Social Media & Content Specialist - Sports

SUMMARY Overview of the position

The Social Media & Content Specialist – Sports Cards & Memorabilia is responsible for developing and executing social-first strategies that drive demand, engagement, and collector loyalty across Upper Deck’s sports portfolio. This role blends strategic planning, copywriting, and hands-on content creation to bring trading cards, premium memorabilia, and athlete moments to life across digital platforms.

You will play a key role in amplifying product releases, showcasing high-value collectibles, and capturing the energy of athlete signings and appearances—translating them into compelling, platform-native content that resonates with both seasoned collectors and new fans.

ESSENTIAL DUTIES AND RESPONSIBILITIES The following statements are intended to describe the general nature and level of work being performed by an individual assigned to this job. Other duties may be assigned.

Social Strategy & Campaign Planning

• Support the development and execution of integrated social media strategies across trading cards and memorabilia product lines.
• Build content calendars and campaign plans aligned to:
  • Product releases (boxes, sets, drops)
  • Athlete signings and memorabilia launches
  • Key sports moments (All-Star Games, playoffs, drafts, milestones)
• Develop structured workback schedules ensuring all social deliverables align with release timing and business objectives.
• Identify opportunities to extend product lifecycle through multi-phase content (tease → launch → sustain → secondary market conversation).

Copywriting & Messaging

• Write compelling, conversion-minded copy across all platforms, including:
  • Social captions (Instagram, TikTok, X, Facebook)
  • Video scripts (Reels, Shorts, TikTok)
  • Athlete-related storytelling and promotional messaging
• Translate product features into collector-driven value propositions (rarity, chase elements, autographs, patches, provenance).
• Adapt tone and messaging by platform and audience segment (hardcore collectors vs casual fans).
• Ensure all copy aligns with brand voice, licensing requirements, and athlete agreements.

Content Creation & Production

• Conceptualize, shoot, and edit photo and video content including:
  • Pack openings and case breaks
  • High-end card and memorabilia showcases
  • “Hit” moments and rare pulls
  • Behind-the-scenes at athlete signings and events
  • Interviews with key athletes and internal team members
• Capture real-time content at athlete appearances, including:
  • Autograph sessions
  • Athlete interviews and quick-hit social segments
  • Fan interactions and experiential moments
• Develop short-form, platform-native content optimized for reach and engagement (hooks, pacing, trends).
• Create multiple content outputs per shoot to maximize content efficiency and frequency.

Creative Operations & Cross-Functional Collaboration

• Develop and manage creative briefs for design, photography, and video teams.
• Partner with Brand, Product, Licensing, and Legal to ensure timely approvals and compliance, particularly for athlete likeness and IP usage.
• Coordinate with internal teams to ensure accurate product representation and storytelling.

Community & Collector Engagement

• Actively manage community interaction:
  • Respond to comments, DMs, and tagged posts
  • Engage with collectors, breakers, hobby shops, and fan communities
• Identify and amplify user-generated content (UGC) such as:
  • Big pulls and personal collections
  • Display setups and memorabilia showcases
• Build and maintain relationships with:
  • Hobby influencers and breakers
  • Collector communities and card shops
• Foster conversation around secondary market trends, rarity, and collector culture.

Athlete & Event Integration

• Support promotion and content capture for:
  • Athlete signings and exclusive memorabilia drops
  • Live events, conventions, and hobby shows
• Create athlete-first storytelling that connects fans to:
  • The moment behind the signature
  • The significance of the collectible
• Execute live and near-live content strategies to capitalize on in-the-moment engagement.

Real-Time & Cultural Marketing

• Identify and act on real-time sports moments:
  • Record-breaking performances
  • Debuts, milestones, highlight plays
• Rapidly create and publish reactive content tying athlete performance back to:
  • Available cards and memorabilia
  • Historical collectibles and moments
• Leverage tentpole events (e.g., playoffs, draft, All-Star) to drive high-volume, high-engagement content.

Analytics, Reporting & Optimization

• Track and analyze key performance metrics:
  • Engagement rate, reach, impressions, video completion rate
  • Follower growth and audience demographics
  • Click-through and conversion indicators
• Monitor collector sentiment across social platforms, forums, and live streams.
• Deliver post-campaign insights and optimize future content based on performance data.
• Utilize social listening and AI tools to:
  • Identify trending players and products
  • Optimize posting cadence and format
  • Improve copy and creative performance

Customer Experience & Feedback Loop

• Escalate customer service issues and product feedback to appropriate internal teams.
• Provide insights on collector behavior, demand signals, and product reception to inform marketing and product strategy.

EDUCATION/YEARS EXPERIENCE

• 3–4 years of experience in social media, content creation, or sports marketing
• Strong understanding of sports trading cards, memorabilia, and collector culture
• Proven experience in copywriting and short-form video content creation
• Proficiency with content tools (Adobe Creative Suite, CapCut, or similar)
• Deep understanding of platform best practices (TikTok, Instagram, YouTube, X)
• Experience capturing content at live events or athlete appearances preferred
• Familiarity with the sports collectibles market and secondary marketplaces preferred
• Experience working with influencers, breakers, or hobby shops preferred
• Knowledge of analytics and social listening platforms preferred

REQUIREMENTS To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

KNOWLEDGE, SKILLS AND ABILITIES

• Strategic thinking with strong executional ability
• High-quality copywriting and storytelling
• Visual and video content production expertise
• Deep understanding of collector mindset and behavior
• Real-time responsiveness and trend awareness