Social Media Strategy & Activation Manager

Do you thrive in gray space, bring clarity to complex work, and know how to build new social capabilities that deliver brand and business impact? If so, we want to speak with you! We are currently looking for a Social Media Strategy & Activation Manager to join our Consumer Experience Organization (CXO) in Richmond, VA.

This role will build the enterprise social capability that enables brands to participate effectively, compliantly, and credibly in culture, community, and creator-led conversations. You will own the strategy, operating model, measurement approach, and development of a high-performing team across creator marketing, organic social, in-person activation integration, and insights.

What you will be doing:

Enterprise Social Strategy & Governance:

• Own the enterprise social strategy, roadmap, priorities, and decision framework; lead the evolution of governance, operating models, and compliance practices that enable brand participation while managing risk.

• Evaluate strategic partnership opportunities and provide social media recommendations, activation frameworks, and audience engagement strategies to inform investment decisions and increase business impact.

Integrated Social Activation:

• Connect creator marketing, organic social, earned media integration, insights, and in-person activation to deliver cohesive programs that strengthen brand relevance, audience engagement, and commercial performance.

Capability Building & Innovation:

• Build new social capabilities, playbooks, processes, and partnerships in areas without established models; champion innovation while ensuring operational readiness, compliance, and risk management.

Measurement & Performance Optimization:

• Evolve KPI and measurement systems, oversee reporting and program optimization, and translate performance data into clear recommendations that improve social, creator, and activation outcomes.

Leadership & Cross-Functional Alignment:

• Lead, coach, and develop a team responsible for creator and influencer marketing, organic social and insights; align cross-functional partners: brands, agencies, earned media, paid social, legal, compliance, and other partners around priorities and key decisions.

We want you to have:

• Bachelor's degree preferred (Marketing, Communication, Business or related field) or equivalent professional work experience related to the field.

• 7+ years of relevant experience in social media, creator or influencer marketing, integrated marketing, digital strategy, or related subject areas.

• Demonstrated success building and scaling social capabilities, operating models, governance frameworks, or programs in complex organizations.

• Strong working knowledge of creator marketing and organic social, including strategy, community engagement, content ecosystems, program operations, and performance optimization.

• Experience integrating social with broader marketing and communications, including paid social, earned media, in-person activations, and brand or commercial priorities.

• Experience in regulated or 21+ industries (alcohol, cannabis, etc.) is a plus.

• Demonstrated success leading, coaching, and developing direct reports while creating clear accountability and building team capability.

• Strong strategic, analytical, and partner leadership skills with the ability to navigate ambiguity, influence cross-functional decisions, manage risk, and translate insights into action.

In this role, you are responsible for leading a team. People Leaders play a fundamental role in bringing Altria’s Employment Brand to life and creating an exceptional employee experience. As a People Leader at Altria, you are responsible for the performance, capability and engagement of your team. Some examples of specific responsibilities aligned to People Leader expectations include:

• Establish and effectively communicate Vision, strategies and how each employee’s work aligns

• Identify, select, develop and allocate skills, behaviors and talent needed to meet business needs

• Embrace diverse perspectives, appreciate differences and cultivate a culture of inclusion

• Build trusting relationships by being authentic, transparent and providing radical candor

• Provide and receive timely, constructive, specific and actionable performance and career feedback and coaching