Description

OVERVIEW:

The Social Marketing Specialist (SMS) is a member of the Marketing team with the purpose of scaling, professionalizing, and monetizing Gardener’s Supply’s social media presence. The SMS is responsible for meeting engagement, follower, and similar targets as defined in collaboration with the Marketing team and organization at large. The SMS will be responsible for collaborating with the Marketing and Creative teams to create fun, timely, and on-brand content that aligns with current trends in the gardening and larger social space. Additionally, the SMS will be responsible for strategic execution of the Gardener’s influencer network, identifying potential new partners, and nurturing these relationships.

RESPONSIBILITIES:

• The SMS will be proficient in social media functionality and best practices and will create differentiated strategies for all of our significant branded social properties on TikTok, Facebook, Instagram, Pinterest, Twitter, YouTube and LinkedIn, in collaboration with the HR team, amongst other emerging platforms.
• The SMS will be in a critical relationship with our Digital Advertising Agency, implementing profitable paid-social advertising spend and promotion to amplify our current base of followers, increase in-platform engagement, generate traffic to gardeners.com and ultimately acquire new customers and drive demand and profits both online and at our garden centers.
• Assist in developing and leading implementation of macro social media strategy, goals and key performance indicators.
• Help execute influencer and similar partnerships by collaborating with the Director of Marketing to manage relationships, create collaborative content & posts, and ensure partners have product and assets to promote the Gardener’s brand.
• Create content calendar that maximizes both internal and external resources. Identify and source the creative and copy assets required to implement strategy.
• Development and implementation of platform-specific strategies and best practices across all major branded platforms.
• Be an active member of our Marketing and Communications teams to schedule social media support, and ensure strong brand coordination with our corporate marketing and editorial calendar.
• Work closely with other program managers and our Digital Advertising Agency to implement best practices and paid advertising spend that ultimately generates new customers, engages and retains existing customers, and drives incremental revenue and profits for GSC.
• Execute the marketing and editorial plan across our platforms.
• Work closely with Creative and Brand leadership to ensure GSC’s presence on social media is in synch with our brand tenets, and style and voice guidelines.
• Maintain and evolve social media analysis to measure performance vs. goals and KPIs and to understand all critical aspects of engagement (likes, shares, comments, etc.) and monetization.
• Work closely with the Retail Marketing Manager to support store-level account strategy, execution and adverting for Facebook and other platforms.
• Collaborates with Retail Marketing Team to develop and deliver store-generated content for distribution in Core and Retail Marketing Channels
• Work closely with the Customer Contact Center leaders to leverage CCC reps to monitor and respond to customer service and other issues presented by the public on our social platforms.
• Stay abreast of industry best practices and actively network with peers and consume social media education via conferences, courses, etc.
• Passionately advocate for the Social Media program within GSC.

OTHER RESPONSIBILITIES:

• Seeks out meaningful social media partnerships and co-marketing opportunities.
• Assists HR in leveraging social media for job postings and recruitment.
• Pitches in as needed on things like content development and website Quality Assurance and testing.

Qualifications

REQUIREMENTS:

• 2-5 years pertinent digital/social marketing experience
• Four-Year college degree or equivalent life experience
• Understands and is experienced with the unique functionality and opportunities the different platforms provide.
• Strong project management skills and ability to lead cross-departmental projects.
• Able to craft and implement social marketing strategy for growth.
• Ability to work cross-functionally with content providers, business analysts, IT and Customer Care
• Proficient in marketing/social media analysis
• Able to do financial analysis such as pro formas and Profit & Loss reports.
• Proficient in Microsoft Office suite
• Competent and error-free writer
• Basic photoshop skills a plus
• Ideal candidate would have a passion for gardening and/or growing plants indoors