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SalaryPosition: Manager, Social Media and Influencer Relations
Brand: Thayers
Division: Consumer Products Division
Location: New York, NY
The Thayers US Marketing team is seeking a Manager of Social Media and Influencer Relations. The role is responsible for content development and Influencer engagement as well as identifying social trends and insights for the US market.
The Manager of Social Media and Influencer Relations is an expert on Social Media platforms, community management, and reporting & insights. The role will partner with the global team to create guidelines and playbooks on how to activate campaigns, how to use different paid media strategies, and more. Additionally, this role will maintain the master content calendar, project manage asset development, paid and earned campaign setup and delivery.
Specific responsibilities for the role include the following:
- Lead all aspects of Influencer/creator-led content development with end-to-end management and execution
- Content development, publishing, community management and listening for Thayers social accounts (e.g., TikTok, Meta)
- Design and develop an earned ambassador program to scale social presence and amplify the reach and relevance of Thayers
- Interact with consumer, influencers and relevant brands to ensure our Thayers unique brand voice shines through in all Social Media posts
- Proactive Community Management to accelerate brand engagement
- Identify relevant and up-and-coming influencers through Social Media conversations
- Listen for trends and words consumers use around skincare, lifestyle and culture, different products, ingredients, etc. to inform content marketing and paid media strategies
- Social media listening is a part of the brand omni-channel activation-the candidate will work with the marketing team and provide insights into brand marketing- from analyzing popular ingredients to product names - this consumer-first approach is the future of product marketing
- Lead the creation of paid media strategies s to use and to execute on our own social channels
- Paid media buying on a for the US market as it relays to paid social channel strategies, relevant skincare (and adjacent) communities, and a myriad of different consumer segments
- Work with legal & regulatory for content approvals
- Create global community management guidelines and work with a community management agency to analyze the Thayers landscape and provide recommendations for continuous optimization
- Collaborate with cross-functional teams internally and externally (e.g., U.S. Marketing, Global)
- INNOVATE! TEST & LEARN... Let's try new things together!
Job Requirements
- Bachelor's degree required, preferably in communications, marketing or business
- Exposure to Skincare and/or beauty, luxury, lifestyle and/or start-up experience highly preferred
- 3-5 years' experience in Social Media, community management, and content creation for a consumer brand (in-house or agency)
- Self-starter able to adapt quickly to changes in priorities and multi-task multiple projects
- Able to prioritize and manage time effectively, and to balance competing demands and priorities in a very fast-paced environment
- Strong communication and collaboration skills
- Excellent problem-solving ability
- Professional and diplomatic style with a positive manner, attention to detail and a 'can do' attitude
- Excellent written skills
- KPI reporting/analysis experience required
- Ability to manage multiple vendors and work with business partners on new product launches and retailer specific action plans
- Advanced proficiency in Microsoft applications including PowerPoint, Word and Excel required. Proficiency in Adobe Creative Suite InDesign, Photoshop a plus
- Advanced proficiency on Instagram, Facebook, Facebook Ad Manager, Twitter, Pinterest, Snapchat and YouTube required
- Strong understanding of TikTok and other new platforms (e.g., Clubhouse, Lemon8, Threads, .etc.)
- Proficiency in community management platforms (e.g., Sprinklr, Hootsuite)
- Proficiency in social listening tools (e.g., Trackrr, Netbase, Crimson Hexagon)
Core strengths of a successful Social Media Manager at L’Oreal USA:
CONTENT CONDUCTOR: The Social Media & Influencer Relations Manager is an expert in this space who knows how to produce live, responsive content. They aren't the single source of content creation; they know how to inspire and mobilize to work with various content creators-from influencers to creative agency management Creative/Graphic Design (who you will be partnered with).
RELATIONSHIP MANAGER: This position manages the direct relationships with millions of consumers. They know how to cultivate millions of customers to launch new products, drive brand love, foster relationships, and reply quickly (and wisely). The goal within L'Oreal is to be 100% responsive on our social channels. The candidate will take part in and work with an agency to ensure we are responding to consumers in a timely fashion.
COMMUNITY BUILDER: This expert will build and reinforce the community of loyal consumers in the US to cultivate a community of earned creators that will evolve to evangelize the Thayers brand for existing conversations and bridge and build new conversations with related communities for always on content rapid, relevant, and relatable.
BRAND VOICE: The Social Media & Influencer Relations Manager is the living embodiment of the brand voice. They understand how the brand voice informs content marketing strategies and it's how Thayers is perceived.
LISTENING SPECIALIST THAT THRIVES AT THE PULSE OF CULTRE: The person in this role has their ear to the ground so they can detect whispers of hottest new trend in Social Media before anyone else. They also can spot the seeds of new audiences and trending voices before anyone else, too. The role requires a candidate to evaluate and forecast what/who has potential risk to harm the brand and on the flip side what/who has potential to positively impact the brand. We need to catch viral moments in its infancy. They also have the ability to spot and interact with up-and-coming influencers and be a part of a team that will work with said influencers on a paid basis. The influencer spotting aspect of this bullet is incredibly important. The role requires the candidate to stay informed of the L'Oreal Corporate policy and answers to sensitive topics.
PAID MEDIA EXPERT: The Social Media and Influencer Relations Manager will have access to a paid media budget to test & learn-to increase brand love, boost consideration, and drive sales. Optimization of paid media is key. The person will also look for emerging ad offerings from platforms for Thayers to test out (e.g., TopView Ad on TikTok).
SEGMENTATION SPECIALIST: Passions, interests, and more bring people together. The Social Media & Influencer Relations Manager knows how to use the right tools to find and attract different segments. They use data to guide their decisions to deliver the right content to the right audience at the right time, and at the right frequency. The segmentation insights will drive content strategies, paid strategies, and campaigns.
PERFORMANCE ANALYIST: The Social Media & Influencer Relations Manager listens, sets benchmarks on conversation engagement, sentiment, brand share-of-voice, and other metrics to measure the effectiveness of content / campaigns. They have a strong point-of-view on which KPIs matter in different circumstances. They know how to distill true KPIs from the litany of data. Everyone can see a lot of data-how the data is interpreted is what makes this Social Media Lead & Community Manager different from the rest.
What’s In It For You:
Salary Range: $100,400-143,000
Competitive Benefit Package (Medical, Dental, Vision, 401K, Pension Plan)
Hybrid Work Policy (3 Days in Office, 2 Days Work from Home)
Flexible Time Off (Paid Company Holidays, Paid Vacation, Vacation Buy Program, Volunteer Time, Summer Fridays & More!)
Access to Company Perks (VIP Access to L’Oréal’s Internal Shop for Discounted Products, Monthly Mobile Allowance)
Learning & Development Opportunities (Unlimited Access to E-learnings, Lunch & Learn Sessions, Mentorship Programs, & More!)
Employee Resource Groups (Think Tanks and Innovation Squads)
Access to Mental Health & Wellness Programs
We are an Equal Opportunity Employer and take pride in a diverse environment. We do not discriminate in recruitment, hiring, training, promotion or other employment practices for reasons of race, color, religion, gender, sexual orientation, national origin, age, marital or veteran status, medical condition or disability, or any other legally protected status.
If you require a reasonable accommodation to complete an application for a recognized disability under applicable law, please email USApplicationAccommodation@support.lorealusa.com. Please note this email will only respond to specific requests for assistance completing the application as a request for accommodation for a disability. All others will not be considered.
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