Constellation Brands, Inc. /San Francisco, CA
POSITION SUMMARY:
The social media marketing space is playing an increasingly important role in the advertising and promotion of wine and spirit brands. The impact of referral-based recommendations on purchase decisions make social media an ideal channel to reach and engage with wine and spirit consumers.
Constellation Brands Inc. (CBI) has identified the need for an Associate Social Media Manager to support our continued expansion in the social media space. Working directly with assigned brand groups and reporting directly to the digital marketing team, this role will be instrumental in initiating, nurturing and maintaining a social connection with consumers interested in our brands. You will collaborate with internal personnel and external agencies, working to successfully meet or exceed business objectives. In this role, you will also be a key member of the digital marketing department and will work collaboratively with cross-functional teams including brand marketing, public relations, trade marketing, sales, consumer affairs, strategic insights, legal, and external agencies.
The Associate Social Media Manager will own and support the strategic development and execution of all social media marketing initiatives. You will manage day-to-day social media activities including, but not limited to, writing editorial calendars, content generation and curation, campaign development, community outreach, paid social advertising, promotions, performance analysis, ongoing moderation and optimization. Additional efforts tied to social analytics and business metrics/measurements in order to adequately gauge performance, optimize initiatives, and establish best practices will also be key requirements of the position.
The ideal candidate will have previous social media management experience in the wine, beer, spirits or equivalent/relevant CPG industry. Candidates should also have a proven track record of successfully managing social media and online community programs that meet business objectives and target metrics.
RESPONSIBILITIES
Social Media Marketing Strategy & Execution
Develops and implements social media strategy and best practices across various platforms and social communities (e.g. Facebook, Twitter, Pinterest, Instagram, YouTube, Tumblr, Google+, etc.)
Understands and maintains proper usage of the brand's voice
Develops brand social media playbook(s) clearly articulating brand style, tone and voice
Ensures all posts successfully resonate with target audience(s)
Establishes brand communication and engagement goals
Owns the acquisition of fans and followers on different social channels and drives paid and organic programs to grow our base of engaged fans and followers.
Generates monthly content calendars for all brand social media channels including imagery and digital asset requirements
Construct social media briefs for agencies executing development work oversee production and deployment of development initiatives, and analyze reporting to optimize ongoing performance.
Creates content and special campaigns such as contests and online events for the community in order to generate reach and engagement in marketing initiatives.
Publishes daily posts on social channels and frequently monitors daily conversations.
Listens, participates and reports on online conversations. Facilitates consumer relationships in social media ensuring timely responses to consumer posts and questions (within 4 hours)
Escalates issues and flags potential concerns to appropriate personnel based on established crisis management plan.
Identifies and nurtures key online influencers and creates programs to turn them into ambassadors.
Collaborates with the digital marketing team in order to optimize social media for search marketing (SEO) to leverage organic/paid promotional activities where appropriate.
Develops & executes social media advertising campaigns including targeting methodology and ad format guidance.
Responsible for ongoing performance analysis and optimization of paid media efforts to meet or exceed business objectives.
As appropriate, attends brand events for social media event activation.
Represents the company/brands during trade shows, cultural events, exhibitions, and other organized key initiatives where relevant to develop and curate social media content.
Project Management
Oversees the development and execution of social marketing projects; coordinating and architecting social initiatives.
Manages internal and external clients and vendors for social media related projects.
Sets and achieves objectives/deadlines and leads teams to successfully meet strategic imperatives.
Process Development
Works to establish organizational/departmental processes and protocols as it pertains to social marketing execution.
Administers social marketing initiatives in a “test and learn†culture.
Drive social media integration across brand sites and products.
Analysis & Best Practices
Works to adequately measure and optimize campaign performance while also establishing benchmarks and recommending improvements as well as best practices.
Compiles reviews and communicates monthly qualitative and quantitative reports on social media performance driving actionable insights for future efforts. Identify and analyze issues, patterns and trends in social channels and product performance.
Identifies opportunities, trends and features in the social media space. Justifies investments in new social media channels through business metrics (ROI), optimization and testing.
Discover brand advocates and recommend strategies for heightened engagement and WOM opportunities
Proactively escalates issues, observations, opportunities and insights to internal marketing teams.
Communicates best practices and shares lessons learned throughout the organization
Monitors social media successes and shortfalls of other relevant brands
Follows relevant feeds, blogs, pages, etc. to stay up-to-date on the latest trends
Educates the CBI organization on social media trends.
Works with internal and external partners to ensure the successful adoption and utilization of corporate analytics systems.
Other
Can illustrate prior work that successfully demonstrates:
Ÿ In-depth knowledge and understanding of online community platforms and their respective participants as well as how they can be deployed to meet marketing objectives.
Ÿ Excellent writing and editing skills.
Ÿ Experience creating content in collaboration with multiple stakeholders, such as legal, customer acquisition, marketing and PR teams.
Ÿ Understanding of metrics tools, including Facebook Insights,Radian6, Twitter, YouTube, Google Analytics, etc.
Ÿ Hands-on experience successfully developing and executing social media advertising campaigns
Must maintain satisfactory attendance, to include timeliness.
This job description reflects management's assignment of essential functions; it does not prescribe or restrict the tasks that may be assigned.
Job Requirements :
QUALIFICATIONS
· Bachelor's degree required in Business Administration, Marketing or Bachelor of Arts ideally.
· 3-5 years of social marketing experience required
· Digital/social media agency experience specializing in social media management for clients strongly preferred.
· Experience in the wine, beer, spirits or relevant CPG industry preferred.
· WOMMA (Word-of-Mouth Marketing Association) certification preferred
· Highly analytical and articulate
· Relationships with bloggers and influencers a plus.
· Self-starter and, simultaneously, a team player.
· Strong organizational skills and attention to detail.
· Ability to manage several concurrent activities and thrive in a fast paced entrepreneurial environment.
· Great presentation and interpersonal skills.
· Proficient in Adobe Photoshop, Excel, Word, and PowerPoint.
· Possesses a spirit of intellectual curiosity, creativity, and innovation.
· Writing samples are required
PHYSICAL REQUIREMENTS/OTHER
· Ability to travel
· Must be able to stand, walk, sit; use hands to finger, handle or feel; reach with hands and arms; climb or balance; stoop, kneel, crouch and hear.
· Ability to sit for two hour intervals and perform data entry/word processing functions.
· Should be able to lift 45 lbs on occasion.
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