Content Manager, Social Media

WE’RE CHANGING ENTERTAINMENT. COME JOIN US.

We’re always looking for talent that believes in having fun. At PENN Entertainment, you’ll get to be a part of an exciting industry, where the days and nights are fast paced. You’ll work with an incredibly diverse set of coworkers driven by their enthusiasm for helping people find and have more fun. You’ll also get to work at a company that cares about your career growth and will help you get the support you need to expand your possibilities.

Initial placement within the salary range is based on an individual's relevant knowledge, skills, and experience. Base salary is just one component of our competitive Total Rewards package, which includes wellness programs designed to support our team members' financial, physical, and mental well-being. Specific benefits—such as day-one medical coverage, 401(k) matching, and annual performance bonus—may vary by position. Paid time off is earned according to the local policy and increases with the length of employment.

Click HERE to discover how we empower team members to grow, thrive, and advance in their careers.

WE LOVE OUR WORK.

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.

BRING US YOUR BEST.

To excel in this role, individuals must effectively fulfill each essential duty. The following requirements reflect the necessary knowledge, skills, and abilities. Reasonable accommodations may be provided to enable individuals with disabilities to carry out the essential functions. Applicants must be at least 21 years of age.

• Bachelor's Degree (B.A./B.S.) in marketing, communications, journalism, public relations, media, or related field; with 5+ years of experience in social media, content creation, digital marketing, or a related field, or an equivalent combination of education and experience. Gaming or loyalty marketing experience is preferred but not required.
• Portfolio showcasing demonstrated ability to create compelling social-first content is required. Portfolio must include examples of video content and video editing and should demonstrate skills in storytelling, photography, copywriting, and visual content creation.
• Demonstrated ability to personally concept, capture, and edit high-quality photography and video content for social media.
• Strong video editing capabilities and understanding of short-form, platform-native video formats including Reels, TikTok, and other emerging social formats.
• Creative mindset with the ability to generate innovative concepts for social media campaigns, promotions, recurring content series, and brand storytelling that resonate with diverse audiences and drive meaningful interactions.
• Strong understanding of social-first storytelling and the ability to translate broader marketing initiatives into content designed specifically for social audiences and platforms.
• Keen eye for aesthetics, visual composition, brand consistency, and the ability to create content that follows established brand guidelines.
• Proven ability to manage large-scale brand social media accounts with a demonstrated ability to drive audience growth, engagement, and other measurable results.
• Excellent copywriting, communication, and collaboration skills with the ability to effectively coordinate with cross-functional teams and translate business objectives into compelling social content.
• Ability to develop creative direction and independently execute content from initial concept through capture, editing, publishing, and performance analysis.
• Strong organizational and project management skills with the ability to manage multiple campaigns, content needs, stakeholders, and deadlines simultaneously.
• Adaptable and excels in dynamic, fast-paced environments, with the ability to balance planned campaigns with real-time content opportunities.
• Proficiency with social media management and creative software tools such as Sprout Social, Canva, Adobe Creative Suite, and video editing platforms.
• Technical proficiency in Microsoft Applications including Word, Excel, and PowerPoint.
• Effective presentation skills and ability to communicate ideas, creative concepts, campaign recommendations, and performance results to various stakeholders.
• Ability and willingness to travel approximately 10% and work occasional evenings, weekends, or events as necessary for content capture.

LANGUAGE SKILLS

Ability to read and communicate verbally in English. Written communication skills in English may also be required.

REASONING ABILITY

Ability to apply commonsense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.

PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential

STAY IN THE GAME. FOLLOW US.

We’ve grown to become the leading provider of integrated entertainment, sports content, and casino gaming experiences thanks to our 43 destinations across North America, online sports betting and iCasino via theScore Bet Sportsbook and Casino®.

Being an industry leader means more than being a purveyor of fun. We are also committed to values like diversity and sustainability — for our community, our team members, our vendors, and our planet. 

We're changing entertainment. Follow us.

Equal Opportunity Employer

STARTING SALARY

Starting at $75,000, depending on experience