Director Social Media Strategy

About Splenda:

Splenda® brand has brought sweetness to the world since 1992. Today, the Splenda®brand is the most recognizable and iconic low-calorie sweetener brand in the world, having sold more than 100 billion yellow packets. And it’s the #1 recommended brand of sweetener by healthcare professionals. From original Splenda® Zero Calorie Sweetener to Splenda® Naturals, the Splenda® brand portfolio of products reinforces our position as a category leader, with more delicious new products to come as we help people live happier, healthier, and longer lives.

We are seeking a highly motivated Director of Social Media Strategy to join our expanding Marketing team. The successful candidate is responsible for developing and implementing comprehensive social media strategies that drive engagement, brand awareness, and business growth of our Splenda® brand.

The ideal candidate will have a strong background in digital marketing and possess excellent project management skills, with the ability to manage multiple initiatives simultaneously.

This role offers a unique opportunity to work with a category-leading brand, with a strong focus on community building and new user acquisition.

Specifically:

• Develop and execute social media strategies across all platforms

• Optimize social media activations for traffic, conversions, and member acquisition

• Analyze and report on social media performance

• Collaborate with cross-functional teams and agencies to improve the social media customer journey

Essential Duties and Responsibilities:

• Summary: The Director of Social Media Strategy is a Player/Coach role – a blend of strategist, content creator, and data analyst, responsible for developing and implementing social media strategies to build brand presence, engage audiences, and drive business growth.
• This person loves digital culture, creating and managing content for social media, and is passionate about engaging in and growing our communities
• This person also ensures consistency with the brand's voice and goals across owned content
• This person is responsible for analyzing data and metrics to optimize activation, measure performance, and adjust tactics for maximum impact
• They will collaborate with the brand teams to align Social Media initiatives with broader business objectives and enhance consumer engagement
• Regularly attend and actively participate in key meetings; actively execute and report on tactics to support brand priorities
• Responsible for defining, selling in, and implementing an organic social channel strategy and always-on content plan to drive follower growth and brand engagement
• Oversees social media content planning, production publishing, and community management for all social platforms including but not limited to Facebook, Youtube, Instagram, Pinterest, TikTok, etc
• Collaborates with Splenda Creative agencies – internal and external
• Communicates monthly production plans and content calendars to internal stakeholders
• Proactively seeks out low risk, high-impact opportunities to surprise and delight consumers on behalf of the brand or opportunities to produce agile content (reactive to real-time trends) and acts quickly on those opportunities.
• Collaborates with PR agency and Event team
• Networks with micro-influencers online and in person at events
• Conducts social listening exercises, analyzes content performance and regularly prepares reports on trends, insights and opportunities

Desired Skills & Required Experience

• Bachelor's degree required, MBA preferred with a focus on digital media technology, journalism, public relations, or marketing.
• 10 years of communications experience, including 5 years leading corporate Social Media for a major brand
• Proven experience at developing and executing strategies that enhance organizational reputation with priority audiences
• Experience working with external agencies/agency teams
• Passionate about communication strategies designed to engage priority audience
• Strong storytelling, creative, editing, and project management skills
• Data-driven mindset with extensive experience with analytics and social listening tools
• Highly self-directed and resourceful with the ability to work independently, while also being a productive team player
• Excellent communication, writing and organizational skills - with strong attention to detail
• Ability to work in collaboration with both technical and non-technical staff to brainstorm, problem solve, and execute
• Heartland’s culture is fast, flexible & innovative. The applicant must possess these traits and be willing and able to operate with a rapid, iterative, continually learning mindset.
• Advanced degree in business or communications is an asset
• Position is in-office based at our Heartland Corporate Headquarters in Carmel, IN on the north side of Indianapolis.