Senior Manager, Social Media
Later
- Vancouver, BC
- $130,000-145,000 per year
- Permanent
- Full-time
- Develop a comprehensive social strategy to foster and expand our large social community around our social media management and influencer marketing products, driving user engagement and brand awareness
- Work with the Social Content Lead to manage social calendars and cross-channel publishing schedules
- Monitor and analyze social media trends and insights to inform and refine the social media strategy on an ongoing basis
- Collaborate with other departments (ex. PR, Editorial, Influencer Marketing, Creative) to manage and support campaigns
- Set specific objectives and report on ROI that align with our brand's vision and goals
- Oversee the social and video team, which includes a Social Content Lead, Social Media Specialist, and Video Editor. Conduct weekly team meetings, 1:1's and engage in regular career development discussions
- Generate, edit and analyze content (original text, images, video, graphics, etc) that builds meaningful connections and encourages community member engagement
- Actively participate in the creation of social media content, including filming and editing videos for platforms like Instagram Reels and TikTok
- Collaborate with the creative team to develop compelling visuals and multimedia content
- Share the responsibility of the request intake process, editorial calendar, publishing, and reporting with the Social Content Lead
- Ensure all content is on-brand, consistent in terms of style, quality, and tone of voice, and optimized for search and user experience
- Own the evolution and strategy of our social tone of voice and messaging guidelines, ensuring our social work always lines up with Later's brand strategy & guidelines
- Optimize and maintain company pages across all social media platforms to ensure consistency and up-to-date information
- Curate user-generated content in line with our brand's guidelines and standards
- Monitor and document social media and video production budgets on an ongoing basis
- Lead and organize YouTube video shoots, ensuring efficient operations and high-quality output
- Write compelling YouTube scripts, alongside the rest of the social team, that align with our brand's voice and resonate with our target audience
- Manage the YouTube video editing process, including providing constructive feedback on YouTube video edits. Review and approve final video edits before publication, ensuring they meet our brand guidelines and quality standards
- Assist the social team with scheduling posts to ensure consistent and optimal content delivery across various social media platforms
- Coordinate with various teams to incorporate campaigns, events, and product launches into the content calendar
- Ensure all published content aligns with brand guidelines and maintains a cohesive brand image
- Oversee the scheduling, uploading, and optimization of content on the YouTube platform. Implement SEO best practices, including keyword research, compelling video titles, descriptions, and tags, to enhance visibility and discoverability.
- Address urgent publishing needs promptly and efficiently, especially during live events or time-sensitive campaigns
- Provide guidance and oversight to the social media specialist responsible for engaging with incoming comments on various platforms
- Ensure that responses to comments align with brand voice, guidelines, and values, maintaining a positive and consistent brand image
- Regularly monitor community interactions, identifying trends, sentiments, and opportunities for improvement
- Ownership of all analytics and reporting across every social channel. Responsible for identifying trends, outlining key learnings and recommendations
- Foster a culture of data-driven decision-making on the social team, ensuring that insights from analytics inform both strategic and tactical decisions
- Contribute insights and analytics data for regular weekly, monthly, and quarterly reports
- 5+ years of experience leading or working in social marketing programs that drive business results
- 2+ years of experience in leading and developing teams, emphasizing the professional growth of team members
- Experience with Later or other social media management tools
- Extensive expertise in formulating and overseeing impactful multi-channel social media strategies, with a focus on community engagement across diverse platforms such as Instagram, Facebook, TikTok, Twitter/X, Threads, Pinterest, and YouTube
- Skilled in leveraging data analytics to shape and propel social media strategies. Strong communication skills to articulate insights and results to cross-functional teams, ensuring alignment with overarching business objectives
- Proven success in coming up with creative solutions to improve social media strategies. Skilled at identifying areas for improvement, updating practices for ongoing progress, and adapting to changing market trends
- Proficient in utilizing basic video editing tools, such as CapCut, and at ease in front of the camera across various formats, ranging from Reels to YouTube
- Ability to effectively communicate and build trust with senior executives and drive alignment with cross-functional teams
- Experience implementing and optimizing paid social media campaigns
- Proven experience in collaborating with in-house creative teams
- Excellent writing skills and the ability to customize copy for specific channels
- Must be able to prioritize, adapt, and multi-task without compromising attention to detail
- Experience with web and social media analytics tools and reporting