Social Media Marketing Manager

American GreetingsinWestlake, OH

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Job Description

GENERAL SUMMARY: The Social Media Marketing Manager is responsible for setting the strategy and brand direction for PAPYRUS across its social media ecosystem - inclusive of Instagram, Facebook, Pinterest, LinkedIn and Twitter. This role is responsible for all aspects of social marketing inclusive of strategy, planning, creative/content development (working cross-functionally with our internal creative agency), execution, optimization, budgeting and reporting. The position works within the PAPYRUS Marketing team to define a cohesive social strategy along with pertinent execution plans for the PAPYRUS social ecosystem that aligns with high level brand strategy, retail marketing strategy and the direction for all other owned platforms within PAPYRUS' digital footprint (website, email). This role partners with PAPYRUS marketing team members to ensure that PAPYRUS social media works synergistically from strategic, messaging and creative perspectives with PAPYRUS owned platforms (email and website.) The ideal candidate is a social media expert with experience in other digital marketing platforms. The candidate has a pulse on digital trends and remains consistently updated with the rapidly changing social media marketing landscape across all platforms where PAPYRUS has a presence. The candidate will be able to confidently define and execute a social communications strategy that address three objectives: (1) engages our already committed audience, (2) re-engages the consumer who used to shop at the PAPYRUS retail stores, and (3) attracts a new audience leading to growth in followers and higher levels of engagement across all of our social channels. ESSENTIAL DUTIES & RESPONSIBILITIES: Social Strategy & Execution Across Platforms Develop and execute social media strategies for the PAPYRUS brand, tailored to each platform Set operational plans for social media channels including development, management and execution across content, copy, calendar, posting and reporting Analyze each 'new' platform (Facebook, Pinterest, LinkedIn) in comparison to Instagram and make all necessary updates to each platform so that the content, messaging, appearance etc. aligns with that of PAPYRUS Instagram and overall brand direction Paid Media Campaigns Develop and execute paid social media strategy campaign plans for the PAPYRUS owned social platforms Ensure PAPYRUS owned brand social campaigns complement PAPYRUS campaigns that are executed on retailer-specific social platforms Create, monitor, optimize, and report out on social ads using Facebook Ads Manager and other reporting platforms Retail Partner Social Campaigns Primary contact for Shopper Marketing in relation to social campaigns, facilitating collaboration and providing recommendations for retailer social channels paid campaigns using co-op funds Include strategic recommendations for organic posts and stories that drive and link out to our key retailers as part of monthly content calendar development Content Development Accountable for ensuring that content (e.g., visuals, editorial, etc) is created for all social media platforms for all key drive periods throughout the year (e.g., seasons, wedding, baby, etc) and that the content is consistent with the PAPYRUS brand guidelines Partner with Associate Marketing Manager to work cross-functionally with our internal creative agency photo studio to submit timely, accurate briefs that clearly communicate social content development needs Ensure content received from the Creative Agency is brand-right before they are published across owned and retailer-specific social platforms Partner with product management team to confirm that the product featured in social posts that drive to retail is sold at the retailers where the post drives (ie distribution confirmation) Community Management Customer Service Accountable for 24/7 community management on PAPYRUS Instagram and Facebook Serve as liaison to customer service representatives to ensure timely, positive experiences for customers engaging with the brand on social media Data Analysis, Reporting Optimization Set and monitor / measure key performance indicators for social media tactics Implement tracking tools for social platforms Manage tracking platforms and report on social media analytics on a monthly, seasonal and campaign basis Maintain a pulse on like-minded brands' approach to social and make recommendations for ways for PAPYRUS to optimize our presence Monitor competitive efforts and make adjustments to PAPYRUS campaigns when needed to be successful Influencer Partnership Marketing Assist Associate Marketing Manager and AG Influencer Marketing Manager with all Influencer marketing plans on an as-needed basis to ensure a cohesive social experience Work with Associate Marketing Manager to develop and execute social partnerships, giveaways and other excitement-driving social activities Budget Management Collaborate with AG Social Media Manager to track manage PAPYRUS spend against the corporate social media marketing budget, inclusive of owned boosting and paid promotions Risk Management Response Serve as social media risk management lead for PAPYRUS, accountable for recommending and executing a crisis communications plan if/when issues arise

Experience Required:

MINIMUM QUALIFICATIONS: To perform this position successfully, an individual must be able to perform each job duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and/or abilities required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential duties. Required Length Type of Experience: Minimum 5-7 years of prior social media marketing or digital marketing experience in a creative, fast-paced environment where attention to detail is critical Knowledge, Skills Abilities: Social media marketing expert Excellent consumer-facing copywriting skills with experience across platforms Confidence in briefing and partnering with creative teams Comfortability working in a fast-paced environment Excellent communication and interpersonal skills Ability to work independently and take initiative Ability to collaborate and communicate efficiently within a small team Ability to work cross-functionally, proactively communicating across teams as needed Time management skills; ability to plan and organize daily workload; flexibility to handle changing priorities; ability to meet deadlines Confidence in analyzing data, drawing insights and developing reports and recaps. Ability to apply learnings to future plans High level of interest in pop culture, current events, digital trends, influencers, social media platforms news developments Excellent knowledge of Microsoft Excel, PowerPoint and Word Experience working with Sparkle, Google Analytics, Later/LinkInBio, Sprout

Education Required:

Required Education: ' BA/BS in Business, Marketing, Communications or related degree