Senior Manager, Social Media

Requisition ID # 170334 

Job Category: Corporate Affairs / Communication 

Job Level: Senior Manager

Business Unit: Corporate Affairs

Work Type: Hybrid

Job Location: Oakland

Department Overview

Marketing and Communications develops, executes, and oversees a broad spectrum of strategic external and internal communications initiatives, provides communications counsel and support to all functional areas, and manages the marketing and corporate branding programs at PG&E. 

Position Summary

We are seeking an experienced social media leader to define and drive a new era of social strategy and operations at PG&E. This role requires a deep understanding of social media best practices, strong strategic and operational capabilities, and experience navigating large, matrixed organizations. You will oversee organic social content, social listening, community response, and analytics, while working cross-functionally with the Brand team on paid social initiatives.

You will partner closely with communications leads across the company—including executive and functional communications leads, in addition to the Customer organization—to ensure cohesive messaging, aligned strategies, and effective social care capabilities.

Ideally, you are a highly skilled communicator and a seasoned leader who knows how to build, scale, and mentor social teams. You will bring a clear point of view on multichannel strategy, understand how to advance brand trust through social platforms, and are comfortable serving as the company’s standard bearer for social media excellence.

This role will build strong relationships at every level of the organization, from frontline employees to C-suite executives, articulating complex social media principles in simple terms, influence and guide the company toward best-in-class social engagement and governance.

The role is hybrid working from your remote office and in-person at the Oakland General Office each Tuesday or based on business needs. Additional travel within the service territory for learning or content capture may be required. This role will also participate in on-call rotation to support the emergency operations center (located in Vacaville, CA) when activated.

Key Job Responsibilities

Social Media Leadership & Strategy

• Serve as the company’s most senior social media lead and subject matter expert, acting as the primary point of contact for all social‑ related guidance and decision‑making.
• Develop and own the corporate level organic social media strategy, ensuring alignment with brand, communications, customer, and enterprise priorities.
• Define channel-specific strategies, voice, tone, and audience approaches across all social platforms.

Team & Operational Management

• Lead and develop a high-performing social media team of three professionals, responsible for social listening, analytics, reporting, content, and community engagement.
• Oversee the day-to‑day operations of PG&E’s social media channels, including content management, publishing, optimization, and quality assurance.
• Directly manage creator workflows, including briefing, reviewing, and finalizing organic social content, including text, audio, visual and multimedia formats.

Insights, Analytics & Performance

• Guide social listening and analytics functions, ensuring development of data-driven insights and recommendations to optimize performance and inform strategy.
• Build and refine data reporting structures and performance dashboards that support continuous improvement and executive visibility.
• Monitor social media trends, including developments in design, applications, strategy, and innovation to stay relevant and effective.
• Track social media campaigns’ key performance metrics to maximize results and report progress to management.

Governance, Policy & Risk Management

• Serve as the primary social media lead during crisis situations, overseeing real-time messaging, execution, and cross-functional coordination.
• Establish and maintain social media governance frameworks, including policies, standard work, community-management protocols, and crisis playbooks. Drive compliance with the latest Web Content Accessibility Guidelines standards.
• Set standards for customer engagement and community management—including response guidelines, escalation pathways, and comment moderation protocols.

Cross-Functional Partnership

• Act as a liaison between the social media team and internal stakeholders, including Legal, Compliance, Security, IT, Corporate Affairs, and Customer Care.
• Collaborate with internal and external creative partners to build a high-performing social content engine that supports the brand’s goals.
• Manage relationships with agency partners supporting social and influencer work, ensuring alignment with strategy and brand standards.

Tools, Vendors & Budget

• Own relationships with social media vendors and platforms, including tool selection, contracting, and ongoing maintenance.
• Oversee the social media budget, including forecasting, allocation, and performance tracking.

Qualifications

Minimum:

• Bachelor’s degree in Communications, Journalism, Public Relations, Marketing, or a related field or equivalent work experience
• 8 years of experience in social media or corporate communications, to include 2 years leading social media operations and/or managing high-performing teams
• Valid driver’s license with clean driving record

Desired Knowledge, Skills, and Abilities:

• Deep knowledge of social media strategy and platform best practices in a business or enterprise environment.
• Strong understanding of paid social media advertising, influencer marketing, executive social programs, employee-generated content, user-generated content, and emerging areas of social media.
• Hands-on experience with social media management platforms (e.g., Sprout Social).
• Excellent analytical skills, with proven experience in social listening, monitoring, and insights development using tools such as Brandwatch, Talkwalker, Quid, or similar.
• Strong understanding of online consumer behavior, digital trends, and platform dynamics.
• High level of business acumen, intellectual curiosity, and a strong problem-solving mindset.
• Exceptional interpersonal and stakeholder management skills; able to navigate complex conversations, influence effectively, and clearly explain social media concepts.
• Outstanding writing and communication skills; able to write cleanly, quickly, and accurately in journalistic or AP style, and serve as a skilled editor for copy and creative.
• Proficiency in social-first content creation and a strong eye for creative quality—able to identify what “good” looks like across formats. 

• Strong ability to assess and balance competing priorities, managing both urgent and long-term tasks effectively.
• Demonstrated flexibility and adaptability; able to pivot quickly in fast-changing situations and identify the next best action.
• Excellent organizational skills with the ability to delegate, manage workflows, and drive accountability across teams.
• Proven people management experience, including coaching, mentoring, and developing team members.
• Experience managing budgets and navigating organizational budgeting processes.
• Experience creating or delivering social media training programs, workshops, or educational modules.
• Ability to build trust, foster collaboration, and work effectively across diverse, cross-functional teams.
• Experience in energy, utilities, infrastructure, or other regulated industries, ideally within organizations with large frontline workforces.
• Fluency in an additional language—Spanish preferred.

Compensation

PG&E is providing the full salary/pay range for this position. The actual amount paid to an individual will be based on multiple factors, including, but not limited to, internal equity, specific skills, education, licenses or certifications, experience, market value, and geographic location. The range to reasonably expect will be around the minimum and the midpoint. The final decision will be made on a case-by-case basis related to the factors above. This job is also eligible to participate in PG&E’s discretionary incentive compensation programs. 

Bay Area Min: $155,000

Bay Area Mid: $210,000

Bay Area Max: $265,000