Content Manager, Social MediaPENN Entertainment

We are seeking a highly creative and driven Social Media Manager, Content to manage the social media presence of PENN Play and PENN Entertainment and bring our brands to life through compelling, social-first storytelling. This role will serve as the primary content creator for these channels, personally developing, capturing, editing, and publishing photography, video, graphics, and written content.

• The Social Media Manager, Content will also partner closely with the Loyalty team to translate PENN Play initiatives into engaging social campaigns and content, while collaborating with the broader Social Media team to coordinate PENN Play storytelling across PENN Entertainment's portfolio of brands and locations.
• The following and other duties may be assigned as necessary:
• Strategically plans, produces, and publishes content across PENN Play and PENN Entertainment social media platforms, including but not limited to Instagram, Facebook, LinkedIn, and X, in coordination with enterprise marketing priorities and calendars.
• Serves as the primary hands-on content creator for PENN Play and PENN Entertainment social channels, personally capturing photography and video, editing short-form video, creating graphics, and writing social copy.
• Travels to PENN Entertainment locations, events, activations, and experiences to capture original social-first content that showcases PENN Play benefits, partnerships, promotions, experiences, and brand stories.
• Develops original content concepts and recurring social series that build the PENN Play brand beyond individual promotions and create meaningful connections with current and prospective PENN Play members.
• Collaborates closely with the Loyalty team to understand the broader PENN Play marketing calendar, identify initiatives and moments that should receive social
• support, and determine how those initiatives should be brought to life across social media.
• Develops social creative direction for major PENN Play campaigns, including campaign concepts, messaging approaches, content plans, shot lists, deliverables, and rollout strategies.
• Translates broader loyalty campaigns and business objectives into engaging, platform-native social content rather than simply repurposing existing campaign messaging or creative.
• Maintains a forward-looking PENN Play social content plan aligned with Loyalty priorities, key campaigns, promotions, partnerships, and business objectives.
• Collaborates with the broader Social Media team to coordinate PENN Play campaigns across PENN Entertainment's portfolio of social channels, providing campaign direction, creative guidance, assets, and toolkits as appropriate.
• Partners with Social Media team members responsible for location-level channels to identify opportunities for locally captured content and coordinated amplification of PENN Play initiatives.
• Manages the day-to-day presence of PENN Play and PENN Entertainment social channels, including content planning, scheduling, publishing, tagging, and community management.
• Responsible for timely response and community management of guest commentary across assigned social platforms, coordinating with appropriate internal stakeholders when escalation is required.
• Builds organic community engagement through thoughtful commentary, proactive engagement, and timely participation in relevant social conversations.
• Monitors social media trends, emerging platforms, creator trends, cultural moments, and new content formats to identify opportunities that align with PENN Play and PENN Entertainment brand objectives.
• Researches, identifies, develops, and supports programs and events with social media influencers and content creators specifically tied to PENN Play campaigns, partnerships, and experiences.
• Collaborates with internal Marketing, Loyalty, Creative, Communications, and other cross-functional teams to identify content opportunities and ensure social media considerations are incorporated into campaign planning.
• Analyzes and reports social media performance, using data-driven insights to optimize content strategy, creative execution, platform strategy, and future campaign development.
• Identifies opportunities to increase audience growth, engagement, brand affinity, and awareness across PENN Play and PENN Entertainment social channels.
• Ensures all content adheres to established brand standards, platform best practices, regulatory requirements, and responsible gaming guidelines.
• Complies with all state and jurisdictional regulatory standards within the designated area of responsibility and promptly informs management of any potential issues.