Manager, Social Media and Content Marketing

2 days ago

Toronto, Canada Air Canada Vacations Full time

**Job Brief**:
Air Canada Vacations is hiring a Manager, Social Media and Content Marketing / Vacances Air Canada recrute un/une Chef de service, Médias sociaux et marketing de contenu.

Reporting to the Senior Director of Marketing and E-Commerce, the Manager of Social Media and Content Marketing is responsible for the development and management of a range of customer engagement strategies and tactics, focused on the creation and curation of engaging content to solidify the company’s brand health, to create positive customer relationships and brand sentiment, and overall support growth goals. This includes content across multiple channels and multiple formats. This means engaging the community to further develop brand loyalty through marketing campaigns, promotions, by creating appropriate communications to educate the marketplace about products and services, and by liaising with key stakeholders to resolve issues.

As such, the Manager of Social Media and Content Marketing is at the center of a cross-functional team and works in close cooperation with the Marketing Communications team, E-Commerce team and the Social Media Customer Engagement Team, and other department contacts in order to provide customers with a comprehensive, cohesive, and engaging vision of the Air Canada Vacations brand on social and digital platforms. They are an internal expert and will provide guidance to departments within Air Canada Vacations who wish to engage with our customers on social channels. They must be in tune with the many facets of the corporation, its culture, products/services in order to create an intuitive rapport with various consumer audiences building on loyalty and coaxing “influencers”. They must identify and create opportunities beyond traditional communication to showcase Air Canada Vacations in innovative and engaging ways.

**Description and responsibilities**
- Develop an in-depth understanding of customer segments, their needs and key drivers for engagement;
- Develop yearly social media strategy, and when necessary, pivot the strategy to ensure content is reflective of current climate and brand sentiment;
- Own the development of the always-on editorial content strategy for Air Canada Vacations social media channels (Facebook, Twitter, Instagram), creating original content that supports business needs and keeping a content calendar which reflects the marketing calendar activities;
- Report on key KPI’s of social media channels on a monthly basis including growth, engagement, monthly wins and competitive analysis;
- Act as a storyteller - Create and curate shareable content, develop compelling, dynamic content that inspires and drives positive engagement, and increases brand loyalty ;
- Monitor activity on owned social media channels as well as brand mentions and reputation online via the monitoring tool Sprout Social ; collect and then analyze customer insights for continued evolution of content strategies;
- Proactively engage with influencers and opinion leaders to increase earned media activity through editorials, blogs, social platforms, etc.
- Manage 3rd party publishers, influencers, creative vendors and writers as appropriate in development of content and assets;
- Support Marketing campaigns with social media tactics (posts on Twitter, sponsored content: influencer’s Instagram stories, Instagram posts, Facebook posts, blogs, ect.. )
- Manage all media buys on social media channels that are organic, including Facebook Live, Instagram Stories, Facebook/Twitter posts, influencer trips, etc.
- Support the Sales Team with their social media activities including support and training where needed;
- Support the social media customer service team in the call centre when facing new situations or events, proactively manage online conversations and identify any trends that would require immediate escalation;
- Work closely with Corporate Communications and other marketing teams to ensure proper alignment across paid, earned, shared and owned media;
- Manage social media communications in times of crisis - Requirement to be on-call;
- Demonstrate strong project management skills including: conceptualization; analysis; driving alignment; planning resources; managing across teams; managing milestones and objectives and being responsible for overall project, content or campaign success.
- Provide support to the teams as assigned.

**Qualifications**
- University degree in Business, Marketing option or equivalent
- 5 years of relevant experience
- Bilingual - Proficient in grammar, spelling, and punctuation in English and French
- Proven track-record in social media strategies and techniques
- Experience in consumer content development, programming and engagement.
- Strong online and social copy-writing and proofing experience (writing samples required).
- Practical knowledge of digital mediums including internet and social media channels
- Excellent judgment skills in determining which comments sho

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