Churchill Downs Racetrack is seeking a Senior Manager of Social Media to lead the execution and optimization of social media strategy for both the Churchill Downs and Kentucky Derby brands. This role requires a proactive organizer, a charismatic people leader, and a strategic thinker who excels in using analytics to guide performance-driven storytelling.

This person will be responsible for developing engaging content that reflects the thrill, tradition, and elegance of the Kentucky Derby while also capturing the year-round excitement of Churchill Downs. The Senior Manager will collaborate cross-functionally with departments including partnerships, guest services, sales, and racing operations. The ideal candidate possesses strong leadership, deep platform knowledge, and emotional intelligence to connect with fans and internal stakeholders alike.

Key Responsibilities
·         Lead the implementation of social media strategies aligned with Churchill Downs and Kentucky Derby brand goals and the fan engagement lifecycle.
·         Develop, oversee, and maintain a detailed social content calendar that reflects major brand moments, trends, cultural tentpoles, and evergreen storytelling.
·         Work cross-departmentally to coordinate content initiatives with ticketing, partnerships, racing, and community teams.
·         Provide clear leadership and mentorship to direct reports, freelancers, or agency partners involved in content production.
·         Oversee the creation, curation, and publication of social content across platforms (Instagram, TikTok, X, Facebook, LinkedIn, YouTube, Pinterest).
·         Proactively manage workflows, deadlines, and approvals for a high-volume content schedule.
·         Monitor social platforms in real time, engaging directly with fans to foster community, respond to fan sentiment, and elevating the brand's voice.
·         Use tools such as Sprout Social, Google Analytics, and native insights to report on KPIs, distill performance data, and make data-informed recommendations.
·         Champion platform innovation and stay current on social trends, platform updates, and emerging content formats.
·         Collaborate with internal content creators and external agencies, ensuring content is on-brand and optimized for each platform’s unique audience and tone.
·         Identify and capitalize on key moments throughout the racing calendar that support year-round brand relevance and revenue goals.
·         Build presentations and performance reports for internal stakeholders and leadership.
·         Support Derby Week and live event coverage, including on-site social content management, real-time storytelling, and influencer coordination.

Ideal Candidate Profile
Proactive Organizer
·         Manages multiple projects with confidence and structure
·         Builds repeatable processes and timelines across brand moments and campaigns
·         Anticipates needs and resolves issues before they become bottlenecks
People-First Leader
·         Brings positive energy, relationship-building skills, and the ability to interface with diverse internal teams and external partners
·         Provides mentorship and inspires others to do their best work
·         Thrives in cross-functional collaboration, with the personality to influence without ego
Strategic Executor
·         Balances storytelling and business objectives to deliver results
·         Reads and interprets analytics with ease, making performance-driven decisions
·         Delivers creative solutions based on clear insights
Qualifications & Experience
·         Bachelor's degree in Business, Communications, Journalism, Marketing, or equivalent experience
·         4-6 years in professional social media marketing with a proven track record managing brand accounts
·         Experience leading and managing a team of content creators or social contributors
·         Demonstrated understanding of the sports, live events, or equine industries (preferred but not required)
·         Expertise in social platforms including X (Twitter), Instagram, Facebook, TikTok, LinkedIn, Pinterest, and YouTube
·         Proficiency in analytics tools (Sprout Social, Google Analytics, native platform insights)
·         Exceptional writing and editing skills with the ability to match brand voice and tone
·         Flexible schedule including ability to work evenings, weekends, holidays, and extended hours during Derby Week and live racing seasons
·         Ability to work on-site at Churchill Downs and travel as needed
·         Must successfully pass a background check
Why Join Us
Working at Churchill Downs means being part of America’s longest continuously held sporting event, a brand rich in tradition, elegance, and unforgettable experiences. Here, you’ll help shape the digital presence of a global celebration, from everyday fans to once-in-a-lifetime moments.