Job details

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.

What You'll Do

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.

What You'll Bring

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

Red Canary Glassdoor Company Review

3.7

Red Canary DE&I Review

No rating

CEO of Red Canary

Brian Beyer

Approve of CEO

Average salary estimate

$140236.5 / YEARLY (est.)

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$130473K

$150000K

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What You Should Know About Principal Social Media Manager, Red Canary

If you're a creative visionary looking to advance in your career, the Principal Social Media Manager role at Red Canary could be your next exciting challenge! In this position, you will play a pivotal role in shaping the company's social media presence and strategy. You’ll work closely with the VP of Demand Generation to devise innovative campaigns while overseeing content that resonates with our audience across platforms like LinkedIn, Twitter/X, and YouTube. This isn’t just about posting updates; it’s about crafting narratives that connect with the cybersecurity community and foster engagement. You’ll analyze data to inform your strategies, ensuring that our messaging aligns perfectly with our brand voice and goals. Your leadership will guide an internal creative team to produce high-quality content that captivates audiences in various stages of the buyer's journey. Not only will you boost brand awareness, but your efforts will also drive traffic to our website and create a buzz around product launches. As a thought leader, you’ll connect with key influencers and adapt to new platforms like Reddit and Twitch to reach new audiences. With your experience, you’ll establish guidelines for an employee advocacy program, turning employees into brand ambassadors. Your contributions will be crucial in ensuring Red Canary maintains its competitive edge in the cybersecurity space and continues to grow its audience. If you're ready for this exciting opportunity, we can’t wait to see your application!

Frequently Asked Questions (FAQs) for Principal Social Media Manager Role at Red Canary

What are the responsibilities of a Principal Social Media Manager at Red Canary?

As a Principal Social Media Manager at Red Canary, you'll define and execute a comprehensive social media strategy that aligns with our business goals. Responsibilities include creating tailored content for various platforms, integrating organic and paid social strategies, collaborating with creative teams, and developing processes for promotional and advocacy efforts. Additionally, you will analyze performance data to optimize campaigns and drive engagement.