Social Media Content Lead

Patterson Companies, Inc.

Who We Are:

Patterson Companies, Inc. is a value-added distributor focused on providing best-in-class products, services, technology and experiences to the dental and animal health markets.

Position Details

Social Media Content Lead
Twin Cities Metro
Minneapolis, MN


The Social Media Content Lead is responsible for developing, implementing, and overseeing a well-defined social media strategy to foster mutually-beneficial growth and acquisition strategies with current and new customers in the Dental and Veterinary space.

The Social Media Content Lead will develop original, relevant content for organic audiences in order to increase followers and engagement, increase referral traffic, and impact business strategies, while leading day-to-day oversight of two social team members. This person will work closely with the team to design creative ways to engage current and prospective audiences, increasing Patterson brand awareness and impacting online commerce.

In this role, success of the Social Media Content Lead will be defined by the measurable correlation between relevant content, high-quality types of content and the increase in platform followers and audience segments, engagement, attributed revenue, and referral traffic year-over-year.


  • Develop and execute content, distribution, and optimization strategies to maximize impact of social platforms.
  • Write and design (perhaps film) compelling, engaging, on-brand social copy to accompany and drive forward these strategies.
  • Grow audiences and reach on social platforms, work closely with Director of Digital Marketing & Operations to define traffic, engagement and revenue goals and benchmarks.
  • Partner closely with Social Community Manager and Media Relations Manager to craft overall social vision and strategy, including platform and content strategies, capitalizing on trends, and synthesizing learnings from past performance and best practices while driving workflow, governance, and consistency across content and campaigns
  • Develop and manage the social media editorial calendar in order to align with Patterson business objectives, influencer content, and foster digital customer engagement (in partnership with the community manager and marketing managers)
  • Curate, create and publish original, high-quality content to ensure strong online engagement and brand awareness
  • Develop and facilitate (designing, filming, and editing) content pieces including, but not limited to, videos, graphics, gifs, photos, animations, interviews, posts, live events and broadcasts, webinars, podcasts, etc.
  • Create brand-building content for both the Dental and Vet businesses on Patterson’s blogs.
  • Liaise with marketing managers and content creators to ensure supplied content is informative and appealing.
  • Lead video projects that could include customer testimonials, group panels, how-to videos, behind-the-scene videos, industry news highlights, interactive Q & A sessions, launch videos, product demos, and customer gratitude videos
  • Understand and report the success and effects of both created content, influencer, SME, and user-generated content.
  • Research, learn and implement new digital best practices, including personalized/customized engagement solutions, live experienced, events, social messaging apps, social media stories, etc.
  • Partner with the Media Relations Manager to create influencer content and package it for publishing on Patterson’s social and blog platforms.
  • Lead production and brainstorm meetings, all-hands status meetings while identifying clear next steps and ensure team is clear on goals and execution deadlines
  • Audit, evaluate, and implement branch social strategy. Determine which content is managed by the corporate team vs the individual branch. Understand a franchise model for social media and train the various branches on best practices within said model. Evaluate the success of branch social platforms.
  • Assist Media Relations Manager with blogger network management and content best practices
  • Assist Digital Marketing & Operations Director in team leadership of the day-to-day management of digital content marketing operations including process development, execution strategy, project management, and reporting
  • Lead analyzing of reports to understand content’s impact on paid media strategies while optimizing content, audiences, and campaigns
  • Prepare bi-monthly and monthly performance metrics scorecards and review around insights and recommendations based on data to provide channel recommendations; development and delivery of regular audience engagement reporting
  • Monitor effective benchmarks for campaigns and activity to maximize results (ROI).
  • Partner with Director of Digital and Marketing Operations on content operations optimization: strategy, ideation, storage, curation, and measurement housed in a central location.
  • Assist in discovery/recommendation of content operations platform like Kapost.


  • BA/BS in interactive/digital marketing, Marketing or related field or equivalent combination of education and experience
  • At least 7 years of experience in Marketing, with at least 5 years of work experience as a Social media and content strategist or social media manager
  • Proven high level of attention to detail in day-to-day work
  • Strong content strategy and content development skills. MUST be able to provide copy and design samples.
  • Talented writer, with proven history of engaging content creation. Able to write technically for the B2B space.
  • Proven history of content promotion strategy (ie paid vs. organic content best practices) 
  • Hands-on experience using social media for brand awareness 
  • Expert at the identification of target audience preferences and build out of content to meet them 
  • Excellent multitasking skills 
  • Demonstrated passion and aptitude for social media/interactive marketing/online conversion strategies 
  • Team player, with the confidence to guide other departments when necessary 
  • Strong organizational and project management skills 
  • Self-starter with ability to effectively build internal and external relationships 
  • Superior analytical and strategic thinking skills, ability to articulate recommendations based on analysis 
  • Deliberate planning and goal setting 
  • Demonstrated understanding of and ability to develop forecasts for social audience growth 
  • Eye for innovation and the next emerging platform or partner to consider as part of social strategy results

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