Senior Manager of Digital Marketing

6 days ago

Richardson, Texas, United States Fossil Full time
About the Role

We are seeking a highly experienced and innovative professional to lead our global social media, content strategy, and influencer marketing efforts. As the Senior Manager of Digital Marketing, you will be responsible for developing and executing a comprehensive social media strategy that drives brand awareness, engagement, and commercial growth across our core markets.

Key Responsibilities
  • Partner with the Social Agency of Record to define immediate and long-term social playbooks across all Fossil-owned brands, guiding a team on platform growth strategy per brand.
  • Manage the Social media, Influencer, and Content team consisting of 2 direct reports.
  • Own the full influencer mix from nano to macro, developing a strategy for each brand that optimizes influencer performance and adapts to changes in the creator ecosystem.
  • Provide thought leadership in developing brand storytelling across all social media platforms, advising on narrative trends that complement brand strategies and high-performing formats.
  • Own the social media KPI scorecard focused on brand and commercial contribution, working in partnership with the Insights team, and leveraging reporting tools.
  • Develop a comprehensive social media and influencer strategy to meet earned media targets per brand: EVM, organic traffic, and brand awareness and perception shifts.
  • Lead the development of all social media campaigns for organic social media accounts and partner with the paid media team to leverage high-performing organic content.
  • Work with merchants and the global marketing team to develop a product awareness roadmap that connects to product launch dates and collection objectives.
  • Define high-level creative briefs connecting back to the business strategy for each brand across influencer partnerships, high-priority product moments, and brand stories.
  • Partner and collaborate with cross-functional teams, local teams, and customer care partners to regularly optimize and refine social strategy and content.
  • Share global social assets and communication guidelines with regional teams.
  • Assist in local social media shoots, as needed.
  • Build and maintain strong relationships with representatives of key social platforms and tools to ensure that the Fossil brand is offered all first-to-market opportunities.
  • Participate in regional and brand marketing meetings and check-ins, as needed.
  • Develop and maintain a global social media calendar across all platforms.
  • Manage the organization and receipt of all creative assets from the respective teams while providing timely updates and follow-up communications to partners.
  • Ensure alignment between global and regional media teams to deliver a consistent and unified story across organic messaging and paid media.
Requirements
  • A minimum of eight years of professional experience in paid media, social media, and influencer management; experience managing social media for a global retail fashion brand is a plus.
  • A Bachelor's degree in Marketing or a closely related field is preferred.
  • Experienced team manager with a team growth mindset.
  • Working knowledge of content production and digital formats.
  • Experience managing paid media and creative agencies.
  • Excellent written and oral communication skills.
  • Strong organizational skills with a focus on mobile and social-first thinking.
  • Ability to prioritize projects and collaborate with other team members is a must.
  • Knowledge of social media platforms: Facebook, Instagram, Pinterest, YouTube, Snapchat, and TikTok.
  • Proficient in Google Analytics, Emplify, Media Insights platforms, and social media analytics best practices. Experience with Captiv8 and Duel is a plus.
  • Adaptable with the ability to take calculated risks, accept ambiguity, test, iterate, and pivot on ideas.
  • Ability to collect relevant data and draw conclusions for holistic decision-making.
  • Knowing one's exact goals and targets and how to achieve them, aided by the guidance of leaders.
  • Openness to embracing the opportunities of the digital age by integrating diverse perspectives.
  • Empowerment of individuals at all organizational levels to make executive decisions.
  • Skill in balancing customer and employee data collection while ensuring data privacy and security.

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