What are the responsibilities and job description for the Social Media Marketing Manager position at Tropical Smoothie Café, LLC?
SUMMARY OF RESPONSIBILITIES
The Social Media Marketing Manager will be responsible for building and driving Tropical Smoothie Cafe’s paid and organic social media and content marketing strategy to educate and inspire guests to interact and engage with our brand. The position will be focused on engaging consumers through timely, relevant and compelling content that builds both brand affinity and the brand’s voice and reputation in the social space.
The Social Media Marketing Manager will be responsible for building and driving Tropical Smoothie Cafe’s paid and organic social media and content marketing strategy to educate and inspire guests to interact and engage with our brand. The position will be focused on engaging consumers through timely, relevant and compelling content that builds both brand affinity and the brand’s voice and reputation in the social space.
ESSENTIAL FUNCTIONS
- Social Media and Content Creation.
- Develops comprehensive annual paid and organic social media strategies and objectives; focusing on optimizing key social media platforms, including but not limited to, TikTok, Instagram, Facebook, Threads and YouTube. The strategy is updated annually, based on its performance.
- Uses social media analytics, insights and best practices to continuously improve engagement.
- Leads creative review feedback and approval process for all paid and organic content.
- Creates social metric, promo recap and ad hoc social listening reports for offers to share learnings and recommendations with brand marketing team.
- Analyzes organic and paid social media metrics to provide results and insights by channel with actionable next steps on an ongoing basis.
- Partners with internal and external resources to identify and curate compelling stories and content for social media platforms.
- Owns creative agency relationship and partnership for paid and organic social concepting and content, focused on building positive, long-term, and meaningful emotional connections with our guests to drive action.
- Manages creative agency social media team in day-to-day organic social activities across all social platforms, including real time, trend-led content.
- Leads the ideation and creation of assets for the brand’s local programs (including sports partnerships) by coordinating with cross-functional teams to fulfill contract obligations, conceptualizing organic and paid social media posts and leading agencies in asset development.
- Manages paid creator efforts with media buying agency (ex. TikTok Creator Studio) to supplement paid content creation; includes support from brand marketing coordinator.
- Leads influencer program management with support from brand marketing coordinator. Includes influencer identification, vetting, negotiating, contract review, concept and content review.
- Maintains ongoing knowledge of the ever-changing social media landscape – monitoring trends and competitors, developing best practices, and exploring / testing new developments in algorithms, applications, platforms, strategy and innovation to stay relevant and effective.
- Manages and incorporates user-generated content across the various social media channels.
- Develops editorial calendar and creative briefs, ensuring deadlines are met.
- Builds and manages best practices, processes, guidelines, and content library for franchisees to use in all social channels, ads, and websites to improve content and engagement.
- Provides social media support and amplification for PR initiatives and events as needed.
- Reacts to and leverages pop culture and viral opportunities.
- Inform menu innovation decisions based on social media trends, feedback and sentiment.
Additional Marketing Responsibilities
- Works closely with brand marketing manager to manage social media projects and assignments for brand marketing coordinator.
- Partners with brand marketing manager to review digital marketing content calendar and identify social content that can be repurposed for other brand creative, including email.
REQUIRED EXPERIENCE
- 4 - 6 years experience and demonstrated track record executing social media and content marketing campaigns across multiple platforms to build awareness, engage new and existing customers and increase conversions via websites and mobile apps.
- Experience in hospitality, retail or restaurants preferred.
- Inspirational energy, excitement, and passion for all things social.
- Proven ability to write smart, creative, and high-quality brand content and copy for digital channels.
- Editorial mindset and demonstrated experience in planning and managing editorial calendars that track to organization KPIs.
- Impressive analytic skills for measuring and monitoring performance.
- Experience using Google Analytics and social media analytics and tracking.
- Strong organizational and project management skills, attention to detail and the ability to juggle multiple on-going projects simultaneously at various stages of the creative process.
- Experience managing and working with external agency partners and vendors.
- Strong analytical and problem-solving skills.
- Strong interpersonal, written, communication and relationship-building skills.
- Self-starter: able to clarify ambiguity and create solutions in a fast-paced organization and adapt to changing priorities and direction.
- Ability to work cross-functionally and build working relationships through collaboration, influence, and negotiation to successfully accomplish a task.
- Excellent presentation skills.
EDUCATIONAL REQUIREMENTS
Bachelor's Degree in Marketing, Communications or a related field.
Bachelor's Degree in Marketing, Communications or a related field.