Digital Marketing Lead

Purpose of role

The Social Media / Digital Lead is responsible for planning, creating, editing and publishing a wide range of materials for brand, product and community-based campaigns across a range of platforms. Working across the United Petroleum, Quickstop and Pie Face brands, the role will assist the Head of Social and Digital Media in developing and implementing each brand's social media and digital strategy.

The role will involve planning content for United Petroleum and the associated brands, creating and/or coordinating the creation of relevant content. The role will include any editing or writing required and you will own content from idea to publication, while being consistent with the brand tone of voice and overarching strategy. Key is working with respective departments and stakeholders to maintain clarity of plans and execution across the organization. You will also work closely with the Head of Marketing to support and achieve the broader marketing, awareness and sales objectives of the business.

This role will also be responsible for community management across digital and social platforms in which we communicate with customers, as well as reporting on all activity that is of interest to the team and our stakeholders. You will also be responsible for building the communities around our brands through relevant channel strategies and development, playing a pivotal role in executing and refining United Petroleum's (and associated brands) credibility, developing national campaigns that deliver excellent results for the organization.

Key Performance Indicators (KPI's) as part of the Digital and Social Media team

Channel growth: Building the following of our owned channels and improving engagement rate with our organic content,

Customer satisfaction: Escalating and replying to customer complaints and queries within agreed timeframes through owned and third-party platforms,

Reporting: Reports are produced accurately, on time and distributed to the key stakeholders within the agreed business reporting schedules,

Content development: Planning, development, and publication of content to deadlines, approved by relevant stakeholders, including the Head of Social and Digital Media, and the Head of Marketing.

Key accountabilities, activities, deliverables, and metrics
Social Media Strategy Strategies and Content Development:

Developing and implementing content strategies for social channels to achieve business objectives,

Aligning content activities with overall business objectives and marketing strategies,

Analysing trends and competitors' activities to build social channels across our brands including Pie Face, Quickstop, Mrs mac, Balfours and United

Planning, developing and executing content calendars up to 3 months in advance, on time and within agreed cost budgets,

Creating and editing content, as well as coordinating the creation of content with external creative teams and influencers where relevant and required,

Executing Store Opening and Local area Marketing Social Media Campaigns, including possible interstate travel,

Management of Meta ads across the platform.
Reporting:

Develop weekly and monthly reporting to deliver data and insight to the Digital Team and its stakeholders,

Create ad-hoc reports as needed to address specific business questions or concerns,

Ensure data accuracy and consistency in all reporting activities,
Regular reporting on community management and content performance, delivering data and insight to the marketing team and stakeholders.

Relationship building:

Cultivate strong relationships with stakeholders to ensure ongoing collaboration on success,

Community management across our owned platforms and third-party review sites and carrying out escalation processes with stakeholders as required.
Position Description
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Customer insights and trend analysis:

Monitor and engage in brand related online conversations,

Evaluate impact of social media initiatives and provide recommendations to improve the value to United,

Provide insights on customer trends and preferences to guide marketing and merchandising strategies.

Key stakeholders:

Internal; daily and weekly engagement with the United Petroleum marketing, retail, data insights, operations, finance, product, supply, coffee and executive teams,

External; Quick Fuel point of sale business, key supplier partners and United Petroleum Commission Agents.