Marketing Director

State Farm - Bloomington, IL

Full-time - Senior

Bloomington, IL

10,001+ employees

Insurance Carriers and Related Activities

About the position

As the Director of Social Media at State Farm, you will play a pivotal role in leading a dynamic team of strategic, creative, and community-focused marketers. This position is not just about managing social media; it’s about interpreting brand strategy and finding innovative ways to activate it through integrated campaigns. You will be responsible for keeping a close eye on emerging pop culture, trends, and innovations, while also possessing a deep understanding of social platform technology and algorithmic strategies. The ideal candidate will demonstrate excellent collaboration skills, strong leadership, and the ability to communicate and influence effectively. Flexibility and adaptability are key, as you will need to pivot in new directions based on the brand's evolving needs and the current cultural context. In this role, you will lead, mentor, and manage a team of social media professionals, fostering a culture of creativity and excellence. You will manage social media and operational budgets, resources, and vendor relationships effectively, while owning relationships with social agency partners and implementing our social playbook. Your strategic vision will involve developing and implementing a comprehensive social media plan that aligns with overall business goals and marketing strategies, including customer journeys and influencer strategies. You will collaborate deeply with other marketing functions to maximize social media's role in our overall marketing plans, staying updated with the latest trends and best practices. Your responsibilities will also include overseeing content creation and curation, ensuring high-quality, engaging, and on-brand content across all social media channels. You will influence integrated campaign briefs to ensure social-first content is a critical component of customer journeys. Additionally, you will build and nurture online communities, actively engaging with followers and managing customer interactions. Your analytical skills will be crucial as you monitor and analyze social media performance metrics, providing regular reports and actionable insights to senior management in collaboration with Marketing Analytics.

Responsibilities

• Lead, mentor, and manage a team of social media professionals, fostering a culture of creativity and excellence.
• Manage social media and operational budgets, resources, and vendor relationships effectively.
• Own relationships with social agency partners, implementing and evolving our social playbook.
• Develop and implement a strategic social media plan aligned with overall business goals and marketing strategies.
• Collaborate with other Marketing Functions to maximize social media's role in overall marketing plans.
• Stay updated with the latest social media trends, tools, best practices, and emerging platforms.
• Develop strategies to acquire new customers while keeping the current audience engaged; grow follower count and increase engagement rate.
• Manage social media advertising, optimizing ad spend and driving maximum ROI.
• Monitor and analyze social media performance metrics, providing regular reports and actionable insights to senior management.
• Oversee content creation and curation, ensuring high-quality, engaging, and on-brand content across all social media channels.
• Influence integrated campaign briefs to ensure social-first content is concepted from the beginning.
• Partner with the creative team to ensure content is on brand and platform-appropriate.
• Build and nurture online communities, actively engaging with followers and managing customer interactions.
• Manage strategies and tools for daily listening & mining of social signals around consumer trends, brand sentiment, and qualitative learnings.

Requirements

• 10+ years of Social Media experience, with 5+ years in a leadership capacity.
• Bachelor's degree in Marketing, Communications, or a related field (Master's degree preferred).
• Experience in a blue-chip marketing organization.
• Experience in multimedia, large-scale consumer-facing campaigns inclusive of social media.
• Direct oversight experience managing social media campaigns.
• Direct oversight experience of a brand's social media platforms and accounts, inclusive of paid, organic, and influencer content and tactics.
• Experience with brands with multilayered social experiences across the funnel.
• Deep knowledge of consumer social media consumption and behaviors.
• Agency and/or client-side experience managing cross-channel Social Media campaign strategies.

Nice-to-haves

• Experience working in a matrix environment preferred.

Benefits

• Tuition reimbursement
• Wellness initiatives
• Employee development programs
• Professional designations
• Volunteer events within the community