Social Media & Digital Content Specialist

About the role

At GE Appliances, a Haier company, we come together to make "good things, for life." As the fastest-growing appliance company in the U.S., we're powered by creators, thinkers and makers who believe that anything is possible and that there's always a better way. We believe in the power of our people and in giving them the freedom to explore, discover and build good things, together.

The GE Appliances philosophy, backed by three simple commitments defines the way we work, invent, create, do business, and serve our communities: we come together, we always look for a better way, and we create possibilities. Interested in joining us on our journey?

As the Social Media & Digital Content Specialist, you will be responsible for helping ensure GE Appliances' stories reach, engage, and influence the audiences that matter most. This role connects editorial storytelling with digital publishing, audience development, social media strategy, search optimization, and performance analytics to maximize the impact of the company's owned media ecosystem.

As a key member of the company's content team, you will own the day-to-day management and growth of GE Appliances' digital channels, including social media platforms and corporate website. Success in this role requires equal parts storyteller, publisher, strategist, and analyst.

You should have a passion for modern content distribution, audience behavior, and the evolving ways people discover information through search engines, AI platforms, and social media. Position Social Media & Digital Content Specialist Location USA, Louisville, KY How You'll Create Possibilities

Key Responsibilities

• Lead the day-to-day management, publishing, and growth of GE Appliances' corporate social media channels.
• Identify emerging conversations, industry trends, and cultural moments where the company can provide meaningful perspectives.
• Develop platform-specific publishing strategies that maximize engagement and audience growth.
• Help build relationships with relevant creators, influencers, and digital communities.

Monitor audience sentiment and identify opportunities for proactive storytelling. Manage community engagement by monitoring comments, identifying opportunities to join relevant conversations, and helping foster meaningful interaction across owned channels. Identify, develop, and write compelling stories that showcase GE Appliances' people, products, innovation, manufacturing, community impact, and related business priorities.

• Publish and manage content across the corporate website.
• Adapt editorial content across multiple digital platforms while maintaining consistency in voice, messaging, and brand standards.
• Optimize website storytelling based on audience behavior, engagement analytics, and evolving best practices.
• Ensure all published content is optimized for desktop, mobile, social, and AI-powered experiences.

Optimize content for Search Engine Optimization (SEO), Generative Engine Optimization (GEO), and Answer Engine Optimization (AEO) to improve discoverability across search engines and AI-powered experiences. Continuously evaluate emerging platforms, content formats, and digital behaviors to identify opportunities for growth.

Measure content performance and audience engagement, using analytics and insights to continuously improve editorial strategy and content effectiveness. What You'll Bring to Our Team

Minimum Qualifications

• Bachelor's degree in Communications, Journalism, Marketing, Digital Media, Public Relations, or related field.
• 3 years of experience managing digital content, social media, editorial publishing, or owned media platforms.
• Exceptional writing, editing, and storytelling skills.
• Experience managing and growing social media channels and website content for companies or brands.

• Experience working within a content management system (CMS).
• Strong understanding of digital publishing and audience development.
• Experience using analytics to evaluate performance and develop strategic recommendations.
• Excellent organizational skills with the ability to manage multiple priorities.
• Demonstrated ability to leverage generative AI tools to improve research, content creation, publishing workflows, and productivity.

Experience creating and editing short-form video content optimized for social media and digital platforms. Experience optimizing content for SEO, GEO, and AEO.

Preferred Qualifications

• Experience using social listening and audience intelligence tools to identify trends, conversations, and emerging storytelling opportunities. Experience building employee advocacy or ambassador programs.
• Familiarity with paid social media advertising Our Culture Our work is centered on our People and Culture as reflected in our Zero Distance philosophy and we recognize the importance of reaffirming our commitment to inclusion and diversity (I&D).

This underscores our commitment to fostering an environment where every individual feels valued, connected, and empowered to contribute, while positioning our organization to adapt seamlessly to the evolving needs of our workforce and communities. This reflects our dedication to creating solutions that: Empower colleagues by fostering an environment where all voices are heard, valued, and encouraged to contribute.

• Strengthen communities where we live and work.
• Reinforce a culture of belonging, purpose, and engagement.
• Reflect the diversity of the communities we serve through our workforce, products, and practices.
• By further embedding Zero Distance into our People and Culture framework, we will continue to build a deeply connected organization.

• We are cultivating a culture of engagement, belonging, and connection, because while attracting new talent remains a priority, retention is a cornerstone of our strategy.
• GE Appliances is a trust-based organization.
• It is important we offer our employees the flexibility they need to do their best work while balancing the needs of the business and individuals.

When you join GE Appliances, you will have the opportunity to work with your leader to create a flexible work arrangement that balances the needs of the individual, team, and organization.