Principal Social Media Manager

Challenges You Will Solve

We are seeking a Principal Social Media Manager who will define and execute a forward-thinking social media strategy that aligns with our overall business goals. Acting as a thought leader and strategic partner across the organization, you will oversee the development of innovative campaigns, foster platform-first creativity, and ensure social media is a driver of brand awareness, audience engagement, and revenue growth. This role requires a deep understanding of social platforms, data-driven decision-making, and leadership skills to scale social media efforts globally.

Reporting to the VP of Demand Generation, this role will be the steward of Red Canary’s brand presence across all social platforms, ensuring our tone, voice, and messaging are consistent and impactful—down to every word, em dash, and emoji.

• Define and implement the long-term vision and social media strategy that aligns with broader marketing objectives, supports product launches, and drives thought leadership, ensuring consistent brand visibility and engagement.
• Create, curate, and publish platform-specific content (text, images, video) tailored to LinkedIn, Twitter/X, YouTube, and emerging platforms, optimizing for search, engagement, and platform behaviors.
• Integrate organic and paid social strategies to amplify reach, boost engagement, and accelerate audience growth by leveraging data insights and platform synergies.
• Work with an internal creative team to educate them on social media creative nuances and craft content that aligns with users’ stages in the buyer journey, ensuring relevance and engagement while adapting formats to platform-specific needs.
• Develop scalable processes, playbooks, and best practices for event promotion, platform-specific strategies, and employee advocacy, integrating social media efforts into broader marketing campaigns.
• Foster connections with cybersecurity practitioners, decision-makers, and influencers by identifying and amplifying trending topics and emerging conversations.
• Drive traffic to the Red Canary website by increasing the reach of new and legacy content, including blog posts, the annual Threat Detection Report, webinars, and educational guides.
• Explore emerging platforms like Reddit, Twitch, and Bluesky to expand reach and engage key audiences in innovative ways.
• Build, launch, and scale an employee advocacy program to amplify brand credibility and reach while developing guidelines to empower subject matter experts’ social media presence.
• Set goals and analyze performance data to optimize social content strategies, improve reach, engagement, and conversions, and provide actionable insights for future campaigns.
• Monitor competitors, platform trends, and audience behaviors to identify opportunities for innovative and impactful campaigns.
• Collaborate with internal teams to align messaging, support campaign success, and maximize social media’s impact across all marketing initiatives.

• 10+ years of experience managing social media for B2B organizations, preferably in cybersecurity or SaaS.
• Experience managing the day-to-day operations of social media channels, including social content creation, publishing, community management, and analytics.
• Demonstrated success in developing and scaling social strategies that drive brand awareness, engagement, and pipeline growth.
• Expert knowledge of LinkedIn, Twitter/X, YouTube, Reddit, and emerging platforms, with an ability to tailor content for each.
• Strong writing and storytelling skills, with an understanding of cybersecurity topics and audience segments.
• Excellent attention to detail, with an eye for catching typos.
• Proficiency with social media management tools (e.g., Sprout Social, Hootsuite, or HubSpot) and analytics platforms.
• Ability to turn social measurement into insights, create actionable, data-backed reports, and provide recommendations for optimization.
• Experience building and managing employee advocacy programs.
• Exceptional project management, organization, and collaboration skills.
• Ability to thrive in a fast-paced, results-driven environment.

Base salary for this role is $130,473- $150,000 per year. This role is also eligible for participation in the company's bonus program. This role is eligible for a grant of stock options, subject to the approval of the company's board of directors. Application deadline is January 16, 2025