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Job Title:
Vice President of Social (Media) Communications
Job ID:
Job Function:
Full/Part Time:
Job Category:
Marketing & Communications
Washington, DC US
Business Unit:
Int Communications & Marketing
Business Unit Description

AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million that helps people turn their goals and dreams into 'Real Possibilities' by changing the way America defines aging. With staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, AARP works to strengthen communities and promote the issues that matter most to families such as healthcare security, financial security and personal fulfillment. AARP also advocates for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name.  As a trusted source for news and information, AARP produces the world’s largest circulation magazine, AARP The Magazine and AARP Bulletin.

Integrated Communications and Marketing is a multimedia, service-focused communications and marketing operation that leads in shaping the impression of AARP by providing communications planning, marketing, support and execution for AARP’s strategic business units. 

Summary Statement

Reporting to the SVP, Brand Integration, the VP of Social Communications is responsible for developing and executing social communications strategy as a critical channel for brand relevance and engagement.  S/he runs a major division within Brand and Integrated Communications and Marketing. 


The position’s chief responsibilities include:


  • Accountability for optimizing all AARP social communications channels against key KPIs and making data-informed decisions for campaigns and long-term strategies.  This includes leading the strategic design and execution of AARP’s top communications priorities on social media channels to contribute to the enterprise goals of driving Brand Equity, brand revitalization, social impact, engagement, relevance, membership, revenue and local presence.
  • Serving as a lead collaborator with stakeholders – including editorial/content, AARP Studios, state office staff, program teams and issue leads -- to build ongoing relationships, develop new creative ideas and prioritize activities that benefit the AARP enterprise.
  • Maximizing brand social media channels to positively shape the AARP experience among members, non-members, industry leaders, media, opinion/community leaders, volunteers and AARP staff.
  • Leveraging the power of social media through agile recalibration and taking advantage of opportunities as they arise

Financial Stewardship:

  • Aligning human and financial resources to ensure strategic coordination and channel optimization.  This includes the centralized execution of marketing (national) as well as reporting, analytics and performance metrics.
  • Maintaining accountability for budgets and vendor management, including selection of key platform, marketing and analytics partners.

Talent Development:

  • Managing Social Communications staff to drive quality, value and results within all social media channels.  This includes staff development as well as cultivating talent across the enterprise.
  • Overseeing ongoing training, development and sharing of best practices for AARP business units and state offices.
  • Delivering seasoned judgment and insightful, strategic and creative advice to senior-level leaders across AARP, AARP Foundation, etc.

Thought Leadership:

  • Serving on the Brand Strategy Leadership Team and providing subject matter/channel expertise to Integrated Communications and Marketing Leadership.
  • Serving as a new media thought leader to enhance AARP’s reputation among industry and opinion leaders.  This includes speaking engagements, media interviews, trade events and other high profile opportunities.


  • Completion of a Bachelor’s Degree, (advanced degree preferred) in marketing communications or a related discipline
  • Candidates should have 10+ years of relevant communications experience, with a proven track record of ROI, strategy and execution, and a demonstration of career growth with expanded duties and responsibilities over time
  • Successful candidates will possess swift decision making abilities, bring creativity and innovation, understand the integrative social communications, and have a commitment to cultivating and developing their teams.

        Requirements include:

  • A proven track record in applying new and emerging technologies and trends to a brand’s social communications strategy
  • Outstanding oral and written communication skills
  • Management experience

Benefits Offered

AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture.  AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.

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