Social Media and Marketing Specialist

Job Title:

Social Media and Marketing Specialist

Classification:

Exempt

Reports To:

Director of Marketing

Job Purpose

This role adheres to and promotes ICONAs company values by performing respective duties in a manner that supports and contributes to the achievement of ICONAs company goals.

Essential Functions
Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

• Manage and implement social media marketing content and campaigns, handle daily social media activities for all ICONA properties, restaurants & brands including: ICONA Resorts, ICONA Avalon, ICONA Diamond Beach, ICONA Cape May, Avalon Brew Pub, The Sandbar Village, Coastal Blue, Star Beach Bar, ICONA Means Business, ICONA Weddings & Events:

• Develop & design relevant content to reach ICONAs target guests

• Create, curate, and manage content (images, video, written and audio)

• Monitor, listen and respond to all users/followers in a social way while cultivating leads and sales (new guests)

• Develop and expand community and influence outreach efforts and relations

• Graphic Design (ie: properly sized social media graphics for various channels, cover and profile pictures, in-house hotel and restaurant ads, etc.)

• Design, create and manage promotions and social ad campaigns, with approval from Dir. of Marketing, being sure to integrate with ICONAs overall marketing campaign plan and channels

• Assist GMs, AGMs & Director of Food & Beverage with online review funnel for building online reviews reputation. Assist with monitoring online reviews and brand reputation - alerting proper team members for timely, thoughtful response.

• Analyze key metrics and edit social media strategy as needed

• Compile reports for management showing results (ROAS, follower growth)

• Become an advocate for the company in social media spaces, engaging in dialogues and answering questions as the company (seeking approval for responses from GMs/Dir. of Marketing when necessary)

• Demonstrate ability to map out a comprehensive social media marketing plan and drive strategies that are proven by testing and metrics

• Develop organizational elements in order to implement a proactive process for capturing and sharing happy, loyal guest content and reviews online

• Monitor new social media trends, tools, channels, design, and strategies to implement when practical

• Seek out and take part in ongoing learning and education opportunities to remain highly effective and up to date on social media best practices

• Identify threats and opportunities in guest/user-generated content surrounding ICONAs multiple profiles and brands. Share and utilize great content. Report notable threats to appropriate management.

• Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, SEO and social advertising campaigns

• Monitor effective benchmarks (best practices) for measuring the impact of social media campaigns. Analyze, review, and report on effectiveness of campaigns in an effort to maximize results.

• Weekly attendance to Aloha Culture Meeting.

The Social Media Marketing Specialist will administer the companys social media marketing and advertising.

Administration includes, but is not limited to:

• Deliberate planning, strategy and goal setting

• Growth of our brands on new and existing social platforms

• Monitoring of analytics and guest/follower sentiment

• Development of brand awareness and online reputation

• Content management on all social channels (including third party listing sites)

• Cultivation of leads and sales from online channels (passing them on to the proper department contacts when appropriate)

• Reputation management

The Social Media Marketing Specialist is a highly motivated, creative individual with experience in maintaining brands social media presence and a passion for connecting with current and future guests. That passion comes through as they engage with guests and potential guests on a daily basis, with the goal of:

• Turning followers into guests.

• Turning guests into loyal ICONA fans and advocates.

Content management duties include:

• The creation and publishing of relevant, original, high-quality content (for all channels and ads as approved by Director of Marketing)

• Scheduling (with the appropriate managers, chef, etc.), planning and completing in-house photo shoots of new restaurant menu items or specials, scenes and rooms throughout the properties, resort events, etc. to promote on social channels

• These brand photos (outside of professional shoots by third party vendors) are to be captured on the team members mobile device or a company camera, then uploaded and organized in the proper shared content folders - to be utilized across additional channels by the team.

• Leverage the right tools to manage, organize and share ICONAs content (Canva, OneDrive, DropBox, etc.)

• Implement a content editorial calendar to manage content and plan specific, timely marketing campaigns in conjunction with the Director of Marketing

• Create and follow a regular social media publishing schedule scheduled in advance and supplemented with real-time posts and stories

• Promote applicable content through paid social advertising campaigns, oversee social advertising campaigns

• Assist Director of Marketing with integrating social media with all other channels of marketing (website, SEO, email, print and other digital marketing)

• Identify and improve organizational development aspects that would improve content (ie: employee training, recognition and rewards for participation in the companys marketing and online review building)

Position Type and Expected Hours of Work
This is a full-time position. General days and hours of work are Monday Friday 9:00 am 5:00 pm. Evening and weekend work will be required for special events and as job duties demand.

Travel
Some travel between properties and overnight for special events or meetings is expected for this position.

Supervisory Responsibility
In the future, this position potentially will direct & train ICONA Summer Social Media Ambassadors who help create and post real-time content during the busy Summer months. This position will:

• Select the ambassadors with approval of Director of Marketing

• Provide ambassadors with access to the accounts, brand standards, logos, etc.

• Provide ambassadors with guidance and take responsibility to ensure daily posts are made on all outlets and are on-brand with ICONA colors, fonts, image quality, and brand voice ie: ICONA words: guests (not customers), my pleasure, welcome home, etc.

Work Environment
This job operates in an office setting and on-site at our Hotels, Resorts, Restaurants and Beaches. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets, digital cameras, and smart phones.

Physical Demands
The physical demands described here are representative of those that must be met by a Team Member to successfully perform the essential functions of this job.

This is largely a sedentary role; however, moving around the properties to take photos and create content may require lifting of props, moving of tables, etc. The Team Member is frequently required to sit for long periods of time while doing computer work.

PHYSICAL ENVIRONMENTAL DEMANDS:

• Stand- Under 2/3rd of the time

• Walk- Under 2/3rd of the time

• Sit- Over 2/3rd of the time

• Use hands to fingers, handle or feel- Over 2/3rd of the time

• Reach with arms and hands- Over 2/3rd of the time

• Climb or balance- Up to 2/3rd of the time

• Stoop, kneel, crouch or crawl- Up to 2/3rd of the time

• Talk or hear- Over 2/3rd of the time

• Lift minimum of 5lbs.- 50 lbs.- Over 2/3rd of the time

• Adherence to all policy and procedures delineated in the ICONA Handbook

Qualifications & Experience

• Bachelors degree in Marketing, Digital Marketing, Graphic Design, or equivalent experience and skill

• Three or more years of experience with:

• Social Media strategy and implementation for a brand or company paid and organic

• Facebook, Instagram, Twitter (Pinterest and YouTube are a plus)

• Digital photography smart phone or digital camera

• Organizing and maintaining content and files

• Graphic design

• Designs may include social media graphics, email graphics, brochures, restaurant menus, flyers, magazine ads, in-house promotional ads, and other marketing collateral

Additional Knowledge

• Knowledge of Google Ads and Google Analytics is a plus

• Knowledge of Wordpress and/or other website content management systems is a plus

• Training can be provided on Bentobox, our restaurants website CMS, and TravelClick, our resorts website CMS, as necessary

• Possesses knowledge and experience in the tenets of digital and social media marketing

• Marketing degree is welcomed but not required with relevant social media work experience

• Demonstrates creativity and documented immersion in social media (provide links to previous brand profiles as examples)

• Proficient in content marketing theory and application (ie: content development, creation and editing of content, and online reputation management)

• Experience with design software(s) including Adobe Photoshop, Adobe InDesign, and Canva for content creation (or similar)

• Exhibits the ability to jump from the creative side of marketing to analytical side, able to demonstrate why their ideas are analytically sound

• Displays in-depth knowledge and understanding of social media platforms, their respective participants (Facebook, Twitter, Instagram, YouTube, Pinterest etc.) and how each platform can be deployed in different scenarios

• Maintains excellent writing and language skills

• Enjoys a working knowledge of the blogging and influencer ecosystem

• Displays ability to effectively communicate information visually, written, and verbally

• Exceeds at building and maintaining relationships, online and off

• Practices superior time management

• Is a team player with the confidence to take the lead and guide other team members when necessary

• Makes evident good technical understanding and can pick up new software and tools quickly

• Maintains a working knowledge of principles of SEO including keyword research and Google Analytics

• Demonstrates winning social customer service techniques such as empathy, patience, advocacy and conflict resolution

Competencies

• Communication Proficiency

• Customer/Client Focus

• Flexibility

• Organizational Skills

• Teamwork Orientation

• Technical Capacity

• Thoroughness

• Time Management

Other Duties
Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the team member for this job. Duties, responsibilities and activities may change at any time with or without notice.