Head of Social Strategy

2 weeks ago

Los Angeles, California, United States Guayaki Yerba Mate Full time
Job Overview

As the Director of Social & Community Marketing, you will spearhead our initiatives in social-first marketing, innovation, and community activation. Your role will leverage your extensive knowledge of the dynamic social media landscape across various platforms and technologies, along with a reliable network of social agencies, to develop contemporary marketing strategies that achieve exceptional earned media reach.

Key Responsibilities:

Social Media Management
  • Conduct audience and message mapping using both first- and third-party data to align the right message with the appropriate consumer at optimal times.
  • Utilize data analytics to gather insights from diverse sources, applying learnings to enhance campaigns, creative content, and overall media performance.
  • Lead the overarching social strategy and maintain the editorial calendar.
  • Monitor, assess, and refine both paid and organic social campaigns to drive essential brand metrics and business results.
  • Serve as the subject matter expert for all social platforms and tools.
  • Establish daily connections with key social media platforms and partners to stay informed on the latest innovations and best practices.
  • Collaborate with the Growth team on media planning for paid social, optimizing expenditures with agencies and platforms.
Ambassador Network Development
  • Direct the strategic planning for our Ambassador network, transforming it into a powerful earned media and content engine.
  • Enhance all systems and processes utilized by this network, streamlining technology solutions and integrating new tools for future program amplification.
  • Promote the program internally, generating interest from other departments to leverage the network for marketing and business insights.
  • Design campaigns for the program focusing on recruitment, new product launches, and key retail moments.
Content Strategy
  • Formulate our user-generated content (UGC) strategy and channel approach utilizing our Ambassador network and various owned social platforms.
  • Collaborate with content partners to narrate stories about our products and brand that foster authentic earned media reach, expanding our online presence and engaging new audiences.
  • Work closely with the influencer marketing team to maximize the use of assets on our owned social media channels.
  • Coordinate with the PR team to disseminate noteworthy stories to relevant publications.
Community Engagement & Customer Relations
  • Refine our social media engagement strategy to achieve unprecedented reach.
  • Recruit, train, mentor, and motivate a team of Community Managers to cultivate exceptional relationships in various online spaces.
  • Oversee our Customer Service operations, ensuring a personal touch in every customer interaction and using each engagement as an opportunity for positive brand representation.
Technology and Process Optimization
  • Enhance our existing technology stack to support future growth in social media, earned media tracking, and community engagement.
  • Integrate new technology tools to develop efficient systems and processes for the team.
  • Explore innovative ways to utilize AI for automation, driving efficiencies across all media touchpoints.

Qualifications:

  • Bachelor's degree in Marketing, Business, or a related field; MBA preferred.
  • Over 10 years of experience in social media and community building.
  • Experience in the CPG industry and food & beverage sector is preferred.
  • Established relationships with major social networking channels.
  • Strong understanding of the technological frameworks that support social media.
  • Proficient in data analytics and Microsoft platforms.

Skills and Attributes:

  • Proven track record in brand building and strategy development with an entrepreneurial mindset.
  • Experience in creating successful brand and channel plans is essential.
  • Thorough knowledge of market research methods and the ability to leverage brand insights effectively.
  • Strong project management capabilities.
  • Exceptional verbal, written, and storytelling skills.
  • Able to thrive in a fast-paced environment.

Compensation and Benefits:

The salary range for this position is competitive and will be determined based on various factors, including work experience, education, and critical skills. We also offer a comprehensive benefits package that includes medical, dental, and vision plans, life and disability insurance, mental health benefits, paid medical leave, and opportunities for career advancement.

At Guayakí Yerba Mate, we are committed to creating a positive impact through our operations and supply chain, promoting personal, social, ecological, and cultural regeneration. We welcome individuals who share our vision and aspire to use business as a force for good.

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