Senior Manager, Social Media

About the position

The Senior Manager, Social Media is responsible for defining and scaling Cole Haan's content strategy through social channels to build brand credibility and desirability. This individual will partner with counterparts across Marketing and Brand Design to develop engaging content that establishes a 1:1 connection with target audiences. He/She/They will leverage social platform and cross-channel data and insights to create seasonal strategies and brief video, photography, copy deliverables with a goal of constantly optimizing performance and delivering on brand and business objectives. The Senior Manager, Social Media is responsible for building highly effective and collaborative relationships with external agencies, influencers and content creators to bring the brand to life through dynamic social media outlets. He/She/They will be a social media subject matter expert and will thrive on driving community conversation and building brand affinity. The person in this role is agile and thinks big to activate social initiatives, leveraging current media and retail trends - gathering insights throughout to consistently inform and future executional approaches.

Responsibilities

• Establish a modern social strategy, editorial approach and calendar that delivers relevant social content aligned with our marketing objectives.
• Onboard and manage social media agency and social media talent.
• Recruit, contract and manage influencer partnerships to augment brand relevance, audience size and engagement.
• Democratize social strategy, learnings and recommendations with senior leadership and cross-functional colleagues via meetings and the dissemination of documents/reports.
• Alongside creative leads, brainstorm and brief all concepts for execution in social media channels against varying measurable objectives: driving brand affinity, shifting brand perception, acquiring new audiences, product discovery and trial, generating traffic and revenue.
• Coordinate with Brand Marketing and channel business leads for overall programming in social media to ensure tactics ladder to overall brand strategy, seasonal campaigns, and goals.
• Identify emerging social media channel and retail trends (content formats and subject matter), partnering with creative counterparts to define and efficiently execute test-and-learn initiatives.
• Partner with the Performance Marketing team to synergize paid and organic social content and identify connected social media opportunities for the brand and business.
• Help define the brand's cultural calendar and how it translates to owned social media channels and generates social conversations with target audiences.
• Acts as the marketing channel leader, giving clear direction and detailed feedback to creative and other cross-functional partners.
• Activate community management, responding to fans/followers as the voice of the brand, partnering with Customer Service as necessary to rectify consumer concerns.
• Maintain, grow, and socialize a thorough understanding of social media channel best practices through the lens of retail, relevant talent, new metrics, integrated marketing strategy and data analysis.
• Use critical understanding of consumer insights, channel behaviors, campaign effectiveness, strategy and creative to make recommendations for continuous channel improvement.
• Serves as a social media resource and partner for international counterparts around the world.
• Captures low-lift brand appropriate content, inclusive of photo, video, and 'live' experiences. (i.e. behind-the-scenes, employee Q&As, retail store visits, etc.)
• Manage and develop Associate Manager, Social Marketing.

Requirements

• 5-8+ years of experience in social media management.
• Proven track record of leading organic social media teams across all channels and platforms.
• A team player who is highly motivated, collaborative and a driven self-starter.
• Strong understanding of the global social media landscape and interpreting social insights.
• Expertise in influencer marketing strategy and the integration with organic social media.
• Strong leadership skills, with the ability to inspire and mentor teams.
• Experience using Dash Hudson, or other social media management platforms and tools.

Benefits

• Health Insurance
• Dental Insurance
• Vision Care
• Health Savings Accounts
• 401(k) Retirement Plan
• Vacation Time
• Sick Time
• Paid Parental Leave
• Holidays
• Cole Haan Discounts