EMPLOYER: Sparrow Hotels
POSITION TITLE: Social Media Manager
REPORTS TO: Joel Waterman – General Manager of Inn at the Forks (with guidance from Emily Patrician – General Manager of Mere Hotel)



The Social Media Manager will work with the GM’s of all Sparrow Hotels properties to build brand awareness, customer engagement, and promote guest loyalty through social media platforms for Inn at the Forks (including Riverstone Spa), SMITH, Mere Hotel, ERA Bistro and Catering, Norwood Hotel, and the Norwood Beer Store. The Social Media Manager will create an effective content strategy, paid and organic strategies, and track and analyze the results from all social media efforts to build the social media strategy through research, platform and audience identification and monitoring of metrics and KPI’s. The position will be a remote position (work from home), with regular visitations to all the properties.


Content Creation and Management:

  • Develop and maintain the brand persona for each platform
  • Curate, and manage all content (images, video, copy, etc).  This may involve content creation as well, or the ability to partner with photographers, using their content.
  • Create and manage content calendars and schedule content accordingly
  • Research opportunities and seek out influencers or partners that complement the social media strategy, with guidance from the Property Managers.

Organic and Day to Day Social Media:

  • Develop and implement an effective organic social media strategy
  • Implement organic strategies to grow fans and followers
  • Generate, edit, publish daily content (text, images, shared content, video, graphics, etc ) that encourages engagement
  • Respond to comments, address complaints and maintain brand reputation
  • Create and maintain profiles (cover pages, profile pictures, about information, etc)
  • Research trending social media tools, hashtags, popular topics and conversations, and monitor competitors actions

Paid Social Media Advertising:

  • Develop and implement an effective paid social media strategy
  • Implement paid strategies to grow fans and followers
  • Develop, apply, and control monthly budgets for social media advertising
  • Be familiar with all types of advertising options, targeting, and strategies to choose the method that will be most effective
  • Design, create and manage promotions and social ad campaigns with collaboration from marketing and other departments
  • Use data and monitoring to drive social advertising decisions and maintain agility on live campaigns, to tweak or change the strategy when necessary

Tracking and Analysis:

  • Define and control social media KPI’s, metrics and ROI goals
  • Use data to influence decisions and alter strategies as required
  • Compile reports for management displaying metrics, KPI’s and ROI where applicable


  • In-depth understand of all social media platforms is required (including advertising tools)
  • Experience using Facebook Business Manager is an asset
  • Use and implementation of Facebook Tracking Pixels
  • Experience with scheduling tools such as Hootsuite is an asset
  • Experience with data analysis programs is an asset
  • Ability to work independently with minimal guidance
  • Copywriting experience is an asset
  • Superior communication skills
  • Attention to detail, including excellent grammar and spelling
  • Creative and outgoing personality
  • HTML, Adobe InDesign, Adobe Photoshop and Adobe Lightroom skills are an asset


  • Post-Secondary education in Creative Communications or Marketing, business degree/diploma, or a combination of education and experience is preferred


  • Emily Patrician, General Manager of Mere Hotel,
  • General Managers of Inn at the Forks, ERA Bistro and Catering, Norwood Hotel

This position is subject to discussion.  It potentially could be filled by an individual who is able to create content (photos, video, etc), while also managing all the administrative duties of the role.  If this is the case, an established portfolio will need to be advanced for consideration of the position.  The candidate may be asked to submit hypothetical posts with existing photos for the Sparrow Hotels accounts.

The role could also be the administrative tasks only, partnered with an established content library that will be provided – or – partnering with and sourcing local photographers. Depending on the evolution of the role and the candidate, both salary and anticipated time commitment are negotiable and subject to change.

Interested parties should submit their resume and a cover letter to Joel Waterman at jwaterman@innforks.com