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Title:  Senior Mgr, Social Media

Requisition ID#:  2585
Location: 

Louisville, KY, US, 40208

Property:  Churchill Downs Racetrack
Pay Range: 

Churchill Downs Racetrack (“CDRT”), the world’s most legendary racetrack, has been the home of The Kentucky Derby, the longest continually held annual sporting event in the United States, since 1875. Located in Louisville, CDRT features a series of themed race days during Derby Week, including the Kentucky Oaks, and conducts Thoroughbred horse racing during three race meets in the Spring, September and Fall. CDRT is located on 175 acres and has a one-mile dirt track, a 7/8-mile turf track, a stabling area, and provides seating for approximately 60,000 guests. The stable area has barns sufficient to accommodate 1,400 horses and a 114-room dormitory for backstretch personnel. CDRT also has a year-round simulcast wagering facility . www.ChurchillDowns.com.

JOB SUMMARY

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.

ESSENTIAL DUTIES AND 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.

REQUIRED SKILLS AND ABILITIES

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

EDUCATION AND 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

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, or disability.

Work With Us

Churchill Downs Incorporated is an inclusive and fun place to work. We celebrate unique approaches and points of view. We believe diversity is a mindset that drives excellence. We’re always learning, evolving and growing. We innovate through mutual respect of ideas and collaboration. This allows us to build a common language that inspires our team members and propels us toward the achievement of our vision.

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Nearest Major Market: Louisville

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