Social Media Director

The Performance Marketing Team at First Horizon is looking for a talented Social Media Director to lead our social media strategy across platforms and disciplines. This person will collaborate with internal and external resources to elevate our social practice across marketing, community management, customer care, client engagement, content, thought leadership, recruiting, lead generation, etc, as well as leading the internal social selling initiatives across various lines of business. This role will also directly lead all paid social media initiatives, working with external agencies, creative teams and business leads to create and execute on media plans to impact business outcomes.

Reporting to the VP, Channel Marketing Lead, the role involves partnering with a wide variety of internal stakeholders including: Marketing, Creative, MarTech, Analytics, CX, Corporate Communications, Public Relations, Customer Care, HR, Bankers, Advisors and other business leaders.

Responsibilities:

• Lead the Social Media team, including a Social Media Manager, Social Selling Manager, Regional Social Manager and Client Solutions department
• Determine the overarching social media strategy for the bank, using social media to drive outcomes across LOB work, brand marketing and regional support
• Monitoring and response to community management opportunities across social and digital channels
• Maintain social media subject matter expertise; keep up with social marketing trends, industry and competitor trends, changes/enhancements to social media channels, etc. This includes updates to artificial intelligence tools that could affect social media technologies or platforms.
• Manage external relationships with agencies, social platforms, technology vendors, etc.
• Lead internal social selling initiatives, including content creation, vendor management, strategy, training, deployment and analytics.
• Develop and deploy social media training for associates including but not limited to strategy, mentorship, resources management, social media trends and documentation for standard methodologies
• Maintain corporate social media policy and strategies, including crisis and customer care support, identifying issues in real-time while working across internal teams to respond effectively
• Provide regular partner reports that analyze the success of social media activity in helping to achieve goals and provide recommended solutions for improvement
• Manage relationship with Legal, Risk and Compliance to monitor and maintain program compliance with industry regulations and firm policies
• Generate reports and provide insights for business partners on user engagement, adoption and success of various social media efforts
• Support regional and local marketing events and requests on an ad-hoc basis
• Lead media planning and execution for all paid social media tactics to drive business outcomes across various lines of business
• Own the Executive Social Media program, working directly with C-Suite executives to elevate their social media presence
• Monitor the brand’s digital presence for risk and crisis communications, leading those efforts when necessary

Skills & Experience:

• Bachelor’s degree or equivalent experience preferred
• 7-10 years of work experience in digital platforms, social media or equivalent required
• 3-5 years of people management experience
• Deep understanding of LinkedIn, Facebook, Pinterest, Threads, Reddit, Instagram and X (formerly Twitter) required
• Understanding of programmatic buying principles required
• Experience using social media management systems for social selling strongly preferred
• Specific experience with Sprinklr, Yext and/or Salesforce a strong plus
• Work experience in Financial Services or highly regulated industry a plus