Social Media Manager, Hybrid, Easton PA

GENERAL SUMMARY:

A highly creative, strategic, and visionary to lead the brand's social media strategy. The individual is a seasoned social communicator with experience leading social media teams and agencies for global brands with a deep understanding of the evolving social media landscape.

Creative storyteller with a deep understanding of social media trends and a proven track record of translating trends into impactful product and brand stories via social media platforms and influencer campaigns. This position is a key strategic role that will be responsible for elevating the brand to a best-in-class social media marketing engine by developing and executing innovative and data-driven social media and influencer strategies that build on current channel best practices, leverage relevant trends, drive social commerce and explore new social platforms highlighting product, brand and customer priorities.

Ability to translate social media trends into engaging, relevant "likable" and "subscrib-able" social campaigns. Instrumental in helping to build the future of the brand's social strategy, not only keeping abreast of latest trends, launching new channels, and growing commerce, but testing and learning through social listening and community engagement.

PRINCIPAL DUTIES & RESPONSIBILITIES:

Global Social Media & Influencer Strategy & Leadership:

• Oversee and evolve the enterprise global social media strategy that aligns with product, platform and seasonal priorities, resonates with target audiences and aligns with future social trends across all social platforms (TikTok, Facebook, Instagram, YouTube, Pinterest, Threads, and emerging channels).
• Oversee influencer strategy and activation supporting key product priorities.
• Lead cross-functional social media strategy by developing annual activation goals and plans, providing thought leadership and guidance and sharing best practices, insights and results with global social media and marketing partners to drive consistency, authenticity and overall global alignment with corporate priorities.

Social Listening & Trends:

• Identify emerging trends and integrate into social content across social platforms.
• Partner with Consumer Affairs to obtain social listening trends and data and translate into relevant social content.
• Evaluate and integrate global top performing social posts, campaigns and content across social platforms.

Analytics & Optimization:

• Gather, analyze, and report out impact and performance of global enterprise social media ecosystem on a monthly, quarterly, and annual basis.
• Develop annual measurement goals for social media.
• Utilize data and analytics to identify key insights, and continuously optimize strategies for improved engagement, reach, and other key KPIs across social media.
• Transform social media and influencer campaign performance metrics into more effective activations.
• Monitor competitive landscape and emerging trends to grow the brand and elevate to the forefront of social engagement across platforms.
• Stay at the forefront of algorithm changes and new features and develop strategies to leverage advancements for maximum impact and best in class social activation.

Community Building & Off-Own Channel Engagement:

• Identify and cultivate relationships with relevant brands, platforms, creators and communities to integrate products and brands into trending social conversations and topics, expand brand presence on social media and increase brand's social media community engagement.
• Explore collaborative opportunities and communities that expand product and brand reach and amplify social content and campaigns.

Team & Agency Leadership & Management:

• Mentor and manage a social media direct report fostering a high-speed, collaborative, and responsive team. Provide regular feedback, conduct performance reviews, and support professional development.
• Provide mentorship and guidance to global social media managers to foster a sense of team and high-speed collaboration.
• Onboard new social media team members and agency account team members to ensure brand alignment.
• Foster relationships with global social media leads for best practice sharing and alignment with the activation of product priorities.
• Build and manage relationships with global social media leads to execute effective and efficient social activation and strategy.
• Own and manage relationships with social platform and influencer agency partners to ensure effective performance, adherence to annual SOWs and remain abreast of agency capabilities for continuous improvement.

Social Commerce:

• Lead the social commerce marketing and influencer activation across social shops (TikTok, Meta, YouTube, etc.) in partnership with e-comm sales to establish social commerce activation of key products.
• Set commerce paid, marketing and influencer KPIs, monitor and analyze campaign performance and maximize campaigns for continuous improvements.

Crisis & Rapid Response

• Serve as the social lead for social media crisis management leveraging corporate rapid-response governance in partnership with Corporate Communications, HR, Legal, PR agency to ensure readiness and alignment in moments of unexpected social disruption.

Paid Media:

• Create & activate social paid media strategy to maximize product, platform & seasonal priorities.
• Measure and analyze performance for efficiency, effectiveness and continuous performance.

Guidelines:

• Manage, update, and create social and influencer guidelines to adhere to brand, social media platform and audience guidelines.
• Socialize guidelines with key internal, agency, global and partner stakeholders to ensure alignment with brand guidelines.

JOB SPECIFICATIONS:

• A bachelor's degree in marketing, communications, or a related field is typically required, along with relevant experience and skills in social media management.
• 8-10 years of progressive experience leading social media and influencer marketing for global brands with a demonstrated record of measurable impact with a deep expertise across the full social media spectrum-strategy, content development, community engagement, analytics, and social listening.
• Proven experience in a social media leadership role, with a demonstrated ability to manage and inspire a social media team and/or direct reports.
• Deep understanding of current social media platforms (including but not limited to Facebook, Instagram, Threads, TikTok, Pinterest, YouTube & emerging platforms), their respective audiences, best practices, and emerging trends.
• Deep understanding of influencer marketing platforms and content creators with a successful track record of successful, effective, and engaging campaigns.
• Exceptional storytelling abilities with a keen eye for compelling visuals and engaging copy.
• Strong analytical skills with the ability to interpret data, derive actionable insights, and make data-driven decisions.
• Knowledge of interconnected marketing landscape, including web, digital media, social and PR
• Excellent communication, interpersonal, and presentation skills.
• Strategic thinker with strong operational discipline and attention to detail and adept at navigating matrixed organizations and managing stakeholders.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple projects simultaneously.
• Familiarity with social media management tools, analytics platforms, and content creation software.
• Proficiency in AI tools and workflows within so

PHYSICAL CONDITIONS:

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is frequently required to sit, talk and hear. The employee is occasionally required to walk; use hands and fingers to operate, handle, or feel objects, tools, or controls; and reach with hands and arms. The employee must occasionally lift and/or move up to twenty-five pounds. Specific vision abilities required by this job include close vision and the ability to adjust focus.

DISCLAIMER: The preceding job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job.