Social Media Marketing Manager at Research & Diagnostic Systems, Inc. — Minneapolis, MN

Pay Range:

$87,600.00 - $144,000.00Position Summary:

The Social Media Manager is responsible for shaping and executing Bio-Techne's social media strategy across customer-facing brands. This position serves as a key cross-functional partner, collaborating closely with Product Marketing and Content Marketing, Corporate Communications, Creative, Marketing Operations, Analytics, SEO and SEM teams to help guide social-first storytelling approaches and promote social media best practices.

Through strong stakeholder management and partnership, this position combines social strategy, content activation and AI Search optimization principles to help Bio-Techne adapt to evolving customer discovery behaviors. The role serves as a key driver of social media thought leadership and digital authority-building initiatives that enhance Bio-Techne's visibility and credibility across both traditional and AI-powered discovery ecosystems.

The role leads a small team to scale social media impact across brands and business units while fostering collaboration, operational excellence and continuous innovation.

Key Responsibilities:

Social Media Strategy and Governance

• Collaborate with Product Marketing, Content Marketing, Corporate Communications, Brand and business stakeholders to shape and execute enterprise social media strategies that align with business objectives and audience needs
• Serve as the subject matter expert for social media strategy, platform best practices and social content optimization, helping guide stakeholders in adopting effective social media approaches
• Own channel roadmaps and lead strategic channel initiatives, partnering with stakeholders to prioritize and execute high-impact opportunities
• Oversee social media activation and following best practices across LinkedIn, YouTube, X, Reddit and emerging channels
• Partner with stakeholders to coordinate social content planning, governance and calendar management across brands and platforms
• Build social media frameworks that support engagement, awareness and thought leadership objectives
• Govern social channel standards, publishing processes and platform optimization
• Monitor and share insights on competitor activity, social trends and industry best practices

Content Amplification, Thought Leadership & Brand Authority

• Partner with SEO, Content Marketing, Product Marketing, Corporate Communications and Brand teams to shape and amplify social content strategies
• Influence content development through audience insights, platform expertise, performance data and emerging social media trends
• Develop content distribution plans that increase visibility, engagement and content reach across priority audiences
• Support the enterprise employee advocacy strategy and own program governance, enablement and performance measurement
• Expand social media employee advocacy and thought leadership initiatives across brands and business units
• Support creating programs that strengthen brand credibility, expertise and authority across digital ecosystems
• Partner with SMEs, Product Marketing and Corporate Communications to expand Bio-Techne's thought leadership presence across social, community and emerging discovery platforms

AI Visibility

• Partner closely with SEO and Content teams to improve visibility within AI-powered search experiences
• Incorporate GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) best practices into social media content strategies
• Create playbooks and best practices that connect social signals, content authority and AI discoverability
• Support testing and measurement of AI visibility initiatives

Community & Audience Engagement

• Help build programs that strengthen customer engagement and community participation
• Support developing audience engagement strategies on key platforms and user-generated content platforms
• Partner with stakeholders to identify opportunities for meaningful customer interactions
• Monitor community health and engagement trends and share insights and recommendations with stakeholders

Team Leadership & Vendor Management

• Lead, coach and develop a small team of social media professionals
• Establish priorities, allocate resources and remove obstacles to enable successful execution of social media initiatives
• Manage relationships with social media platform partners
• Partner with vendors to identify new opportunities, optimize performance and incorporate industry best practices

Measurement & Insights

• Define KPIs and reporting frameworks for social performance and AI visibility efforts
• Deliver actionable insights and recommendations to stakeholders
• Tie back performance to actions and determine next steps to drive results
• Measure contribution to brand authority, engagement, audience growth and discoverability
• Support development of dashboards and performance reporting

QUALIFICATIONS

• Bachelor's degree in Marketing, Communications, Digital Marketing or related field
• 5+ years of social media, content marketing, digital marketing or SEO experience
• Experience building social media strategy, programs and processes
• Experience developing content distribution and audience engagement strategies
• Understanding of SEO, AI Search, GEO or AEO concepts
• Experience using social listening platforms
• Experience in B2B, Life Sciences or highly technical industries preferred
• Experience with AI-powered search platforms and discovery experiences preferred
• Experience working cross-functionally within matrixed organizations preferred

Knowledge, Skills, and Abilities:

• Impeccable communication skills, including presenting recommendations to senior leadership
• Continuous learner who stays up to date with the Digital Marketing and AI industry
• Interpersonal effectiveness and rapport-building
• Strong cross-functional influence skills
• Data analysis and interpretation, including proficiency in analytics tools (e.g Google Analytics, Adobe Analytics) and data visualization tools (e.g DOMO, Power BI, Tableau)
• Self-directed with ability to identify and lead process and channel improvement efforts
• Knowledge of social media employee advocacy, thought leadership and brand authority-building strategies within digital and social ecosystems
• Exceptional attention to detail and a commitment to flawless execution
• Strong time management, organizational, planning and prioritization skills

Tools and Platforms (Examples)

Social Media: LinkedIn, YouTube, X, Facebook, Sprinklr, Sprout Social

Social Listening: Sprout Social, Brandwatch, Talkwalker, Meltwater

Analytics: Adobe Analytics, Google Analytics, GTM, Power BI, DOMO

SEO & AI Visibility: Semrush, STAT, Botify

Workflow: Workfront, JIRA, Monday.com

Why Join Bio-Techne:

•

### We offer competitive insurance benefits starting on day one: medical, dental, vision, life, short-term disability, long-term disability, pet, and legal and ID shield.

•

### We invest in our employees’ financial futures through 401k plans, an employee stock purchase plan (ESPP), Health Saving Account (HSA), Flexible Spending Account (FSA), and Dependent Care FSA.

•

### We empower our employees develop their careers through mentorship, promotional opportunities, training and development, tuition reimbursement, internship programs, and more.

•

### We offer employee resource groups, volunteer paid time off, employee events, and charity drives to build a culture of caring and belonging.

•

### We offer an accrued leave policy with paid holidays, paid time off, and paid parental leave.

•

### We foster a culture of empowerment and innovation, where employees feel valued and encouraged to bring their new ideas to the table.