Lead - Social Media

Purpose

Manages all media spending for the bank including prioritization and strategy making sure return on investment. Provides near real-time data analytics by constantly monitoring, analyzing and interpreting online buzz and user sentiments on the social web, and understanding user behavior on the company's digital properties (driving earned media shares, comments, likes). Uses statistics and logical reasoning to quantify information gathered on a company, brand, industry, people and competitors and relay that information to stakeholders. Provides leadership in social media strategy and implementation. Implement the Companys Online Community Strategy, managing engagement and interactivity with its audience, and fostering community spirit while ensuring we get new leads within the social media environment. This role coordinates with internal stakeholders (Corporate Communications, Digital Assets, Media, Mancom, etc) and Agency teams to support the company's objectives, ensuring consistency in voice and cultivating a strong community around the brand. Be the voice of the community by adhering to social media guidelines and best practice.

Roles and Responsibilities

• Lead and partner with media agencies on the design of media plans to achieve the brief and business objectives provided by the brand teams, CRM and e-commerce efforts.
• Recommend plan to business segment team for approval.
• Understand and apply media planning strategies reflecting: i) Competitive media landscape, ii) Target media consumption habits, iii) Media channels evolution and iv) Media buying options and tools evolution.
• Monitor media plan execution against KPIs. Recommend corrective actions to brand team.
• Lead media agency partner relationships, evaluation (including brand input) and agencies compensation.
• Develop Marketing team and organization knowledge on Media through training and coaching.
• Conduct an in-depth audit of client and competitors digital assets, including website and social media channels.
• Listen to conversations around the brand and key competitors.
• Provide internal customers with analysis, key indicators and recommendations that will maximize their digital marketing results. Create benchmarks and KPIs for relevant metrics.
  
• Alert internal customers of issues as they occur, with sufficient detail to quickly identify how to respond.
• Provide internal customers with weekly, monthly and ad hoc reports.
• Maintain familiarity with social media and web analytics tools primarily Radian6, Brandwatch and Google Analytics, as well as analytics insights through the Facebook, YouTube, Twitter, Instagram, etc., platforms.
• Monitor trends in social media and website monitoring tools, trends and applications.
• Lead social media driven campaigns (lead generation, brand equity, etc) and provide guidance on best practices for internal and external stakeholders. This will include ensuring achievement of lead generation targets within Facebook.
• Implement the online community strategy, coordinating with stakeholders across the company's brand to ensure its effectiveness
• Regularly provide feedback insights gained from community monitoring to the Strategy and Editorial teams
• Monitor trends in technology, consumer behavior, change in culture around an industry.
• Attend events and post in real time as needed.
• Create professional relationships with social media influencers
• Works directly with cross-functional team and ensures proper alignment on scope, timelines and resource requirements