The Social Media Manager is responsible for defining and scaling Cole Haan’s content strategy through social channels to engage and attract loyalists to the rapidly growing global lifestyle brand. This individual will partner with creatives in Brand Design and counterparts in Marketing to develop informational and inspirational content that establishes a 1:1 connection with fans and followers. He/She/They will leverage social platform and cross-channel data and insights to brief photography, copy, video and live experience deliverables with a goal of constantly optimizing performance against predetermined KPIs and meeting brand and business objectives. The Social Media Manager is responsible for building highly effective and collaborative relationships with internal and external creative, agency, influencer and business channel partners to bring the brand to life through dynamic social media outlets. He/She/They will be a social media subject matter expert and will thrive on driving community conversation and building brand affinity. The individual in this role thinks big to activate innovative campaigns leveraging current social media and retail trends and talent - gathering insights throughout to consistently inform future executional approaches.
CORE ACCOUNTABILITIES: Establishes an ownable social strategy, editorial approach and calendar that delivers beats of always-relevant social content aligned with our marketing objectives. Democratizes brand social strategy, learnings and recommendations with senior leadership and cross-functional colleagues via meetings and the dissemination of documents/reports. Identifies emerging social media channel and retail trends (content formats and subject matter), partnering with creative counterparts to define and execute experiments. Help define the brand’s cultural calendar and how it translates to owned social media channels and 1:1 conversations with audiences. Brainstorms and briefs all concepts for execution in social media channels against varying measurable objectives: driving brand affinity, shifting brand perception, acquiring new audiences, product discovery and trial, generating revenue and foot traffic. Manages and owns the publishing of all content and responds to fans/followers as the voice of the brand, partnering with Customer Service as necessary to rectify consumer concerns. Coordinates with Brand Marketing and channel business leads for overall programming in social media to ensure tactics ladder to overall brand strategy, seasonal campaigns and goals, ensuring utmost connectivity across all marketing channels. Uses critical understanding of historical insights, channel behaviors, campaign effectiveness, strategy and creative to make recommendations for continuous improvement, formally reporting on a monthly basis. Captures low-lift brand appropriate content in real-time, inclusive of photo, video and ‘live’ experiences. (i.e. behind-the-scenes, employee Q&As, retail store visits, etc.) Recruits, contracts and manages a cooperative of social media talent and partnerships to augment brand relevance, audience size and fan/follower engagement. Partners with Data-Driven Marketing team to synergize paid and organic social media opportunities for the brand and business. Consistently improves and documents process for existing and net new execution of programs and content inclusive of: briefing, concepting, production, publishing, moderating, social listening, reporting, and new channel introduction. Partners with the internal Brand Design team to brainstorm design executions. Acts as a marketing channel leader, giving clear direction and detailed feedback. Maintains, grows and socializes a thorough understanding of social media channel best practices through the lens of retail, relevant talent, new metrics, integrated marketing strategy and data analysis. Serves as a social media resource and partner for International counterparts around the world.
The ideal candidate is ambitious, results-oriented, has a pulse on the social landscape; you’ve helped pioneer innovation, and have led strategy and execution (both campaign and evergreen) in social media for a global brand (either in-house or at an agency). Specifically, must have experience managing brand handles on Instagram, Twitter, Facebook, YouTube and TikTok. You are highly organized, creative and self-directed. You are curious, constantly inquisitive about the shifting social media landscape/audience behaviors and how Cole Haan can play a role. You want to help the brand break through and shape culture. Must be comfortable with capturing and publishing content on social media. Must be familiar with social media publishing and reporting platforms (i.e. Sprout, Sprinklr, etc.). Must have a minimum of five years of relevant experience.
This position is not available to be performed in Colorado.