Social Media Manager

Position Summary

The Social Media Manager will report directly to the AVP, Brand Marketing and will be accountable for the entire PR and Communication Plans for the Brand. This individual will be responsible for the development, implementation, and measurement of the Brand's PR & Communications Strategy across all media channels and will ensure that the Brand, product messaging, and content across all touchpoints are consistent, coherent, and relevant. The Social Media Manager will work closely with cross-functional teams and oversee the development of industry-leading earned media strategies and innovative brand campaigns.

The Social Media Manager will also develop the Integrated Marketing Communications narrative/storytelling linked to PR, Social, Influencer, Paid Media, and Experiential Marketing to drive awareness, engagement, and interest in the Brand to drive +YOY results and will create and ensure operational excellence for all priorities across all platforms including, but not limited to strategy, calendar, KPIs, and measurement that will be shared with Key Stakeholders.

Essential Tasks, Duties, & Responsibilities

• Accountable for the development, implementation, measurement, and optimization of the Brand's communications & PR strategy, goals, and tactics.
• Drive the Community Activation strategy of Earned Channels, including driving connection and synergy with paid activations and e-comm to maximize earned coverage.
• Create and review media materials and social media materials, including press releases, media strategies, thought-leadership materials, social messaging, and materials; narrative/message documents; oversee events and editorial calendars; organic and paid social.
• Own Earned Analytics & Reporting - incl. influencer campaign KPI tracking.
• Earned Media Budget Management
• Stay current on audiences, cultural trends, social media behaviors, and platform best practices.
• Issues & Crisis Management Point of Contact
• Ownership & Distribution of Earned Media Best Practices
• Point of Contact for PR Agency & local market needs
• Best In Class Event Strategy & Guidance
• Perform other duties as needed and directed by management

Portfolio/Brand Communications

• Own and lead agency relations, RFPs, SOWs adherence, etc.
• Lead the iteration, execution, and maintenance of the portfolio-integrated communications strategy.
• Lead Issue Management for all brand touch points including customer service, legal, R&D, social, eCommerce, and sales.
• Assess, lead, and optimize all communications agency partners - consumer, corporate, and influencers - establish clear and consistent goals and measurement framework.
• Lead brand strategy for earned and paid creator partnerships ensuring an amplified approach to building earned media.
• Ideate and innovate 360 campaign planning with integrated marketing teams to reinforce and strengthen consistent brand image.
• Oversee execution of all corporate and brand strategic initiatives, experiences, and partnerships
• Maximize portfolio brand awareness-building opportunities and drive EMV through product pitching and placement.

Influencer/Social

• Build and strengthen the Brand's presence amongst the influencer community.
• Drive a scaled community-building approach.
• Own powerhouse influencer relations internally and unlock earned support.
• Create paid influencer strategies that build long-term relations with influencers that in turn unlock earned support.
• Inspire and encourage dream-big thinking with an "earned" mindset.
• Provide a vision and strategy for total brand Influencer & social efforts.
• Manage platform relationships and cross-share key learnings & best practices for Social & paid Influencers.
• Create and launch guidelines and processes for brand teams to guide influencer/creator selections, paid media, and content.
• Manage and inspire the team, providing creative direction, vision & insights to help shape bigger ideas to support the Brand.
• Maintain pulse on Influencer and Social culture to constantly create innovative and disruptive campaigns.
• Lead the development and launch of key digital/social influencer engagements, from "always on" programs (e.g., box mailings) to launch campaigns (e.g., paid collaborations/partnerships).
• Lead social content strategy and development of native assets with a focus on video, collaborate closely with Creative Studio to ensure alignment with brand look and feel.
• Stay abreast and provide updates to leadership on competitive activity, social & influencer trends, and industry best practice(s)
• Establish and maintain close cross-functional working relationships with internal stakeholders and teams to drive consistent campaign messaging and growth.

Measurement

• Drive data-led approach to influencer, social, and press.
• Oversee analytics, reporting, and building of dashboards or ways of monitoring to share results on the business.
• Delivery or monthly business insights, trends, reporting, and action roadmap to leadership and cross-functional partner

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