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Sr Director, Organic Social

3 months ago

San Francisco, United States Gap Inc. Full time
About the Role
The Senior Director of Organic Social & Influencer, plays an essential role in Old Navy's Marketing leadership team. The Senior Director of Organic Social & Influencer will lead a team of creative, strategic and community-focused marketers, who are regularly interpreting brand needs, and finding creative ways to activate on social. This team keeps a very close eye on pop culture, trends and innovation. The ideal candidate must have strong leadership, communication and influencing skills, with the ability to be flexible and nimble, regularly pivoting in new directions based on the brand's evolving needs and the current cultural context.

This role reports to the Chief Marketing Officer at Old Navy and is based in San Francisco.What You'll Do
  • Build and evolve our Social Media strategy across all existing social channels, while keeping an eye on new, emerging platforms and social media
  • Develop strategies to acquire a new customer demographic while keeping our current audience engaged; grow follower count and increase engagement rate.
  • Lead strategic planning of paid and organic social for consideration and awareness audiences across all brand and product campaigns, considering platform, story type and customer journey
  • Build relationships with our franchise business partners and align on social media plans for a more impactful global launches.
  • Own relationship with social agency partners, implementing and evolving our social playbook
  • Ensure the seasonal milestones and process account for social needs
  • Partner with creative team to ensure content is on brand (look & feel and tone of voice), platform-appropriate and brand-building.
  • Influence seasonal brief to ensure social media first content (paid awareness, consideration and organic.) is concepted at the beginning of the season.
  • Oversee seasonal content plan/ calendar created by Social Media Management team.
  • Partner with omni content marketers on ensuring creative briefing approach is considered and thoughtful
  • Partner closely with Affiliates team. Be aware and influence their seasonal plans
  • Manage and partner with macro/ micro influencer on paid influencer programs to:
    • Drive brand awareness, brand love, inform about product launches and collabs.
    • Drive engagement and new fans to the brand
    • Help elevate consumer brand perception by partnering with creators to create content for paid campaigns and brand organic usage.
  • Provide Tier 1 talent and brand partners (collabs) with key messages, visual guidelines and frame for their social media content creation to ensure brand voice and DNA is captured
  • Regularly communicate strategy, seasonal plans and manage incoming requests from cross-functional partners
  • Establish, track, and report on KPIs across paid & organic tactics per social platform and per campaign. Provide actionable insights and next steps
  • Perform tests, competitive analysis and social listening to identify trends and consumer need gaps
  • Define and implement an internal and external process with the intention to work efficiently and achieve the best output.
Who You Are
  • Deep knowledge of social media practices
  • Strong ability to capture brand identity and tone of voice in all verticals
  • Strong ability to interpret and translate brand strategies
  • Ability to lead and champion brand voice and direction with cross-functional and external team members
  • Excellent judgment to drive optimal brand engagement in social communities
  • Excellent eye for quality, branding, and great attention to detail
  • Pop culture savvy
  • Strong leadership skills, building high performing, energized teams.
  • Resourceful self-starter who takes initiative, is solution oriented, and energized and motivated.
  • Exceptional communicator, articulate, with strong verbal, presentation and negotiation skills.
  • Strong fashion and style sensibility and awareness of popular culture and trends.
  • Builds strong formal and informal networks needed to achieve business goals.
  • Experience collaborating with and influencing cross-functional teams.
  • Comfortable navigating large company environment.