Social Media Specialist at Odawa Casino Resort in Petoskey, MI

Odawa Casino Resort

Job Description

Job Title:Social Media Specialist

Reports To:Director of Marketing

Department:Marketing

Status:Exempt

Job Code:MDSPC

Creation Date:06/10/2025

Revision Date:05/20/2026

Job Summary: As the primary owner of organic social media strategy, you will create and execute compelling content to drive engagement for our casinos, hotels, and amenities. Collaborating closely with the advertising team and marketing leadership, you’ll ensure every post aligns with brand standards and paid campaigns. This role is essential for building a vibrant online community and maximizing the visibility of our events and promotions. This position will have access to confidential and proprietary information.

Primary Duties & Responsibilities:

• Work closely with internal departments (e.g., Hotel, Food & Beverage, Entertainment, Player Development) to source and create timely, relevant, and accurate promotional content.

• Support the coordination and execution of loyalty marketing efforts by creating engaging content that promotes CRM initiatives and player rewards.

• Coordinate with the Digital & Traditional Advertising Marketing Specialist to ensure organic content supports and maximizes the effectiveness of paid social media and advertising campaigns.

• Serve as the primary creator of high-quality, on-brand content, including photography, short-form video (reels/stories), graphics, and copy, for all social platforms.

• Ensure a consistent and seamless brand voice and experience across organic social channels, websites, mobile apps, and advertising.

• Collaborate with the Digital & Traditional Advertising Marketing Specialist and external agencies (AOR) to utilize and repurpose approved photo/video assets for organic social storytelling.

• Manage and maintain a content library (Digital Asset Management) of social-first creative assets.

• Identify and implement platform-specific trends, best practices, and new features to continuously optimize organic reach and engagement.

• Actively monitor, listen, and respond to community feedback via social media platforms in a timely and professional manner. Fostering a positive online community and managing brand reputation.

• Develop, implement, and manage the daily, weekly, and monthly organic content calendar across all primary social media channels (e.g., Facebook, Instagram, TikTok, YouTube).

• Plan and execute live content captured during on-property events, promotions, and entertainment on various shifts to generate immediate, engaging content.

• Ensure all content adheres to brand guidelines, graphic standards, gaming regulations and responsible gaming messaging.

• Execute A/B testing on content formats, captions, and posting schedules. Use these data-driven insights to continuously refine our strategy, ensuring maximum reach and organic growth.

• Utilize social media analytics tools (e.g., Meta Business Suite, platform-specific analytics) to derive actionable insights and inform future content strategy.

• Provide regular reports on organic social performance to the Director of Marketing and the Digital & Traditional Advertising Marketing Specialist, highlighting successes and areas for optimization.

• Ensure posts are appropriate, respectful and align with Odawa Casino’s guidelines.

• Differentiate the brand in a competitive gambling market through compelling storytelling and unique value propositions.

• Track, analyze and report on key social media performance indicators (KPI’s) such as engagement rate, reach, impressions, follower growth, and conversion metrics (e.g., link clicks to website/app).

• Greet all guests and Team Members in a friendly, open manner.

• Conducts oneself in a positive and professional manner, acting as a role model for all Team Members.

• Maintain knowledge of all current and upcoming promotions and events at Odawa Casino Resort.

• Attend all meetings & complete all training as required.

What Success Looks Like in This Role

A successful Social Media Specialist will:

• Consistently deliver a steady cadence of high quality, on brand organic content across all primary platforms, aligned with the approved content calendar.

• Capture timely, engaging live content during events, entertainment, and promotions, representing the brand professionally while on property.

• Build and maintain a positive, active online community through timely, professional engagement and thoughtful reputation management.

• Identify and implement platform specific trends, best practices, and new features that strengthen organic reach, engagement, and audience growth.

• Collaborate seamlessly with the Digital & Traditional Advertising Marketing Specialist and internal departments to ensure organic content supports paid campaigns and accurately reflects promotions, events, and amenities.

• Track, analyze, and report on key social media KPIs, turning data into actionable insights that inform future strategy and demonstrate measurable growth.

• Uphold all brand guidelines, graphic standards, gaming regulations, and responsible gaming requirements across all social content.

• Maintain an organized, up to date content library of social first creative assets that support efficient production and storytelling.

Upholds Odawa Casino Mission statement in all aspects of position:

Mission:

Bringing you the THRILL of the win and the FUN of the game, served with a side

of real-deal HOSPITALITY.

Values:

We create a culture that provides:

1. Create the THRILL
2. Lead with FUN
3. Serve with Real-Deal HOSPITALITY
4. One Team, One Experience
5. Own the Moment
6. Do What’s Right – Always
7. Level Up Every Day

Preference: Applies to Native Americans in accordance with applicable tribal law.

System Access: Microsoft Office Suite, Internet, and BrightSign

Minimum Qualifications:

• Bachelor’s degree in marketing, communications, digital media, or a related field, and a minimum of three (3+) years of direct experience managing social media and creating content for a business.
• Equivalent experience in lieu of a degree will be considered for applicants with a minimum of six (6) years’ prior experience in social media management, content creation, and community engagement, preferably in the hospitality/casino industry.
• Must provide a digital portfolio that showcases organic social media strategy, content creation capabilities (video/photo/graphics), and engagement success.
• Expert-level proficiency in managing content and engaging communities on major social media platforms (e.g., Facebook, Instagram, TikTok, YouTube).
• Demonstrated ability to produce high-quality, original content using a variety of tools (e.g., mobile editing apps, Adobe Creative Suite, or similar).
• Strong understanding of social media analytics and reporting best practices.
• Exceptional written and verbal communication skills, with proven ability to develop a compelling brand voice.
• Ability to work in a fast-paced environment and manage multiple priorities simultaneously, including quick-turn content creation.
• Proficiency in:
  • Social Media Content Creation and Scheduling Tools (e.g., Meta Business Suite, Later, Hootsuite)
  • Social Media Analytics and Listening Tools
  • Video and Photo Editing Software/Apps (e.g., CapCut, Adobe Premiere Rush, Photoshop)
• Must be flexible with shifts and days off to attend events for live content capture.
• Must be able to obtain a gaming license in accordance with the regulations established by the LTBB Gaming Regulatory Commission and be able to serve in the position under any other applicable law.

Preference: Applies to Native Americans in accordance with applicable tribal law.