Revinate or similar applications.
• Experience creating media coverage reports and measuring PR performance an asset.
• Familiarity with the Objectives and Key Results (OKR) method is an asset.
• Computer Skills - Demonstrated ability with regard to computer skills, including Microsoft 365, internet and database applications.
• Not content with the status quo; driven to create positive change and growth
• Exemplifies Coast Hotels’ core values and enjoys working in a culture of accountability

Coast Hotels offers a variety of benefits, including competitive wages & benefits, employee discounts, training & development, career advancement opportunities & more!

Coast Hotels is committed to creating an inclusive and accessible workplace for all candidates and Ambassadors.

If you require accommodation during the hiring process, please let us know.

Coast Hotels would like to thank all interested applicants

Only those selected for an interview will be contacted

No Place Like Coast !