The Social Engagement and Website Specialist will play a critical leadership role in the strategic development and execution of all website and social media marketing initiatives. The individual will be a key member of the Corporate Communications team and will work collaboratively with cross-functional bodies including product and regional marketing teams, corporate marketing, human resources, legal, investor relations and external partners.
This individual will drive the company’s digital presence across relevant channels, including, providing corporate oversight, content planning, story ideation, content curation, and editorial development. Website/social media analytics and business metrics in order to adequately gauge performance, optimize initiatives, and establish best practices are also be key requirements of the position.
Website Strategy & Management
Collaborate with IT technical teams to manage web and mobile products and on-going enhancements.
Provide quantitative and qualitative data that provides analysis and insights into ways to continuously improve and innovate the website.
Oversee architecting end-to-end web product experiences and enhancements across all website.
Interact with business unit stakeholders to define design and functionality.
Work with design team members and webmaster in developing wireframes, concept design mockups, and clickable prototypes to illustrate the design approach, gain stakeholder buy-in and ultimately support customer engagement.
Develop and document streamlined UX processes.
Develop web guidelines and procedures working with external vendors and internal stakeholders.
Manage design resources and external vendor partners to deliver on-time and on-budget.
Social Media Marketing Strategy & Execution:
Develops and implements social media strategy and best practices across various platforms and social communities (e.g. Facebook, Twitter, Pinterest, Instagram, YouTube, Tumblr, Google+, etc.)
Establishes social media outreach and engagement goals both around awareness and around lead gen.
Generates corporate content calendars and oversees monthly calendars for all social media channels.
Publishes daily posts on social channels and consistently monitors daily conversations.
Manage content and special campaigns such as contests and online events for the community in order to generate reach and engagement in marketing initiatives.
Develops & executes social media advertising campaigns including targeting methodology and ad format guidance – when appropriate.
Identifies and nurtures key online influencers and creates programs to turn them into ambassadors.
Understands and maintains proper usage of the voice of our brand.
Listens, participates and reports on online conversations. Shares relevant content, communications, with appropriate internal stakeholders and oversees timely response.
Administers social media initiatives in a “test and learn” culture.
Analysis & Best Practices:
Works to adequately measure and optimize campaign performance while also establishing benchmarks and recommending improvements as well as best practices.
Works with internal and external partners to ensure the successful adoption and utilization of corporate analytics systems.
Compiles reviews and communicates monthly qualitative and quantitative reports on digital performance driving actionable insights for future efforts. Identify and analyze issues, patterns and trends in online channels and product performance.
Identifies opportunities, trends and features in the online space. Justifies investments in new online channels through business metrics (ROI), optimization and testing.
Educates marketing functions on social media / digital trends.
Communicates best practices and shares lessons learned throughout the organization.
Monitors website/social media successes and shortfalls of other relevant brands.
Follows relevant feeds, blogs, pages, etc. to stay up-to-date on the latest trends.
3-5 years of social marketing and website experience required
Digital/social media agency experience specializing in social media management for clients strongly preferred.
Highly analytical and articulate
Self-starter and, simultaneously, a team player.
Strong organizational skills and attention to detail.
Ability to manage several concurrent activities and thrive in a fast paced entrepreneurial environment.
Great presentation and interpersonal skills.
Proficient in Social Media channels and tools, website tools, as well as Google Analytics and other website analysis tools.
Possesses a spirit of intellectual curiosity, creativity, and innovation.
Marketing automation (Marketo) knowledge – a big advantage
Bachelor’s degree, preferably in marketing, communications, or business.