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Social Media Manager

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The Social Media Manager, Social and Video Initiatives in our client's Consumer Relationship Marketing (CRM) group contributes to a large scale North American project in an industry-leading CRM program. The CRM program exists to deepen engagement with our most valuable consumers to increase loyalty and drive purchase. CRM is considered a shared service within the organization that provides valuable and best-in-class marketing assets to help brands enhance their marketing efforts and help them meet their business goals.

This position has responsibility for activation, management and evaluation of the following areas for the organization's CRM:

1. Well-established Social media (Facebook, YouTube, Twitter)
2. Emerging social media (eg. Pinterest, Google +)
3. Blogger outreach
4. Website community
5. Video content manager

The ideal candidate brings strong consumer marketing skills coupled with a deep knowledge of digital and social media channels. We are looking for a proven track record of managing major online initiatives from inception to launch. A strong drive for results, proven project management skills and the ability to manage both creative and technical agencies are essential.


Responsibilities:

Lead CRM US General Market Social media channel strategy and initiatives which include:

  • Develop and champion vision of social within CRM in US and CAN
  • Manage multiple social channels (Facebook, YouTube, Google+, Pinterest, website community message boards and community engagement, Blogger activation)
  • Lead the strategy and tactical plan development, activation, evaluation and continuous improvement of social initiatives
  • Set goals and measurement plans
  • Create strategy and manage integration of social media with other channels for maximum benefit (SEO, reach, UGC, etc).
  • Stay current with agency on social media trends and landscape
  • Collaborate closely with extended cross-functional team across company (CRM, Brands, Corporate Affairs, Consumer Response, Legal) to enhance and protect the company's brand and promote marketing objectives
  • Lead development of the online community engagement plans and ensure integration and activation across CRM channels.
  • Collaborate with CRM team to define and deliver on continuous consumer insights feedback loop from social media
  • Provide input/approval for editorial/experience calendar for social
  • Ensure flawless and timely brand support within social channels
  • Ensure proper use of trademarks/logos and ensure all communication materials have legal and creative approval
  • Support First Taste team around community experiences
  • Support the development of appropriate social media policies and protocols. Train new team members (internal and external) on company social media and blogger policies. Ensure agency and blogger compliance with Kraft social media policy
  • Where requested, provide counsel to brands pursuing social media strategies
  • Manage agencies; lead relationship with community integration tool back end technology suppliers
  • Develop and negotiate SOWs
  • Budget management

    Lead CRM Video strategy and initiatives which include:
  • Develop and champion vision of video content within CRM
  • Lead US and CAN video strategy and tactical plan for CRM videos
  • Develop and execute plan for leveraging the value of existing video library (both CRM and brand content)
  • Oversee new video production; identify cost efficient video production options
  • Develop strategies and lead video CGC activities for creation, curation and distribution in partnership with channel leads
  • Collaborate closely with extended cross-functional team across company (CRM, Brands, Corporate Affairs, Legal) to enhance and protect the company brand and promote marketing objectives
  • Review and approve Seasonal Video Editorial Outline
  • Manage inputs from cross-functional team
  • Ensure proper use of trademarks/logos and ensure all communication materials have legal and creative approval
  • Create an actionable plan for video within new areas, including mobile and tablets; Looking ahead to industry standards and trends, forecasting where we should be for the future.
  • Responsible for ensuring seamless integration of video content throughout all CRM channels
  • Primary liaison with Kraft IS & digital marketing on new video platforms. Actively promote the technology platform capabilities within CRM channels/programs and for brand video initiatives
  • Set goals and measurement plans. Analyze video engagement and inform team
  • Manage agencies; develop and negotiate SOWs
  • Budget management

    Experience requirements

  • 5-7 years digital marketing management experience required
  • 5-7 years consumer marketing experience required
  • 3+ years of agency management experience required (lead contract negotiations and SOW development, agency reviews, RFP process)
  • 1-2 years social media experience
  • Experience with Mobile is also valued
  • Demonstrated involvement with direct to consumer relationship marketing programs
  • Technical savvy and experience to understand infrastructure and data essential to delivering online integrated consumer experiences


    Required Skills

  • Providing a leadership point-of-view, building strong relationships and fostering teamwork among multiple agencies, internal cross functional teams and any partners to achieve maximum performance
  • Action-oriented with a strong drive for results
  • Strong project management skills; ability to work on multiple projects simultaneously
  • Strong oral and written communication skills
  • Proven ability to work effectively in ambiguous situations
  • Strong business savvy and experience to lead initiatives with upper management Highly organized
  • Composure and Listening
  • Lead projects across multiple locations

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