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United Airlines Director, Advertising and Social Media Strategy - Chicago or Los Angeles in Chicago, Illinois

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Corporate Communications

Our Corporate Communications department manages relationships with the media and shares information about the company both externally and to our employees worldwide

Job overview and responsibilities

Reporting into the Managing Director, Advertising and Social Media, this role serves as a visible team leader and a peer who partners closely with the Director, Advertising and Social Media Operations and Creative Director, Advertising and Social Media serving as a primary bridge between the airline and media and creative agency partners. Must have either agency experience (from a media, advertising or communications agency – on the account or strategy side) and/or in-house experience on a similar team within a large consumer brand. Responsibilities and oversight are wide-ranging. This role is an in-house account/strategy lead, looking after multiple workstreams across all facets of advertising and social media, including strategy/brief development, media planning, social media influencer relations, social media brand engagement and media platform and vendor relations. Must have a strong grasp on building strategic plans with clear distribution tactics to ensure United’s best-in-class content reaches and delights the right audiences. The Director will serve as a point person for international advertising and social media needs, collaborating with United colleagues around the globe to develop the right approach to meet their business goals

  • Serve as day-to-day contact for media agency, evolving United’s approach to paid media by implementing strategic, efficient and innovative plans that reach key audiences and deliver on a variety of business objectives

  • Media plans include such channels as linear, connected, OOH, audio, digital, social, display

  • Direct brief writing across advertising and social media campaigns, including ongoing oversight of agency and team priorities as well as the management of internal project management resources

  • Supervise and grow United’s relationships with media platforms, social media influencers, tourism boards and more

  • Develop long-term partnerships with influencers that are quantifiable

  • Supervise social media brand engagement (all responses on social media not directly tied to customer service) as well as United’s overall approach to social media content publishing related to broader industry/world events

  • Oversee long-term and medium to short term strategic planning across advertising and social media. This will also include the development of internal and external plans/presentations and case studies

  • Direct United’s international advertising and social media work – collaborating closely with in-region colleagues and agency teams

  • Oversee team’s approach to innovation across advertising and social media, through a formal test and learn approach


  • Bachelor's degree

  • 12+ years of relevant experience

  • Proven experience in a similar role at an agency or in-house for a large consumer brand

  • A passion for delivering innovative brand thinking across different channels and content offerings

  • Experience across all significant advertising mediums and all major social platforms

  • Skilled at developing channel distribution plans

  • Driven by a curiosity to try new things and not accept the status quo

  • Skilled at providing internal and external feedback that is specific and timely

  • Experience with international marketing – working in another market or collaborating with regions/international markets on advertising and social media

  • A leader who is not agency-dependent and uses agency resources efficiently, knowing when to tackle projects in-house/when to use an external partner

  • Must be legally authorized to work in the United States for any employer without sponsorship

  • Successful completion of interview required to meet job qualification

  • Reliable, punctual attendance is an essential function of the position

Equal Opportunity Employer – Minorities/Women/Veterans/Disabled/LGBT

Division: 35 Corporate Communications

Function: Communications / Public Relations / Government & Regulatory Affairs

Equal Opportunity Employer – Minorities/Women/Veterans/Disabled