Job Description

JOB DESCRIPTION

The Manager, Content & Social Media will drive brand awareness, relevance, affinity and, ultimately, omnichannel traffic for the Advance brand via the creation and deployment of motorist-first content and social media strategies. They will define the vision of content and social media at Advance Auto Parts and its portfolio of brands. This work represents a critical element of the Advance marketing mix and its overall effectiveness, and successful candidates will bring innovative, forward-thinking strategies to the organization. This data-driven leader will identify metrics for success and measure all campaigns and programs against them.

This position reports to the Senior Manager, Marketing and is based in Advance Auto Parts’ Raleigh, NC headquarters.

ESSENTIAL DUTIES & RESPONSIBILITIES

• Provide oversight, strategy, and direction for the complete corporate social media ecosystem of Advance Auto Parts while continuously driving portfolio optimization, efficiency, and consistency.
• Translate marketing objectives to clearly defined annual content and social media strategies that drive brand awareness, brand affinity, customer engagement, and omnichannel traffic to our retail and online stores.

• Develop expertise and deep understanding of Advance’s customer profile(s), including B2B, and become fluent in representing their voice(s) -- as well as fluency in Advance brand fundamentals (positioning, personality, voice, tone, and visual identity) and brand strategy – to identify content that would engage our customers.
• Launch and oversee the internal brand ambassador program to enhance employee engagement and brand advocacy.
• Think holistically about content types (e.g. video, how-to, written, long-form / short-form, social-first, audio, photographic, digital, motion, etc.) to determine appropriate annual plans for content distribution.
• Develop original content and social media campaign strategies through partnership with internal and external creative agencies.
• Identify and track key metrics for performance (clicks, views, traffic, engagement, purchase, etc.) reporting results and adjusting as needed to optimize performance.
• Support cross-marketing efforts (e.g. Field Marketing, Sponsorships & Activation, Loyalty Marketing with appropriate and on-strategy social media and content programming.
• Track industry trends and competitive activity in content marketing and social media, resulting in actionable plans to address key learnings. Introduce new and innovative opportunities to the business and assess fit within the overall marketing plan.
• Conduct ongoing social listening to inform senior management of developments, successes, and potential issues from our customers and our team members.
• Build, own, and grow a digital asset library of both temporary and evergreen assets to drive efficiency in use and re-use across programs and campaigns.
• Understand and represent a key voice in Advance’s digital ecosystem by developing and deepening strong partnerships with the web, e-commerce, search, e-mail and IT teams. Drive alignment in digital asset management needs for the enterprise and serve as the key constituent for selection and deployment activities.

CANDIDATE PROFILE

• Dynamic leader – Has demonstrated the ability to effectively inspire and influence others through strong cross functional relationships. Experience partnering with sales and field organizations preferred.
• Customer-centric – Understands the critical need to deeply understand the customer and keep the customer at the center of everything we do, and has a proven skill set in creating targeted and engaging marketing plans to deliver results.
• Marketing expertise – From the fundamentals (target definition, customer understanding, and content development) to the new & innovative, this person has amassed valuable experience in the post-digital world.
• Business acumen – Has demonstrated the ability to analyze, understand and interpret data, effectively incorporate learnings to define a vision and plan that deliver on strategy.
• Builder – Has experience working in large organizations, but also has passion for building new capabilities within an organization and redefining the status quo. Must possess and exhibit professionalism, patience, and problem-solving acumen in the face of obstacles & adversity.
• Team player – While this person is bold in setting goals and making things happen, they do so while simultaneously engaging and motivating team members, enrolling the right stakeholders.
• Passion – Affinity for or experience with automotive retail, repair or adjacent industries. Technical experience preferred.

REQUIREMENTS

• Bachelor’s degree required. The ideal candidate will hold a bachelor’s degree in English, business, marketing, or a related field (e.g., communications, journalism.)
• 5 years progressive experience in marketing and/or agency roles, including social media strategy development and deployment.
• Experience in program/project management for a large brand.
• Experience collaborating with an in-house creative team and/or agency partner(s) in the creation of original creative content across multiple content types and distributed via multiple platforms in service of a strategic marketing plan.
• Ability to provide end to end content production including capturing and editing short and long form videos.
• Excellent copywriting and proofreading skills, with ability to write concisely across platforms.
• Strong creative instincts and judgment; possesses an eye for effective creative, photography, video, and copy while understanding the fundamentals of brand consistency in tone, voice, visual identity, and strategic positioning.
• Proficiency in most major social media platforms and experience collaborating directly with major vendors (e.g. Google, Facebook, etc.), including familiarity with leading social media monitoring, planning, and publishing tools as well as standard productivity software (e.g. Microsoft Office.)
• Develop and monitor an annual budget to ensure financial alignment with organizational goals.
• Experience presenting to multiple levels, including executives, for face-to- face and virtual meetings.
• Ability to travel up to 20% (primarily to meet with agency partners, vendor contacts, and to oversee campaign productions) required.

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