Social Media Manager
Job Description | Care Lync
Department: Corporate - MarketingBrand
Reports To: Confirm single accountable manager - recommend COO
Position Type: Full-Time, Exempt
Location: Remote (U.S.-based), with required travel
Brands Supported: Care Lync (all markets and programs) · Founder presence (CEOCOO) · No Brakes Charters
Effective Date: Insert
Position Objective
Care Lync has no organized social media presence today. This role builds one.
The Social Media Manager owns the daily execution of Care Lync's social and content presence across every market and program - including new markets as they open - and extends that work to two adjacent brands: the executive presence of our CEO and COO, and No Brakes Charters, a sportfishing charter business.
This role does not set company strategy in isolation. Target audiences, positioning, and the story we want to tell are defined together with Executive Leadership. This role converts that direction into an operating system: a calendar, a content pipeline, a publishing rhythm, an engagement practice, and reporting that ties activity to outcomes.
Audiences:
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Individuals, families, and self-advocates. Awareness of who Care Lync is and what we do well - supporting family confidence and retention and building the recognition that leads people to ask for us by name.
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Prospective employees. Case managers, supervisors, and leaders. Recruiting is critical and we have an incredible team doing it. The Social Media Manager will support their efforts by showing what working here is like - credibly, not promotionally.
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Referral sources and partners. County administrative entities, state agencies and boards, discharge planners, schools, provider partners, and advocacy organizations.
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Executive presence and corporate exposure. The founders' story - how Care Lync was built, the decisions behind its trajectory, and the operating philosophy behind both - is one of the company's strongest and least-used assets. The opportunity is to translate what works in a room into a public narrative that reaches those audiences at scale, including owners and operators of agencies who may one day be looking for the right home for what they built.
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No Brakes Charters customers. A separate audience with a separate objective: booked charters.
Scope of Brands
The majority of this role - approximately two-thirds of the position - supports Care Lync across all markets and programs, including new markets and programs as they launch. The remaining portion supports affiliated brands and business interests of Care Lync's leadership, including the executive presence of our CEO and COO and support for No Brakes Charters. Allocation is directional rather than fixed, shifts with campaign cycles and seasonality, and is reviewed periodically with the reporting manager.
Core Responsibilities
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Strategy Translation and Audience Definition
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Work with Executive Leadership to define target audiences, positioning, and the Care Lync story, then own translating that into a documented content strategy.
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Establish the baseline. There is no historical data. Document starting-point metrics and set targets with the reporting manager.
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Define a distinct voice for each brand
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Recommend which channels we do and do not use, by brand and by audience.
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Content Calendar and Publishing
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Build and maintain a single unified content calendar covering all three brands, visible to leadership.
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Publish on a consistent, sustainable cadence, including through new market launches and program expansions.
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Maintain a content bank far enough ahead that the calendar survives travel, vacancies, and slow approval cycles.
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Manage an intake path for leadership content requests so urgent asks are prioritized deliberately.
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Content Production and the Content Supply Chain
Care Lync is a distributed, multi-state workforce. Building the pipeline that produces a core deliverable.
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Create content directly: short-form video, photography, graphics, captions, and written posts tailored to each platform.
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Recruit, train, and support market-level content contributors so usable footage and stories flow in from every state without requiring travel for each one.
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Maintain an organized asset library in which every asset is filed with its authorization status attached.
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Consent and Content Approval
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Publish no content that features, names, or makes identifiable any individual we serve without valid written authorization on file and Compliance approval.
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Obtain signed media releases from staff appearing in content, and honor withdrawal of consent.
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Route client-facing and program-facing content through the defined approval workflow before publication. Approval is documented, not verbal.
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Employer Brand, Recruitment Marketing, and Review Platforms
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Partner with Employee Relations and Talent Acquisition to build a credible, honest employer-brand presence - not a recruiting brochure.
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Produce staff-voice content: day-in-the-life, career progression, supervisor and leader spotlights, Fast Track Leadership stories.
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Monitor Glassdoor, Indeed, and comparable platforms; report themes and trends to Human Resources and Executive Leadership.
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Draft professional, non-defensive employer responses to reviews - positive and negative - for Human Resources approval before posting. Responses acknowledge, do not argue, and never identify or speculate about the reviewer.
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Referral Source and Partner Visibility
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Own a LinkedIn-led presence aimed at counties, state agencies, boards, discharge planners, schools, and provider partners.
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Build general-public and family-facing awareness of Care Lync in each market so our name is recognized at the point a family is choosing a provider.
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Produce content that demonstrates operational credibility: quality results, accreditation progress, program expertise, leadership perspective.
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Coordinate with District Managers and Executive Leadership before publishing anything that touches a state relationship.
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Founder Presence - CEO and COO
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Learn the founders' story in depth and build a documented narrative architecture from it - origin, inflection points, operating philosophy, point of view - rather than producing disconnected anecdotes.
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Translate a story that works in person into content that works cold, for an audience that did not ask to hear it.
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Build corporate exposure across the business, finance, and industry community alongside sector visibility.
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Ghostwrite, draft, and produce thought-leadership and behind-the-scenes content in each founder's authentic voice, with founder review before publication.
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Operate within agreed content guardrails, including subjects that are out of scope for founder channels.
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Manage the logistics: capture sessions, approval turnaround, and a content bank that does not depend on daily founder availability.
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No Brakes Charters - Buzz, Traffic, and Bookings
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Build on existing momentum to drive traffic and, most importantly, booked charters.
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Capture the charter experience
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Run and optimize promotions, seasonal campaigns, and calls to action tied directly to bookings.
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Track and report booking attribution so spend and effort are measurable.
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Community Management and Inbound Routing
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Monitor and respond to comments, messages, reviews, and tags across all brands within defined response times.
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Route inbound concerns immediately. Any message, comment, or review that references a specific individual's services, alleges mistreatment, or raises a health or safety concern is routed to Compliance and the applicable District Manager the same day.
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Never discuss an individual's services, enrollment, or circumstances publicly - including confirming that someone is served by Care Lync. Public replies acknowledge and redirect to a private channel. Nothing more.
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Follow the escalation protocol for negative press, viral commentary, or reputational events; Executive Leadership owns external response.
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Measurement and Reporting
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Report monthly on reach, engagement, audience growth, website traffic, applications influenced, partner engagement, and No Brakes bookings.
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Tie activity to outcomes. Volume alone is not a result.
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Recommend what to stop as readily as what to scale.
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Plan and manage paid social campaigns and budgets when authorized, with documented return.
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Account Governance and Access Control
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All social, advertising, and analytics accounts are created and held under company-owned business accounts for the correct legal entity. Personal accounts are never used to hold company assets.
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Credentials are stored in the company password manager, with the reporting manager and IT retaining administrative access at all times.
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Maintain current documentation of every account, handle, admin, and integration so the function survives any transition.
Qualifications
Minimum Education and Experience
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Bachelor's degree in marketing, Communications, Journalism, Digital Media, or a related field - or equivalent demonstrated experience.
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Three to five years of hands-on social media, content, or digital marketing experience with documented audience and engagement growth.
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A portfolio of content the candidate personally created, including video, with results attached.
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Demonstrated experience managing multiple brands or accounts with distinct voices simultaneously.
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Proficiency with content creation and editing tools (CapCut, Adobe Creative Suite, Canva or equivalent) and with social scheduling and analytics platforms.
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Care Lync is a HIPAA-covered entity. This role must complete HIPAA Privacy and Security training on hire and annually thereafter, plus role-specific training on the marketing use of protected health information, as a condition of employment. Prior experience producing content in a HIPAA-covered or otherwise regulated environment is strongly preferred.
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Valid driver's license and ability to travel.
Preferred
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Experience in healthcare, human services, disability services, or senior services.
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Experience building a social function from nothing rather than inheriting one.
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Recruitment marketing or employer-brand experience.
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Executive or founder personal-brand experience, including ghostwriting.
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Paid social campaign management with budget accountability.
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Hospitality, tourism, boating, or fishing and charter industry exposure.
Required Competencies
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HIPAA and privacy judgment. Working command of HIPAA as it applies to marketing and public content. Ability to recognize protected health information in a photograph, caption, tag, or comment reply; to identify when authorization is required and who must provide it; and to recognize and report a potential privacy breach immediately. Enforcement in this area is active, and the fact that content was well-intentioned is not a defense.
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Judgment about what should not be posted. The most important skill in this role. A candidate who cannot work inside a documented consent and approval process - including when it slows a post down or kills it outright - is not a fit, regardless of creative ability.
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Strong copywriting and storytelling with genuine range across very different brand voices.
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Analytical literacy: reads metrics, forms a view, changes course.
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Self-direction in a fully remote role with limited existing structure.
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Ability to influence colleagues who do not report to them to source content across markets.
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Discretion and confidentiality. This role sees client information, staff information, and founder communications.
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Alignment with The Care Lync Way and a genuine respect for the dignity of the people we serve.
Care Lync is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, pregnancy, national origin, age, disability, genetic information, marital status, veteran status, or any other characteristic protected by applicable federal, state, or local law.
