Social Media Manager

Crayola · Easton, PA · 3 wk ago

MarketingFull-time

Oversee and evolve the enterprise global social media strategy that aligns with product, platform and seasonal priorities, resonates with target audiences and aligns with future social trends across all social platforms (TikTok, Facebook, Instagram, YouTube, Pinterest, Threads, and emerging channels).
Oversee influencer strategy and activation supporting key product priorities.
Lead cross-functional social media strategy by developing annual activation goals and plans, providing thought leadership and guidance and sharing best practices, insights and results with global social media and marketing partners to drive consistency, authenticity and overall global alignment with corporate priorities.

Identify emerging trends and integrate into social content across social platforms.
Partner with Consumer Affairs to obtain social listening trends and data and translate into relevant social content.
Evaluate and integrate global top performing social posts, campaigns and content across social platforms.

Gather, analyze, and report out impact and performance of global enterprise social media ecosystem on a monthly, quarterly, and annual basis.
Develop annual measurement goals for social media.
Utilize data and analytics to identify key insights, and continuously optimize strategies for improved engagement, reach, and other key KPIs across social media.
Transform social media and influencer campaign performance metrics into more effective activations.
Monitor competitive landscape and emerging trends to grow the brand and elevate to the forefront of social engagement across platforms.
Stay at the forefront of algorithm changes and new features and develop strategies to leverage advancements for maximum impact and best in class social activation.

Identify and cultivate relationships with relevant brands, platforms, creators and communities to integrate products and brands into trending social conversations and topics, expand brand presence on social media and increase brand’s social media community engagement.
Explore collaborative opportunities and communities that expand product and brand reach and amplify social content and campaigns.

Mentor and manage a social media direct report fostering a high-speed, collaborative, and responsive team.
Provide regular feedback, conduct performance reviews, and support professional development.
Provide mentorship and guidance to global social media managers to foster a sense of team and high-speed collaboration.
Onboard new social media team members and agency account team members to ensure brand alignment.
Foster relationships with global social media leads for best practice sharing and alignment with the activation of product priorities.
Own and manage relationships with social platform and influencer agency partners to ensure effective performance, adherence to annual SOWs and remain abreast of agency capabilities for continuous improvement.

Lead social commerce marketing and influencer activation across social shops (TikTok, Meta, YouTube, etc.) in partnership with e-comm sales to establish social commerce activation of key products.
Set commerce paid, marketing and influencer KPIs, monitor and analyze campaign performance and maximize campaigns for continuous improvements.

Serve as the social lead for social media crisis management leveraging corporate rapid-response governance in partnership with Corporate Communications, HR, Legal, PR agency to ensure readiness and alignment in moments of unexpected social disruption.

Create & activate social paid media strategy to maximize product, platform & seasonal priorities.
Measure and analyze performance for efficiency, effectiveness and continuous performance.

Manage, update, and create social and influencer guidelines to adhere to brand, social media platform and audience guidelines.
Socialize guidelines with key internal, agency, global and partner stakeholders to ensure alignment with brand guidelines.

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