About the position
Fossil Group is seeking a Sr. Manager to spearhead our global social media, content strategy, and influencer marketing efforts. As the social media leader, you'll collaborate with regional leadership to elevate and grow brand awareness across our core markets. Reporting to the Head of PR, Social Media, and Influencer Management, you'll leverage your experience in content creation, influencer partnerships, and large-scale social media platform growth to drive earned media value. Your passion for innovation, understanding of social commerce, and ability to connect strategic thinking to broader brand objectives will be instrumental in achieving our commercial and brand performance goals. In this role, you will partner with the Social Agency of Record to define immediate and long-term social playbooks across all Fossil-owned brands (Fossil, Michele, Zodiac, and Portfolio), guiding a team on platform growth strategy per brand. You will manage the Social media, Influencer, and Content team consisting of 2 direct reports. You will own the full influencer mix from nano to macro, developing a strategy for each brand that optimizes influencer performance and adapts to changes in the creator ecosystem. This also involves oversight of any influencer marketing platforms and agencies. You will provide thought leadership in developing brand storytelling across all social media platforms, advising on narrative trends that complement brand strategies and high-performing formats. Additionally, you will own the social media KPI scorecard focused on brand and commercial contribution, working in partnership with the Insights team, and leveraging reporting tools. Your responsibilities will also include developing a comprehensive social media and influencer strategy to meet earned media targets per brand, leading the development of all social media campaigns for organic social media accounts, and collaborating with the paid media team to leverage high-performing organic content. You will work with merchants and the global marketing team to develop a product awareness roadmap that connects to product launch dates and collection objectives, define high-level creative briefs connecting back to the business strategy for each brand, and partner with cross-functional teams to regularly optimize and refine social strategy and content.
Responsibilities
- Partner with the Social Agency of Record to define immediate and long-term social playbooks across all Fossil-owned brands.
- Manage the Social media, Influencer, and Content team consisting of 2 direct reports.
- Own the full influencer mix from nano to macro, developing a strategy for each brand that optimizes influencer performance.
- Provide thought leadership in developing brand storytelling across all social media platforms.
- Own the social media KPI scorecard focused on brand and commercial contribution.
- Develop a comprehensive social media and influencer strategy to meet earned media targets per brand.
- Lead the development of all social media campaigns for organic social media accounts.
- Work with merchants and the global marketing team to develop a product awareness roadmap.
- Define high-level creative briefs connecting back to the business strategy for each brand.
- Partner and collaborate with cross-functional teams to regularly optimize and refine social strategy and content.
- Assist in local social media shoots, as needed.
- Build and maintain strong relationships with representatives of key social platforms and tools.
- Participate in regional and brand marketing meetings and check-ins, as needed.
- Develop and maintain a global social media calendar across all platforms.
- Manage the organization and receipt of all creative assets from the respective teams.
Requirements
- A minimum of eight years of professional experience in paid media, social media, and influencer management.
- Experience managing social media for a global retail fashion brand is a plus.
- A Bachelor's degree in Marketing or a closely related field is preferred.
- Experienced team manager with a team growth mindset.
- Working knowledge of content production and digital formats.
- Experience managing paid media and creative agencies.
- Excellent written and oral communication skills.
- Strong organizational skills with a focus on mobile and social-first thinking.
- Ability to prioritize projects and collaborate with other team members is a must.
- Knowledge of social media platforms: Facebook, Instagram, Pinterest, YouTube, Snapchat, and TikTok.
- Proficient in Google Analytics, Emplify, Media Insights platforms, and social media analytics best practices.
- Adaptable with the ability to take calculated risks, accept ambiguity, test, iterate, and pivot on ideas.
- Ability to collect relevant data and draw conclusions for holistic decision-making.
- Knowing one's exact goals and targets and how to achieve them, aided by the guidance of leaders.
- Openness to embracing the opportunities of the digital age by integrating diverse perspectives.
- Empowerment of individuals at all organizational levels to make executive decisions.
- Skill in balancing customer and employee data collection while ensuring data privacy and security.
Benefits
- Comprehensive benefits package inclusive of health and well-being services
- 401(k) match and education on retirement planning
- Paid parental leave for eligible employees
- Return Back to Work program for new parents and caregivers
- Generous Paid Time Off including Floating Holidays, Volunteer Time, and Summer Flex Fridays
- Hybrid working schedules
- Tuition Reimbursement on approved programs
- Fossil Merchandise Discounts
