Description:

ORGANIZATION OVERVIEW:

The Specialty Equipment Market Association (SEMA) and Performance Racing Industry (PRI) together represent the heart of the automotive aftermarket and motorsports industries. United by a passion for cars, trucks, SUVs, and racing of every kind, these organizations support a vibrant global marketplace that spans performance parts, advanced racing technologies, restoration, restyling, and the full spectrum of specialty automotive innovation.

SEMA is a dynamic, business-minded nonprofit trade association made up of manufacturers, distributors, retailers, builders, publishers, race teams, and more—an industry ecosystem powering a nearly $53-billion-a-year retail market. Through industry-leading programs, advocacy, research, and world-class events—including the annual SEMA Show, one of the largest automotive trade shows in the world—SEMA helps its members grow, innovate, and succeed.

PRI extends this influence into the global racing marketplace. Since 1986, PRI has been the premier source of business intelligence, cutting-edge technology insights, and community connection for racing professionals. The annual PRI Trade Show in Indianapolis brings together over 1,000 exhibiting companies and thousands of racing stakeholders across every major discipline, supported by PRI’s industry-leading advocacy, media platforms, education programs, and year-round engagement.

Together, SEMA and PRI fuel the success of thousands of businesses, connect industry professionals worldwide, and preserve and grow the future of automotive performance and racing.

PURPOSE:

Serves as the strategic and operational lead for SEMA’s digital and social media ecosystem. Responsible for developing and executing overarching social media strategies, content production, real-time live event coverage, and multi-channel marketing campaigns that drive audience growth, brand relevance, and measurable business outcomes across the Association’s major brands, flagship events, and strategic initiatives.

This position is an in-office position in our Diamond Bar, CA Headquarters

RESPONSIBILITIES AND AUTHORITY:

Social Media Strategy & Campaign Leadership (25%):
- Develop and execute annual digital and social media strategies, campaign frameworks, editorial calendars, and KPI models aligned with organizational priorities.
- Serve as strategic social media lead for core SEMA properties including but not limited to the SEMA Show, SEMA Association, SEMA Fest, SEMA News, Membership.
- Lead social agency partnerships and manage sub-accounts to maintain consistent strategy, paid social deployment, and unified brand voice.
Content Production & Creative Direction (20%):
- Direct and produce high-impact, platform-optimized digital assets, including photography, short/long-form video, graphics, and written copy in the defined voice and tone of the SEMA brand.
- Utilize design software and editing applications to execute original assets quickly without sacrificing visual standards or narrative quality.
- Collaborate with marketing and creative teams to align digital assets with broader brand and campaign collateral.
Multi-Platform Publishing & Community Management (15%):
- Oversee daily channel operations across all SEMA social accounts, including scheduling, publishing, community engagement, and direct audience interaction.
- Actively protect brand reputation through proactive engagement and management of crisis social media communications when required.
- Grow and cultivate active digital communities across all social platforms.
Live Event Coverage & Real-Time Marketing (15%):
- Lead social media coverage and real-time execution for SEMA’s major live events, including but not limited to the SEMA Show, SEMA Fest, SEMA Live, Industry Honors, Media Trade Conference, and Washington Rally.
- Coordinate on-site creative teams, creators, and media partners to deliver real-time content, dynamic stories, and immediate campaign updates under fast-paced live conditions.
Cross-Functional Leadership & Stakeholder Management (10%):
- Serve as the central hub connecting internal teams (Marketing, Events, PR, Education, Membership, Executive Leadership) with external stakeholders, volunteers, exhibitors, and agency partners.
- Collaborate SEMA’s influencer and content creator, coordinating outreach, agreements, campaign syncs, and content execution with key industry personalities and creators.
Analytics, Reporting & Performance Optimization (10%):
- Analyze data across channels, campaigns, paid media, and social listening platforms to track performance against critical metrics (audience growth, engagement, conversions, video views).
- Deliver executive-level performance reports and actionable strategic recommendations to leadership and board members.
Innovation & Digital Operations (5%):
- Evaluate, implement, and manage social media management tools, publishing software, listening platforms, and operational workflows.
- Enable volunteer leadership networks, streamline internal cross-departmental submission processes, and maintain platform security protocols and access controls.

RELATIONSHIPS:

Reports to: Director of Marketing, Digital
Interfaces with: Executive leadership, internal department heads (Events, PR, Education, Membership), agency partners, exhibitors, volunteers, creators/influencers, and industry stakeholders.

Pay Range: $85,000 - $95,000

Requirements:

PRIMARY SKILLS & REQUIREMENTS:

Requirements:

5 – 7+ years of experience in social media management, content creation, digital strategy, and community management.
Bachelor’s degree in marketing, Communications, Digital Media, Public Relations, or a related field preferred; equivalent practical industry experience strongly valued.
Demonstrated experience capturing real-time content and leading social strategy at large-scale, high-visibility live events.
Proven background managing multi-channel campaigns, cross-functional teams, external agencies, and influencer talent.
Working knowledge of or background in the automotive performance, racing, or non-profit/trade association sectors is a strong plus.

Skills:

Deep functional knowledge of current social platforms, algorithms, publishing tools, digital trends, and video storytelling formats.
Proficiency with creative editing tools (Adobe Photoshop, Premiere, Canva, or equivalent photo/video suites).
Strong communication, copywriting, story-building, and executive presentation abilities.
Process-driven mindset with exceptional project management and multi-tasking abilities under tight deadlines.
Strategic analytical skills with the ability to turn social listening data into actionable insights.

Travel Requirements:

Estimated [15%–20%], as needed for on-site live event coverage, industry trade shows (e.g., SEMA Show, PRI Show), and key association events.

This job description is not intended to be and should not be construed as an all-inclusive list of responsibilities, skills, relationships or working conditions associated with the position. While it is intended to be an accurate reflection of the job requirements,

management reserves the right to modify, add or remove duties and assign other duties as necessary.

Specialty Equipment Market Association (SEMA)

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