Senior Director of Organic Social
2 days ago
Old Navy is a fashion-forward retailer that's all about making style accessible to everyone. We're a community of playful personalities who thrive in a fast-paced environment where our employees can be their most authentic selves.
The RoleThe Senior Director of Organic Social & Influencer plays a key role in Old Navy's Marketing leadership team. This individual will lead a team of creative, strategic, and community-focused marketers who are responsible for interpreting brand needs and finding creative ways to activate on social media.
Key Responsibilities- Build and evolve our Social Media strategy across all existing social channels, while keeping an eye on new, emerging platforms and social media trends.
- 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.
- 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.
- 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.
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