That's entirely appropriate.
Did the definition of irony change, too?
In other languages, irony is saying one word for another. Basically, you can stretch the meaning. In English, it seems to mean something different: a fuzzy oxymoron-like thing. If this is wrong, sorry, not a native English speaker here.
Irony went from 'sarcasm based humor' to 'humorously coincidental' in colloquial english.
No, appropriate would be if she made a professional observation about her field. A professional realising they're personally doing "their" thing wrong - from a professional point of view at least - is indeed ironic.
There is a deep irony in having a social media marketing manager say these things.