The Estee Lauder Companies Manager, Global Social Media, La Mer in New York, New York
Manager, Global Social Media, La Mer
Brand: Estée Lauder Companies Corporate Departments
La Mer seek a social media professional to work within the Global Social Media team to support, optimize and grow the La Mer social media properties at global-scale. With a core focus on best-in-class program development, executions, engagement, content planning and best practices globally we’re seeking a candidate who can amplify and advance La Mer’s social presence.
Reporting to the Director, Global Social & Digital Marketing within the Global Communications team, this role is focused on planning and executing the vision and voice of the brand tied to the global social media strategy and guiding the brand’s international social media presence through best practices and content to best service consumer relationships, advocacy and engagement in the social space.
Global Social Communications
Create, maintain and cascade social media toolkits to aid local market social media communications across new product launches, re-supports, brand equity campaigns, influencer and advocacy initiatives, evergreen themes, customer service responses, copy/content guidelines and global brand collaborations in alignment with global communications, corporate customer service, and education, creative and marketing.
Lead content planning, creative / copy briefing, calendar build, legal review/approval and global distribution all social content across Facebook, YouTube, Instagram, Pinterest, Snapchat, Weibo and YouKu
Under close collaboration and partnership with North America Global Communications Manager, develop and lead the globalization of La Mer’s Editor In Chic program and its expansion across our core platforms globally.
Execute live social event coverage for brand events and ad-hoc needs tied to amplifying real-time social engagement.
Asset / Content Planning and Management
Participate and/or lead editorial content meetings to align and engage cross-functional teams to aid content planning, creative asset requests, clear communications and build of shot lists for social media.
Ideate, brief and support development of budget of social content to support product launches, evergreen themes, editorial concepts, partnerships, category re-support, press coverage and influencer requests.
Support maintenance and development of social shot list in partnership with the social/digital team creative and collaboration/alignment with product marketing, e-commerce, global communications, international, education and creative.
Support planning, setup, legal alignment with global communications team and lead the execution of Influencer programs and partnerships with a core focus on Editor in Chic program and Editor At Sea.
Lead and capitalize on opportunities to promote advocacies through reviews, testimonials, La Mer Experts and user-generated-content and surprise and delight initiatives.
Develop social activation communication plans for global release in preparation to support of brand equity initiatives closely aligned to legal and communication guidelines, such as celebrity partnership announcements, brand events, in-store promotions and ad-hoc high-profile brand announcements.
Support Internal Education i.e. Expert social guidelines, hashtag usage and cross-functional mentoring
Marketing / Business Support
Liaise with paid media agency and partner with North America Digital Marketing Asst. Manager and the social community manager in planning, setup, monitoring and reporting of Paid Social posts across Facebook, Instagram, Pinterest and YouTube and support Budget tracking per post aligned to North America allocated spend.
Support and proactively propose concepts for retailer social partnerships for international markets to launch and leverage to gain exposure of the brand on retailer social platforms.
Develop on-going Spa locations and services support globally and concept tactics and story-telling to drive awareness and traffic.
Participate in digital campaign planning and input social support of 5
programs and engagement initiatives.
Global Guidelines, Reporting and Insights
Support and lead maintenance of Global Social Media Playbook and social platform guidelines and best practices
Global lead on Expion platform management, training, expansion and updates.
Track recurring Global Social Reports across all platforms; measuring growth, response rates, reach and engagement by platform.
Lead campaign reporting input for all social media campaigns or provide input for initiatives that ladder up to a broader campaign.
Global social media data gathering from market reports and cascading global-level insights of brand performance across the social space, including best practices and key insights.
Gather and cascade communications related to corporate, agency and industry social media reports to maintain competitive advantage of new capabilities and services.
Support on gathering social listening insights for measuring cross-departmental programs/campaigns, lead agency relations and work with corporate insights for EMV tracking and reporting.
Proactive Insights gathering/sharing from regional test and learn insights from social tools and tactics.
Collaborate with digital and e-commerce teams for site metrics to inform social impact on traffic.
BS/BA in a communications, marketing or related field
5 years of experience working in the social space, ideally in a community management, digital or social campaign manager role. PR and/or brand communication experience a plus.
Passion for social media and strong working knowledge and understanding of core social media platforms including Facebook, Instagram, YouTube, Pinterest, Twitter, Snapchat, Tumblr and Google . International knowledge of platforms including Weibo, Kakao, Line and WeChat is a plus.
Strong analytical ability to read data and draw clear conclusions and key insights.
Highly organized and able to multi-task, while maintaining clear and proactive flow of communication and ownership of tasks across multiple departments.
Strong communication skills with the ability to build and maintain good rapport with internal and international teams as well as external vendors and handle situations with confidence, tact, and resourcefulness.
Demonstrated ability to plan and execute content and communication strategies.
Exceptional communication, asset management and analytical skills with experience in social analytics
Understanding of the digital landscape across multiple touch-points.
Ability to analyze data, summarizing stories and insights for media, websites and social engagement strategies
Self-starter and highly motivated; capable of working independently, yet collaboratively, within an entrepreneurial environment
Job: Communications / Public Relations
Primary Location: Americas-US-NY-New York
Job Type: Standard
Shift: 1st (Day) Shift
Job Number: 164017