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The Role
The Social Media Strategist will enhance ESRT's digital presence by managing social media stories, campaigns, and influencer programs, ensuring consistency and engagement across platforms.
Summary Generated by Built In
COMPANY SUMMARY
Empire State Realty Trust, Inc. (NYSE: ESRT) is a NYC-focused REIT that owns and operates a portfolio of well-leased, top of tier, modernized, amenitized, and well-located office, retail, and multifamily assets. ESRT’s flagship Empire State Building, the “World's Most Famous Building,” features its iconic Observatory, ranked the #1 Top Attraction in New York City for the fourth consecutive year in Tripadvisor’s 2025 Travelers’ Choice Awards: Best of the Best Things to Do. The Company is a recognized leader in energy efficiency and indoor environmental quality. As of June 30, 2025, ESRT’s portfolio is comprised of approximately 7.8 million rentable square feet of office space, 0.8 million rentable square feet of retail space and 743 residential units. More information about Empire State Realty Trust can be found at esrtreit.com and by following ESRT on Facebook, Instagram, TikTok, X, and LinkedIn.
The dedicated team at ESRT is a collection of diverse individuals with a shared passion for excellence and a keen eye toward future growth. Headquartered in New York City, we harness the energy of the city in everything we do. We care for one another, work hard, and have a lot of fun doing it! We are Certified™ as a Great Place to Work® by the global authority, Great Place to Work®, on workplace culture, employee experience, and leadership behaviors. We prioritize and invest in the health and wellness of employees to attract, develop, and retain top-tier talent. ESRT values continuous employee development and encourages colleagues to excel in their roles and adapt to emerging business needs. From our crown jewel, The Empire State Building, to incredible buildings modernized for the 21st century, to outstanding customer service, and our decade-long leadership position in sustainability and energy efficient portfolio that is 100% fully powered by renewable wind electricity, we take pride in our work. ESRT seeks an equally passionate colleague to join the team, understand the vision and help achieve that vision.
POSITION SUMMARY
The Social Media Strategist will play a key role on the Empire State Building Observatory’s (ESBO) digital presence, with a focus on audience growth, community engagement, and the Empire State Building’s cultural relevancy. This role will oversee a rigorous content plan and publish across multiple platforms, manage user-generated content (UGC), and identify cultural and digital trends.
In close collaboration with PR and Marketing, the Strategist will deliver clear performance reports, support influencer and partner activations, and ensure seamless integration of social media into high-profile events and campaigns. The ideal candidate is both a creative storyteller and a data-driven marketer—skilled at the day-to-day execution with big-picture strategy to strengthen brand voice, expand reach, and deliver measurable results.
RESPONSIBILITIES
- Manage asset selection, copy, and content calendar schedule for ESBO X, Threads, evergreen FB posts, and Pinterest
- Own link creation for web traffic/ticket conversions from organic social campaigns
- Lead short form content ideation for ESBO in collaboration with content team
- Create and manage content for TikTok and Reddit, which includes community engagement and conversation moderation
- Produce daily stories for ESBO IG, FB, and TikTok with CTAs to purchase tickets
- Curate, secure rights, and manage user-generated content for ESBO via UGC collection software
- Assist with monthly/quarterly reports on ESBO social media profile performance
- Maintain Lighting Partner program report statistics that measure reach and social mentions
- Collaborate with PR to prepare monthly, annual, and event-specific reports
- Monitor pop culture and online trends for engagement opportunities
- Propose creative strategies for new platforms and features
- Handle social team expenses for Empire State Building Observatory related projects
- Support event operations at photo ops and lighting ceremonies
- Review social posts for accuracy and remove inappropriate content
- Assist with social media activations, contests, and larger marketing projects
- Take on additional responsibilities as needed
WHAT SUCCESS LOOKS LIKE
- Platform Management: Consistent brand voice, reliable publishing, increased engagement, and follower growth
- Ticket Sales: Driving organic web traffic via social media campaigns to the Empire State Building Observatory website
- Content Ideation: Innovative, widely shared content that enhances brand presence in pop culture
- UGC Management: Organized, high-quality UGC pipeline for ESB Observatory platforms
- Reports: Timely and accurate reports on social media performance
- Event Support: Seamless execution of marketing, PR events, and activations
REQUIRED SKILLS / ABILITIES
- Detail-oriented and results-driven with the ability to work in a fast-paced environment
- Familiarity with key social platforms such as Facebook, Instagram, X, LinkedIn, Instagram, YouTube, and TikTok
- Knowledge of Sprout, Salesforce & social scheduling tools
- Ability to handle multiple tasks simultaneously
- Strong written and verbal communication skills
- Ability to interact with all levels of personnel
EDUCATION & EXPERIENCE
- 4+ years of experience in social media & digital marketing
- Bachelor's degree in related field
PHYSICAL REQUIREMENTS
- Prolonged periods of sitting at a desk and working on a computer
- Must be able to lift up to 15 pounds at times
WHAT YOU CAN EXPECT
- At ESRT, like our tenants, our employees come from everywhere. We foster a collaborative work environment that captures top talent and cultivates the best ideas. As a Great Place to Work® Certified employer, we are committed to maintaining our positive work culture where employees are engaged and can grow and develop. In addition, ESRT employees embody our Company Culture & Success Factors -
- Adaptable – you are a self-starter who’s able to quickly digest and execute new processes to work both collaboratively and independently
- Dynamic – you are solutions-oriented, aim to improve processes and implement efficiency, and offer insightful feedback to improve ESRT
- Dependable – you take a strong sense of ownership and accountability over your work
- Passionate – you keep up with industry trends and are excited about the potential to propel the industry forward with a “roll-up-your-sleeves” attitude
- Curious – you consistently look for new ways to work smarter, not just harder
- Ethical – you treat others with respect, act with integrity in how you perform your work, and embrace our collaborative culture
- Positive – you possess a service-oriented attitude with excellent follow through
BENEFITS
- Competitive base salary and bonus
- Health/Dental/Vision insurance
- Company sponsored Life, AD&D, STD (with Salary Continuation), and LTD Insurance
- Voluntary Enhanced LTD Program
- Voluntary Hospital, Accident, and Cancer Programs
- 401(k) with 100% match up to 5%
- Paid parental leave
- Pre-tax transit accounts
- Employee Assistance Program for emotional, financial, and legal support
WELL-BEING
- Generous paid time off
- Flex remote work time
- Flex Summer Fridays
- Employee engagement programs
- Volunteer time off
- Continuing education
- Complimentary Empire State Building Observatory access
- Complimentary gym membership and other wellness benefits
- Employee Discount Programs
ESRT is an equal opportunity employer and is committed to providing a workplace free from harassment and discrimination. We celebrate the unique differences of our employees because they drive curiosity, innovation, and the success of our business. We do not discriminate based on race, religion, color, creed, national origin, sex, sexual orientation, gender identity or expression, reproductive choices, age, marital status, veteran status, disability status, pregnancy, parental status, caregiver status, genetic information, political affiliation, or any other status protected by the laws or regulations in the locations where we operate. This policy applies to all aspects of employment, including hiring, promotion, demotion, compensation, training, working conditions, transfer, job assignments, benefits, layoff, and termination. Reasonable accommodations that do not create an undue hardship for the Company are available for applicants and employees with disabilities or sincerely held religious beliefs.
Top Skills
Salesforce
Social Scheduling Tools
Sprout
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The Company
What We Do
Empire State Realty Trust, Inc. (NYSE: ESRT) is a NYC-focused REIT that owns and operates a portfolio of well-leased, top of tier, modernized, amenitized, and well-located office, retail, and multifamily assets. ESRT’s flagship Empire State Building, the “World's Most Famous Building,” features its iconic Observatory, ranked the #1 Top Attraction in New York City for the fourth consecutive year in Tripadvisor’s 2025 Travelers’ Choice Awards: Best of the Best Things to Do. The Company is a recognized leader in energy efficiency and indoor environmental quality. As of June 30, 2025, ESRT’s portfolio is comprised of approximately 7.8 million rentable square feet of office space, 0.8 million rentable square feet of retail space and 743 residential units. More information about Empire State Realty Trust can be found at esrtreit.com and by following ESRT on Facebook, Instagram, TikTok, X, and LinkedIn.
